This case describes the various aspects of carbonated soft drink industry and the focuses on Squirt’s annual advertising and promotion plan in 2001. Squirt is a brand under the Dr Pepper/Seven Up, inc. The brand manager was concerned about the market targeting and product positioning and consulted advertising agency, Foote, Cone & Belding. The case also focuses on the entire industry structure and the marketing techniques used by the various leading companies so the Squirt’s annual advertising and promotion plan can be successful, and proper techniques to be used to target the growing Hispanic community in the markets where Squirt was popular. . The main aspect for the marketing planning for the brand, Squirt, is to focus on the positioning analysis, advertising and promotion expenditures, and competitor spending. The case also shows the opportunity in the Hispanic market and plan development for the target market.
The main problem discussed in this case is the market targeting and product positioning of Squirt to better promote the product and increase sales. The market targeting and product positioning must be determined for advertising and promotion plan development. To achieve this, Squirt has to reinforce the company’s marketing strategy to be able to maintain their existing reputation and brand awareness for the products and still obtain enough profit to be a successful company. By following the strategy planning suggested by the marketing agency, Foote, Cone & Belding, Squirt has to product a new carbonated soft drink which is competitive with the leading companies such as Coca-cola brand and Pepsi-Cola brand. The other major problem is the budget. Budget must be allocated to different market targeting and product positioning, for example running bilingual media advertising and bottler promotion campaign for Hispanic community. Another problem is the risk in expending the Squirt carbonated soft drink market to other... [continues]
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