Video 4 - Markets & Competition
Procter & Gamble

In 1989, a small Florida company sold the Sunny Delight® juice drink brand to Cincinnati-based Procter & Gamble Company. P&G's goal in buying the beverage was to make it into a national brand and capture of a large part of a growing market segment. This market is labeled "tweens" because it's made up of kids ages 8-13.

This video focuses on P&G's marketing of Sunny Delight®-- from the research that goes into product innovation to the advertising that creates consumer demand through distribution of the product to the market.