...Case Study Want Beverages The following document will provide a case analysis for “Want Beverages” as found within the New Venture Creation textbook. Question 1 The start up company presented in this case, Want Beverages, portrays several strengths. Both entrepreneurs, Bill and Angela, are able to use their work experience from Spellbound to develop a thorough understanding of their target market, young active sports drinkers. In addition, they have participated in multiple sporting events that have provided the business owners with an understanding of the Canadian action sports industry. Want Beverages has a history of promotional efforts that have created a significant brand image. Some of these promotional efforts include supplying decorated Want refrigerators in retail outlets and sponsoring events such as The Ontario Cup Downhill Mountain Bike Race. Want Beverages also has engaged in philanthropic efforts such as donating 15 cents for every bottle sold to support action sports such as local skate parks, snowboard hills, and BMX trails. These efforts have created a reputation for Want beverages that resonates within their target market. Another strength of Want Beverages is their flexible production schedule that allows them to place an order with as little as two weeks led time. Another strength of Want Beverages is that they have a large product line and are continuing to expand the flavor options available. These strengths have allowed the company to prosper over...
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...Case: Dr Pepper Snapple Group, Inc.: Energy Beverages Texas A&M Corpus Christi Marketing Management MKTG-5320 Case: Dr Pepper Snapple Group, Inc.: Energy Beverages Introduction Dr Pepper Snapple Group, Inc. decided in September of 2007 to explore the profitability of expanding into the energy beverage market. Dr Pepper Snapple Group, Inc. is a major competitor in the flavored carbonated soft drink (CSD) market, and also has a strong presence in the non-CSD market. The energy beverage market had an estimated $6.2 billion in retail dollar sales in 2006. The market grew at an average annual rate of 42.5 percent between 2001 and 2006, however, market industry experts estimated an average annual growth rate of 10.5 percent between 2007 and 2011. This slowing of growth was due to a number of factors: market maturity, an increase in price and packaging competition, and new entrants to the market in hybrid energy drinks, ready to drink energy teas, and energy colas. Analysis Strengths The strengths of Dr Pepper Snapple Group, Inc. include: * A network of bottling and distribution throughout the United State, Canada, and Mexico * Stable cash flows * Substantial portfolio of diverse and well known CSD and non-CSD brands with a position as the number one CSD company in the United State. * Dr Pepper Snapple Group, Inc. believes is holds a competitive advantage with its integrated business model * Strong customer relationships Opportunities ...
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...Cadubry Beverages Inc. Crush Brand #3 Company History * The company has the distincition of being the worlds first soft drink maker * It first started in London in 1783 where Jacob Schweppe sold artifical minderal water * After introducing many other products inclduing water, lemonade, gingerale, and food products they merged with Cadbury a major British candy maker in 1969 * 1989 one of largest multinational firms and ranked 457th in BusinessWeek’s Global 100 * in 1989 the company purchased Crush, Hires, and Sundrop soft drink brands from P&G for $220 Million * this is when our case takes places, the marketing excutives at Cadbury are left the with task of relaunching these brands and we will be focusing on crush * they also own brands such as schweppes, mott’s, Holland House, Hires, and many more * currently bevarges make up 60% of sales and confectionery items make up the rest * they are also the market leader is some of their categories such as Canda Dry leading in ginger ale maket, which accounts for 39% of Cadbury soft drink sales in U.S. * worldwide headquarters is in Stamford, Connecticut #5 Strengths * high brand: many of their current brands and ones they recently purchased have high * first soft drink maket: which gives them a trusting reputation * 3rd largest soft drink mareter: behind coke and pepsi Weaknesses * Due to decision that P&G made when the had owned Crush they stopped using bottling...
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...MARKETING PROBLEM: Energy Beverages Dr. Pepper Snapple Group, Inc. Note by authors For analyzing of this case and solving this Marketing Problem, we used steps of Decision Making Process for a Marketing Problem known as „DECIDE“. In other words, we covered the case through following sections: 1. Defining the problem 2. Enumerating the decision factors 3. Considering relevant information 4. Identifying the best alternative 5. Developing a plan for implementing the chosen alternative 6. Evaluating the decision and the decision process 1. Defining the problem Andrew Barker, Marketing Executive of Dr. Pepper Snapple Group, Inc. only major nonalcoholic beverage company in USA launched Accelerade RTD brand. Launching such a product is not only creating a new brand, it is entering new segment of market, going from CSD (carbonated soft drinks) and producing ready to drink tea to new segment, segment of Functional Beverages. The market segment of Energy Beverages (Functional Beverages) is field of huge battle field of many competitors, and idea to enter it is under question mark. There are few questions to answer in order to solve this Marketing Problem: a) Shall Dr. Pepper Snapple Group, Inc. launch a new brand? b) If answer on question „a“ is yes, answer on the following questions: a. What should be the target market? b. How should brand be positioned? c. What kind of Marketing Channel should be used? d. What should...
