Squirt Case Study - 1175 Words

Product Strategies †¢ Product Classification- Squirt Soda is a carbonated beverage with grapefruit flavoring. It is an impulse buy; consumers do not put a lot of time and effort in deciding whether or not to purchase such a product. Therefore consumers need to be reminded of the brand through intelligent, funny advertising or advertising that creates a relevant connection with the consumer audience. o Soft Drinks are homogenous goods. They compete on price, availability, and most importantly, their sale and success depends on their images in the minds of consumers. †¢ Differentiation-Squirt has a unique image opportunity: Brand itself as the most refreshing and naturally made citrus soda on the market. It should have the lowest†¦show more content†¦This can be done only as far as legally and ethically permitted. For example, Ben and Jerry’s Ice Cream has been pressured into removing the â€Å"All Natural† slogan from their containers because of certain ingredients in their product. o Create consumer confidence- Consumers appreciate quality packaging, it makes an image difference for them if the product comes in a more prestigious package. Squirt must keep up the status quo of soft drink packaging quality standards. We do not recommend alternative luxurious containers, but we do recommend attention to detail and attention to competitors package quality. †¢ Brand Strategies, Product/Market Strategies and Line Strategies o Market Penetration Strategy- The main goal for Squirt grapefruit beverage is to gain more market share within the current target market. Squirt’s new Natural image is intended to make the product more appealing to more people that buy Mountain Dew or Fanta or other colas in general. o Market Development Strategy- Through skillful promotion and advertising,( TV, print, online,Show MoreRelatedSquirt Case Study6386 Words   |  26 PagesMarket Market and Competitive Analysis Market In the market, the soft drink industry is currently growing, with hundreds of registered brand names for carbonated soft drinks within the United States. Squirt competes with Coca Cola’s two grapefruit carbonated soft drink brand- Citrus and Fresca. Squirt also competes on a more broad level of the citrus flavored soft drink category with Pepsi-Cola’s Mountain and Mellow Yellow Surge. 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