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Essay text:
Pepper/7Up
o Soft drink buying is somewhat seasonal, consumption is higher in summer months
o Typical purchaser of soft drinks is a married woman with children under 18yo living at home in supermarkets
o Consumers respond favorably to price promotions, in-store displays, and other point of sale promotions.
o A brand is locked out of 60% of sales in supermarkets if it can't get end-aisle displays
o Consumption of soft drink varied by region with highest consumption in East South Central states of KY, TN, AL, Miss. (54.9 gallons)
o Consumption of diet beverages was more pronounced among consumers over 25yo
o Teens and younger consumers were heavier consumers of regular soft drinks
o Product is in between introductory and growth stages of PLC
o Consumer is price elastic particularly if there is a substitute available for almost same price
o The product is a low involvement product with high volume purchase that requires little learning on behalf of the consumer
Market Demand (Industry/Company Sales, Market Shares)
o Cadbury Schweppes PLC was the fourth largest soft drink marketer in the with market share of 3...
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