Introduction From 1972-1993 Snapple Fruit Juice Company flourished while many startup premium fruit drinks struggled and‚ in many cases‚ failed. In fact‚ most of Snapple’s successful competitors during this time were sold to larger distribution companies allowing Snapple to create a Brand image and distribution alliance for the "smaller guy." They were a cult classic‚ promoted by loud‚ brash promoters like Howard Stern and Rush Limbaugh who had huge followings of independent‚ "stick-it-to-the-man"
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Case: Dr Pepper Snapple Group‚ Inc. Grade ID: 12258 Date: 2/14/2011 The problem associated with this case is whether or not the company should introduce a new energy beverage brand into the market. If a profitable market opportunity exists for the company to enter the energy beverage market the next step would be to identify a target market and marketing mix along with a product line and brand positioning. The best opportunity for the company to gain market share is to target adult
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assessments‚ as well as the strategy analyses that we have performed using various matrices‚ we have determine that Dr Pepper Snapple Group are most suited to go for a product development strategy. Through product development‚ Dr Pepper Snapple Group would focus on consumers’ need‚ improve their current product line and expand their brand with new product creation. In addition‚ Dr Pepper Snapple Group should consider going for market development to boost their current products’ placement and promote new products
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Dr Pepper Snapple Group Introduction Dr Pepper Snapple Group (DPS) is one of North America’s leading refreshment beverage companies‚ manufacturing‚ bottling and distributing more than 50 brands of carbonated soft drinks‚ juices‚ teas‚ mixers‚ waters and other premium beverages. With a brand heritage spanning more than 200 years‚ the DPS portfolio includes some of the most recognized beverages in the Americas. The company have 6 of the top 10 non-cola soft drinks‚ and 9 of 12 leading brands are
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DISCUSSION QUESTIONS FOR DR. PEPPER SNAPPLE GROUP _1. HOW WOULD YOU CHARACTERIZE THE ENERGY BEVERAGE CATEGORY‚ COMPETITORS‚ CHANNELS‚ AND DPSG’S CATEGORY PARTICIPATION IN LATE 2007?_ In late 2007 the energy beverage category was reaching market maturity and projected to have a slower annual growth rate from 2007 to 2011 (10.5%) than it had between 2001 and 2006 (42.5%). Rising prices‚ packaging competition‚ and the introduction of hybrid energy beverages also added to the slower projected growth
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As social responsibility and environmentally friendly attitudes have become more prevalent‚ many companies have moved towards adapting technologies that are more efficient and less damaging to the environment. The Dr. Pepper Snapple Group takes this corporate social responsibility extremely seriously. They believe that environmental stewardship is core to operating a company that will be successful in the long term. As such they have challenged themselves to move towards more environmentally friendly
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Case Analysis Dr. Pepper Snapple Group‚ Inc.: Energy Beverages 1. How would you characterize the energy beverage category‚ competitors‚ consumers‚ channels‚ and DPSG’s category participation in late 2007? The energy beverage category was the fourth largest nonalcoholic beverage category in America during 2006. While it wasn’t among the top three‚ it was the fastest growing beverage category. The energy beverage market is primarily led by three big name brands including Red Bull‚ Monster Energy
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Dr Pepper Snapple group‚ Inc. is a major integrated brand owner‚ bottler‚ and distributer of nonalcoholic beverages in the United States. In 2007 they had net sales of $5.748 billion‚ 21 manufacturing facilities and approximately 200 distribution centers in the United States. They are the number one Company in carbonated soft drink products in the United States. Their business strategy is to invest most heavily in their key brands to drive profitable and sustainable growth by strengthening consumer
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The now behemoth Dr Pepper Snapple Group (DPS) has simple origins like many in its class it has grown exponentially over the years the by-gone days of soda shops that were once vital to this business are fleeting memories like the foam coming off of a freshly poured glass of Dr Pepper. From humble beginnings in Waco‚ Texas in 1885‚ the delicious refreshment was born thanks to Charles Alderton‚ a young pharmacist working in Morrison’s Old Corner Drug Store. Alderton wanted to find a drink that embodied
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From 1972 to 1993‚ why did Snapple flourish when so many small start-up premium fruit drinks stayed small or disappeared? * Premium pricing allowed the company to introduce a variety of products‚ many of which were unsuccessful‚ while still remaining profitable * Hired a professional management team that used focus groups to improve label design‚ increased the advertising budget‚ and intensified the independent distributor system throughout the East Coast * Successful advertising and
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