Dr. Pepper Snapple Group Inc. has an integrated business model, for the firm amalgamates brand ownership, bottling, and distribution of their various product offerings. The majority of the company’s business operations are comprised of the flavored carbonated soft drink market segment as well as ready-to-drink teas, juices, juice drinks, mixers, and Mott’s apple sauce. Projections in the carbonated soft drink market unveil an increasing decline in growth rates of 1% up to 2% annually from 2006 and conceivably beyond 2011. One key element of Dr. Pepper Snapple Group Inc.’s business strategy is focusing on opportunities in high-growth and high margin categories. The firm will explore opportunities and launch new product offerings. In May of 2007, the company began marketing Accelerade RTD, a protein-enhanced sports drink, to enter into a new beverage market. Major competitors’ early entrance in the sports drink market segment has allowed them to establish larger market share. In 2006, Coca-Cola and Pepsi-Cola preoccupied a market share of 23% in dollar sales of the energy beverage market segment. Dr. Pepper Snapple Group Inc. must consider product innovation, augmentation, and line extensions to combat projected decline in the growth rate of the carbonated soft drink market.
Definition of the problem
Snapple Beverages Brand Manager, Andrew Barker, must evaluate whether or not to offer and how to effectively position a new product offering in energy beverages that will be profitable to Dr. Pepper Snapple Group Inc. If Barker determines energy beverages are a profitable venture for the company, he has to assess the best ways to penetrate the market. In doing so, the marketing plan must consist of a marketing mix of product, distri...
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...onclusion
Based on implemented plan described above, the firm can overcome several obstacles. Establishing market share may be an obstacle that the firm can overcome if they target a niche market and introduce some health conscientious options in the future. The pricing of the product will also help overcome the profitability obstacle because if the firm were to price the product too high they may not see a significant profit margin because of a lack of sales.
The firm should be most concerned about shareholder’s wealth maximization, for expanding product lines and offerings may help with future profits. The firm must strategically set out a plan that will set them apart. Fortunately, even if the plan were to fail Dr. Pepper Snapple Group’s, Inc. current holdings are diversified, so this venture should not cause detriment to the company overall financial standings.
From the review of U.S Census on the size of the market segment to which the marketing campaign of Dr. Thunder would target, it has been found that the marketing campaign would target around 3 million Americans. Over the past 10 years, it has been noticed that the target market segment has grown for about 7.7% (United States Census Bureau, 2013). Moreover, the target segment would expand by another 8.9% in the coming ten years. Upon understanding the dynamics of soft drink industry in USA, it is found that the following three factors have an impact on the consumer behavior of this industry:
Goodyear Tire and Rubber Company specializes in the design, manufacturing, and distribution of tires worldwide. Founded in 1898, the company primarily sells passenger, light truck, and highway trucks tires for the original equipment tire and the replacement tire market. Goodyear operates 7 rubber plantations and 44 tire product plants in 28 countries. Unfortunately, the tire company loss 3.2% market share between 1987 and 1991. Sears, Roebuck and company proposed an option to sell the Goodyear’s Eagle brand in their stores. Since the 1920s, the company has not offered its tires to mass-merchandise chain stores. Because of the recent decline in market share, Goodyear Tire and Rubber Company must reevaluate the Sears’ proposal.
Fizzy Water is the largest independent provider of Fizzy Water Beverage solution in the United States. The company has been recently sold into the hands of a private equity firm and we as managers of the company, are ready to continue to provide growth and intrinsic shareholder value, while at the same time providing consumers with quality sparking beverages, enhanced waters, juices, energy drinks, sports drinks and tea products. We believe the success of the company and the quality products and services provided to customers nationally, can now be expanded internationally. In maintaining our competitive presence, and in order to offer a competitive quality products with a cost effective alternative, we are incorporating a three (3) year
As stated in the case, “the market for energy drinks was growing; between 2010 and 2012, the market for energy drinks had grown by 40%. It was estimated to be $8.5 billion in the United States in 2013 [and] forecasts projected that figure to reach $13.5 billion by 2018” (pg 5). However, much of this market’s revenue -- 85% in fact -- is dominated by five major brands, while the remaining 15% is split between approximately 30 regional and national companies. (pg. 5). With this saturated market, it might not be best for Crescent Pure to enter as a completely new product to the industry, as there is the possibility that it will be squeezed out of the profit shares by more established brands -- especially if it is not properly secure in its identity. In addition, while the market for energy drinks appeared to be growing at an exponential rate compared to the market for sports drinks -- which increased only 9% in five years and would be at approximately 60% of the rate for energy drinks in 2017 (pg 6) -- the consumers appeared to be wary of partaking in the market for several reasons, which would potentially harm the reach of Crescent Pure. These concerns included rising news reports discussing the safety of energy drinks (pg. 5). Taking into consideration the data provided in the case that concerns reasonings of why consumers choose specific drinks over others, there
The soft drink industry in the United States is a highly profitably, but competitive market. In 2000 alone, consumers on average drank 53 gallons of soft drinks per person a year. There are three major companies that hold the majority of sales in the carbonated soft drink industry in the United States. They are the Coca Cola Company with 44.1% market share, followed by The Pepsi-Cola Company with 31.4% market share, and Dr. Pepper/Seven Up, Inc. with 14.7% market share. Each company respectively has numerous brands that it sales. These top brands account for almost 73% of soft drink sales in the United States. Dr. Pepper/Seven Up, Inc. owns two of the top ten brands sold. Colas are the dominant flavor in the U.S carbonated soft drink industry; however, popularity for flavored soft drinks has grown in recent years. The changing demographics of the U.S population have been an important factor in the growing popularity of these flavored soft drinks. The possible impact of this factor will be addressed later in the case.
