Case study Schweppes Raspberry Ginger Ale
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Title: Case study Schweppes Raspberry Ginger Ale

Essay Details:

Subject: Business
Author: Gloria J
Date: May 13, 2014
Level: University
Grade: A
Length: 2 / 374

Essay text:

That once again shows that the marketing performance of SRGA is successful and in the right direction. As to the issue of cannibalization, this was predictable and represents the standard way of development - 26% of SRGA sales came at the cost of CBNA other Ginger Ales, though initially estimated only 20%. This data means that even compared to other CBNA Ginger Ales SRGA marketing, distribution as well as composition and taste is better. The other CBNA products sales are almost unaffected by introduction of SRGA as predicted. For the current point Net Income from Schweppes Ginger Ales is increased by USD 440 000 (if we calculate the approximate income with SRGA and without it), if we take into the consideration that SRGA took only 3 percents of other Schweppes Ginger Ales...

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