Historical Background
1988- One of the Schweppes’s leading bottlers conceived the idea of Marketing raspberry-flavored ginger ale as a general soft drink for all occasions, After obtaining initial clearance to explore the concept further. Johnson spent considerable time perfecting the product ingredients and conducting laboratory field test.
1989 – Cadbury Schweppes Public limited company was one of the largest British owned confectionery and soft drink companies with marketing operations in more than 100 countries around the world.
1990 - The product was fully developed. In the soft drink industry, general soft drinks constituted the bulk of the market. Colas dominated by coca cola or PepsiCo brands therefore, most major benefits had exclusive agreements with either Coca cola or Pepsi Co to market their colas as the primary product line
1991 – Once decision was made Johnson would have to convince the bottlers to adopt the product and obtain their commitment to make it available in retail outlets by January 1991
Central Problem
How would Schweppes make their product known not as adult soft drink but a soft drink for all Ages.
Viewpoint: Sam Johnson – Associate Product Manager
Strength
* The relative consumption of the product for these two purposes varied in different regions of the united states. In the northeast, ginger ale was equally mixer with alcohol. Because the sales of both Schweppes and Canada dry were heavily concentrated in the northeast. A very large proportion of the total ginger ale marketed by the two divisions was consumed as a soft drink. Ginger ale is popular in northeast, they can make them popular to in other countries.

Weakness * The small market share of ginger ale compared to all soft drinks suggested that a large proportion of individuals were nonuser of the product. The image of ginger ale in the minds of such consumers