TEXAS A&M UNIVERSITY CORPUS CHRISTI Case 1 Dr Pepper-Snapple Inc: Energy Drinks MKTG 5320 Wesley Gordon Introduction In the ever changing world of customer needs and expectations Dr Pepper-Snapple was faced with an increased customer focus on energy drinks. This area‚ when exploited correctly‚ is a high growth and high margin beverage business. In early September 2007‚ Andrew Baker had his marching orders. He emerged out a long discussion about entering the energy drink business
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Dr Pepper Snapple Group 2011: Fighting to Prosper In a Highly Competitive Market Written by Joseph S. Harrison under the direction of Jeffrey S. Harrison at the Robins School of Business‚ University of Richmond. Copyright © Jeffrey S. Harrison. This case was written for the purpose of classroom discussion. It is not to be duplicated or cited in any form without the copyright holder’s express permission. For permission to reproduce or cite this case‚ contact Jeffrey S. Harrison (harrison@richmond
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Introduction to Problem Dr. Pepper Snapple‚ Inc. is a leading producer of flavored beverages in North America and Caribbean. The success of the company is characterized by more than 50 different brands that are synonymous with the refreshment‚ fun and flavor. Some of these brands include: Dr. Pepper‚ 7UP‚ Sunkist; A&W. Some of the leading brands are number one in the market. The issue Dr. Pepper faces is related to whether or not the company should enter into the energy beverage market. In 2007‚ Dr. Pepper
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Financial Analysis: Dr. Pepper Snapple Group vs. Coca-Cola Analyzing and comparing the financial statements of Coca-Cola (KO) and Dr. Pepper Snapple Group (DPS) for the year 2010 will expose the strengths and weaknesses of Dr. Pepper Snapple group compared to Coca-Cola. Liquidity ratios are used to determine a business’s ability to pay off its short-term debt obligations. The first liquidity ratio I used in my analysis is the current ratio. Coca-Cola has a current ratio of 1.17 and DPS has a
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1. What is the offering concept? What does this mean for Dr. Pepper/7Up Inc.? An offering consists of the benefits or satisfaction provided to target markets by an organization. It consists of a tangible product or service (a physical entity) plus related services (delivery and setup)‚ brand name(s)‚ warranties or guarantees‚ and packaging. Focusing on the term offering rather than just the product or service forces the marketer to go beyond the single tangible entity being marketed and to consider
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Dr. Pepper Snapple Group is a major brand owner‚ bottler‚ and distributer of nonalcoholic beverages. However‚ it is now the only major beverage company without a branded energy drink. The problem at hand is whether or not Dr. Pepper Snapple should enter the energy drink industry. If so‚ several other factors must be addressed‚ such as to whom they should target‚ what would their retail price be‚ and how they should package/distribute the product. In 2006‚ carbonated soft drink (CSD) sales amounted
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a) Rivalry among Competing Sellers Dr. Pepper Snapple is a smaller competitor to Coca-Cola. However‚ Pepsico is Coca-Cola’s rival competitor due to its relative size. Both have global recognized brands that compete in product differentiation instead of pricing. For instance‚ a 12-ounce can of Coke is usually priced similar to a 12-ounce can of Pepsi. Nonetheless‚ Coke attempted to change the taste of its product in the 1980s (i.e.‚ product differentiation). Unfortunately‚ the New Coke was rejected
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DR. Pepper Current marketing factor Brand History Dr Pepper was created at Morrison¡¯s Old Corner Drug store in Waco Texas in 1885‚ making it the oldest soft drink in the United States. It was first created by Charles Alderton‚ a pharmacist‚ when he mixed several fruit flavored carbonated beverages. After creating a flavor he liked his boss test-tasted it and decided to serve it at their soda fountain. Popularity grew and soon other soda fountain operators wanted to sell it so Morrison began
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Case Analysis III : Dr. Pepper I. Case Summary II. Case Objectives Is to learn how Dr. Pepper is able to deal with its weaknesses and threats. And how it can also take advantage of its opportunities using its strength. III. Key Issues How to get more foreign bottling companies in other countries to franchise with Dr. Pepper. IV. External Threats A threat to Dr. Pepper Co. is that Mr. PiBB‚ a product of Coca-Cola
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channel distribution marketing stragegy was exploited. Initially had a very little supermarket stragegy Maintain strong relationship with the distributors. Inventing in coolers and vending machine. (Details to convince): In the United States‚ Dr Pepper Snapple Group does not have a complete network of bottlers and distributors‚ so the drink is sometimes bottled under contract by Coca-Cola or Pepsi bottlers. Currently‚ the majority of Pepsi and Coke bottlers bottling Dr Pepper are owned by PepsiCo and The
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