Dr Pepper 7Up Inc Case Study
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Dr Pepper 7Up Inc Case Study
Read the Dr. Pepper/7Up, Inc. Case Study, and answer the questions below in essay format…
Description
Dr Pepper 7Up Inc Case Study
Dr Pepper 7Up Inc Case Study
A+
Read the Dr. Pepper/7Up, Inc. Case Study, and answer the questions below in essay format. Your response should be a minimum of 500 words total. You are required to use at least your textbook as source material. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations using APA format.
- What is the offering concept? What does this mean for Dr. Pepper/7Up Inc.?
- How would you characterize the competitive situation for Dr. Pepper/7Up, Inc. and Squirt in the U.S. carbonated soft drink industry?
- What are the possible new offering decisions for Squirt Brand?
- Given your assessment of the competitive situation, what are the pros and cons of: (a) continuing Squirt’s present market targeting and positioning approach and (b) adopting the recommendations made by Foote, Cone & Belding?
- Might another market targeting and positioning approach be developed? If so, what would this approach look like, and why would it be preferable?
- Where does Squirt Brand get its brand equity from? Explain your answer.
- Describe the branding strategy being used for Squirt Brand.
Preview:
The offering concept for Dr. Pepper/7Up, specifically for Squirt, is to offer their beverages as a thirst-quenching drink “for young multicultural adults who thrive on the excitement and spontaneity of living up to the max” (Keri & Peterson, 2010, p. 188). The company…