[pic] UNIVERSITI TEKNOLOGI MARA MARKETING MANAGEMENT (MKT 750) GROUP ASSIGNMENT “CASE STUDY: DR PEPPER/SEVEN UP INC-SQUIRT BRAND” PREPARED BY:- MOHD AZMAN BIN MOHD YUSOFF (2011512659) MOHD KHAIRUL FAIZAL BIN IBRAHIM (2011199541) MOHD HASRUL BIN CHE HASSAN (2011999795) PREPARED FOR:- ASSOCIATE PROFESSOR DR YEOP HUSSIN BIDIN 1.0 Introduction Squirt is a brand of grapefruit flavored soda that has seen flat growth in recent years. While
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Dr Pepper/7Up‚ Inc Squirt® Brand The brand manager of Squirt‚ Kate Cox has been tasked with coming up with the brand’s annual advertising campaign. Kate met with the brand’s advertising agency to discuss some ideas for new market targeting‚ and product positioning because Squirt’s recent case sales volume has fallen‚ as well as increased competition‚ and a change in many of the markets that Squirt currently serves. Currently Squirt’s total market by ethnicity shows that 73% of its market is
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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
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Dr Pepper/7Up‚ Inc. Squirt Brand Case Analysis SOFT DRINK INDUSTRY The soft drink industry in the United States is a highly profitably‚ but competitive market. In 2000‚ carbonated soft drink retail sales were estimated $60.3 billion‚ however‚ soft drink consumption growth has slowed in recent years. There are three major companies that hold the majority of sales in the carbonated soft drink industry in the U.S. They are the Coca Cola Company with 44.1% market share‚ The Pepsi-Cola Company
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Class Assignment- Dr. Pepper/7 up Inc. Squirt brand Case Introduction and Marketing Issues- Dr Pepper/7Up Inc.‚ is one of the largest soft drinks company in the world. This company has its production in 200 countries. Most popular soft drinks are: Dr Pepper‚ 7 UP‚ RC cola‚ A&W Root Beer‚ Canada dry‚ Hawaiian Punch‚ and Squirt. Squirt‚ is a drink that was invented in the course of an experiment by Herb Bishop in 1938. It was a new carbonated soft drink that required less fruit and
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1. What is the offering concept? What does this mean for Dr. Pepper/7Up Inc.? An offering consists of the benefits or satisfaction provided to target markets by an organization. It consists of a tangible product or service (a physical entity) plus related services (delivery and setup)‚ brand name(s)‚ warranties or guarantees‚ and packaging. Focusing on the term offering rather than just the product or service forces the marketer to go beyond the single tangible entity being marketed and to consider
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Action Plan: Dr Pepper Snapple Group‚ Inc. Energy Beverages Action Plan: Dr Pepper Snapple Group‚ Inc. Energy Beverages Inhoud Introduction. 3 Analysis. 3 The Market. 3 Competitors. 4 Customer behaviour. 4 Marketing Mix 4ps. 5 Product. 5 Place. 5 Price. 5 Promotion. 5 Recommendation. 6 Target Market. 6 Product Line and Positioning. 6 Marketing. 6 Advertisements and Promotion. 6 Pricing. 7 Introduction The history of Dr Pepper Snapple Group Inc. is very complex
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Dr Pepper Snapple Group 2011: Fighting to Prosper In a Highly Competitive Market Written by Joseph S. Harrison under the direction of Jeffrey S. Harrison at the Robins School of Business‚ University of Richmond. Copyright © Jeffrey S. Harrison. This case was written for the purpose of classroom discussion. It is not to be duplicated or cited in any form without the copyright holder’s express permission. For permission to reproduce or cite this case‚ contact Jeffrey S. Harrison (harrison@richmond
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Problem Dr. Pepper Snapple‚ Inc. is a leading producer of flavored beverages in North America and Caribbean. The success of the company is characterized by more than 50 different brands that are synonymous with the refreshment‚ fun and flavor. Some of these brands include: Dr. Pepper‚ 7UP‚ Sunkist; A&W. Some of the leading brands are number one in the market. The issue Dr. Pepper faces is related to whether or not the company should enter into the energy beverage market. In 2007‚ Dr. Pepper Snapple
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Dr. Pepper Snapple Group‚ Inc. 1. How would you characterize the energy beverage category‚ competitors‚ consumers‚ channels‚ and DPSG’s category participation in late 2007? § Five dominant competitors: Red Bull‚ Hansen Natural (Monster)‚ Pepsi (Sobe Adrenaline Rush‚ AMP)‚ Rockstar‚ and Coke (Tab‚ Full Throttle) § $6.2 billion industry in 2006 § Grew at a rate of 42.5% from 2001 to 2006‚ 10.2% from 2007-2011 Consumers limit their choices to only 1.4 different brands indicating brand loyalty
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