Professional Documents
Culture Documents
Pepper / 7Up
Inc.
SQUIRT BRAND
CONTRIBUTORS
Name
Debashish
Banarjee
Md. Hasan
Shahriar
Tanzila Bint Minhaj
Sayem Mohd.
Hanif
Sumaiya Kamal
Md. Abu Syeed
ID
41324057
41324077
41323003
41323006
41324049
41324046
Overview
Dr. Pepper/ Seven Up (DPSU) is the largest division of
Cadbury Schweppes PLC.
Cadbury Schweppes PLC is the worlds 3rd largest soft
drink company and 4th largest confectionary company.
Sales product more than 200 countries.
DPSU is the largest non-cola and 3rd largest soft drink
enterprise in north America.
Industry Structure
Top 10 Soft Drink Brands
31%
%
3%
7%
8%
28%
9%
9%
12%
19%
Coke Classic
Pepsi
Diet Coke
Mountain Dew
Sprite
Dr. Pepper
Diet Pepsi
7 Up
CF Diet Coke
Barq Root Beer
SQUIRT STORY
Evolution of Squirt
Owned
by
Herb Bishop of
Phoenix
Brooks Product
Time
Frame
1938-1977
1977-1986
Reformulated,
Citrus clublogo changed,
squirt(1938), little
Repositioned as
squirt, World War
Stories
mainstream soft
two boom in
drink brand,
sales, Mixerlaunching of diet
1950's
squirt
Dr. Pepper
(under
A&W
Cadburry
Cadbury
BRANDS Schweppes
Schweppes
)
19861993-1995 1995-2001
1993
Line
Broad
Extension distribution
Diet Ruby, network/
Red Squirt More sales
SQUIRT DISTRIBUTION
250 Bottlers
Two-third were affiliated with Coke and Pepsi
5 bottlers hold 50% of volume
California cased 38%
Product Lines
Regular
Diet
Regular Ruby Red
Diet Ruby Red
Berry Flavor
Competition
Freska
Citra
Mello
Yello
Surge
Mountain dew (code red, cherry flavored)
Sundrop
Sales
23
15%
73%
21
20
12%
15
14
14.5
Volume Index
12
10
7
African-American
Hispanic
Caucasian
11
9
5.5
<6
60+
Age
Squirt Usuers
Squirt Advertisement
Squirt enjoys the highest consumer brand awareness
among carbonated grapefruit soft drinks in the U.S
Squirt retail and trade advertising exceed media
advertising expenditure
In 1994, Squirts positioning was on Unique thirstquenching drink to build the brand
Squirt Advertisement
Age range of Target group of Squirts is 18-44 years
Advertising of Squirts focused on hip, cool,
experimental nature
Message the advertising wanted to deliver was Beyond
the ordinary refreshment- incredibly thirst quenching
Squirt Advertisement
Backing up Tag Line Squirt Your Thirst
Squirts strong competitor Citra by Coca-Cola stand in
the market with slogan No Thirst Is Safe
Consumer Research by Squirts reveals Few Squirt
users feels Citra advertising more appealing and higher
thirst-quenching
Research revealed that portions of younger and older
feels Squirts commercials as Juvenile and with this
viewpoint formal review began from 2001
Squirt Advertisement
In mid-1995 Squirts changed its creative strategy
everyday, on the go experiences
In this creative strategy Squirts thirst quenching benefit
remains but pictured in spunky, lively, sociable, colorful and
music driven
Age range of Target group of Squirts narrowed 18-34
years
Advertising of Squirts focused on Fun relief when you are
dry
Positioning Analysis
Purpose of Analyzing the perceptual map of Grapefruit
and Citrus Brands relative to the positioning of the
seven major Grapefruits and Citrus Brands was to
develop a strategic platform that will1. help to grow sales volume and
2. maintain leadership in grapefruit carbonated soft
drink.
Hispanic; 12%
Caucasian; 73%
Recommendations of FCB
Continuous emphasize on thirst-quenching benefit
Relate brand with uniqueness of target market1. Life stage of young adults
2. Their responsibilities
3. More carefree times
Localization of Hispanic
Community
Behavioral Keys
Heritage and
Brands
Relevant message
Significance of Mom
& Pop grocery
outlets
Language
preference
Summary
Overview of Industry and Competition
About Squirt the soda
Demography
Advertisement Expenditure
Positioning and Repositioning
Hispanic Community and Positioning