Student Essay

Words: 1640
Pages: 7

Name: Chao Li, Sharon Stell
Professor: Elias G. Rizkallah
Class: MKTG 676 Advertising Management Group case study March-06-2013 1. Background: (1) History: Cadbury Beverages, Inc. is the beverage division of Cadbury Schweppes PLC, a major global soft drink and confectionery marketer, located in London, England; worldwide headquarters are in Stamford, Connecticut. Company is the world’s first soft drink maker and 4th largest soft drink marketer. Its history can be traced to 1783 in London. The first major product of the Schweppes was artificial mineral water. After the development of 80 years, in 1960s, the company had
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The crush brand should focus more on the widely broadcasted media such as TV advertisement, radio, and popular magazines. This will grain the awareness of the brand. The company should evaluate the efficiency of different advertising vehicles putting more money on the most effective vehicles to make a reasonable advertising vehicles mix. Moreover, the look of the product is a very important factor for promotion. More fashion look of the product will make customers be more willing to make the first purchase.

(2) Use creative way to promote
As the problem we mentioned above, the competitor Mandarin Orange Slice and Minute Maid Orange brands that belong to Coke and Pepsi are too strong to the Crush brand to beat. Cadbury needs to find a creative way to promote the Crush brand. The case we learned shows that all beverage producers did not pay too much attention on the in store advertising. However, this is the most important channel to promote the product. For beverage products, the first purchase and first impression are the most significant factors. The Crush brand has the very good customer loyalty, as the form shown below. It means that the taste of Crush beverage has very good taste.

Once they try the product, they will like it and repurchase the Crush.
That means if Crush put more effort on in store advertisement the sale will grow up.
In store advertisement is not simply the