Dr Pepper/7up Inc. Squirt Brand
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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 it is still the best selling brand of grapefruit flavored soda in the U.S. market, it has recently lost ground to offerings from both Coca-Cola and Pepsi Co. The brand manager wants to write a new Marketing and Advertising plan for the brand in order to stimulate growth.
2.0 Case Summary
Three companies with 90% of the market share control the carbonated soft drink industry in the United States. These companies include in order of market share size, Coca-Cola, Pepsi Co, and Dr. Pepper/7Up. These three companies also represent the top ten selling brands in the United States market. In a given year the average American drinks more carbonated soft drinks than tap water. The industry is divided into three major participants; concentrate producers, bottlers and retail outlets. The concentrate producers design the products and are responsible for national marketing efforts; while the bottlers are responsible for distribution and packaging of the products, and regional marketing efforts, and in store displays. The retail outlets are where the product is sold to the end consumer. Soft drink marketing efforts spend heavily on consumer advertising. Individuals who consume the most soft drinks in the United States are between age 20 and 49.
Five Squirt bottlers account for 50% of sales. These bottlers are located in Los Angeles, Chicago, Detroit, San Diego, and Portland. A total of 100 bottlers account for half of the Squirt case volume with these bottlers located
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 it is still the best selling brand of grapefruit flavored soda in the U.S. market, it has recently lost ground to offerings from both Coca-Cola and Pepsi Co. The brand manager wants to write a new Marketing and Advertising plan for the brand in order to stimulate growth.
2.0 Case Summary
Three companies with 90% of the market share control the carbonated soft drink industry in the United States. These companies include in order of market share size, Coca-Cola, Pepsi Co, and Dr. Pepper/7Up. These three companies also represent the top ten selling brands in the United States market. In a given year the average American drinks more carbonated soft drinks than tap water. The industry is divided into three major participants; concentrate producers, bottlers and retail outlets. The concentrate producers design the products and are responsible for national marketing efforts; while the bottlers are responsible for distribution and packaging of the products, and regional marketing efforts, and in store displays. The retail outlets are where the product is sold to the end consumer. Soft drink marketing efforts spend heavily on consumer advertising. Individuals who consume the most soft drinks in the United States are between age 20 and 49.
Five Squirt bottlers account for 50% of sales. These bottlers are located in Los Angeles, Chicago, Detroit, San Diego, and Portland. A total of 100 bottlers account for half of the Squirt case volume with these bottlers located