Squirt Product Strategies

Topics: Caffeine, Coca-Cola, Soft drink Pages: 2 (428 words) Published: October 26, 2008
Product Strategies

Product Classification

Nondurable good – A tangible good that is normally consumed in one or a few uses. The strategy would be to make it available locations and charge only a small amount to try to build preference.

Product Differentiation

Squirt is the most refreshing grapefruit soft drink because it contains less sugar and has a sharp grapefruit taste, which differs from simple tasting lemon-line sodas.


Squirt is targeted towards the multicultural young adult age 18-26. At this age individuals are on-the-go and need a refreshing soft drink. With Squirt’s bold flavor it gives off an intense image. There is also a new Squirt energy drink that enhances that image even more.




“Squirt your thirst” (you can’t beat the original)
“Squirt, a more intense way to quench your thirst”
“Let the grapefruit take hold of you”
“Sour and Sweet? It can’t be beat”

Line Strategies

Release Ruby Red Squirt to all areas of the US. It is currently only released in certain parts of the country. Ruby Red has a one of a kind taste with berry AND grapefruit flavors. It is a soft drink that most individuals would become loyal to.

Push Squirt Citrus Power into the energy drink market. It is an actual energy drink containing caffeine, taurine, and B vitamins. It has the same great taste of original Squirt but a little sweeter and sharper grapefruit taste. It competes with Mountain Dew’s Amp and Coca Cola’s Vault.

Market Diet Squirt to the Hispanic population ages 30-50.

Brand Strategies

Squirt is known for its citrusy refreshing taste. Our strategy should be to create advertisements that show that.

Create more advertisements that encourage an active lifestyle. This will create a need for a refreshing soft drink. This will lead individuals to think of our product.

Make Squirt a more hip brand that appeals to...
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