Schweppes Antiox, business case (2)

21 Marzo 2011 | 2 Comentarios;

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.

(más…)

Schweppes Antiox, business case (1)

14 Marzo 2011 | 2 Comentarios;

This is a business case about the launch of a soft drink. Written by Alfonso Gadea. Only some data are real.

1- Which product and why.

Line extension from Schweppes:
Schweppes Antiox

Market: Italy.

REASON WHY:
Schweppes Brand strategy:
- Tonic water captures an adult consumer and builds high loyalty.
- Orange and lemonade broadens the consumer base.
- Brand expand via launches of “straight drinking” flavours.

(más…)