Case study - Group 8 EXECUTIVE SUMMARY: DR PEPPER SNAPPLE Following analysis performed for the external and internal environment‚ we have identified various important aspects that need to be considered while shaping the overall strategy for DPS. First of all‚ our internal analysis surfaced an important weakness of DPS; 40% of DPS’s distribution strat egy depends on its competitors. This creates strong dependence on the competitors for the company to prosper‚ which limits their competitive capacity
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coolers and vending machine. (Details to convince): In the United States‚ Dr Pepper Snapple Group does not have a complete network of bottlers and distributors‚ so the drink is sometimes bottled under contract by Coca-Cola or Pepsi bottlers. Currently‚ the majority of Pepsi and Coke bottlers bottling Dr Pepper are owned by PepsiCo and The Coca-Cola Company after their buyouts of their major bottlers. Presently‚ Dr Pepper Snapple relies on its own bottling group to bottle and distribute its products
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industry’s most beloved beverage brands‚ Dr Pepper Snapple Group (DPS) has a proud legacy of innovation‚ bold and distinct flavors‚ and entrepreneurial spirit. On May 7‚ 2008‚ DPS became a stand-alone‚ publicly-traded company on the New York Stock Exchange as the result of a spin-off by Cadbury‚ plc which held the Cadbury Schweppes Americas Beverages business group of entities. One of North America’s leading refreshment beverage companies‚ DPS markets more than 50 brands of carbonated soft drinks
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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‚ Inc. Energy Beverages Table of Contents STRATEGIC ISSUES AND PROBLEMS 2 DR. PEPPER SNAPPLE GROUP‚ INC. 2 PLAN OF ACTION 3 RECOMMENDED ENERGY BEVERAGES MARKETING STRATEGY 3 Goals and Objectives 3 Target Market 3 Marketing Mix 4 Product Strategy 4 Price Strategy 4 Distribution and Sales 4 Advertising and Promotion 4 STRATEGIC ISSUES AND PROBLEMS Andrew Barker‚ brand manager for Snapple beverages at the Dr Pepper Snapple Group‚ Inc.‚ has been charged
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Define the Problem Central Problem Dr Pepper Snapple faced problems deciding whether the company should enter into the energy drink market. The energy drink market is a high growth and high-margin business. Recent rise in such functional drinks has Dr Pepper wanting to tap into this fast growing market. Dr. Pepper is one of the only major domestic carbonated soft drink companies that have not introduced a line of energy drinks. The challenge Dr Pepper Snapple faces is what would be the best
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1. How would you characterize the energy beverage category and competitors in late 2007? The energy drink market is very competitive as it has several major brands in play. These brands include Red Bull‚ Monster Energy‚ Rockstar‚ and PepsiCo’s AMP. The major purchases of the energy drinks are made in the convenience stores‚ supermarkets‚ and mass merchandisers as they account of 71% of the retail sales compared to 29 percent of sales made in restaurants and night clubs (Kerin & Peterson‚ 2010)
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2007‚ Andrew Barker emerged from a lengthy discussion on the energy beverage market in the United States. As a brand manager for Snapple beverages at the Dr Pepper Snapple Group‚ Inc.‚ he was charged with assessing whether or not a profitable market opportunity existed for a new energy beverage brand to be produced‚ marketed‚ and distributed by the company in 2008. Dr Pepper Snapple Group‚ Inc. was the only major domestic nonalcoholic beverage company in the United States without a significant branded
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consider Dr Pepper Snapple Group can choose to offer a new energy drink product. (Product/Market Focus and Value Proposition) DPSG can offer new cola drinks‚ such as a product resembling Coca-Cola or Pepsi. (Product/Market Focus and Value Proposition) DPSG can market an existing‚ or new‚ product exclusively to women. This would be a response to some of the negative feedback from the Dr Pepper TEN "Just for Men" marketing campaign. (Product/Market Focus and Value Proposition) Dr Pepper Snapple Group
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Dr. Pepper Snapple Group‚ Inc. (DPS) is an integrated beverage brand owner‚ manufacturer‚ and distributor of non-alcoholic beverages in the U.S.‚ Canada‚ and Mexico and the Caribbean. Their headquarters is in Plano‚ Texas‚ and Dr Pepper Snapple Group‚ Inc. is a leading provider of flavored carbonated soft drinks and non-carbonated beverages. They have built their success through strategically acquiring beverage brands and then building them into leaders in their category. Examples of their notable
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