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
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1) What is the problem? Dr. Pepper Snapple Group, Inc. Marketing Executive Andrew Barker led the launch of Accelerade RTD into the USA market, this company is the only major non-alcoholic beverage company in the USA and they are entering a new segment, stepping into new waters from their usual CSD (carbonated soft drinks) and ready-made tea market. The idea to enter this market leads to a huge doubt as the Energy Beverages segment is a field with very well established competitors and up and
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marketing: product, price, place, and promotion (Armstrong, 2011).” “To deliver on its value proposition, the firm must first create a need-satisfying market offering (product).It must decide how much it will charge for the offering (price) and how it will make the offering available to target consumers (place). Finally, it must communicate with target customers about the offering and persuade them of its merits (promotion) (Armstrong, 2011).” The four elements of the marketing mix will discuss the
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business units—Dr Pepper/Seven Up; Snapple Beverage Group; and Mott’s—integrated to form Cadbury Schweppes Americas Beverages (Kerin, 2007). At the time, the Hawaiian Punch line consisted of 11 flavors and packaging included a 1-gallon bottle, a half-gallon bottle, a 2-liter bottle, a 20-ounce bottle, a 6.75-ounce single-serve standup pouch, and a 12-ounce can. Hawaiian Punch Lite had also recently been introduced and contained 60 percent less sugar (Kerin, 2007). Fruit juice market Labeled
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Executive Summary Dr. Pepper Snapple (DPS) has been successful in the beverage industry and continues to grow. Their marketing cost remains at a 6% even with the company having over 50 brands in their portfolio. Today, DPS is a leading beverage company in the North America and Caribbean market. The company strategy, brands, and people have made the company strong, sustainable and a profitable business over the years; and with the right plan and tactics this growth will progress in the future
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Drinks boost consumers energy, non-alcoholic drinks. o Other Functional Drinks: Teas, enhanced water drink, fruit and sports drinks, o Ingredients: vitamins, herbs, minerals, amino acids. ϖ DPSG -> Dr. Pepper Snapple Group participated in the CSD flavored carbonated soft drink US and Canada market segment. - Competitor: o Second Largest non-alcoholic drink category. First largest beverage: carbonated soft drinks, sport drinks, and bottled water. o Fastest growing non-alcoholic industry.
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Dr. Pepper-Snapple Company Kim Hayes Deonta Samilton Jordan Narcisse Tori Wallar Professor Cary Accounting November 11, 2013 Section 2: Introduction Dr. Pepper-Snapple Group, Inc. 5301 Legacy Dr. Plano, TX 75024 Industry: Beverages (Non-Alcoholic) Sic Code: 2080- Beverages Major Products: Canada Dry (Ginger ale,) 7-up (lemon-lime,) A&W (Root beer,) Sunkist (Orange,) and Sun Drop (Citrus.) Competitors: Coca-Cola and PepsiCo. Stock exchange: 47.33 Ticker symbol: DPS
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Chapter 2 Customer-Based Brand Equity Overview This chapter defines the concept that is the focus of the book. Customer-based brand equity (CBBE) is the differential effect that brand knowledge has on consumer response to the marketing of that brand. Brand knowledge is a function of awareness, which relates to consumers’ ability to recognize or recall the brand, and image, which consists of consumers’ perceptions of and associations for the brand. Building awareness requires repeatedly
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sustainment of the businesses relationship with its customers. The most powerful and successful marketing strategies can even have an effect on social behavior and attitudes. Effective marketing strategies often instill a feeling that somehow the target audience will be better off, or have a better life if they would just go out and purchase their product. Additionally some marketing strategies can instill a feeling perhaps guilt in would be customer that they are somehow missing out, or may not
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Zero was first introduced to the US market in 2005, the soda drink has brought numerous accolades and profits to its parent company, Coca Cola. Coke Zero is a low-calorie variation of Coca Cola made to have the “real Coke flavor” without any of the adverse ingredients (The Coca-Cola Company.com, n.d.). While Coke Zero had a rough beginning, the product has since boomed into one of the most successful beverages out of the Coke brands. Coke Zero currently markets under the Coca Cola Enterprises NYSE
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