CASE STUDY PRESENTATION ENERGY BEVERAGES STUDENTS: AIDA HALILOVIC, ALMIRA KULOVIC, AMRA KALDZIJA
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CASE STUDY PRESENTATION ENERGY BEVERAGES
STUDENTS: AIDA HALILOVIC, ALMIRA KULOVIC, AMRA KALDZIJA
Nature of the industry, Market and Buyer Behavior
Dr.Pepper and Snapple Group evolved from a combination of discovery, invention and collaboration
One of the most succesfull groups in the area of beverages
Operating in US, Mexico and Canada21 manufacturing centers, 200 distribution
chanells
US and Canada market
The main market segment is CSDKey brands: Dr.Pepper, 7UP, Sunkist, A&W
and Canada DryIn the non-CSD market in US they participate
in the ready to drink tea,juice,juice drinks and mixer categories
Mexico and Caribbiean market
Operate in he carbonated maniral water, flavoured CSD, bottled water and juice categories
In Mexico they produce and sell its own products trough own bottling operations
In Caribbiean they distribute its products solely through third-party distributors
Main Competitors
Red Bull North AmericaHansen Natural CorporationPepsi-ColaRockstar,IncCoca-ColaTheir brands accounts for 94 percent of
dollar sales and unit volume in US
THE ORGANIZATION
Mission statement
Objectives
Their goal is to create great-tasting products that consumers love.
Distinctive competency
rapid continuous improvement (RCI)
SafetyQualityDeliveryProductivityGrowth
Customer focus
People
Time
Money
The Organization’s Offering
SWOT ANALYSIS
Our Brands Make Us...Us
Some of the factors which contribute the present situation
MarketingEmployeesWarehousing and DistributionAvailable informationIT
Summary of the case
Andrew Barker in September, 2007 had discussion on the energy beverage market
whether or not a profitable market opportunity exist for new energy beverage brand?
domestic nonalcoholic beverage company in the United States
without a significant branded energy drink of its own.
the decision to introduce new energy beverage made by senior company management as a part
of business corporate strategy
The Problem The problem they faced in 2007 was related
to whether or not the company should enter into the energy beverage market.
Dr Pepper Snapple Inc. was the only major domestic carbonated soft drink company (CSD)
which did not introduced a line of energy drinks.
The company is trying to find the best way to market a new energy drink.
energy drink is the product that satisfies the needs of consumers in order to improve their energy
Most of the people use this drink in the morning or afternoon
drink to stay focused and alter throughout their working days
energy drinks to boost energy before going to gym to perform a high intense workout
Action Plan
for Dr Pepper Snapple Inc must be evaluate in order to develop a good
strategic plan in introducing a new energy product are
Target Group, Product line and Brand Positioning, Market Channels, Sales Price and Advertisement and Promotion
Mission statement
Objectives
Their goal is to create great-tasting products that consumers love.
Distinctive competency
rapid continuous improvement (RCI)
SafetyQualityDeliveryProductivityGrowth
Customer focus
People
Time
Money
The Organization’s Offering
SWOT ANALYSIS
Our Brands Make Us...Us
Some of the factors which contribute the present situation
MarketingEmployeesWarehousing and DistributionAvailable informationIT
Summary of the case
Andrew Barker in September, 2007 had discussion on the energy beverage market
whether or not a profitable market opportunity exist for new energy beverage brand?
domestic nonalcoholic beverage company in the United States
without a significant branded energy drink of its own.
the decision to introduce new energy beverage made by senior company management as a part
of business corporate strategy
The Problem The problem they faced in 2007 was related
to whether or not the company should enter into the energy beverage market.
Dr Pepper Snapple Inc. was the only major domestic carbonated soft drink company (CSD)
which did not introduced a line of energy drinks.
The company is trying to find the best way to market a new energy drink.
energy drink is the product that satisfies the needs of consumers in order to improve their energy
Most of the people use this drink in the morning or afternoon
drink to stay focused and alter throughout their working days
energy drinks to boost energy before going to gym to perform a high intense workout
Action Plan
for Dr Pepper Snapple Inc must be evaluate in order to develop a good
strategic plan in introducing a new energy product are
Target Group, Product line and Brand Positioning, Market Channels, Sales Price and Advertisement and Promotion
Mission statement
Objectives
Their goal is to create great-tasting products that consumers love.
Distinctive competency
rapid continuous improvement (RCI)
SafetyQualityDeliveryProductivityGrowth
Customer focus
People
Time
Money
The Organization’s Offering
SWOT ANALYSIS
Our Brands Make Us...Us
Some of the factors which contribute the present situation
MarketingEmployeesWarehousing and DistributionAvailable informationIT
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