This is a business case about the launch of a soft drink. Written by Alfonso Gadea. Only some data are real. Also see part 1 and part 3.
2- What will be the role in the portfolio
Schweppes: It complements the brand:
- Another adult flavour.
- It measures up to reality (more adapted to today’s habits).
- Brand rejuvenation.
Champomy is targeted to children. Schweppes Antiox is not.
Orangina is targeted mainly to 18-35 years age. Schweppes Antiox is a good substitute when consumers become older. It is healthy like a fruit drink but it is more refreshing.
