Saturday, January 19, 2019
Case Studies » Featured Case Studies » Case Studies » 7-Eleven: Revitalising the Slurpee brand - Conclusion

7-Eleven: Revitalising the Slurpee brand - Conclusion

Conclusion

The Slurpee, 7-Eleven’s own proprietary brand, has transcended the frozen carbonated beverage product market and like the Aspirin, Band-aid and Esky has become accepted as the default name for its own product category. As part of its ‘Project Energise’ program, 7-Eleven Australia embarked upon a campaign to reinvigorate the Slurpee brand. One key objective was to take advantage of Slurpee’s inherent appeal to young people, those who were also likely to be the next generation of 7-Eleven customers.

7-Eleven Australia undertook extensive quantitative and qualitative market research to find out exactly what their target demographic of young people, aged 12-25, thought of the product.

The Slurpee revitalisation program resulted in enhanced point-of-sale promotional material and cup design, development of new Slurpee Zones, new product innovations and ongoing promotions, competitions and tie-ins.

After many years with stagnant sales growth, the revitalisation program produced more than 20 percent growth in sales and profit in 2008. The Boronia store alone grew its Slurpee unit sales from 30 to 250 in one single day!

With further product innovations planned, 7-Eleven hopes to be responsible for an ever-increasing number of cases of BrainFreeze for many years to come.

 

(Page 8 of 8)
Associated with:
Learning Area(s):
  • Business Environment | Measuring business performance
  • Business Environment | Types of large organisations
  • Business Structure and Organisation | Organisational structures:overview
  • Change Management | Change issues for business
  • Entrepreneurship/Innovation | Product/service innovation
  • Marketing | Market research methods/analysis
  • Marketing | Marketing analysis and segmentation
  • Marketing | Product development
  • Marketing | Promotion strategies and their application
From: Edition 6

1 Comment

Leave a comment

Make sure you enter the (*) required information where indicated.
Basic HTML code is allowed.

Subscribe today!

Purchase a subscription today!

We are delighted to offer you a subscription to access over 80 additional case studies, learning activities, teacher notes and downloadable content!
 
Click here to log-in if you already have an account.

Order the print version!

Order a hard copy!

SPECIAL OFFER - LAST STOCK CLEARANCE
Purchase a print version of Edition 7 for yourself or additional copies for your school! 
 

Commission a case study for your business

If your company or organisation would like to be part of Australia & New Zealand's best case study resource, apply for a case study online or phone us on 
02 4991 5577 in Australia and 0800 990 999 in New Zealand.

What's New?

 

New Edition 7 case studies available now!

Buy a printed copy of Edition 7 case studies.

Subscribe now to get access to over 80 additional case studies and support material.

Teaching Resources

Learning Resources

Useful Resources
Need to contact a teaching association?
Or get ideas for class?
Check out our useful links.

Teaching Hints & Strategies
Share your lesson plans with other
professionals or search for ideas here.
 

Tell us your favourite case study?

What Is your Favourite Edition 7 Case Study?

Log in / log out