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...CHLOROPHYLL RESTAURANT BUSINESS PLAN a Table of Contents Executive Summary…………..……………………………………….…….. Company Profile……………..……………………………………………… Marketing Plan……………………………………….……………………... Marketing Objectives……………………………………………………. Marketing Mix…………………………………………………………… Target Market Segmentation…………………………………………….. Competitor Analysis……………………………………………………... SWOT Analysis…………………………………………………….. Five Forces Analysis………………………………………………... Marketing Strategy……………………………………………………….. Advertising Method…………………………………………………. Promotional Campaign……………………………………………… E-Commerce……………………………………………………………... Management Plan………….………………………………………………... 1 2 4 4 4 4 5 5 6 7 7 8 8 10 Organization Chart……………………………………………………….. 10 Management Summary…………………………………………………... 10 Hiring Positions…………………….……………………………….. 11 Three-year Personal plan………………………………………………… 12 Facilities and Utilities……………………………………………………. 13 Value Chain Management………………………………………………... 13 Total Quality Management………………………………………………. 15 Government Regulations………………………………………………… Protection of Intellectual Property Rights……………………………….. Financial Assumption……………………………………………………. 16 16 17 Financial Plan………………..………………………………………………. 17 Financial Statements……………………………………………………... 18 Financial Ratios……………………………………………………... 18 Capital Budgeting…………………………………………………… 19 Income Statement…………………………………………………… 20 Balance Sheet……………………………………………………….. 21 CHLOROPHYLL RESTAURANT BUSINESS PLAN b Statement of Cash Flow…………………………………………….. Financing...
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...The food and beverage industry that we are going to enter is huge and wide especially in UAE, because UAE is one of world's leading food and beverage markets. According to report done by KPMG company in 2016 “ the food and beverage industry size measured by euromonitor was approximately AED52.4 billion ’’. The F&B industry continue growing due to the position of UAE as a global tourism country and the different cultures in it. The food industry in UAE divided into three major segments: retail outlets, other market outlets, restaurants. So in this fragmented industry we chose to open new restaurants for healthy fast food. There are about 2755 restaurants in Sharjah , 4600 in Dubai , and 2800 in AD , where 54% of people in AD eat out fast...
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...1. Threat of New Entrants: Medium - Coca-Cola is considered not only a beverage company but also a brand, so they own a significant market share providing Coca-Cola the ability to earn economy of scale that help maintain their total costs at a minimum level, which will create a quite difficult barrier for new beverages to enter the market. - As Coca-Cola has been founded and developed for a very long time, and now their products are considered to be one of the most famous and popular beverages around the world. With a huge number of Coca-Cola loyal customers who are not very likely to try a new brand, it will make things very hard for new businesses to enter the market. - As the prices of products are quite similar, the entrant of new competitors coming into the beverage industry are relatively easy because there is no consumer switching cost, consumers will not have to bear any additional cost when they switch to a new products, which will level the playing field and bring worries to Coca-Cola. 2. Threats of Substitute Products: High - As the prices of beverage products from different companies are at the same level so with the same amount of money customers pay for a Coca-Cola drink, they will have numerous other choices such as: Pepsi, Mountain Dew, 7Up, Dr. Pepper, or other types of drinks like Starbucks, Dunkin’ Donuts, etc. With various kinds of drinks, soda, juice products in the beverage market that taste almost nearly the same to each other, it would be very...
