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The advertisements are not appealing to the suggested new modified target audience which should include Hispanics specifically in the states of California and Texas. For example, a Squirt campaign that is aligned with the Olympics with Olympic athletes as spokespersons could appeal to year olds regardless of race. A final weakness would be that Squirt has a very large prominence in Mexico. Is it beneficial to follow recommendation of Foote, Cone and Belding of targeting and positioning Squirt or should old methods be followed or there should be some new innovative methods to increase sales and promotion of Squirt? If the census of is accurate then it is a fact that to target this huge population of Hispanics and African- Americans as future market for Squirt will be very beneficial. Also, budget for advertising should be expanded.

Squirts advertising agency Foote, Cone and Belding suggested market targeting and brand positioning as two ways for Squirt to come out of this problem. Such alignment with a popular TV program is sure to increase sales amongst all races within the targeting age-demographic. It is one of the largest selling brands of soda in Mexico, and Squirt has large brand recognition there. All four contain caffeine and are of the citrus variety. Therefore, they recommended targeting youngsters between 18 year old.

dr pepper/7up squirt case study

This will allow the target audience to connect with the Squirt brand. Concentrate producers and bottlers usually share advertising costs because bottlers can target markets locally while producers focus on the bigger picture.

Dr. Pepper/7 up Inc. Squirt brand Case Essay Example for Free – Sample words

Sorry, but copying text is forbidden on this website. Data suggests that in U. Steady yet unmoving sales do not pose a problem currently, but the lack of sales growth could be a sign of coming product decline as market image and popularity could fall into decline. How about make it original? They all appeal to different groups seeking different benefits that Squirt may not be able to offer.


Many factors must be considered in making a recommendation in regards which direction to market Squirt to the general public.

dr pepper/7up squirt case study

Such a campaign would have to be carefully thought out and the recommendation is for Cox to identify a celebrity or fad that is popular amongst year olds, regardless of race. Squirt has already been exposed to many Hispanics, primarily those of Mexican decent because of the popularity of the beverage in Mexico. Nowadays, Squirt is bottled and sold by some Bottlers in the US.

When pepper/7yp their current media advertising campaign, many focus groups thought that their television commercials xquirt advertisements were juvenile. Squirt also has a weak bottling market and relies on their competition, Coca-Cola Enterprises and Pepsi Bottling group to complete the bottling process for them.

This group too has high soft drink consumption and also favors non-cola. If you need this or any other sample, we can send it to you via email.

Citation Kerin, Roger A. Mexico is the second largest carbonated soft drink market and Squirt is the eighth largest brand in Mexico.

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

There are three major competitors in the soft drink market Coca-Cola, The advertisements are not appealing to the suggested new modified target audience which should include Hispanics specifically in the states of California and Texas.

Aiming at such an age group also help solidifies future buyers, as an individual develops their palette between years of age. 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.

It is known for its light and refreshing taste and low sugar content. 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. Squirt is the best selling carbonated grapefruit soft drink brand in the United States. The median age is twenty-five compared to the US median age of thirty-five. One of the major problems with declining sales is the increase of Hispanic communities in markets that were previously popular markets for Squirt.


This gives Squirt the opportunity to target the Hispanic market efficiently by offering promotions and putting advertisements into community stores stuyd have a high Hispanic areas. How should Squirt be positioned according to the target market? A smaller, geographic specific side campaign targeting towards Hispanics squift Spanish ads and packaging will czse Squirt capitalize on its popularity in Mexico and will see an increase in sales in border states, such as California and Texas.

Of these consumers, the majority casse CSD consumers are teenagers or young adults ages It was targeted at teens and young adults. S population is Hispanic and African- American. Your email address will not be published.

This could have a direct effect on costs and lead time deficiencies. This form of advertising can be executed by creating commercials and posters that are concentrated on a genuine peper/7up in thirst quenching while focused on a particular cultures history as opposed to the extreme ads that have been linked to catchy tunes and extreme individuals on screen.

This is important because that is a part of the focus of the Squirt advertising strategy.