Dr.

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

The Coca-Cola Company, and The Pepsi-Cola

Company and Dr. Pepper/ Seven Up Inc. are major
concentrate producers in the United States.
Approximately 500 bottlers in the United States
convert flavor concentrate into carbonated soft
drinks.
Coca-Cola Enterprise Inc. with multiple bottler
operations, is the largest U.S. bottler of Coca-Cola
brand beverage products.
Principal retail channels for carbonated soft drinks
are supermarkets, convenience stores, vending
machines, fountain service, mass merchandisers and
small retail outlets.

Competition in the Soft Drinks

Industry
Three companies command over 90% of carbonated
soft drink sales in the United States.
The Coca-Cola Company leads the industry with a
44.1% market share, followed by the Pepsi-Cola
Company 33.4% and Dr. Pepper/ Seven Up, Inc. 14.7%.

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

Demographics and Consumption

Pattern
Squirt Volume Breakdown by
Racial\Ethnic Group: Total U.S Market

Consumption Volume and age relationship

among carbonated soft drinks users and Squirt
Users: Total U.S Market

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

6~12 13-19 20-29 30-39 40-49 50-59

60+

Age
Squirt Usuers

Carbonated Soft drink users

Demographics and Consumption

Pattern
Largest segment of U.S population is 20 years to 49 years
Over 25 years old, diet soft drink is mostly preferred
Teens and young adults consumes regular soft drinks
Changing trend is favoring flavored carbonated soft drinks
25% of Americans are under 18 years old

Demographics and Consumption

Pattern
One-quarter of total population is Hispanics and AfricansAmericans
Hispanics are Coca-Colas second priority after teens.
Coca-Cola introduced two flavored soft drinks to their southern
California market
Fruit flavored carbonated beverages among African-Americans
and Hispanic along with teens and young adults increased.

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

Squirt Positioning Review:

June 2001
The Squirt positioning review was conducted by Foote,
Cone & Belding (FCB)
It consisted of two parts:
1. Positioning analysis
2. Recommendation

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.

Target Market Analysis

Based on new research results featured Squirts
consumption by racial/ethnic group and age in 2000,
FCB recommended:
Squirt be targeted at multicultural,
18-24 years old.

The Hispanic Market Opportunities

Demographic Distribution

Hispanic; 12%

Caucasian; 73%

African American; 15%

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

The Hispanic Market

Considerable growth in the population (57.9%
compared 13.2% ).
Youthful population (35% below 18 and median 25)
Spanish dialects differ
More than 50% are immigrants.

Localization of Hispanic
Community
Behavioral Keys
Heritage and
Brands
Relevant message
Significance of Mom
& Pop grocery
outlets
Language
preference

Targeting and Positioning

Multicultural Targeting and Positioning
Age group should be 18-34.
Focusing on Mom-and-Pop grocery outlets
Using Spanish billboards and newspaper in the
southern and western

Summary
Overview of Industry and Competition
About Squirt the soda
Demography
Advertisement Expenditure
Positioning and Repositioning
Hispanic Community and Positioning