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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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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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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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 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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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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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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UNIVERSITY CORPUS CHRISTI Case 1 Dr Pepper-Snapple Inc: Energy Drinks MKTG 5320 Wesley Gordon Introduction In the ever changing world of customer needs and expectations Dr Pepper-Snapple was faced with an increased customer focus on energy drinks. This area‚ when exploited correctly‚ is a high growth and high margin beverage business. In early September 2007‚ Andrew Baker had his marching orders. He emerged out a long discussion about entering the energy drink business and off he went
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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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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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