Students: Aida Halilovic, Almira Kulovic, Amra Kaldzija 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 Canada 21 manufacturing centers, 200 distribution chanells

US and Canada market The main market segment is CSD Key brands: Dr.Pepper, 7UP, Sunkist, A&W and Canada Dry In 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 America Hansen Natural Corporation Pepsi-Cola Rockstar,Inc Coca-Cola Their 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) Safety Quality Delivery Productivity Growth People Time Money Customer focus

The Organization’s Offering

SWOT ANALYSIS Our Brands Make Us...Us

Some of the factors which contribute the present situation Marketing Employees Warehousing and Distribution Available information IT

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) Safety Quality Delivery Productivity Growth People Time Money Customer focus

The Organization’s Offering

SWOT ANALYSIS Our Brands Make Us...Us

Some of the factors which contribute the present situation Marketing Employees Warehousing and Distribution Available information IT

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) Safety Quality Delivery Productivity Growth People Time Money Customer focus

The Organization’s Offering

SWOT ANALYSIS Our Brands Make Us...Us

Some of the factors which contribute the present situation Marketing Employees Warehousing and Distribution Available information IT