Raspberry

INTRODUCTION

Cadbury Schweppes Public Limited Company was one of the largest British owned confectionery and soft drink companies with marketing operations in more than 100 countries around the world. In 1989, the company recorded total sales of 2,843.2 million and a before-tax profit of 251 million. The company managed its beverage operations in North America through Cadbury Beverages North America (CBNA). CBNA was organized into several subdivisions, each handling projects under a specific brand. Namely, Schweppes, Canada dry, Sunkist, Crush, Hires, and Mott’s. Although divisions of one company, they operated independently and competed freely in the market. A product director and associate product manager, Sam Johnson, managed the Schweppes subdivision for the whole of North America.

The several subdivisions of CBNA both Schweppes and Canada dry division marketed products that came under the broad category of adult soft drink. These included beverages that were used as mixer with alcoholic beverages, as well as other that were consumed as general soft drink.

VIEW POINT

Sam Johnson managed the Schweppes subdivision for the whole of North America.

STATEMENT OF THE PROBLEM

Sam Johnson wondered how he should go about evaluating the performance of his division’s new product- Schweppes Raspberry Ginger Ale and he wondered if what efforts he had to make to successfully position SRGA as main stream soft drink.

AREAS OF CONSIDERATION

INTERNAL FACTORS

Strength

SGA is One of the four brands dominated the adult soft drink market.

Can use as Mixer for alcohol beverages.

Unique selling proposition.

In North east, it was equally popular as a soft drink and a mixer.

SGA is the Second –largest marketer with 16.6 percent share of the market.

SRGA has a unique appealing taste.

Weakness

Brand awareness

Selective Consumer and Product

Current Position

Brand Image

EXTERNAL FACTORS

Opportunities...