This website uses cookies to ensure you have the best experience. Learn more

Dr. Pepper/Seven Up, Inc: Squirt Brand

1439 words - 6 pages

Dr. Pepper/Seven Up, Inc: Squirt Brand

How would you characterize the carbonated soft drink industry
in the United States?

The U. S consumer drinks more carbonated drinks than tap water which makes the soft drink industry in the U.S is excessively lucrative, but an aggressive competitive market. For example, Americans in the year 2000 consumed an average of 53 gallons of soft drinks per person and it represented a $60.3 billion in carbonated soft drink retail sales for that year. Nevertheless, in the recent years the growth rate of consumption for soft drinks has declined.

There are three big players in the production and distribution that hold the majority of sales ...view middle of the document...

Pepper/Seven Up owns two. These top ten brands account for 73% of the soft drink sales in the U.S.

Even though Colas are the dominant flavor in the U.S soft drink industry and account for 60% of total retail sales in the year 2000, the changing population in the U.S has been an important factor to the augmentation of flavored soft drink popularity. As a result, the Cola flavored soft drinks have lost market share in the past decade from roughly two-third of total retail sales in the1990.

How would you characterize the Dr. Pepper/Seven Up, Inc. and Squirt
competitive situation in the U.S. carbonated soft drink industry?

Dr. Pepper/Seven Up and Squirt are brands that compete in the citrus fruit flavored soda market. The brands have seen flat growth in recent years. Even though Squirt is still the number one selling brand of grapefruit flavored soda in the U.S., lately it has lost ground to offerings from competitors as Pepsi-Cola and Coca-Cola Co.

Five Squirt bottlers account for 50% of sales. These bottlers are located in Los Angeles with (30%), Chicago (7%), Detroit (6%), San Diego (4%), and Portland, Oregon (3%) . Another ten bottler markets represented 20 percent of Squirt case volume. Ten additional bottler markets accounted for 10% Squirts case volume. A total of 100 bottlers account for 50% of the Squirt case volume with these bottlers located predominantly in the Western United States. For example, California alone is responsible for 38% of the total Squirt Case volume in the year 2000. Squirt is the primary brand and it consists of two brand extensions. These extensions include Diet Squirt and Ruby Red Squirt. These extensions have both been successful and account for 20% of Squirt Sales.

Squirt grapefruit flavor competes directly with Coca-Cola’s carbonated grapefruit brands, Fresca and Citra. The first one, Fresca is a caffeine free diet soft drink targeted to adults age 30 and older. The second, Citra is sugared caffeine free version of Fresca targeted to young adults and teens and it does not have a diet version. In both cases, Squirt outsells Citra and Fresca combined by case volume.

Squirt's has the highest consumer brand awareness in the carbonated grapefruit soft drinks in the United States market. Squirt overall expenditure on advertising and promotions is less than its competitors. Advertising used by Squirt includes a variety of media including newspapers, television, and radio.

Squirt was targeted at the adults market between ages of 18-44 years old. The advertising for Squirt focused on the “cool, hip, experimental nature” part of the brand with the message “Beyond the ordinary refreshment—the great citrus taste is incredibly thirst quenching” .The brand’s creative strategy migrated to "spunky, lively, everyday, on the go, sociable, colorful, and music driven" beverage. The market target market was also narrowed to adults 18-34 years old with the message changed to “Squirt...

Other Papers Like Dr. Pepper/Seven Up, Inc: Squirt Brand

Drpeppersnapple Casestudy Essay

1208 words - 5 pages of the market as well as new competitors to the market of hybrid energy beverages. Dr Pepper Snapple major competitors in the energy drink market are Red Bull North America, Hansen Natural Corporation, Pepsi-Cola, Rockstar Inc., and Coca-Cola. Each competitor is very power and influential in the drink, but each also have their own strengths and weaknesses. Every competitor struggles in this market due to brand loyalty, Dr Pepper Snapples most

The Cola War Essay

1045 words - 5 pages The Cola Wars are a campaign of mutually-targeted television advertisements and marketing campaigns since the 1980s between soft drink manufacturers Coca-Cola Company and PepsiCo Incorporated. * | [edit]Competition Many of the brands available from the three largest soda producers, The Coca-Cola Company, PepsiCo and the Dr Pepper Snapple Group, are intended as direct, equivalent competitors. The following chart lists these competitors by

Dr. Pepper

1215 words - 5 pages became “The King of Beverages”, which was their first original slogan (History of Dr Pepper). One of the most memorable slogans in Dr Pepper history is recalled by Cynthia Gonzales of Hanford, California: “I remember a long time ago that the bottles of Dr Pepper used to say 10, 2, and 4. Meaning, it's good to drink at those times of the day for a pick-me-up.” LaDonna Dedmon of Fresno, California, elaborated on that, saying “That 10, 2, and 4

Dr. Pepper Snapple Group Case Study

2022 words - 9 pages demand. Moreover, there is an overdependence on U.S. Markets for DPS. Unlike its rivals such as Coca-Cola Co. and PepsiCo Inc., DPS’s business is highly concentrated in the U.S. and as a result, DPS could be influenced more than its competitors do by the U.S. market variations such as rising energy prices and changes in consumer preferences. Specific Strategic Objectives Specific strategic objectives for Dr. Pepper Snapple Group are: to

