These populations often favor flavored beverages over colas. Pepper is the best selling carbonated grapefruit soft drink brand in the United States. 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. This is important because that is a part of the focus of the Squirt advertising strategy. It was also observed that per capita consumption of flavored soft drinks is higher in Hispanics and African- American than the other racial groups.

Coca-Cola also introduced Citra a sugared counterpart to Fresca in in southeastern and southwestern United States with marketing towards Spanish speaking markets. There are no threats specifically, but depending too much on particular ethnic group and particular age, in short narrow targeting criteria can prove to be disaster if it backfires due to certain reasons, anchoring the target consumers because they are the main source and they dictate the location to get the soft drink, also dominate taste preferences because soft drinks is an elastic product. 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. A strong opportunity for Squirt is the Hispanic market. In alone, consumers on average drank 53 gallons of soft drinks per person a year. The production and distribution of soft drinks involve concentrate producers basic flavors , bottlers add sweetener and carbonated water , and retailers.

The flat sales of Squirt need 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.

Flavored soft drinks are beginning to become more popular due to the changes in the U. Facts mentioned above in the situational analysis like that Hispanics are fast growing ethnic group in U.

One of the opportunities is the growing trend of US consumers drinking habits.

Dr Pepper – 7up, Inc. – Squirt Case

In addition, by changing their marketing focus, they could lose the and the markets that they currently do very well in. They also combine to be the third largest soft drink company in the United States. Most CSD consumers are aged It is known for its light and refreshing taste and low sugar content.


The advertisements should focus more on real life moments while showing Squirt being consumed by individuals.

dr pepper/7up squirt case study

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

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

Squirt however lacks a bottler in the large metropolitan area of New York. Pepper is the best selling carbonated grapefruit soft drink brand in the United States.

dr pepper/7up squirt case study

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 — cola and mountain dew from Pepsi. Squirt brand Case specifically for you.

Dr Pepper – 7up, Inc. – Squirt Case –

Both Coca-Cola and Pepsi-Cola launched non-cola soft drinks. Leave your email and we will send you an example after 24 hours The advertisements would be culturally specific, and most would be in Spanish, as the majority of the Hispanic population prefers to see ads in Spanish as opposed to English.

If you need this or any other sample, we can send it to you via email. The risk with a multicultural marketing mind-set is that such a marketing campaign has the potential to isolate Caucasian consumers. An effective marketing campaign targeted towards year olds has a two potential results: Squirt has a huge opportunity to successfully expand its brand by targeting young because their grape flavor attracts more youngsters because of its unique thirst quenching attribute and.


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. 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.

The initial costs are the initial down-fall, however a successful campaign could re-define Squirt in two needed demographics, all Hispanics and all year olds. Leave a Reply Cancel reply Your email address will not be published.

It is one of the most popular soft drinks.

dr pepper/7up squirt case study

Focusing more on Squirt, they have the highest consumer brand awareness among carbonated grapefruit soft drinks in the United States. 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. Such a campaign would reach all year olds as well as all Hispanics, regardless of age. Of these consumers, the majority of CSD consumers are teenagers or young adults ages Squirt brand Case Essay Essay Topic: 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.

Mountain Dew currently is the leader in the market of year olds.

Squirt has been advertised in all the mediums of media like newspapers, television, and radio.