Case Study - Dr Pepper - 873 Words

Practice Case 1: Dr Pepper Snapple Group, Inc: Energy Beverages 1. How would you characterise the energy beverage category, competitors, consumers, channels, and DPSG’s category participation in late 2007? Energy Beverage Category: Energy drinks provide consumers with a boost of energy and they fall under the category of functional drinks. Functional drinks are non-alcoholic drinks which include ingredients such as herbs, vitamins, minerals, amino acids or other nutritional ingredients. Other functional drinks include sport drinks, teas, fruit drinks and enhanced water drink. DPSG participation → In the US and Canada, Dr Pepper Snapple Group participated primarily in the flavoured carbonated soft drink (CSD) market segment†¦show more content†¦Yes it does. Although it is now a very competitive market. Dr Pepper Snapple Group has a reputable established image in the industry which eases most of its operations. Healthy drinks are a trending with the clean eating trend as more people are aware and cautious of their health. Hence, introducing an energy drink as a healthy- no sugar alternative is a way of responding to market trends. 3. What target consumer market should be chosen for a new energy beverage brand? As stated previously, consumption reasons include energy boost and mental alertness, although predominantly men. This new energy drink can target women as well. The consumer market for the drink would consist of uni students, late shift workers and people participating in a healthy lifestyle. 4. What product should be introduced and how should it be positioned/differentiated? A healthy alternative for an energy drink including organic ingredients which give an energy boost. For example yerba mate, a traditional Argentina /Syrian drink which has caffeine properties. Yerba mate boosts energy and is great for those who need to study or stay focused. It can differentiate itself as an organic energy drink using only natural ingredients. 5. Through which channel(s) should a new energy beverage brand be distributed? Universities, train station vending machines, corporate parks and gyms. These are the areas where it is most likely to be exposed to its targetShow MoreRelatedDr Pepper Case Study5109 Words   |  21 Pages1.0 Company background 1.1 Overview   From the invention of the first soft drink more than 200 years ago to some of the industrys 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 entitiesRead MoreDr. Pepper Snapple Group Case Study1520 Words   |  7 Pages DISCUSSION QUESTIONS FOR DR. PEPPER SNAPPLE GROUP _1. HOW WOULD YOU CHARACTERIZE THE ENERGY BEVERAGE CATEGORY, COMPETITORS, CHANNELS, AND DPSGS 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 growthRead MoreDr. Pepper Snapple Group Case Study Essay1997 Words   |  8 PagesMarcela Beas Dr. Pepper Snapple Group March 5th, 2013 Current Situation Analysis Mission/Vision Statement The Dr. pepper Snapple Group fuses its vision and mission statements saying, â€Å"At Dr. Pepper Snapple Group, it is our vision to be the best beverage business in the Americas. Our brands have been synonymous with refreshment, fun and flavor for generations, and our sales are poised to keep growing in the future.† This stamen is straightforward and informatively average. It establishes theRead MoreDr. Pepper/Seven Up Case Analysis1651 Words   |  7 PagesCase Recap Dr. Pepper/Seven Up, Inc. is the company which produces the brand Squirt. â€Å"Squirt is a caffeine-free, low sodium carbonated soft drink brand with a distinctive blend of grapefruit juices that gives it a tangy, fresh citrus taste. Squirt is the best selling carbonated grapefruit soft drink brand in the U.S.† (Kerin and Peterson, 2010) Kate Cox, the brand manager responsible for Squirt believes that market targeting and product positioning are key elements in Squirt’s advertising andRead MoreThe Energy Beverage Segment Burst794 Words   |  4 Pagesburst on the scene in the early 2000’s to sky rocket to the top in the fastest growing nonalcoholic segment. The case study of Dr. Pepper Snapple Group’s senior management wanting to enter with their own brand to compete against the competition makes sense to try and capitalize on a growing market that is not demonstrating that it will decline in sales. The challenges that Dr. Pepper Snapple Group (DPS) would have to overcome in the energy beverage market will be similar to those in the launch ofRead MoreDr Pepper - 7up1913 Words   |  8 PagesRunning head: DR PEPPER/7UP, INC. Dr Pepper/7Up, Inc. – Case Analysis MKTG610 Case Recap Squirt soft drink is a caffeine-free, low sodium carbonated drink designed and created by Dr Pepper/7Up, Inc... This powerhouse drink is a wonderful creation of distinctive grapefruit juices, which gives it its fresh citrus taste. Due to its unique flavoring as a soft drink, Squirt is one of the best-selling carbonated drinks in the United States (Kerin amp; Peterson 2009) The key elementsRead MoreDr. Pepper4954 Words   |  20 PagesDR. Pepper Current marketing factor Brand History Dr Pepper was created at Morrison ¡Ã‚ ¯s Old Corner Drug store in Waco Texas in 1885, making it the oldest soft drink in the United States. It was first created by Charles Alderton, a pharmacist, when he mixed several fruit flavored carbonated beverages. After creating a flavor he liked his boss test-tasted it and decided to serve it at their soda fountain. Popularity grew and soon other soda fountain operators wanted to sell it so Morrison beganRead MorePhysical Evidence Collected At A Crime Scene1562 Words   |  7 Pagescriminal investigator to build his or her case. Since the inception of the Innocence Project in 1992, more than 300 wrongfully convicted people have been exonerated after DNA testing established that the crime for which he or she had been convicted was committed by another (Innocenceproject.org, n.d.). Advances in forensic science makes possible the means to individualize other items of evidence that point to the person or persons responsible for a crime. Dr. Edmond Locard formulated the principleRead MoreThe Age And Soft Drink Consumption Data For Center City1112 Words   |  5 PagesA case study was conducted by a market research company to find out the preferences and the amount of consumption of carbonated soft drinks in Center City, USA. The research firm selected a random sample of 80 residents, who are 16 years of age or older. The company then collected a data for each resident, including age, estimated amount of soft drink consumption per week and the preferences among four categories of soft drinks; Coca Cola, Pepsi, Dr. Pepper or Other. The responses of the surveyRead MoreDr. Pepper Case Analysis Essay2856 Words   |  12 PagesDefine 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