Dr. Pepper/Seven Up Case Analysis
Case Recap Dr. Pepper/Seven Up, Inc. is the company which produces the brand Squirt. “Squirt 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. Squirt is the best selling carbonated grapefruit soft drink brand in the U.S.” (Kerin and Peterson, 2010) Kate Cox, the brand manager responsible for Squirt believes that market targeting and product positioning are key elements in Squirt’s advertising and promotional plan development. This case study will provide a summary and analysis of Dr. Pepper/Seven Up, Inc.’s options and the examination into the company’s strengths, weaknesses, threats, and opportunities.
Problem Identification One of the key problems which need to be addressed is the decreased market share by Dr. Pepper/Seven Up, Inc. Some reasons for this are several issues related to the advertising and distribution of Squirt. Dr. Pepper/Seven Up, Inc’s current program is not reaching the largest target audience available. Squirt is not focusing on valuable characteristics such as ethnicity, demographics, and target audiences. America’s consumption of soft drinks is on the rise per person and therefore with effective advertising to the correct target audience, increased market share is achievable. Another problem is that Squirt’s distribution is currently not represented in all the top 10 cities throughout the United States with Hispanics and studies have shown that Hispanics prefer the fruit flavored carbonated soft drinks. Dr. Pepper/Seven Up, Inc., has asked Kate Cox to draft the annual advertising and promotion plan for Squirt in the U.S. and then present this to senior management for review and approval prior to implementation.
Case Analysis Dr. Pepper/Seven Up, Inc. is the largest division of Cadbury Schweppes PLC who is the world’s third largest soft drink company. This company’s head quarter office is located in England with the
Problem Identification One of the key problems which need to be addressed is the decreased market share by Dr. Pepper/Seven Up, Inc. Some reasons for this are several issues related to the advertising and distribution of Squirt. Dr. Pepper/Seven Up, Inc’s current program is not reaching the largest target audience available. Squirt is not focusing on valuable characteristics such as ethnicity, demographics, and target audiences. America’s consumption of soft drinks is on the rise per person and therefore with effective advertising to the correct target audience, increased market share is achievable. Another problem is that Squirt’s distribution is currently not represented in all the top 10 cities throughout the United States with Hispanics and studies have shown that Hispanics prefer the fruit flavored carbonated soft drinks. Dr. Pepper/Seven Up, Inc., has asked Kate Cox to draft the annual advertising and promotion plan for Squirt in the U.S. and then present this to senior management for review and approval prior to implementation.
Case Analysis Dr. Pepper/Seven Up, Inc. is the largest division of Cadbury Schweppes PLC who is the world’s third largest soft drink company. This company’s head quarter office is located in England with the
References: Kerin, R.A., & Peterson, R.A. (2010). Strategic marketing problems. Upper saddle river, N.J.: Prentice Hall. Case analysis Dr. Pepper/7Up, Inc. Squirt Brand Pgs. 172 – 191.