Dr. Pepper Snapple Group Case – Energy Beverages Company Strengths Strong Portfolio of Leading‚ Consumer-Preferred Brands Owns a diverse portfolio of well-known CSD/non-CSD brands Provides their own bottlers‚ distributors‚ and retailers Manages a wide variety of products and provides a foundation for growth and profitability #1 flavored CSD company in the US Integrated Business Model Believes its brand ownership‚ bottling‚ and distribution are more integrated than the U.S. operations
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Problem Andrew Barker‚ a brand manager for Snapple beverages at the Dr. Pepper Snapple Group‚ Inc.‚ must assess whether or not a profitable market opportunity exists for a new energy beverage brand to be produced‚ marketed‚ and distributed by the company in 2008. He has about 3 months to determine the market opportunity. SWOT Strengths | Weaknesses | * Strong portfolio of leading consumer-preferred brands * Integrated business model * Strong customer relationships * Attractive positioning
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Marketing Mix Michael Anderson MKT/421 May 30‚ 2011 Gabriel Renero According to the text-book Marketing an Introduction “Guided by marketing strategy‚ the company designs an integrated marketing mix made up of factors under its control—product‚ price‚ place‚ and promotion to find the best marketing strategy and mix” (Armstrong & Kotler‚ 2009‚ p. 47). In order to understand the marketing mix one must
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marketplace: beyond the 4Ps Ronald E. Goldsmith Professor of Marketing‚ College of Business‚ Florida State University‚ Tallahasee‚ Florida‚ USA Keywords At the heart of most presentations of marketing management lies the time-honored concept of the 4Ps ± product‚ price‚ promotion‚ and place ± the Marketing Mix ± that Abstract summarise key decision responsibilities of Theories of marketing management and strategy need to evolve marketing managers (e.g. McDonald and and change to keep pace with
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a) Rivalry among Competing Sellers Dr. Pepper Snapple is a smaller competitor to Coca-Cola. However‚ Pepsico is Coca-Cola’s rival competitor due to its relative size. Both have global recognized brands that compete in product differentiation instead of pricing. For instance‚ a 12-ounce can of Coke is usually priced similar to a 12-ounce can of Pepsi. Nonetheless‚ Coke attempted to change the taste of its product in the 1980s (i.e.‚ product differentiation). Unfortunately‚ the New Coke was rejected
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Assignment 3.4 – Case Study: Dr. Pepper Snapple Group‚ Inc.: Energy Beverages 1. How would you characterize the energy beverage category and competitors in late 2007? A slow growing market is a great way to characterize the energy beverage category in late 2007. This industry was increasing in profits still but was not increasing in profits as quickly due to factors such as market maturity‚ increasing in prices‚ competition and new hybrid products (Kerin & Peterson‚ 2010). The market was still
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Dr. Pepper Snapple Group is a major brand owner‚ bottler‚ and distributer of nonalcoholic beverages. However‚ it is now the only major beverage company without a branded energy drink. The problem at hand is whether or not Dr. Pepper Snapple should enter the energy drink industry. If so‚ several other factors must be addressed‚ such as to whom they should target‚ what would their retail price be‚ and how they should package/distribute the product. In 2006‚ carbonated soft drink (CSD) sales amounted
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SNAPPLE In this case the important question is: “What should Mike Weinstein do?” However‚ to address this question it is best to look at the history of Snapple and consider the following issues: In the period of 1972 to 1993‚ why do you think that Snapple flourished when so many small startup premium fruit drinks stayed small or disappeared? Explore each of the Four Ps (as you decide where to give credit). Now look at the period from 1994 to 1997. Did Quaker make an error in buying Snapple
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Marketing mix can be describes as "the use and specification of the 4 Ps describing the strategic position of a product in the marketplace… A prominent person to take centre stage was E. Jerome McCarthy in 1960; he proposed a four-P classification which was popularized. (wikipedia.com)" The marketing mix approach to marketing is a model of creating and implementing market strategies. The marketing mix stresses the mixing of different factors in a way that both organizational and consumer or target
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The marketing mix is primarily made up of four variables‚ and they are product‚ place‚ price‚ and promotion. These variables are often referred to as the four P ’s. Many sources often describe the marketing mix as a recipe used in developing a viable marketing strategy‚ with each ingredient being used different ways and at different times based on the product or service one is trying to market. This paper will utilize three sources to describe the elements of the marketing mix. It will also describe
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