According to the article, Dr. Pepper Snapple Group is one of the largest integrated brand owners, bottler, and distributor of nonalcoholic beverages. The company analysis highlights seven strengths that Dr. Pepper Snapple Group Inc. possess, which include a strong portfolio of leading, an integrated business model, consumer-preferred brands, customer relationships, stable cash flows, manufacturing and distribution coverage, attractive positioning, and experienced management. In addition, they are not just gaining sales in the United States, but sales are being acquired within Mexico and Canada as well. In 2007, the company accumulated a net sales over five billion dollars. Per the support of Brand manager Andrew Baker, Dr. Pepper Snapple Group focused on six key elements …show more content…
Studies show that most brands offer regular and sugar free type varieties and that the regular energy drinks share 80 percent of the market and sugar-free 20 percent. With Dr. Pepper Snapple Group Inc., focusing of producing a product that would stand out, Mr. Baker knew that a unique package and serving size would be ideal. From observations, the normal range for single serve package sizes start at 8.3 ounces. In reference to positioning, the energy beverage brand positioning emphasizes on energy boost, mental alertness, refreshment and taste. Upon completing further research, Baker discovered that many of the existing brands lacked differentiation and he needed to create something that would catch a different target markets eye outside of the usual target market. In other efforts to make the product more unique, Baker may consider altering the ingredients. The necessary questions should be asked, “Should there be more or less sugar in the product to achieve a better taste” or “What amount of caffeine or vitamins should be in the energy drink to achieve a better energy