Squirt Soda Swot

squirt case

SWOT Analysis/ Consumer Decision Process/ Recommendations

squirt case

SWOT Analysis/ Consumer Decision Process/ Recommendations

Group 5

Michael Clark

Introduction and Overview

This case provides an in-depth marketing look at the best-selling carbonated grapefruit soft drink in the United States -- the Squirt brand. The Squirt product line includes both the non-diet and diet versions of the original Squirt flavor, as well as a more berry-flavored product called Ruby Red Squirt, also available in diet and non-diet. The Squirt brand is part of Dr. Pepper/Seven Up, Inc., one of the leading soft drink companies in the world. The case, itself, breaks down Squirt’s annual advertising and promotion plan by studying some of its key aspects such as market targeting and product positioning strategies. This study culminates in a presentation by Squirt’s advertising agency, which is then used by Dr. Pepper/Seven Up’s brand manager to develop a plan for future growth of the brand.

The purpose of this case analysis is to provide a SWOT analysis of Squirt as it relates to the marketing concepts in the eBook; describe the consumer decision process for soft drink beverages and assess how Squirt can take advantage of it; and most importantly, provide recommendations on how to enhance Squirt’s business model. In doing so, this analysis will take into account the following measures:

* Structure and history of the carbonated soft drink industry

* Squirt’s direct competitors (both brand and flavor)

* Marketing/advertising/promotion models

* Demographics

* History of the Squirt brand

* Case volume trends in the industry

* Market targeting and product positioning strategies.

SWOT Analysis

Strengths * Internal

Internal

Squirt is the leading seller of grapefruit flavored soda and has the highest consumer brand awareness in the USA * Squirt is very successful in other high Hispanic markets (#2 Los Angeles and #3 Chicago)...