BMMS5103 Doan Ly Minh Huy Final 
OPEN UNIVERSITY
MALAYSIA
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MARKETING STRATEGY
BMMS5103 ASSIGNMENT
DR. PEPPER SNAPLE GROUP’S
PRODUCT LIFE CYCLE
Prepared by: Doan Ly Minh Huy Class: MBAOUM0314 – K13A Student ID: CGS00017280
January 2015Contents
PART I: EXECUTIVE SUMMARY 1
PART II: INTRODUCTION 2
1.1. Introduction of Dr. Pepper Snapple Group 2
1.2. Business strategy of DPS 2
PART III: PRODUCT LIFE CYCLE 3
3.1. Definition of product life cycle: 3
3.2. Determining the stage of DPS products 4
PART IV: MARKETING ACTIVITIES OF COMPETITORS 6
4.1. Marketing activities of Coca-Cola 6
4.2. Marketing activities of Pepsico 6
PART V: RECOMMEND RESOLUTIONS 8
5.1. Theoretical resolutions 8
5.2. Practical resolutions 8
PART VI: CONCLUSION 11
Reference 12
PART I: EXECUTIVE SUMMARY
The assignment aims to analyze the product life cycle of Dr. Pepper Snapple Group in order to determine the stage where the products are in the market. From that, we can give out the appropriate resolutions as well as strategies to each stage.
PART II: INTRODUCTION
1.1. Introduction of Dr. Pepper Snapple Group
Dr Pepper Snapple Group (DPS) began their rich history at the first stage of the very birth of the soft drink in 1783, with the appearance of the world’s first carbonated mineral water which was created by Jean Jacob Schweppe.
In 1885, Charles Alderton has invented Dr Pepper when he was a young pharmacist in Waco, Texas. It has been seen as the oldest soft drink in the United States, it specially was just served at drug stores only. Nearly 100 years later, the name Snapple appears with the unique product is apple soda. And, it was sold in health clubs in 1973. Throughout the 1970s, the company owning Snapple becomes Snapple Beverage Corp later.
In the Growth and Expansion stage, the corporation has undergone many merger and acquisitions to unify a lot of brands that become popular nowadays. From that, they could establish their own bottling and distribution network in 2006.
MALAYSIA
--------
MARKETING STRATEGY
BMMS5103 ASSIGNMENT
DR. PEPPER SNAPLE GROUP’S
PRODUCT LIFE CYCLE
Prepared by: Doan Ly Minh Huy Class: MBAOUM0314 – K13A Student ID: CGS00017280
January 2015Contents
PART I: EXECUTIVE SUMMARY 1
PART II: INTRODUCTION 2
1.1. Introduction of Dr. Pepper Snapple Group 2
1.2. Business strategy of DPS 2
PART III: PRODUCT LIFE CYCLE 3
3.1. Definition of product life cycle: 3
3.2. Determining the stage of DPS products 4
PART IV: MARKETING ACTIVITIES OF COMPETITORS 6
4.1. Marketing activities of Coca-Cola 6
4.2. Marketing activities of Pepsico 6
PART V: RECOMMEND RESOLUTIONS 8
5.1. Theoretical resolutions 8
5.2. Practical resolutions 8
PART VI: CONCLUSION 11
Reference 12
PART I: EXECUTIVE SUMMARY
The assignment aims to analyze the product life cycle of Dr. Pepper Snapple Group in order to determine the stage where the products are in the market. From that, we can give out the appropriate resolutions as well as strategies to each stage.
PART II: INTRODUCTION
1.1. Introduction of Dr. Pepper Snapple Group
Dr Pepper Snapple Group (DPS) began their rich history at the first stage of the very birth of the soft drink in 1783, with the appearance of the world’s first carbonated mineral water which was created by Jean Jacob Schweppe.
In 1885, Charles Alderton has invented Dr Pepper when he was a young pharmacist in Waco, Texas. It has been seen as the oldest soft drink in the United States, it specially was just served at drug stores only. Nearly 100 years later, the name Snapple appears with the unique product is apple soda. And, it was sold in health clubs in 1973. Throughout the 1970s, the company owning Snapple becomes Snapple Beverage Corp later.
In the Growth and Expansion stage, the corporation has undergone many merger and acquisitions to unify a lot of brands that become popular nowadays. From that, they could establish their own bottling and distribution network in 2006.