The multinational pharmaceutical firm, Wellcome PLC, brought a product to the market to help treat the symptoms of AIDS and HIV. Wellcome PLC owns an American subsidiary known as the Burroughs Wellcome Company. In 1987, Burroughs Wellcome Company received FDA approval to sale Retrovir, which interferes with the ability of HIV infected cells to produce new virus. Burroughs Wellcome Company finds itself under siege in September 1989 by AIDS activists and various segments of the U.S. government. Despite two reductions in price in the last two years, Burroughs Wellcome Company’s executive management is under unrelenting pressure to decrease the price of Retrovir so that many more people can afford the prescription.
Useem, M. (2008). New Ideas for This Pepsi Generation. (cover story). U.S. News & World Report, 145(12), 49.
The beverage industry is highly competitive and presents many alternative products to satisfy a need from within. The principal areas of competition are in pricing, packaging, product innovation, the development of new products and flavours as well as promotional and marketing strategies. Companies can be grouped into two categories: global operations such as PepsiCo, Coca-Cola Company, Monster Beverage Corp. and Red Bull and regional operations such as Ro...
Dr Pepper Company is the oldest major manufacturer of soft drink concentrates and syrups in the United States. Dr Pepper is the company's principal brand. Cadbury Schweppes PLC acquired Dr Pepper/Seven-Up Cos. Inc. in March 1995. The new business will be called the Dr Pepper Company, which will focus on the Dr Pepper brand by handling all beverage system sales, which account for 75 percent of its business, in addition to related independent bottlers. The second operating group will be Cadbury Beverages/Seven Up Co., which will service independent bottlers not carrying Dr Pepper. Dr Pepper/Seven Up soft drink brands now hold about 16 percent of the U.S. market. Dr Pepper and Seven-Up are among the top 10 carbonated soft drinks, with Dr Pepper being the top non-cola soft drink. Other soft drink include: A&W Root Beer, Canada Dry, Schweppes, Welch's, Sunkist, Squirt, Crush and Hires (Levy 1999). According to the soft drink industry report, there is large sales growth recently in non-colas. Dr Pepper was number three in the industry. The reason is because non-colas have above-average caffeine level, and will be aimed at the 12-to 21-year-old market. Obviously, management sees this product as an opportunity to more fully participate in the growing popularity of non-colas.
In order for PepsiCo to be successful in selling Pepsi Platinum, the company must research the marketing community. The best way to create a strategic marketing plan is to understand the target market in the beverage and sports drink business. PepsiCo must ask, “What is the demographic of this market, what are psychographics and behaviors of the specific market that PepsiCo, in regards of selling this brand, desires to reach?” Understanding our customer needs, and competitors offerings will help PepsiCo create a strategically integrated marketing plan. The principal to any successful marketing strategy is to understand the customers and their needs. The ability to satisfy customers' needs better than the competitors, will first be, that PepsiCo build customer loyalty and increase sales (Business Link, 2007). Marketing research uses many methods to obtain its results. PepsiCo will use external census data and marketing survey data collected by outside marketing research firms, as a method of understanding customer wants and needs. Computer-aided methodologies will also be used to collect data on the competitors of PepsiCo such as Coca Cola, Jones Soda, and Mo...
Experimentation with the new market for carbonated beverages on the decline coke has done experiments in new flavors and healthier alternatives to try to stay competitive. As well as investing in “Keurig Green Mountain is a K-Cup maker but has a new Keurig Cold that can deliver Coca-Cola through the new system.” (Cooper, 2014)
External environmental analysis of US carbonated soft drink (CSD) industry allows concluding that declining CSD sales call for changes in industry operations whereby market players can benefit from the fundamental shift in the industry development and maintain its leadership positions in beverage market. Analyses of macrolevel, industry, and competitive environments suggest that expansion, strong brand recognition, and changes in value chain will be key success factors in the future industry development.
Frito-Lay controlled 40% of the USA-market assuring high volume production by increasing internal coordination with PepsiCo developing the Power of One strategy consisting in mixing snacks with beverages and sauces produced by Peps...
The soft drink industry is a highly profitable industry and its success is due to the large consumption of non-alcoholic beverages through which both concentrate producers and bottlers are profitable. Given the U.S. Industry consumption Statistics, Exhibit 1, it is clear that, after deducting beer and wine, soft drinks account for about 90 % of the total liquid consumption, while Coke and Pepsi account for about 75 % of the soft drink industry. The high consumption of CSDs is related to the soft drink industry selling to consumers through five principal channels: food stores, convenience stores, vending, fountain and other. Out of the five channels the case describes vending as the most profitable channel for the soft drink...