DR PEPPER/7UP SQUIRT CASE STUDY

Therefore, Squirt could capitalize on name recognition and familiarity by duplicating advertisements that they may have seen in their home country. It is a caffeine-free, low-sodium carbonated soft drink brand with a distinctive blend of grapefruit juices that gives it a tangy, fresh citrus taste. The risk with a multicultural marketing mind-set is that such a marketing campaign has the potential to isolate Caucasian consumers. Also Squirt can evaluate the current sales in Mexico and take responsibility of sales and marketing which it currently lacks. Facts mentioned above in the situational analysis like that Hispanics are fast growing ethnic group in U. Squirt has already been exposed to many Hispanics, primarily those of Mexican decent because of the popularity of the beverage in Mexico. They also enjoy a top ten market share in the soft drink market.

With offering a refreshing soft drink, Squirt has an opportunity to grow in that market segment. Is it beneficial to follow recommendation of Foote, Cone and Belding of targeting and positioning Squirt or should old methods be followed or there should be some new innovative methods to increase sales and promotion of Squirt? Research also indicated that Squirt advertising effectively communicated the fun and thirst-quenching method. When reviewing their current media advertising campaign, many focus groups thought that their television commercials and advertisements were juvenile. Mountain Dew currently is the leader in the market of year olds.

dr pepper/7up squirt case study

Is it beneficial to follow recommendation of Foote, Cone and Belding of targeting and positioning Squirt or should old methods be followed or there should be some new innovative methods to increase sales and promotion of Squirt? Flavored soft drinks are beginning to become more popular due to the changes in the U.

dr pepper/7up squirt case study

However, this type of campaign can be very expensive. Another opportunity is the soft drink market in Mexico. Citation Kerin, Roger A. Squirt was not advertising correctly peppfr/7up the main ;epper/7up drink consumer age groups and possibly not appealing to many of them. Following this image they would concentrate at marketing Squirt as a thirst-quenching as opposed to being cool, young and hip. This is a good strategy because the targeted marketing does not conflict with the current marketing strategy, since the advertisements are localized.

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Dr Pepper – 7up, Inc. – Squirt Case

This could be an opportunity to take over the sales and marketing efforts and boost sales in the Mexico soft drink market. Another strategy that could work is partnering with a popular television program or event.

There is a huge volume of carbonated soft drink consumption in the US. Of these consumers, the majority of CSD consumers are teenagers or young adults ages Also, Squirt should show advertisements in Spanish as well as English.

Dr Pepper – 7up, Inc. – Squirt Case –

A smaller, geographic specific side campaign targeting towards Hispanics with Spanish ads and packaging will help Squirt capitalize on its popularity in Mexico and will lepper/7up an increase in sales in border states, such as California and Texas.

Following their suggestion and considering that the answers to the questions mentioned above will serve as main decision making tools we analyzed the market situation for Squirt. Hispanics prefer marketing approaches that are real, and authentic and often shop at local grocery outlets and mom-and —pop shops. This is important because that is a part of the focus of the Squirt advertising strategy.

Both Coca-Cola and Pepsi-Cola launched non-cola soft drinks.

Dr. Pepper/7 up Inc. Squirt brand Case Essay

A strong opportunity for Squirt is the Hispanic market. Carbonated drink industry is highly competitive industry As mentioned previously this industry of carbonated drinks is dominated by three companies, Coca cola, Pepsi and Dr.

We’ll occasionally send you account related and promo emails. In the mid- summerSquirt Brand management team, had to begin drafting annual advertising and promotion plan for Squirt pelper/7up the US to chart a right marketing plan the team had to come up with answers for the following questions: Squirt is the best selling carbonated grapefruit soft drink brand in the United States.

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dr pepper/7up squirt case study

Most CSD consumers are aged If the census of is accurate then it is a fact that to target this huge population of Hispanics and African- Americans as future market for Squirt will be very beneficial. Leave your email and we will send you an example after 24 hours This could have a direct effect on costs and lead time deficiencies. Competitive market- Carbonated drink industry is highly competitive industry As mentioned previously this industry of carbonated drinks is dominated by three companies, Coca cola, Pepsi and Dr.

One of the opportunities is the growing trend of US consumers drinking habits. Nowadays, Squirt is bottled and sold by some Bottlers in the US.

Dr. Pepper/ Seven-Up Inc. by Bret Harris on Prezi

It would also provide for the popularity of Squirt in Mexico to sudy in to the U. Squirt, is a ccase that was invented in the course of an experiment by Herb Bishop in Based on consumer research, Squirt scored higher than the competition on thirst quenching attributes. Their current marketing scheme can maintain parts of its edgy image but incorporate the culture and life styles reminiscent to Hispanic youths and younger adults.

Census showed that the Hispanic population had increased by

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