Canada Dry Marketing Report: Strategy, Consumer, and Environment

This report provides a comprehensive marketing analysis of Canada Dry, a soft carbonated drink owned by Keurig Dr Pepper. It examines the company's corporate social responsibility (CSR) initiatives, including packaging and recycling, consumer health, and employee development. The report conducts an environmental scan, analyzing economic, social, and technological factors influencing the business. It also delves into consumer behavior, focusing on psychological and socio-cultural influences on purchasing decisions. Furthermore, the report explores Canada Dry's targeting and positioning strategies, discussing demographic, behavioral, psychographic, and geographic segmentation. The analysis includes a perceptual map illustrating Canada Dry's position relative to its competitors, concluding that while Canada Dry holds a strong market position, it must address concerns related to the health impacts of soft drinks and continue to innovate its product offerings.

Running Head: CANADA DRY MARKETING ANALYSIS REPORT 1
STUDENT’S NAME
COURSE
INSTITUTION
DATE

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Executive Summary.
The purpose of this report is to check how the Canada dry company practices socially
responsible behavior. This report also focuses on environmental scan which highlights the
environmental forces. The report also focuses on consumer behavior which identifies
psychological and socio-cultural influences and targeting plus positioning which concentrate on
the different types of market segmentation.

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Table of Contents
Introduction....................................................................................................................................4
Environmental Scan......................................................................................................................4
Consumer Behaviour.....................................................................................................................6
Targeting and positioning.............................................................................................................7
Conclusion......................................................................................................................................8
References.......................................................................................................................................9

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List of figure.
Fig 1: perceptual map of Canada dry relative to its competitors.

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Introduction.
Canada dry is a soft carbonated drink sold in vending machines, stores and restaurants. It is
owned by the Keurig Dr Pepper Company in Canada. The company is known for its ginger ale
but it produces other beverages plus mixers.
Regarding Commercial social obligation, the Canada dry corporation is guided via the objective
of being ecological. This is specifically shown over the activities it has taken in the subsequent
categories: packing and reusing, consumer health, employee growth, participation of suppliers
besides water stewardship (Harris, Schwartz, Brownell, Javadizadeh & Weinberg, 2011).
Regarding packaging and recycling, the company has introduced plant bottle which is made from
a mixture of petroleum based materials and thirty percent of plant based materials. The company
has also achieved high rate of recycling of its bottles.
With respect to consumer health, the company has widened the product portfolio through goods
that are not calorific and has condensed the volume of calories in its beverage by eighty eight
percent according to the school beverage guidelines.
The improvement of workers is a further purpose of the CSR of the business. The company trusts
that employees are the basis for achievement. In its preceding CSR agendas, Canada dry has
made special programs to entice, hold and improve the skills and capabilities of workers. These
programs support workers to properly test their potential while improving leadership skills and
gifts needed by the business in all sectors plus in all nations. Its present CSR program endorses
employee equality regarding different cultures (Sadeghirad, Duhaney, Motaghipisheh, Campbell
& Johnston, 2016).

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Environmental Scan.
1. Economic Factors.
Economic issues do affect a business in a harmful and confident manner. The
business is compromised on condition that price rises in the nation plus as an effect
the business products costs rise and the consumption of Canada dry falls. Canada
dry makes huge amount of revenues and employs a large amount of people and that
contributes to more revenue for the government so an increase in inflation will be
detrimental to the economy (Fabbri & Bero, 2018).
2. Social Factors.
The business is client oriented that always takes care of the needs of the clients. The reusable
supplies used in the work of the merchandise assists in keeping the environs clean. The business
is also assisting the destitute by providing them with books, bursaries and employment
opportunities. The business has also increased awareness about the conservation of water,
educating people on waste environment and reusable products (Golden, Handfield, Daystar &
McConnell, 2015).
3. Technological Factors.
Technology is an area that is causing growth of that business at an extraordinary speed. Beverage
business is also influenced by the high-tech aspects however in an optimistic way. The new
approaches of filling in the jugs, the freezing methods, the throwaway bottles all prepared so
many modifications to Canada dry. The business is embracing all the innovative skills existing.
The business is being provided with the fridges, vesicles chiller to keep the bottle cool. The

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business got the technology of dispensers so they give dry ginger ale to people that is as fresh
from the source. The business embraced the reusing technique to preserve its environment.
The present setting is technological driven plus the need for vibrant growth. Canada dry has got
skilled research and development group who find out fresh technologies to improve output
(Kleinman, Kuei & Lee, 2017).
Consumer Behaviour.
Psychological factors.
Before clients decide their buying choice, they gather then recognize info they required.
Intelligence conveyed by businesses effect in the choosy consideration of clients. Clients get info
of look, sound, flavor, odor, feel of a merchandise, besides select their unique favored. These
wits plus info finally make responsiveness plus insight in the clients mind. Feeling plus insight
make basic reception of a trademark, besides learning plus memory improves the approval.
Opinions plus decisions of clients might be compromised and altered by the mental issues and
lastly the entire client behaviors are diverse (Schram, Labonte, Baker, Friel, Reeves & Stuckler,
2015).
The flavor of the product is a unique component that create it unlike from others, particularly its
competitor Fresca. Flavors of the trademark fizzing beverages with unique recipe to make are
distinctive for clients.
Canada dry delivers a lively way of being available for clients. The view is improved via its
recurrent disclosures by its advertisements in diverse advertisements, mass media, plus places.

