It is our recommendation that Cadbury Beverages takes action by implementing all three of the above stated courses of action for a successful re-launch of Crush. By increasing expenditures on advertising and promotions especially for its diet segment; changing its target audience to avoid cannibalism of Sunkist sales; and by improving its bottler network to increase total orange market coverage, we believe that Crush will be able to outpace the competition while gaining significant market share in both the regular orange and diet segments.