Dr. Pepper/Seven Up Case Analysis

1651 Words Mar 28th, 2011 7 Pages
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
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By correctly representing Squirt in the top 10 cities throughout the U.S. with the highest Hispanic ethnic groups per capita, this could improve market share almost instantaneously. Externally Squirt follows the top two competitors with a much lower percentage of sales in the U.S. By having such a smaller percentage in sales with a new product a competitor could easily overtake the third position in the United States if Squirt is not careful in executing a successful marketing strategy. In contrast, Squirt has many external opportunities which are not currently being sought through the market strategy. One opportunity is to gain market share and percentage of sales in the U.S. by focusing on the correct target audience and their wants and needs as previously discussed. America’s consumption of soft drinks per person is on the rise. Also citrus flavored soft drinks have not been introduced to all of the areas of the country which leaves the opportunity to gain market share. Studies show that consumers want more fruit flavored beverages which are exactly what Squirt products are. This is an opportune time to lay the ground work for a national campaign which will target increased ethnic groups and capture a larger market share.
Identifying the Root Problem Components There are two root problem components currently for Squirt. First Squirt is not being offered in all areas of the U.S. A focus should be placed on the top largest

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