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... Lemonade Stand: Part 2 The company, John’s Lemons, is a lemonade stand engaged in the beverages business. Specifically, the company’s products are lemonades made up of lemon, sugar, water, and ice. Lemonades are popular drinks during the summer as it helps quench thirst because of the hot weather. Considering the low initial cost of putting up a lemonade business, there is substantial competition making it a highly competitive venture with a soaring market demand. Because of the tough competition, John’s Lemons formulated a plan that positions its products for success. As a result, this report outlines the company’s branding strategy, identification of possible new locations, promotional plans, and employee training opportunities. Branding Strategy For the purposes of creating a branding strategy for John’s Lemons, the remaining aspects of the marketing mix, namely, Product, Place, and Promotion, will be used. This will be done after identifying and dividing the market into various segments where customers will be grouped according to characteristics, needs, and behaviors. Product John’s Lemons will primarily offer lemonade to its customers. It is moderate in size and will be priced competitively. It will be known for its healthy, natural, flavorful, and well-known taste. The main objective is to create the image of a light and satisfying thirst quencher, a beverage that is not only appropriate and appreciated during the summer months, but rather, the whole...
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...Bradham began experimenting with combinations of spices, juices and syrups, trying to create a refreshing new drink to serve his customers. He succeeded beyond all expectations, inventing the beverage now known around the world as Pepsi-Cola. Pepsi’s Beginnings * Bradham had soda fountain in his drugstore, where he served his customers refreshing drinks that he created himself. * From “Brad’s Drink” to “Pepsi-Cola” * At first, he mixed the syrup himself and sold it exclusively through soda fountains. But soon, Bradham recognized that a greater opportunity existed – to bottle Pepsi-Cola so that people everywhere could enjoy it. Pepsi-Cola in the Philippines * Pepsi-Cola Products Philippines, Inc. (PIP) primarily engages in manufacturing, sale and distribution of carbonated softdrinks and non-carbonated beverages to retail, wholesale to restaurants and bar trades. * Pepsi was imported from the U.S. until the first bottling plant was put up in Quezon City in 1947. * The company became a Filipino corporation in 1985 when the Pepsi-Cola Distributors of the Philippines Inc. led by the Escaler clan acquired franchising and bottling rights. Mission statement “Our mission is to be the world’s premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And...
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...VINCOR PROJECT TWIST Product Management Prof. Ramesh Venkateswaran Case Submission By: Group B2 Job K Joseph Shaileshkumar Goyal Gaurav Barman Amit Tyagi Hitesh Garg Karthik Swaminathan 2008027 2007053 2008081 2008074 2008085 2008088 Group B2 7/31/2010 7/31/2010 Contents Contents......................................................................................................................2 Introduction..................................................................................................................3 Background..................................................................................................................3 Analysis........................................................................................................................4 Refreshment Beverage Market in Canada.................................................................4 Should Vincor launch a new refreshment beverage?................................................4 Is Vincor well equipped to launch a new refreshment beverage?.............................5 What kind of a beverage should Vincor launch?........................................................6 RECOMMENDATIONS....................................................................................................8 Marketing Objective..................................................................................................8 Entry Strategy........................................................
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...Good or Bad? Would you like some water? No thanks, what do you have that is diet? One of the easiest ways to lose weight and control calories is by switching to something diet. On average, a normal soda pop runs roughly around 150 to 200 calories per can, and that depends on the size. Remember the movie, “Supersize Me”. So you decided a long time ago to go with artificial sweeteners and after a while you didn’t even notice the difference between the two. You get zero calories and sometimes zero carbs and both taste buds and body are happy. It is a win-win situation. Not so fast. Drinking excessive amounts of diet soda may increase the risk of disease; therefore we should drink healthy drinks instead of artificially sweetened beverages. Disease and Health Risks Diet soda is harmful and produces dangerous side effects. Heavy diet drinkers may increase their risk of serious diseases. A new study by US researchers links diet soda to increased risk of vascular events (including ischemic and hemorrhagic stroke, which is caused by rupture of a weakened blood vessel), though reasons are still unclear. The scientists said people who drank diet soda every day had a 61 per cent higher risk of vascular events than those who did not. Does this mean that there's something in diet sodas that hurts our blood vessels? Nobody knows the answer to that question yet. Investigators say, among other things, caramel, the ingredient that gives diet sodas the dark color...
