S population is Hispanic and African- American. 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. It is one of the largest selling brands of soda in Mexico, and Squirt has large brand recognition there. It was targeted at teens and young adults. 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.
Therefore, we do not recommend this marketing strategy for the Squirt brand. In marketing to these sects based on their respective options there will be a growth in sales for Squirt by focusing on television advertisements and Hispanic magazine full page ads that are fully in Spanish. When reviewing their current media advertising campaign, many focus groups thought that their television commercials and advertisements were juvenile. This lends into the Squirt strategy of marketing to the younger target market. Facing other opinions of continuing to stick with current market strategies for Squirt might prove to be difficult to help with product growth, as the population of the United States is changing drastically and in specific in the Southern and Western parts of the United States and it becomes for any current product to cater to these new markets using a new business module, new methods of distribution and even allocation different advertising based on the markets language, preferences and cultural background. 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.
A smaller, geographic specific side campaign targeting towards Hispanics with Spanish ads 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.
Flavored soft drinks are beginning to become more popular due to the changes in the U. Sorry, but copying text is forbidden on this website! However, this type of campaign can be very expensive. 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.
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.
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Dr. Pepper/7 up Inc. Squirt brand Case Essay
They are owned and marketed by Refremex AG. They all appeal to different groups seeking different benefits that Squirt may not be able to offer.
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. Click to learn more https: Squirt has been advertised in all the mediums of media like newspapers, television, and radio. Lacking a bottler in one of the largest metropolitan areas in the United States could prohibit Squirt from effectively reaching consumers.
Dr. Pepper/ Seven-Up Inc. by Bret Harris on Prezi
Such casd campaign would have to be carefully thought out and pepepr/7up recommendation is for Cox to identify a celebrity or fad that is popular amongst year olds, regardless of race. S thus surpassing African Americans to become the largest ethnic group in U. It is already has brand name recognition in the Mexican market, hence while targeting the Hispanic population Squirt studdy have a competitive edge over his competitors who are also targeting the same market fiercely.
Coca-Cola also introduced Citra a sugared counterpart to Fresca in in southeastern and southwestern United States with marketing towards Spanish speaking markets. Leave a Reply Cancel reply Your email address will not be published. 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.
How to cite this page Choose cite format: This is compared to only an increase of Squirt sthdy Case Essay Essay Topic: Of these consumers, the majority of CSD consumers are teenagers or young adults ages Brooks Products changed the formula, logo, and repositioned the brand as a mainstream soft drink.
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.
Such alignment with squirr popular TV program is sure to increase sales amongst all races within the targeting age-demographic.
Such a campaign would reach all year olds as well as all Hispanics, regardless of age. Therefore, we do not recommend this marketing strategy for the Squirt brand. The study of Squirts sales volume has shown a slow decline in recent years, although squirt remains one of the best selling brands among citrus flavored drinks, still 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.
Dr Pepper – 7up, Inc. – Squirt Case
This leaves Squirt aiming at a mill of the run market without a strong definition of which age group they are aiming for and closed off from new emerging markets. They also pepper/7uo to be the third largest soft drink company in the United States. Squirt brand has budget restrictions for advertising and promotion, which is not the case with its competitors like Coca- cola and Pepsi.
This strategy can potentially open up squir large and ever growing market segment in the soda industry. In the mid- summerSquirt Brand management team, had to begin drafting annual advertising and promotion plan for Squirt in the US to chart a right marketing plan the team had to come up with answers for the following questions: There is also a growing trend of US consumers drinking more non-cola products.
They also enjoy a top ten market share in the soft lepper/7up market. Your email address will not be published.