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Dr Pepper Essay

2840 words - 12 pages

TABLE OF CONTENTS

1.0 INTRODUCTION

2.0 CASE SUMMARY

3.0 PROBLEM IDENTIFICATION

3.1 Primary

3.2 Secondary

4.0 CASE ANALYSIS

4.1Target Market and Positioning

4.2 SWOT – strengths, weaknesses, opportunities, threats

5.0 ALTERNATIVE METHOD

5.1 Reinforcement of marketing strategy by Squirt

5.2 Strategy planning recommended by Food, Cone & Belding (FCB)

5.3 Running bilingual media advertising and bottler promotion campaign for U.S Hispanic nationalities

5.4 Food, Cone & Belding estimation of Hispanic Squirt consumption on a Spanish-only program for selected markets

6.0 RECOMMENDATION

7.0 PLAN OF ACTION
...view middle of the document...

However, soft drink consumption has declined over the past few years (Kerin & Peterson, 2004). The soft drink industry has three major participants in the production and distribution; concentrate producers, bottlers, and retail outlets. Concentrate producers are responsible for consumer advertising and promotion programs, product development and planning and market research. The bottler’s responsibility is to set up local and retail trade promotions. Among this is selling and servicing retail outlets, placements and maintenance of advertisements, and the restocking of retailer’s shelves and vending machines. Competition in the soft drink industry is mostly relevant among the top three companies; Coca-cola, Pepsi-Cola, and Dr. Pepper/Seven Up. Each of these companies offers a product similar to Squirt, but each has their own variation.

3.0 PROBLEM IDENTIFICATION

3.1 Primary

The market targeting and product positioning require lots of attention for advertising and promotion plan development, thus, do:

a.) Squirt really has to reinforce their marketing strategy to be able to sustain their existing reputation of the product and gaining profit? Or

b.) Following the strategy planning recommended by Food, Cone & Belding to produce a competitive soft carbonated drink in the market with comparison towards Coca-Cola brand and Pepsi-Cola brand? Or

c.) Completely develop another market targeting and positioning strategy which may or may not include the elements of the currents and recommended strategy that able to secure a reputable and profitable Squirt brand in near future?

3.2 Secondary

The owner of Squirt company plan to spend their budget wisely, thus, the amount of budget should be allocated correspond to

a.) Running bilingual media advertising and bottler promotion campaign for U.S Hispanic nationalities? Or

b.) Food, Cone & Belding estimation of Hispanic Squirt consumption on a Spanish-only program for selected markets? Or

c.) Taking risky moves by expending their Squirt soft carbonated drink market across other countries, however with a limited budget spend on it?

4.0 CASE ANALYSIS

4.1 Target Market and Positioning

Food, Cone, & Belding recommended, and brand management agreed, that Squirt’s unique thirst-quenching attribute should be dominant positioning dimension upon which to build the brand. Squirt was targeted at adults, 18-44 years old. Squirt is currently positioned as a, "spunky, lively, everyday, on the go, sociable, colourful, and music driven" beverage. The current tag line is, "Squirt your thirst." The position has been revisited in 1999 and 2000, however no changes were made. Food, Cone & Belding made a full review of positioning strategy and made a few recommendations in mid 2001. They concluded that Squirt was more thirst quenching than refreshing, and that, it was not seen...

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