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SQUIRT BRAND
Presented By :
Balagopal - 09FN -
073
Prabal - 09FN - 076
Sampada - 09FN - 098
Siddharth - 09FN -
103
Sminesh - 09FN - 104
Sunil - 09FN - 111
Swapnil - 09FN - 112
BACKGROUND
•
MARKETING CONTRACT
•
INDUSTRY STRUCTURE
Classification of Bottlers:
•
1) Supermarkets
2) Conveniences stores
3) Vending machines
4) Fountain services
5) Mass merchandisers
6) Small retail stores
•
INDUSTRY STRUCTURE
• Soft drinks were typically sold in
bottles and cans except McDonalds
which mixes syrup with carbonated
water for immediate consumption by
customers
•
COMPETITION IN THE SOFT
DRINK INDUSTRY
• Major three companies command 90% CSD sales in the
US.
•
•
COMPETITION IN THE SOFT
DRINK INDUSTRY
• Top-Ten CSD. Companies and Brands in 2000
COMPETITION IN THE SOFT
DRINK INDUSTRY
• Top-Ten Soft Drink Brands in 2000
SOFT DRINK MARKETING
•
SOFT DRINK MARKETING
• Comparative Income Statement for the typical
flavored concentrate producer & soft drink
bottler in the us (per standard twenty-four 8-
ounce bottle case
• Packaging represent the major element of bottler’s
cost of goods sold
•
•
BRAND AND FLAVOR
COMPETITION
• SQUIRT BRAND
HERITAGE &
MARKETING
HERITAGE & MARKETING
•
•
•
•
• Squirt competed directly with Coca Cola’s two
• carbonated grapefruit soft drinks – Fresca & Citra
•
•
SQUIRT ADVERTISING &
PROMOTION EXPENDITURES
Media include:
•
1) Newspapers
2) Spot of television
3) Cable television
4) Spot radio
5) Retail
6) Consumer
7) Trade promotion
•
•
SQUIRT ADVERTISING &
PROMOTION EXPENDITURES
•Coca-Cola and Pepsi-cola spend more on media
•advertising and promotion than does Dr Pepper/Seven Up.
•
SQUIRT POSITIONING
•
•
TARGET MARKET &
POSITIONING
RECOMMENDATION
§ 1995 Foote, Cone & Belding was asked to
• revise it is creative strategy.
§
§ The reason was the execution “was a bit too
• intense to fit with brand”
•
§
§ The target market was narrowed to adults, 18-34.
• Fun relief when you are dry
§
§ Squirt Positioning and Creative execution was
• revisited again 1999 following the
introduction of
• Citra by Coca-Cola
§
§
PERCEPTUAL MAP OF BRANDS
Young, Cool & Hip
Mountain Dew
Citra
Surge
Refreshing
Squirt
Sundrop
Fresca
2000,
•Foote, Cone and Belding recommended:
Strengths Weaknesses
•Bell weather in grape fruit soft •Smaller advertising budget due
suppliers
•Opportunities
Owns 2 brands out of top 10 Threats
•Expanding Hispanic population •Competitors ‘ advertises a lot to