Question 1: Based on your issues raised in the case. #
Cadbury Beverages Inc. is already providing the high-quality diet orange soda and the Sunkist orange soda to its customers. It is important for the company to clear the difference between both drinks in the marketplace.
According to the same, the target market for both drinks is the same the company has to produce the products and consider the wide range of target audiences. I recommend that the company should change its target market to promote its products.
The Sunkist is one of the products that can make for the youngsters as well as for the teens. For this, the company should target the market within the age of 12 to 18. The company is after introducing the diet orange soda, but the target market for this drink is not appropriate.
According to me, the company should change its target market because the teens and the young are not using diet drinks. The perfect target for this drink is the age of 24 to 34.
Nowadays people are more health-conscious they do not prefer carbonated drinks. The orange crush has to appeal to the customers who are health conscious. The company is using the web-based application to sell its products all over the world. The use of technology is important for the company for the growth.
The company should widen its product line as well through which it can easily achieve the competitive advantage. Cadbury operates in the monopolistic competitive market structure as well as in this market structure they have been able to control over the inflated prices. Cadbury differentiates its brand from the competitors through its various trademarks, logo, and quality. The target market of Cadbury is 18 to 24-year-olds.
Question 2: What objectives should be set for the should be pursued? #
The company should use the different marketing strategies for CRUSH that helps them to promote their products in the market easily. The company should use different marketing strategies to grab the attention of their users.
Re-position the crush as a soft drink so that the family can easily choose this drink, as well as the company, should use the less amount of sugar in manufacturing so that the health-conscious people can easily use this drink. Now the target market of Cadbury is children as well as young parents.
The premium pricing strategy is adopted by the company, and such prices help the company to develop its perception about the high-quality products, and for this reason, the company maintains its higher prices than the competitors, and it has conveyed the message that products are of high quality.
The generic strategy of the company is associated with premium pricing it has enabled the company to achieve sustainable competitive advantage. Cadbury differentiates its brand from the competitors through its various trademarks, logo, and quality.
The company should invest in high advertising strategies, and the advertising is done by integrating TV ads, newspaper ads, social media, and other marketing techniques through which the company can communicate about its products through electronic and print media.
The company should widen its product line as well through which it can easily achieve the competitive advantage. The company should hold the school campaign and the road campaign through which they can provide the sample of their drinks to the customers. The company is providing a wide range of quality products to its customers.