Cadbury Beverages, Inc. faces the dilemma of re-launching its Crush Brand. The first issue that Cadbury Beverages face is the re-positioning of Crush in the market place. This new position must not run contrary to past positioning strategies and must be focused on continuing to build on the current customer franchise. Crush must also position itself in a segment in which it will not cannibalize Sunkist sales; another orange soft drink produced by Cadbury. Currently both Crush and Sunkist position themselves to a target market of teens, roughly ages 12 to 29. If Cadbury does not find a way to differentiate between their two orange soft drinks in the market place, cannibalization of its Sunkist sales is likely to occur. The second issue is that Cadbury Beverages needs to focus immediate attention and effort on reestablishing its bottling network for the Crush line, particularly the Orange Crush. Previously, the distribution system for selling Crush was through warehouses instead of bottlers and an outgrowth of this action was that Crush had the lowest market coverage of orange category sales potential among major competitors. In 1989, Crush held only 62 percent of the market coverage while all three of its major competitors had market coverage of over 88 percent. The third issue to be addressed is placing emphasis on both regular and diet Crush. The other two main competitors of Crush, Mandarin Orange Slice and Minute Maid Orange had previous outpaced both Crush and Sunkist in attracting the diet segment of orange drinkers.