Dr. Pepper

Dr pepper/Seven Up, Inc.

Jeonghwan Bae

D10372714

1. Nowadays, the soft drink is highly important part of people’s beverage. I think that I can characterize the carbonated soft drink like this, most innovate beverage until now. Also the carbonated soft drinks have incredibly addictive like drugs or cigarette. I also love coke and always drink when I eat the food. The three companies; Coca-Cola, Pepsi-Cola, Dr Pepper/Seven Up companies hold 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 the U.S. Squirt have high market share with carbonated grapefruit soft drink brand.

3. The pros of continuing the present market targeting and positioning is that people might think like “this company have consistency”. The Squirt don’t have bad image from customers, so it would be fine. The cons of continuing the present strategy is that company can’t grow up in the future, because it doesn’t have any change or developing for customer and it will make the same market share.

The pros of adopting the recommendation made by FCB is that company can get more preferences or positive response from the customer. Customer want the good taste, good price, good flavor, and good at refreshing and so on. So if company adopt the recommendation and developing the new points for the customer, the market share will increase. The cons of adopting the recommendation is that some of people can hate the changing points such as flavor, carbonated percent, taste like that. The company can lose the regular customer if they change their own points when they trying to get new customers.