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Outline

I- INTRODUCTION
II- THE CARBONATED SOFT DRINK INDUSTRY
A) The industry structure
B) Brand competition & consumer behavior
III- ORANGE CATEGORY
A) Competition analysis
B) Competitor Positioning and Advertising
C) Competitor Pricing & Promotions
IV- CADBURY’S COMPETITIVE POSITION IN THE US SOFT DRINK MARKET AND ORANGE CATEGORY
A) SWOT Analysis
B) Key Success Factors
V- MEDIA ADVERTISING $ PER CASE FOR MAJOR BRANDS
VI- PRO FORMA INCOME STATEMENT FOR ORANGE CRUSH
A) Forecast of $ sales
B) Pro Forma Income Statement
VII- CRUSH’S OBJECTIVE AND STRATEGIES IN TERMS OF ADVERTISING AND PROMOTION
VIII- CONCLUSION: CRUSH ORANGE POSITIONING RECOMMENDATIONS
A) Target:
B) Segment:
C) Advertising:


I- Introduction

Cadbury Schweppes PLC is the world’s first soft-drink maker going back to year 1783 where it marketed the artificial mineral water in London. Then they expanded all over the world, especially in the British Commonwealth. In 1969, Schweppes......

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Approximate Word Count: 2445
Approximate Pages: 10 (250 words per double-spaced page)

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