NO PLAGERISM!!!!!!!!!!!!!!!!!! Needs to be masters level work !! i will give you
ID: 392767 • Letter: N
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NO PLAGERISM!!!!!!!!!!!!!!!!!! Needs to be masters level work !! i will give you a thumbs up once answered !
Please refer to the case on 'Dr Pepper Snapple Group, Inc.,' and answer the following questions:
1) How would you characterize the energy beverage category, competitors, consumers, channels, and DPSG's category participation in late 2007?
2) Is there an opportunity for Dr Pepper Snapple Group, Inc. to introduce a new energy beverage? If so, what target consumer market should be choosen for a new energy beverage brand?
3) What product should be introduced and how should it be positioned/differentiated?
4) Through which channel(s) should a new energy beverage brand be distributed?
5) What suggested retail price should be recommended for a new energy beverage brand?
Please use the marketing key concepts in your answer as this is a case analysis
Marketing: Key Concepts
MARKETING: Exchange of values/benefits between the marketer and the buyer.
RELATIONSHIP MARKETING
MARKET RESEARCH: Market Size Analysis- some description
A.Total Market Potential
B.Gap Analysis: The difference between the total market potential and gaps in usage, competition, product line offerings and distribution.
SEGMENTATION: Consumer Behavior, Psychographics
TARGETING
POSITIONING: The Marketing Mix—4Ps
PRODUCT
A product as a bundle of benefits.
Extent and Mix of the Product Line
Product-Life Cycle Considerations
BRANDING
PROMOTION
The promotion mix consists of personal selling, advertising, sales promotion/support and publicity/ public relations activities.
The Push-Pull Mix
PRICING
Price represents the monetary value asked for a product.
A firm may adopt any of the following pricing strategies: Skimming, Penetration, or Cost-plus. .
DISTRIBUTION
The physical and legal path that products follow from the point of production to the point of consumption.
Dr Pepper Snapple Group, Inc. Energy Beverages In early September 2007, Andrew Barker emerged from a lengthy discussion on the energy beverage market in the United States. As a brand manager for Snapple beverages at the Dr Pepper Snapple Group, Inc., he was charged with assessing whether or not a profitable market opportunity existed for a new en- ergy beverage brand to be produced, marketed, and distributed by the compan in 2008. Dr Pepper Snapple Group, Inc. was the only major domestic nonal coholic beverage company in the United States without a significant branded energy drink of its own. Energy beverages are broadly defined as drinks that provide a consumer with a boost of energy. The central ingredient in most energy beverages is caf feine derived from the guarana bean. Other common ingredients include tau rine, ginseng, carnitine, and B vitamins. Energy drinks are considered functional beverages. Other functional beverages include sports drinks, ready-to-drink tea enhanced fruit drinks, soy beverages, and enhanced water The decision to explore a new energy beverage was made by senior com pany management as part of a corporate business strategy to focus on oppor tunities in high-growth and high-margin beverage businesses. As part of this strategy, Dr Pepper Snapple Group Inc. launched the Accelerade RTD brand,a ready-to-drink sports drink, in late May 2007. Barker believed that the decision to introduce the Accelerade RTD brand into a new beverage market for the com pany (sports drinks) was similar to the situation he faced with recommendin whether or not Dr Pepper Snapple Group, Inc. should introduce a new branded product into the energy beverage market. The cooperation of Dr Pepper Snapple Group, Inc. in the preparation of this case is fully acknowledged. This case was prepared by Professor Roger A. Kerin, of the Cox School of Business, Southern Methodist University, as a basis for class discussion and is not designed to illustrate effective or ineffective handling of an administrative situation. Certain case information is disguised and not useful for research purposes. All financial, market, and other i through 2007, unless otherwise noted. Brand names of Dr Pepper Snapple Group, Inc. are tered trademarks and used with permission. Copyright2009 by Roger A. Kerin. No part of this case may be reproduced without written permission of the copyright holder gra nformation is 91Explanation / Answer
1) How would you characterize the energy beverage category, competitors, consumers, channels, and DPSG's category participation in late 2007?
The energy beverage category is growing in late 2007 as there is awareness and demand for health drinks. The competitors are established in market, the consumer tastes are known and channels are established for distribution. There is scope in market for growth as consumption is increasing and there are more occasions and opportunities to sell different variations as per changing lifetsyles.
DPSG's category participation is high as it has popular CSD and non CSD drinks in the market which are established. The brand enjoys customer preference and trust. It has wide coverage and distribution with an experienced team working on the brand. The company has partnerships to boost its operations and has good idea of consumer tastes and preferences
2) Is there an opportunity for Dr Pepper Snapple Group, Inc. to introduce a new energy beverage? If so, what target consumer market should be choosen for a new energy beverage brand?
Yes, there is an opportunity for Dr.Pepper Snapple Group, Inc. to introduce a new energy beverage. The target consumers can be health and fitness oriented consumers who prefer non carbonated drinks. The energy drinks consumers can be anyone from 18 years of age onwards who are looking for instant energy, are mobile and aware about the product.
3) What product should be introduced and how should it be positioned/differentiated?
A non carbonated energy drink should be introduced and it should be positioned for consumers who are on the move and are fitness conscious. It should be positioned with health and fitness benefits as well serving the energy needs for physical exercises or while travelling. It can be differentiated on basis of its health benefits, unique formula and flavors.
4) Through which channel(s) should a new energy beverage brand be distributed?
The channels can be same which are currently being used by DPSG as it will help in serving the existing consumers and spreading awareness about the new launch of the energy drink. Apart from its existing partners in convinience, retail and grocery business, it can be sold through health and wellness stores, health clubs and fitness centers.
5) What suggested retail price should be recommended for a new energy beverage brand?
The suggested retail price can be determined considering the existing range of products and the profit margins planned as per the business goal. Since it is new product being launched in this category, it will need investments in marketing. It needs to be quality product, hence the pricing should be done using cost plus strategy to distinguish from the commonly available brands and products.
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