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Dr Pepper Snapple Group

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Dr Pepper Snapple Group, Inc.
Energy Beverages

Author:
Ravi Sockalingam, PhD

Dr Pepper Snapple Group, Inc.’s brand manager Andrew Barker was tasked with recommending the company’s top management if it should decide to introduce a new branded product into the energy beverage market.
A brief overview of the company’s position
Dr Pepper Snapple Group, Inc. maintains a well-entrenched position in the flavored carbonated soft drink (CSD) market. In 2007 he held a market share of the US CSD market. And this share had been steadily growing year to year. The company is also a leader in the non-CSD drink category that comprises ready to drink tea, juice, juice drinks, enhanced water, drink concentrates and mixer categories. In addition to these beverages, the company also manufactures Mott’s apple sauce.
Why Dr Pepper Snapple Group, Inc. is considering introducing a new energy drink?
There are several strengths the company has. There is high brand awareness and a strong diverse portfolio of consumer preferred products. Their business model as far as ownership, bottling and distribution go, is very well integrated and robust. The top management is also very experienced with an average of 20 years in the food and beverage industry behind them. Plus, the company has a long standing relationship with major retailers and third party distributors. Through their extensive networks they have the capability to reach out to most geographical areas of the US.
The company has been showing growth in the OSD and non-OSD markets and is looking at increasing their product line in high growth and high margins. They see entering the energy drink market is one way to grow their business. And given the well integrated the company possesses in manufacturing OSD and ready to drink non-OSD drinks especially sports drink, they are looking to leverage their strength to introduce a

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