The report will also define the segments which need to be addressed by the company in order to enhance their sales.
The later part of the report explains the justification of the product launch and various objectives which would be helpful to achieve targets, and finally it concludes with the sales forecast and the Marketing Mix.
Although soft drinks trends patterns are substantial in Australia still there are many factors which will play an important part in the acceptance of the product by the consumers. There is healthy demand for the imported fresh juices which can be fulfilled by Cadbury Orange Juice.
Cadbury traces its history in Australia since the year 1919. It is one of the leading chocolate and Ice Cream manufacturers in Australia. The major specialty of the company is Chocolate. By merging with the Schweppes, Cadbury expanded its operation and identity. The expansion continued and in 1980 it acquired the Red Tulip confectionery company and broadened its range of fine products to include a vast array of Easter confectionery, as well as After Dinner Mints. The company entered the Asian region in 1995 and established a factory in Beijing, China. After being successful in the Chocolate and Ice Cream business the company is planning to launch the range of 100% pure orange juice that will use fresh, rather than concentrated juice. Following are some successful products of the company (Cadbury Schweppes Pty Ltd, 2009).
'Australian Chocolate Brands in last Two Decades:
Time Out Bar (1995)
The launch of chocolate-covered wafer Time Out bar was a phenomenal success - the first brand to reach the top five best-selling bars in its first year
Favourites Boxed Chocolates (1998)
Cadbury Australia introduced Favourites boxed chocolates in 1998, giving Cadbury fans a selection of their favourite Cadbury products in bite-size pieces.
Cadbury Dream Block (2001)
The new Cadbury Dream block was promoted as "real whiter chocolate, wicked taste". It took four years of research to perfect the flavour, but it was an astounding success.
Boost Bar (2006)
Boost bar was launched in 2006 and was immediately successful.' (Cadbury Schweppes Pty Ltd, 2009)
2.2 Macro Environmental (PESTLE) analysis:
In order to understand the external environment of the Company it is important to undertake the PESTLE analysis, which is as follows:
Political: Decrease in demand due to unstable political situation.
Economic: Imposition of Tax or quota from the Government on the major players of market in order to avoid monopoly in the market.