Cadbury Beverages, Inc. Crush® Brand
a. How would you characterize the carbonated soft drink industry in the United States? Be specific.
b. How would you describe the changes in the orange category during the years 1985 to 1989? What can be learned from these changes?
c. What is Cadbury Beverages relative competitive position in the U.S. soft drink industry? In the orange category? Be specific.
d. Based on your assessment of the soft drink industry, the orange category, the competitive situation of Cadbury Beverages, and orange Crush®, what is your recommendation for positioning orange Crush®? Make sure you support and specify your reasoning.
e. What objectives should be set for the Crush® advertising and promotion program? What marketing strategies should be pursued? Be specific.
f. How much should be spent for advertising and promotion to launch orange Crush®?
g. Prepare a pro forma income statement similar in form to that shown in Exhibit 3 in the case, including a forecast of total dollar sales, total expenses, and finally, a pretax cash profit for orange Crush®.
How successful has orange Crush® been in the United States since 1992? What is the basis for your conclusion?