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Pepsi bottling group hopes to dominate carbonated soft drink sector by marketing orange crush

Orange carbonated soft drinks have been in market for a long time and have often dominated the soft drink industry during the summers. Orange soft drink brands like Orange Crush, Fanta, Sunkist, etc are loved by most for their taste. They are often marketed as health drinks. From the beginning the carbonated soft drinks have been marketed as healthy drinks. However, their consumption by many is often in proportions that may be harmful to health. With new studies there is a growing awareness about the ill effects of carbonated soft drinks.

There are some reports that suggest that teenagers mostly aged 13 to 18 are opting for healthier drinks and are being more responsible towards wellness of their body. The non carbonated soft drinks may soon dominate the soft drink market according to Morgan Stanley analyst Bill Pecoriello. According to him the soft drink volumes may go down by about 1 percent rate for next several years. The big carbonated soft drink manufacturers have seen their volumes going down and have started introducing non carbonated and healthier drinks along with their carbonated drinks. They hope to retain their customer base with new flavors and non carbonated options. They are marketing them as equally good options to carbonated drinks and may just be able to dominate the soft drink market.

Among the first carbonated orange soft drinks to be developed was Orange Crush. It was developed by Clayton J Howell with extract chemist Neil C Ward in 1916. It gained popularity and by 1918 had expanded to the Canadian markets. In just eight years they had about 1200 bottlers for different territories. The brand was manufactured and marketed by Procter and Gamble up to 1989. They became an international brand with expansion in the 20s, 30s and 50s in to territories like Africa, South America, New Zealand, and Africa. Orange Crush dominated the orange carbonated soft drink market longer than other brands and was at the top in the 70s and 80s. In the 80s brands like Sunkist, Fanta, Orange Slice, etc also came into the market which saw the domination of Orange Crush declining.

Orange Crush was acquired by Cadbury Beverages from Procter and Gamble in 1989. They added colorful graphics to revive the brand which was losing out to new brands. However, there were no changes to the flavor loved by all and the ingredients. The Tropical Punch and Crush Peach flavors were also launched. Cadbury Schweppes Americas Beverages, the largest non-cola soft drink enterprise in North America took care of its marketing. Dr Pepper Snapple Group established in 2008 after the spin off, of Cadbury Schweppes Americas Beverages (CSAB) now is in charge of Orange Crush brand.

In January 2009 Pepsi Bottling Group (PBG) bought distribution and marketing rights from Dr Pepper Snapple Group. It gave them the right to distribute it in most of their territories around US from February 2009. They plan to diversify into other segments. The younger generation is their major target and they hope to win back customers who loved their Orange Crush flavor.

Pepsi Bottling group is going all out to market the brand extensively. The industry hopes that this alignment may give Orange Crush a push in the right direction. For Pepsi Bottling group it is an opportunity to diversify and create a strong customer base in orange soft drink sector. It gives them opportunity to expand in newer markets with the refreshing taste for which Orange crush brand is well known.

Did you know that Sweden has been the leading innovator of flavored carbonated water
for the last 6 years? With a world market share of 2/3rds and increasing?

More and more people are turning to flavored carbonated water due to its amazing refreshing
taste and huge health benefits as is has no added sugar, colors, preservatives, sweeteners,
fruit concentrate or calories. Some of the many great fruit flavors that can be purchased
include black currant, apple, lemon and blueberry and many more.

And for the first time ever, owners of home carbonating machines have quick and easy access
to a huge variety of 25 Aromhuset flavors which is currently only being offered worldwide by
Allfreightfree.com


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