(case study): Marketing

When 7-UP introduced itself into the soft drink industry , they were generally thought of by consumers as a company that produced a clear soft drink for mixing alcoholic beverages . After conducting extensive research , 7-UP found that colas were the best-selling category in the soft drink industry . 7-UP then repositioned itself in the market by introducing the slogan "7-UP , the uncola " This repositioning allowed them to take third place in the market , after Coca Cola and Pepsi , and also allowed for growth and gains over competitors in the lemon-lime category of soft drinks

. In addition , 7-UP differentiates itself from other soft drink manufacturers in several ways . Within the lemon-lime category , 7-UP has introduced a new tagline "all things in green bottles are not the same " This tagline is meant to differentiate 7-UP from Sprite and Sierra Mist . Two other new taglines will include "for less sweet , syrupy taste , the only way to go is Up " and "When you add it all up , the only way to go is Up

7-UP was able to change consumer behavior by using psychology and working with the concept that everyone wants to be an individual . When introducing the "uncola " tagline , 7-UP based this introduction on consumer research . Purchasing and consuming Coke and Pepsi were part of going along with the group since many people were purchasing those products at the time . Introducing 7-UP as the "uncola " brought to mind a sense of individuality for consumers . The 7-UP marketing executives put the idea in their heads that purchasing and consuming 7-UP products would make them stand out from the crowd . 7-UP has continued this tradition of changing consumer behavior since that time . The company hopes to change consumer behavior in the twenty-first century by introducing a product called 7-UP Plus . This product will create a whole new category within the soft drink industry , as it is going to be sold as a soft drink with added nutritional value . Again , 7-UP is basing the introduction of this product on consumer trends and research Due to the obesity epidemic in America , combined with raised health awareness on the part of many men and women , 7-UP will be introducing this reduced sugar product with added vitamins and minerals Introducing this product shows that 7-UP is on top of trends in consumer spending and , by introducing this product , the executives may be able to change consumer behavior from purchasing sugar-laden soft drinks with empty calories to purchasing a less sweetened product with vitamins and minerals that are needed to fuel the human body

Like any company , 7-UP has had many successes and failures throughout its history . In the initial stages of the company , there were 600 lemon-lime beverages competing for market share with 7-UP . 7-UP was able to survive and rise to the top of the market by successfully becoming one of the first lemon-lime soft drinks to be nationally distributed . 7-UP also floundered in the soft drink market due to poor marketing . Originally , the soft drink was a means...