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Dr Pepper Snapple Group, Inc. – Energy Beverages

Subject: Consumer Behavior

Paper Model: APA

Paper Type: Assignment

Total Words: 2467

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Document Outline

  1. Introduction
  2.  
  3. Problem Analysis
  4. Enumerating the Decision Factors

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  1. Introduction

Dr. Pepper Snapple Group, Inc. (DPSG) is a successful business operating within the United States, Canada, and Mexico boasting sales of upwards of $5.7 billion.  With the development of the energy drink market and the potential for even greater expansion, DPSG is considering launching their product into this new market segments in a way to capitalize its success of energy drinks.  The analysis in the following will discuss the current market and opportunity that exists for entering into this new market segment.

  1. Problem Analysis

The immediate problem faced by Andrew Barker of DPSG is determination of whether a profitable market opportunity exists for a new energy brand in a way to produced, marketed and distributed effectively.  The marketing budget will be limited in comparison to Red Bull who currently dominates the energy drink business.

  1. Enumerating the Decision Factors

The alternative courses of action as we see them involve the controllable factors of four elements, price, product, place and promotion.  We believe that (1) we can set the price for an energy drink in line with that of the competing brands.  (2) We can determine the brand positioning of this product, focusing on specific elements of the brand that differentiate it from others in the market. We can control the size of can to use, whether it is an 8, 16, or 24 ounce can. (3) We can determine where the product is sold, which geographic areas can be targeted and which retail locations best suit the product either grocery stores, small retailers off premise sellers, or convenience store.  (4) We have control of which type of promotional tools to use in the promotion of the product, choosing an integrated marketing plan that best compliments the product and increases sales and awareness.

There are a number of uncertainties faces while entering into a new market, with a new product.  These uncertainties range from economic to regulatory issues.  We begin with the attitudes of customers, through product positioning we hope we can position the product in the mind of consumers as a high quality, enticing beverage worth making a repeat purchase.  Yet the attitudes of consumers are uncontrollable, and we cannot predict nor control how they will view the product.  Societal attitudes may shift, pushing people away from the consumption of energy drinks, and hindering our marketing efforts.  The energy drink market is still a new market and therefore there is strong potential for many customers to enter the market, perhaps ones with massive media expense budgets. The entrance of new competitors suggests that there is potential to lose market share for our new product line.  When the economy is not doing well, the effect can be devastating on products that are not deemed essential; the threat of an uncertain economy could negatively influence the release of a new energy beverage.  Each geographic location (Canada, Mexico, USA) have varying food and beverage laws in terms of the uncertainty of changing laws and laws prohibiting the sale of particular product that must be considered when determining whether or not to enter into another market outside USA.


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