US Soft Drink Market Share by Case Volume (%)

1970
7.2

1975
7.6

1980
6.3

1982
6.7

US Market Share by Soft Drink Flavor and Category (%)

1971
1975
Lemon Lime
12
12.7

1981
12.6

1985
12.2

1986
11.3

1975
214
9.5
23.6
2

1980
9650
5.7
19
36

1981
10722
6.2
20
38

1982
11586
6.7
21
39

1980
33.4

1981
30.5

1982
32.2

1983
44.7

Seven Up

1966
6.9

Financial Data fo 7up ,1972-1990

Corporate Sales
Net Income/Sale
Net Income/Equity
Long Term Debt/Assets

1972
133
9
24.00
4

US Advertising Spending by Brand ($ Millions)

7Up

1975
13.5

1984
6.8

1985
5.7

1986
5

1987
5.1

1988
4.7

1989
4.3

1990
4

1987
10.6

1988
10.4

1989
12

1990
11.7

1983
12976
7
22
26

1984
13814
6.4
22
22

1985
15964
7.9
26
42

1986
271
-2.4
-2.5
66

1987
297
2.5
14.8
62

1988
266
-8.9
-34.4
107

189
247
0.7
-2.5
109

1984
54.3

1985
55.5

1986
44.5

1987
46.8

1988
49.4

1989
36.8

1990
40.1

1990
230
2.1
-11.7
99

1972
4

1975
2

1980
36

1981
38

1982
39

1983
26

1984
22

1985
42

Long Term Debt/As

120
100
80
60
40
36
20
0

38

42

39
26

22

4
2
1972 1975
1980 1981 1982 1983 1984 1985 1

1986
66

1987
62

1988
107

1989
109

Term Debt/Assets
107

66

109
99

62

42

39
26

22

1982 1983 1984 1985 1986 1987 1988 1989 1990

1990
99

12
7.2

12.7
7.6

12.6
6.3

1971
60%

1975
60%

1981
50%

12.2
5.7

11.3
5

10.6
5.1

10.4
4.7

1985Advertising
1986
1987
US
7UP Share
Spending
in1988
Lemon-Lim
by Brand (
47%
70%

60

44%

48%

45%

54.3

55.5

NetIncome/(Sales*Advertisi

60%
60%50

1966
6.9

1970
7.2

1975
7.6

50%

40
1980
70%
40%
6.3
30

60%

1982
6.7
33.4

50%

1984
6.8
32.2

44.7
47%
1985

44%

44.5
48%

30.5

30%
20%
10%

20
13.5
10
17%

20%

21%

16%

12%

14%

0%
0
1971 1975
1980
1981
19821983
1985
1983 1984
19841986
1985 1986
1987
-5%
1975
19801975
19811981
1982
1985
1986

1975
70%
13.5
9.5

1980
17%
33.4
5.7

1981
20%
30.5
6.2

1982
21%
32.2
6.7

1983
16%
44.7
7

1984
12%
54.3
6.4

12
4.3

11.7
4

1989
ending
in Lemon-Lime
by Brand
($1990
Millions)
Market for 7UP
36%

54.3

34%

55.5

ales*Advertising
Spending)
49.4
46.8
44.7
47%

16%

44.5

48%
1987
45%
44%1986

1988 40.1

36.8

36%

12%

1989

1990

34%

14%

5%
5%
2%
1985
1983
1984
1986
1985
1986
1987
1987
1988
1988
1989
1989
1990
1990
-5%
1983
1984
1985
1986
1987
1988
1989
1990

1985
14%
55.5
7.9

1986
-5%
44.5
-2.4

-18%

1987
5%
46.8
2.5

1988
-18%
49.4
-8.9

1989
2%
36.8
0.7

1990
5%
40.1
2.1