DR PEPPER/7UP SQUIRT CASE STUDY

This form of advertising can be executed by creating commercials and posters that are concentrated on a genuine interest in thirst quenching while focused on a particular cultures history as opposed to the extreme ads that have been linked to catchy tunes and extreme individuals on screen. Focusing more on Squirt, they have the highest consumer brand awareness among carbonated grapefruit soft drinks in the United States. An effective marketing campaign targeted towards year olds has a two potential results: To change the target market of the brand, it would most likely have to engage in some type of large scale media campaign. We will write a custom sample essay on Dr.

Facts mentioned above in the situational analysis like that Hispanics are fast growing ethnic group in U. The foreseeable outcome in the future is that Hispanic populations are still on the rise and they are a huge market for Citrus flavored beverages. There is also a growing trend of US consumers drinking more non-cola products. Such a campaign would reach all year olds as well as all Hispanics, regardless of age. Focusing more on Squirt, they have the highest consumer brand awareness among carbonated grapefruit soft drinks in the United States. My recommendation is to approach the market with a multi-cultural marketing scheme, to push the product towards ethnic minorities such as Hispanics.

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.

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

Census showed that the Hispanic population had increased by If you contact us after hours, we’ll get back to you in 24 hours or less.

Such alignment with a popular TV program is sure to increase sales amongst all races within the casw age-demographic.

dr pepper/7up squirt case study

These populations often favor flavored beverages over colas. We’ll occasionally send you account related and promo emails. Lacking a bottler in one of the largest metropolitan areas in the United States could prohibit Squirt from effectively reaching consumers. S thus surpassing African Americans to become the largest ethnic group in U. The flat sales of Squirt pepper/7p to be boosted before competing brands begin to erode the market share enjoyed by Squirt, therefore to safeguard against this Kate Cox, brand manager at Dr.

  UNCO DISSERTATION DATABASE

dr pepper/7up squirt case study

How about receiving a customized one? Partner with local stores The research shows that most Hispanics shop at local mom-and-pop stores, convenience stores, studh bodegas.

The Hispanic market is growing and there is a large soft drink consumption rate associated with the Hispanic market. Squirt has already been exposed to many Hispanics, primarily those of Pepper/up decent because of the popularity of the beverage in Mexico. This gives Squirt the opportunity to target the Hispanic market efficiently by offering promotions and putting advertisements into community stores that have a high Hispanic areas.

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. While colas are still the most popular in the CSD Industry, they are starting to lose ground.

With that in mind it is important for FCB to position Squirt as a thirst quencher for ethnic minorities.

dr pepper/7up squirt case study

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. Consumer research conducted by Dr. Swuirt Cola and Pepsi show more aggressive for of advertising and promotion of products Consumer.

Squirt brand Case Essay Essay Topic: In the mid- summerSquirt Brand management team, had to begin drafting annual advertising and promotion plan for Squirt in the US to chart a right marketing plan the team had to come up with answers for casw following questions: Steady yet unmoving sales do not pose a problem currently, but the lack of sales growth could be a sign of coming product decline as market image and popularity could fall into decline.

  SMITHILLS SCHOOL HOMEWORK

S the consumers drink more carbonated drink then tap water. An effective marketing campaign targeted towards year olds has a two potential results: Therefore, we do not recommend this marketing strategy for the Squirt brand.

By identifying Squirt as a popular beverage amongst consumers in this age range, regardless of race, Squirt has the potential to both increase sales within the age demographic as well as within the Hispanic and African-American demographic. Squirt is the best selling carbonated grapefruit soft drink brand in the United States.

Pepper/7kp are three major competitors in the soft drink market Coca-Cola, If you need this or any other sample, we can send it to you via email. Hi, I am Sara from Studymoose Hi there, would you like to get such a paper? Another strategy that could work is partnering with a popular television program or event. The study of Squirts sales volume has shown a slow decline in recent years, although squirt remains one of the best selling brands among citrus flavored drinks, still the competition due to better marketing budgets and techniques from the two main competitors Coca cola and Pepsi and changing market trends stjdy bring the market share down for Squirt.

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

Kate Cox has a few options in how she markets Squirt to the target audience of year olds:. In marketing to these sects based on their respective options there will be a growth in sales for Squirt by focusing on television advertisements and Hispanic magazine full page ads that are fully in Spanish.

Another weakness squigt a lack of a bottler in the New York City metropolitan area. Focusing more on Squirt, pep;er/7up have the highest consumer brand awareness among carbonated grapefruit soft drinks in the United States.