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Cadbury Beverages

In: Business and Management

Submitted By cpmommie
Words 1805
Pages 8
Dr Pepper/Seven Up, Inc.
Case Analysis
Akua Porter
Davenport University
MKTG 610 Online
Instructor: JoDee Phillips

January 29, 2012

Case Synopsis

Almost all Americans have consumed at least one soft drink beverage over a year time span (Kerin, 2010). Dr. Pepper/Seven Up, Inc is the largest division of Cadbury Schweppes PLC (Kerin, 2010). “Cadbury Schweppes PLC is the world’s third largest soft drink company, and the fourth largest confectionary company with product sales in over 200 countries” (Kerin, 2010).
Dr. Pepper/Seven Up, Inc. is among one of the three major concentrated producers in the U.S. Dr. Pepper/Seven Up, Inc. owns 2% of market share in the soft drink beverage industry (Kerin, 2010).
Cadbury Schweppes is known as the world’s “first soft drink maker”, and the “world’s largest non-cola soft drink producer and marketer” (Kerin, 2010). The company has several national brands and regional brands that are top leaders in the soft drink industry.
Squirt was marketed by Dr. Pepper/Seven Up Inc. in the 1990’s by Cadbury Schweppes PLC (Kerin, 2010). In 1938 Herbert Bishop created a carbonated drink that required less fruit and sugar to produce (Kerin, 2010). The new drink “seemed to squirt onto the tongue just like squeezing a grapefruit” (Kerin, 2010). Squirt became a popular soft drink product in the 1950’s. Throughout the 70’s Squirt transitioned into a “brand that was a mainstream soft drink” (Kerin, 2010).
Squirt is a caffeine free, low sodium carbonated soft drink brand with a distinctive blend of grapefruit juices (Kerin, 2010). Squirt leads the market with selling grapefruit “soft drink brand in the U.S” (Kerin, 2010).
Squirt created several products, and diet squirt was “the first soft drink in the U.S. to be sweentened with Nutria Sweet (Kerin, 2010). Squirt partnered with A&W in 1986 and later was acquired

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