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Through its familiar brand appearance, trademark links are made in the procedure of knowledge
plus recollection (Karnani, 2014).
Sociological factors.
Approaches toward a trademark are the effects of psychological insight and recollection. An
important factor affects customers’ choice creation is the social-cultural changes between the
brand plus preferences of clients. For example, for western nations like the USA, the customary
eating routine of fast food makes persons to be familiar with Canada dry beverages. However,
eastern nations, including China, Japan, Korea, are less available for Canada dry beverages.
People have elevated their worries on healthy diet, the fizzy beverage is viewed as high in body
fat and sugars (Lynch, 2018).
Targeting and positioning.
1. Demographic Segmentation.
Age is a main factor to be used in demographic type of segmentation. Generally, Canada dry
does not have a specific market and is addressed to everyone. But the main consumers are
between twelve and thirty year old people; even if there is no specific product or
communication for less than twelve or more than thirty, the Canada dry brand succeeds in
reaching them, through partnerships for example fast food chain such as McDonald’s or
thanks to its value among consumers. Therefore the core target audience of Canada dry is the
youth (Martin, Durr, Smith, Finke & Cherry, 2017).
2. Behavioral Segmentation.

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Under the occasion factor, the clients can be differentiated according towards the instances
when they create a need, buying a product, or usage of a merchandise. Occasion’s division
can help companies expand product use (Lariviere, Keiningham, Aksoy, Yalcin, Morgeson & Mithas,
2016).
Under the benefits factor, the company presents awards in the topmost cover.
3. Psychographic Segmentation.
Canada dry buyers are divided into different groups on the basis of lifestyle or personality or
values. Under lifestyle, Persons display many more way of life than is proposed. People
contrast in attitudes, goings-on, and these compromise the goods plus services they eat. The
business presented goods which are appropriate for current and mobile age group. Under
personality, the business is using character variables to divide markets. They give the
products a brand character that match up to the target consumer character (Nguyen & Shirai,
2015).
4. Geographic Segmentation.
Geographic division calls for distributing the marketplace into different terrestrial elements
such as areas, municipalities, or district. Canada dry has a nationwide network of
merchandise circulation but the business divides more in city areas as associated to
countryside areas (Singh & Kaur, 2016).
Below is a perceptual map showcasing the Canada dry relative to its competitors.

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Fig 1: Perceptual map (Kardes, Cronley & Cline, 2011).
Conclusion.
Canada dry is a very solid trademark in the world. Bendable market strategies and wonderful
innovation size make Canada dry keep front-runner position in soft beverage turf. However,
the tags of “Junk Food” plus “cause obesity prevalent” are the unique sins of soft beverages.
To free this perception, Canada dry is venturing in non-soft drinks plus also make incomes
from this non-soft drink arenas. The company has diversified by having its own water called
Canada dry tonic water.

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References.
Fabbri, A., Holland, T. J., & Bero, L. A. (2018). Food industry sponsorship of academic
research: investigating commercial bias in the research agenda. Public health nutrition, 1-9.
Golden, J. S., Handfield, R. B., Daystar, J., & McConnell, T. E. (2015). An economic impact
analysis of the US biobased products industry: A report to the congress of the United States
of America. Industrial Biotechnology, 11(4), 201-209.
Harris, J. L., Schwartz, M. B., Brownell, K. D., Javadizadeh, J., & Weinberg, M. (2011).
Evaluating sugary drink nutrition and marketing to youth. New Haven, CT: Yale Rudd
Center For Food Policy and Obesity.
Kardes, F. R., Cronley, M. L., & Cline, T. W. (2011). Consumer Behavior, Mason, OH:
South-Western, Cengage Learning, 2011. ISBN 978-0-538-74540-6.
Karnani, A. (2014). Corporate social responsibility does not avert the tragedy of the
commons. Economics, Management and Financial Markets, 9(3), 11.
Kleinman, G., Kuei, C. H., & Lee, P. (2017). Using formal concept analysis to examine
water disclosure in corporate social responsibility reports. Corporate Social Responsibility
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Larivière, B., Keiningham, T. L., Aksoy, L., Yalçin, A., Morgeson III, F. V., & Mithas, S.
(2016). Modeling heterogeneity in the satisfaction, loyalty intention, and shareholder value
linkage: a cross-industry analysis at the customer and firm levels. Journal of Marketing
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Lynch, R. (2018). Towards an innovation link between dynamic capabilities and
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Martin, H., Durr, D., Smith, M., Finke, R., & Cherry, A. (2017). Analysis of GMO food
products companies: financial risks and opportunities in the global agriculture
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Nguyen, T. H., & Shirai, K. (2015). Topic modeling based sentiment analysis on social
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Sadeghirad, B., Duhaney, T., Motaghipisheh, S., Campbell, N. R. C., & Johnston, B. C.
(2016). Influence of unhealthy food and beverage marketing on children's dietary intake and
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Schram, A., Labonte, R., Baker, P., Friel, S., Reeves, A., & Stuckler, D. (2015). The role of
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