Orange crush hopes to dominate carbonated soft drink sector with the current marketing plans

The process of converting basic flavors into carbonated soft drinks is the responsibility of the bottlers. Concentrate producers provide the concentrate flavors to the bottlers who add sweeteners to carbonated water to make the carbonated soft drink. The beverages are packed into bottles and cans and sold under the specific brand name of concentrate producers. Franchised bottlers are in charge of distribution of products in their defined territory. The retailers are the retail outlets and convenience stores. Orange Crush dominated the carbonated orange soft drink sector since the 1916 when it was introduced. It lost to other products in the 90s. Now from February 2009 the brand is being marketed and distributed by Pepsi Bottling group. It hopes to dominate the carbonate orange soft drink sector as it did in the 70s.

Orange Crush was developed by Clayton J Howell with extract chemist Neil C Ward in 1916. Its refreshing taste was highly popular and it grew to have more than 1200 bottlers in a span of eight years. Procter and Gamble manufactured and marketed the Orange Crush brand till 1989. Initially it was made from oil from orange skins. Only in 1921 was orange juice added as an ingredient along with other ingredients including purest of sugar syrup. Its popularity grew and they introduced several flavors to the Crush brand like Grape Crush, Lemon Crush etc.

In 1989 it was acquired by Cadbury Beverages who decided to launch it with a new look. They added new graphics but did not make any changes to the flavor and the ingredients. Around the same period new products like Fanta, Orange Slice, Sunkist, etc were also launched and were marketed extensively. It was sold in their patented Mae West bottles. Texas-based Cadbury Schweppes Americas Beverages, the largest non-cola soft drink enterprise in North America took care of its marketing. It is the largest subsidiary of London-based Cadbury Schweppes plc. Dr Pepper Snapple Group was established in 2008 after the spin off, of Cadbury Schweppes Americas Beverages (CSAB) from Cadbury Schweppes PLC. They take care of the Orange Crush brand.

In January 2009 distribution and marketing rights for the Crush brand were purchased by Pepsi Bottling Group (PBG) from Dr Pepper Snapple Group. The Pepsi Bottling group would be distributing it in most of their territories around US from February 2009. By taking over the orange soft drinks brand they seek to dominate the sector as well as diversify into other segments. Their targets would be young people who love the drink at any time of the day, for parties, etc. PBG also may be hoping to win back old customers who loved their Orange Crush flavor and would like to have it back this summer. They are extensively involved in getting the brand into the market and promote it in a similar manner as they do their other products. Orange Crush hopes to regain lost ground by aligning with Pepsi Bottling group who are going all out to market and create a strong customer base. They want to penetrate the market with the refreshing taste that the Orange crush brand is well known for.

With bottlers PBG handling Orange Crush flavor in US territories and the popularity of the Orange crush flavor the company hopes to dominate the soft drink market as they did till the 80s.

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