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...Part I: Analysis of Case 5 1. What are the strategically relevant components of the global and U.S. beverage industry macro-environment? How do the economic characteristics of the alternative beverage segment of the industry differ from that of other beverage categories? Explain. Market size The beverage market is a large market with the worldwide total market for beverages in 2009 was $1,581.7 billion. The total sale of beverages during 2009 in the US was nearly 458.3 billion gallons; with 48.2 percent of industry sales was from carbonated soft drinks and 29.2 percent of bottle water industry sales. In 2009, the market segment of alternative beverage include sports drinks, flavored or enhanced water, and energy drinks made up 4.0 percent, 1.6 percent, and 1.2 percent of industry sales, respectively. The global market for alternative beverages in the same year was $40.2 billion (12.7 billion liters), while the value of the U.S market for alternative beverages stood at $17 billion (4.2 billion liters). Meanwhile, in Asia-Pacific region, the market for alternative beverages in 2009 was $12.7 billion (6.2 billion liters) and it was $9.1 billion (1.6 billion liters) in the European market. Market growth The dollar value of the global beverage industry had grown at a 2.6 percent annually between 2005 and 2009 and was forecasted to grow at a 2.3 percent between 2010 and 2014. However, this indicator for the alternative beverage industry was much higher. For example, the dollar...
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...Introduction The beverage industry refers to the industry that produces drinks. Beverage production can vary greatly depending on which beverage is being made. The website ManufacturingDrinks.com explains that, "bottling facilities differ in the types of bottling lines they operate and the types of products they can run". Other bits of required information include the knowledge of if said beverage is canned or bottled, hot-fill or cold-fill, and natural or conventional. Innovations in the beverage industry, catalyzed by requests for non-alcoholic beverages, include: beverage plants, beverage processing, and beverage packing. Beverages industry is also a mature sector and includes companies that market nonalcoholic and alcoholic items. Since growth opportunities are limited, many members of the industry endeavor to diversify their offerings to better compete and gain share. Too, they may pursue lucrative distribution arrangements and/or acquisitions to expand their operations and geographic reach. Most equities in this industry are suitable for conservative investors. The largest companies offer reliable dividends, with regular increases, and above-average stock price stability. There are a few selections for those that are more enterprising. Such issues might serve a particular market niche, for example, energy drinks or developing overseas markets. The focus of this strategic management paper is Zest-O Corporation which happens to be under the Beverage Industry in the Philippines...
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...Questionable marketing strategies, and * Accusation of violations of intellectual property rights. Recommendations: Recommendations for Declining Sales Volume in Soft Drink Sector If Coca-Cola focuses only on the carbonated soft drink sector competitively, it will weaken or lose the market leader in beverage industry. Coca-Cola can focus more on bottled water, noncarbonated drinks, and especially energy drinks. Energy drinks and healthy drinks will be major beverage needs of new generations of Young consumers and health conscious buyers. Recommendations for Health and Wellness Trend Coca-Cola should provide industry leadership in the health and wellness area. It should produce different kinds of products for different segments of the market. In baby boomers’ market, Coca-Cola should focus on marketing tea and water beverage which contain less sodium and sugar. In younger generation market, besides sport drink and energy drink, Coca-Cola can produce organic beverages for younger people. Recommendations for Increased Competition from PepsiCo As PepsiCo has a horizontal expansion, Coca-Cola should have a vertical expansion. Coca-Cola should focus on beverages business and related businesses, e.g. bottling, sugar plantation or even tin can and glass recycling business. Nowadays, environmental change is rapid. Coca-Cola should be sensitive of any new trend and position itself as a unique brand in...
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...BUS 470 Case 5 – Competition in Energy Drinks, Sports Drinks, and Vitamin-Enhanced Beverages Porter’s five-forces model reveals that the overall alternative beverage industry attractiveness is high. Some beverage companies, such as PepsiCo and Coca-Cola, have mastered the art of brand building in the alternative beverage market and have been rewarded with rapid growth rates. The rising population of health conscious consumers is increasingly leaning towards alternative beverages that are believed to offer greater health benefits. The strongest competitive force, or most important to strategy formulation, is the threat of entry of new competitors. Competitive pressure from rival sellers is high in the alternative beverage industry. The number of brands competing in sports drinks, energy drinks, and vitamin-enhanced beverage segments of the alternative beverage industry continue to grow each year. Both large and small vendors are launching new products and fighting for minimal retail shelf space. More and more consumers are moving away from traditional soft drinks to healthier alternative drinks. Demand is expected to grow worldwide as consumer purchasing power increases. Another strong competitive force is buyer bargaining power. Convenience stores and grocery stores have substantial leverage in negotiating pricing and slotting fees with alternative beverage producers due to the large quantity of their purchase. Newer brands are very vulnerable to buyer power because...
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