Dr. Pepper/ Seven Up Inc.: Squirt Brand

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Case Analysis and recommendations for Dr. Pepper/Seven Up Inc.: Squirt Brand
Dr. Pepper/Seven Up incorporated Dr. Pepper/Seven Up Inc. is the largest division owned by Cadbury Schweppes PLC, who is the third largest soft drink maker in the world by a landslide. Although only bested by Coca-Cola and Pepsi-Cola, Cadbury Schweppes took Dr. Pepper/Seven Up a little bit of a different route concerning the flavors of their beverages, becoming the number 1 seller of non-cola carbonated soft drinks with the individual brands Dr. Pepper and Seven Up consistently in the top ten soft drink beverages consumed in the United States, the other 8 being owned by Coke or Pepsi. In addition to Dr. Pepper and Seven Up, DP/SU Inc. owns other top national
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Historically there are a relatively small amount of concentrators, a large number of bottlers (around 500), and an even larger number of retail outlets. The concentrators are the typical companies mentioned above like Coca-Cola, Pepsi, and Dr. Pepper/Seven Up; these concentrators are at the top of the supply chain. The concentrators produce the flavor- like the Mountain Dew or Coke flavorings for the bottlers to then add the sugar and carbonated water followed by the actual bottling and distribution to retail outlets. The bottlers, even though a separate part of the process, are typically owned, franchised, or have stake held by the concentrators. For example, Coca-Cola Co. is in charge of producing the flavor, which is then sent to a bottling plant to be finish mixing and be bottled, which is owned by Coca-Cola, and then distributed to retail outlets.
Marketing Soft Drinks in the United States Traditionally, soft drinks in the United States have relied heavily upon advertising and promotion, both at a local and national level. At the top of the supply chain, the concentrators (Coca-Cola, Pepsi-Cola) were in a way the home office. The concentrators were in charge of developing new products, marketing research for new and existing products, developing and executing national advertising campaigns, and coordinated the overall marketing

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