Assignment

on
Brand Planning of 7UP
EMBA Program
Subject Name: Principle of Marketing
Subject Code: EMKT-6104
Batch:- 17th Section:- B
Department of Marketing
Submitted To:-
Shaikh Rafiqul Islam
Professor
Department of Marketing
Jagannath University
Submitted By:
Team Name:- Pokemon
Name ID
Afrida Tabassum Aurpa M19170204580
Proma Majumder M19170204598
Md. Kamrul Hassan M19170204576
Takiya Sultana M19170204574
Lutfun Nesa M19170204573

Jagannath University
 SL.No Contains

01. Executive Summary

02. Current Marketing Situation

03. Analysis of Threats And opportunities

04. Objectives for the Brand

05. Marketing Strategy

06. Action Programs

07. Marketing Budget

08. Control
Executive Summary:
Type Lemon-lime drink
Manufacturer Keurig Dr Pepper (U.S.)
PepsiCo (elsewhere)
Country of origin United States

Introduced June 19, 1929; 90 years ago(as Bib-Label Lithiated Lemon-Lime Soda)
June 23, 1936 (as 7 Up)

Color Colorless
Pink (Cherry/Diet Cherry, United States only)

Variants List
dnL (Cancelled)
7 Up Plus (Cancelled)
7 Up Ten
Tropical 7 Up
7 Up nimbooz
7 Up nimbooz masala soda (India)
7 Up Retro (oustide of the U.S.)
Diet 7 Up
Cherry 7 Up
Diet Cherry 7 Up
Orange 7 Up
Raspberry 7 Up
7 Up Free
7 Up Free Mojito (UK, Ireland, Germany)
7 Up Light
7 Up Lime
7 Up Cherry (UK)
7 Up Mojito (France)
7 Up Gold (Cancelled)
7 Up Revive
7 Up Ice Cola (Cancelled)
7 Up Citrus Splash (Cancelled)
7 Up Lemon Squeeze (Cancelled)
7 Up Tropical (France)
7 Up Tropical Splash (Cancelled)
7 Up Pomegranate (Cancelled)
7 Up Frootaz (Cancelled)
7 Up Yerbabuena (Cancelled)
Related products Sprite, Sierra Mist

Website www.7up.com
Current Marketing Situation
Food, Cone, & Belding recommended, and brand management agreed, that Squirt’s unique

thirst-quenching attribute should be dominant positioning dimension upon which to build the brand.

Squirt was targeted at adults, 18-44 years old. Squirt is currently positioned as a, "spunky,

lively, everyday, on the go, sociable, colourful, and music driven" beverage. The current tag line is,

"Squirty our thirst." The position has been revisited in 1999 and 2000, however no changes

were made. Food, Cone & Belding made a full review of positioning strategy and made a few

recommendations in mid 2001. They concluded that Squirt was more thirst quenching than refreshing,

and that, it was not seen as either hip and young or not so cool and hip. They recommended

that Squirt also betargeted to a younger demographic, especially the 18-24 year old range. They

reasoned that this age group is a large consumer of soft drinks, and that the "thirst quenching"

attribute of the product would appeal to them.

Squirt has also been looking into the growing Hispanic population in the U.S. Squirt is one of the larger

selling brands of soda in Mexico, and Squirt has large brand recognition there. According to the Squirt

census data the Hispanic population is one of the fastest growing groups in the U.S.Within

this group 25% were under the age of 18. Cities such as Los Angeles, El Paso, San Diego,

San Jose, and San Antonio are over 25% Hispanic. Squirt needs to be targeted in a way that does

notc a n n i b a l i z e t h e c u r r e n t l o y a l c u s t o m e r b a s e . T h e H i s p a n i c p o p u l a t i o n d o e s n

o t l i k e h a r d s e l l messages and likes messages that are real and relevant to them.

Hispanics prefer to shop closer to home in mom and pop stores. The majority would prefer

ads in Spanish (50%) while 30% prefer English and the rest have no preference. Taking all of this

into account Squirt has a great opportunity to expand its brand. With the current target market being only

adults’ age 18-34 they are leaving outa large group of the population. The growing Hispanic

population also offers great opportunity to grow sales.

Analysis of Threats And opportunities

Opportunities:-

 Leverage successful brand Pepsi

 Advertise more by celebrity associations

 Buy out competition

 More Brand recognition through online and offline medium

Threats:-

 Threat from other aerated drinks competitors

 Threat from substitutes like fruit juices

 Boycott from health conscious people

Objectives for the Brand :-

The lemon-lime soda brand 7up is in the unfortunate position where it is owned by different companies

in different countries. In its home market, the United States, it is owned by the Dr Pepper Snapple

Group, while the "international" rights belong to PepsiCo. In the US, PepsiCo tries to market Sierra Mist

in its place. That spells trouble for global brand development with different looks depending on where

you are. This month, PepsiCo unveiled a new visual identity and label design for 7up which is due to be

rolled out around the world (except the US) over time.

