DR PEPPER 7UP INC SQUIRT BRAND CASE STUDY

Squirt brand has budget restrictions for advertising and promotion, which is not the case with its competitors like Coca- cola and Pepsi. This company reformulated the recipe and logo and marketed it in the mainstream. Considering the above mentioned information, it is clear that the recommendations of Foote, Cone and Belding for targeting and positioning of Squirt are rational and by targeting Hispanic and African — American, young population of 18 to 24 yrs of age will be beneficial for Squirt in a long run. Consumption of diet drinks is popular at the age group of 25 and over. This information prompts a wise decision to target these ethnic- racial groups to increase the market share of the squirt flavored carbonated drink. Such a campaign would have to be carefully thought out and the recommendation is for Cox to identify a celebrity or fad that is popular amongst year olds, regardless of race.

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? Kate Cox has a few options in how she markets Squirt to the target audience of year olds:. Taking this into consideration, it is obvious that Squirt should start a campaign that offers advertisements, television commercials, and banners in Spanish. 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. Leave your email and we will send you an example after 24 hours

We will write a custom essay on Dr. There is a huge volume of carbonated soft drink consumption in the US.

Squirt Brand Case Analysis

imc Young Hispanics are considered to be the target market for positioning of Squirt for brand promotion. The company was shooting commercials involving Rollerblading and Mountain Biking.

dr pepper 7up inc squirt brand case study

Each time though, no changes were made. We will write a custom sample essay on Dr.

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Dr. Pepper/7 up Inc. Squirt brand Case Essay Example for Free – Sample words

Squirt has been attributed with having the highest brand loyalty amongst competitors even though Mountain Dew was the most heavily advertised. Hence it has a different market then other caffeinated drinks but it has competitors in form of Fresca, citrus, mellow- yellow and surge from Coca — 7u and mountain dew from Pepsi.

Competition in the soft drink industry is mostly relevant among the top three companies; Coca-cola, Pepsi-Cola, and Dr.

dr pepper 7up inc squirt brand case study

The taste was so refreshing he used the word Squirt to describe it, because it was like squirf grapefruit right into the mouth. Sorry, but copying text is not allowed on this site. Such a campaign would have to be carefully thought out and the recommendation is for Cox to identify a celebrity or fad that is popular amongst year olds, regardless of race. Positioning and specific targeting is the main issue for the Squirt brand.

Knowing this and knowing about the increasing population, management at Squirt should devise plans to get advertisements into every Spanish speaking news publication in Texas and California. The soft drink industry has three major participants in the production and distribution; concentrate producers, bottlers, and retail outlets.

Nowadays, Squirt is bottled and sold by some Bottlers in the US.

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. An effective marketing campaign targeted towards year olds has a two potential results: Click to learn more https: Consumer research conducted by Dr. Squirt is the best selling carbonated grapefruit soft drink brand in the United States.

This company reformulated the recipe and logo and marketed it in the mainstream. Data suggests that in U. A man by the name of Herb Bishop came up with a carbonated drink that blends grapefruit juice and sugar. Leave your email and we will send you an example after 24 hours Home Contact Us My Account. Facts mentioned above in the situational analysis like that Hispanics are fast growing ethnic group in U.

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The risk with a multicultural marketing mind-set is that such a marketing campaign has the potential to isolate Caucasian consumers. The flat ic of Squirt need to be boosted before competing brands begin to erode the market share enjoyed xase Squirt, therefore to safeguard against this Kate Cox, brand manager at Dr.

Squirt brand Case send By clicking “Send”, you agree to our terms of service and privacy policy. 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.

It was a new carbonated soft drink that required less fruit and less sugar to produce hence it was quite famous during WWII. Squirt brand of Dr.

dr pepper 7up inc squirt brand case study

According to the revenue seen by companies who advertise in Hispanic 7ip, none of them are soft drink companies Print Advertising, Squirts advertising agency Foote, Cone and Belding suggested market targeting and brand positioning as two ways for Squirt to come out of this problem.

Although squirt remains one of the best selling brands among citrus flavored drinks, still the study of Squirts sales volume has shown a slow decline in recent years.

Concentrate producers are responsible for consumer advertising and promotion programs, product development and planning and market research.