Strategic Brand Management

2363 words - 10 pages consumers, and Dr Pepper grew at a seven percent annual rate between 1990 and 1999. During that same interval, the brand doubled shipments of its product, which reached 5 billion cases in 1999. The company continued with a feel-good campaign featuring the jingle “Dr Pepper Makes the World Taste Better.” In 2000, Dr Pepper’s share of the soft-drink market held steady at 6.2 percent – good enough for sixth place in the category – while two of the top

Dr. Pepper Snapple Case

2199 words - 9 pages Dr. Pepper Snapple Group Inc Case Problem Identification: There are several issues related to the Dr. Pepper Snapple Group, Inc.’s introduction of a new branded product into the energy beverage market. The main problem I will be focusing on for the company is looking into which channel will be more profitable. Dr. Pepper Snapple Group Inc. distributors and bottlers can deliver their product into all off -premise retailers where energy

Dr. Pepper 2015 10k Analysis

1258 words - 6 pages additional funds generated by its operations, how do you think it will use the money? Use information on what it has done in the past and from its discussion of liquidity in MD&A to develop your answer. Explain your answer. - Dr. Pepper Snapple Group, inc. is a strong profitable company that has been able to increase their net income year over year by more than 5% growth and has increased their net income as a percent of net sales, making the

Janmar Coatings Inc

936 words - 4 pages there are profitable markets within the nonalcoholic industry and Dr Pepper Snapple is not currently taking advantage of. However, pursuing these markets would make sense for the company because it aligns with their business strategies. By launching a new line within a growing and profitable market, the company would achieve increasing their presence in high-margin channels as well as leveraging the company by providing a new product. Also

Max Gerson

968 words - 4 pages cure to cancer, migraines, tuberculosis, diabetes, heart disease, arthritis, auto-immune disorders and many other degenerative diseases. He studied medicine at the University of Freinburg, from 1899 to 1906. Dr. Gerson started his first clinic in Bielefield, Germany. Dr. Gerson had started getting debilitating migraines while in school. Dr. Gerson was determined to come up with a cure, so he started with massive changes to his diet. Dr

Pepsi Project

2399 words - 10 pages Table of Contents Executive Summary                                                                                          pg. 3 Pepsi vs. Coke                                                                                                      pg. 4 Pepsi vs. Dr. Pepper                                                                                          pg. 6 Pepsi vs. Kraft

Code of Ethics Conduct Coca-Cola Company

3215 words - 13 pages Simple Orange to name a few of the 3500 plus products they produce worldwide. The largest and closest competitor of Coke is a bit more diverse in the product line with a group of companies under one umbrella, the PepsiCo Group includes 4 other well know companies like Quaker Cereal, Tropicana Juice, Gatorade Sports Drinks, and Frito Lays Snacks. And last of the big three is the Dr. Pepper/Snapple Group. which includes brand names such as 7up, Snapple

Related Essays

Dr. Pepper/ Seven Up Inc.: Squirt Brand

2553 words - 11 pages Case Analysis and recommendations for Dr. Pepper/Seven Up Inc.: Squirt Brand Dr. Pepper/Seven Up incorporated Dr. Pepper/Seven Up Inc. is the largest division owned by Cadbury Schweppes PLC, who is the third largest soft drink maker in the world by a landslide. Although only bested by Coca-Cola and Pepsi-Cola, Cadbury Schweppes took Dr. Pepper/Seven Up a little bit of a different route concerning the flavors of their beverages, becoming the

Dr. Pepper Snapple Group, Inc Essay

1100 words - 5 pages CASE #1 DR. PEPPER SNAPPLE GROUP, INC. ENERGY BEVERAGES DEFINITION OF THE PROBLEM: Dr. Pepper Snapple Group, Inc. is a major integrated brand owner, bottler, and distributor of non-alcoholic beverages in the United States, Mexico and Canada. Recently, Andrew Baker, brand manager for the company, has been tasked with formulating a marketing strategy to determine whether or not

Dr. Pepper Essay

536 words - 3 pages most of percentage which people drink carbonated soft beverage. Coca-Cola is most famous and favorite company with 44.1% market share and Pepsi-Cola have 31.4%, Dr Pepper/Seven Up Company have 14.7% in 2000. 2. The Squirt brand don’t have many market share percent in U.S. Because Coca-Cola and Pepsi-Cola or other big companies have more customer preferences. However, relate with fruits carbonated drinks, the Squirt company is number 1 brand in

Dr.Pepper Essay

1506 words - 7 pages grandmother, Iona Kloster. 2003: The four North American beverage companies under Cadbury Schweppes -Dr Pepper/Seven Up, Inc., Snapple Beverage Corp., Mott's, and Bebidas Mexico - were unified under a common vision, business strategy and management structure to become Cadbury Schweppes Americas Beverages. 2006: The Company established its own bottling and distribution network when it acquired full ownership of Dr. Pepper/Seven Up Bottling Group