The previous look launched in late 2010 with a straight forward geometric motif that was a brake with

previous designs. The new logo traces back to 7up's heritage with a slightly retro design featuring more

irregular curves.

According the SVP Kristin Patrick, "7up believes that everyone is naturally unique and original", and a

press release says the campaign and design "builds on brand's authentic equity and history, while

staying true to its witty, naturally confident character".

The new design launched with a worldwide campaign under the slogan "Feels Good To Be You". The first

spot featured London-based urban knitter Magda Sayeg.

Marketing Strategy:-

The product strategy and mix in 7UP marketing strategy can be explained as follows:

7UP is a popular soft drink based on lemon & lime flavor. PepsiCo has made extensive market research

before launching Lemon water drink segment. As the presence of Limca was there. The product got

huge publicity because of its flavour and market requirement. 7UP is made of natural lemons and

flavours of lime resulting in freshness drinks. 7Up product come in different sizes with requirements

which change the demand in the market. But even it was famous, slowly with time the 7Up didn’t

change its product content with time just like diet drinks. 7UP couldn’t cover the diet market whose

demand come into the market with time.

Price:

Below is the pricing strategy in 7UP marketing strategy:

Considering tough competition in the soft drinks market over the globe the 7UP prices are competitive.

As Limca as the tough competitor in the Indian as well as global market, the prices are kept on the

marginal level. 7UP is directly competing with local and branded players in the market hence its price

strategy also impact local/regional players.

Place:

Following is the distribution strategy of 7UP:

The 7UP has already got the huge advantage of PepsiCo’s brand value and its infrastructure. Although it

all new segment but PepsiCo already found the potential market so there was no need create the new

market for this product. The brand reach of PepsiCo is high which help 7Up to reach to mass. The 7UP

got stronger supply chain network due to PepsiCo’s supply chain management. Supplier and retailers

had strong brand value for 7UP which help 7UP to got more reach to market. In the urban and rural

market as well, 7UP is in demand.

Promotion:

The promotional and advertising strategy in the 7UP marketing strategy is as follows:

7UP has extensively focused on its branding and marketing as well. As the category of this product was

different hence strategy was to establish (Position) the product in the market. Advertisement on popular

TV channels, radio, magazines, newspapers, other print media channels is among important promotional

plans of 7UP. 7UP also have high digital marketing footprint over different social media platforms like

Twitter and Facebook for better customer reach and customer services as well. Target customers of 7UP

are youngsters but the brand has also focused on other age group audience hence 7UP has focused to

sponsor the different events like cricket/basketball tournament which enthusiases youngsters. Hence

this completes the marketing mix of 7UP.

Marketing Actions Programs:

MAP’ action plan program designed to help them “review, create and test”, their

marketing training for maximum success.

Program Focus:
This program is assistant for marketing:

1. Review your current Marketing Plan

2. Identify “what’s working” and “what’s not” and refine your Marketing Plan

to ‘work’

3. Develop a Marketing Plan for your business

4. Develop a comprehensive knowledge of the top 25 marketing strategies

businesses are embracing

5. Implement a range of marketing strategies most relevant to your

product/service and their target market

6. Increase your marketing awareness, number of enquiries and sales

7. Energise you passion for your business, your products/service and your

clients
Marketing Budget:

 For your advertising and promotional plan

 For costs allocated for advertising and promotions

 For advertising and promotional materials

For a list of advertising media to be used Operating an effective marketing plan requires

money, so they will have to allocate funds from our operating budget to cover advertising,

promotional and all other costs associated with marketing. Develop a marketing budget based

on the cost for the media they will use, and the cost for collecting research data and

monitoring shifts in the marketplace.

Develop Pricing Strategy

 pricing techniques and brief description of these techniques

 retail costing and pricing

 competitive position

 pricing below competition

 pricing above competition

 price lining

 multiple pricing

 material costs

 labor costs
Overhead costs Although they pricing strategy may be based on the strategy devised by

others, they should study this plan and the strategies used by competitors. That way they will

acquire a thorough understanding of how to price their product, and they can determine if

their prices are in line with competitors, if they are in line with industry averages and what

adjustments they can make to bring them in line.

The key to success is to have an well-planned strategy, to establish their policies and to

constantly monitor prices and operating costs to ensure profits. Keep abreast of changes in

the marketplace because these changes can affect their bottom line.

Develop an Effective Promotional Strategy

Advertising media

 print media (newspaper, magazine, classified ads, Yellow Pages advertising, brochure)

 radio

 television

 networking

 business cards

 tee shirts, hats, buttons, pens

Controls:
1. Set the right expectations.

2. Build the team and secure resources.

3. Communicate the plan.

4. Build out timeline and tasks.

5. Set up a dashboard for tracking success.

6. Monitor and check-in regularly.

7. Be willing to adapt.

8. Communicate results and celebrate success