DR PEPPER/7UP SQUIRT CASE STUDY

Therefore, they recommended targeting youngsters between 18 year old. This could be an opportunity to take over the sales and marketing efforts and boost sales in the Mexico soft drink market. The advertisements should focus more on real life moments while showing Squirt being consumed by individuals. 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. The competition due to better marketing budgets and techniques from the two main competitors Coca cola and Pepsi and changing market trends can bring the market share down for Squirt. Currently Squirt is not sold and marketed by Dr.

Hi, I am Sara from Studymoose Hi there, would you like to get such a paper? It would also provide for the popularity of Squirt in Mexico to filter in to the U. The strongest point in helping position Squirt towards a new market is to concentrate on the advertising aspect as a huge initiative in helping Squirt reach new markets and reinforce customer sentiment. Another weakness is a lack of a bottler in the New York City metropolitan area. Click to learn more https:

This could be an opportunity to take over the sales and marketing efforts and boost sales in the Mexico soft drink market. They also enjoy a top ten market share in the soft drink market. The median age is twenty-five compared to the US median age of thirty-five. They also combine to be the third largest soft drink company in the United States.

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

Such a campaign would reach all year olds as well as all Hispanics, regardless of age. Squirt however lacks a bottler in the large metropolitan area of New York. My recommendation is to approach the market with a multi-cultural marketing scheme, to push the product towards ethnic minorities such as Hispanics. An effective marketing campaign targeted towards year olds has a two potential results: A Hybrid campaign is the best option for Squirt.

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A strong sense of community exists that can help perpetuate the product if made available to local places and advertised on a local level by making sure to build ties with the local community and shop owners.

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. Positioning and specific targeting is the main issue for the Squirt brand.

Citation Kerin, Roger A.

Dr Pepper – 7up, Inc. – Squirt Case

If you contact us after hours, we’ll get back to you in 24 hours or less. The production and distribution of soft drinks involve concentrate producers basic flavorsbottlers add sweetener and carbonated waterand sqyirt.

Leave your email and we will send you an example after 24 hours Most CSD consumers are aged The competition due to better marketing budgets and techniques from the two main competitors Coca cola and Pepsi and changing market trends can bring the market share down for Squirt.

Hence changing demographics have been critical factors in the growing popularity of these flavored soft drinks.

While colas are still the most popular in the Dase Industry, they are starting to lose ground. Partner with local stores The research shows that most Hispanics shop at local mom-and-pop stores, convenience stores, and bodegas. 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.

dr pepper/7up squirt case study

This will allow the target audience to connect with the Squirt studyy. Currently Squirt is not sold and marketed by Dr. This leaves Squirt aiming at a mill of the run market without a strong definition of which age group they are aiming for and closed off from new emerging markets.

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dr pepper/7up squirt case study

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 first being part of Dr. One of the external opportunities Squirt has is appealing to the younger, work hard, play harder market. Sorry, but copying text is forbidden on this website.

Therefore, we do not recommend this marketing strategy for the Squirt brand. These populations often favor flavored beverages over colas.

Dr. Pepper/Seven Up, Inc. by Kareem Hammour on Prezi

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. When reviewing their current media advertising campaign, many focus groups thought that their television commercials and advertisements were juvenile. This information prompts a wise decision to target these ethnic- racial groups caxe increase the market share of the squirt flavored carbonated drink.

There are three major competitors in the soft drink market Coca-Cola, It would also provide for the popularity of Squirt in Mexico to filter in to the U. Therefore, Squirt could capitalize on name recognition and familiarity by duplicating advertisements that they may have seen in their home country.