Q1
Dr Pepper Snapple Group, Inc. is a brand owner, manufacturer and distributor of non-alcoholic beverages. The Company distributes finished beverages and manufactures beverage concentrates and fountain syrups. It is a bright right brand that has been operating for over 200 years and which Dr Pepper Snapple Group’s portfolio comprises of more than 50 brands varying from juices, soft drinks, waters, mixers, teas and other beverages.
Company name: Dr Pepper Snapple Group
Competitors:
Competitors are the brands that compete with the Dr Pepper Snapple group with regards to the nature of the product.
The Coca- Cola Company Coca-Cola Journey Homepage: The Coca-Cola Company
PepsiCo, Inc. PepsiCo Home | PepsiCo.com
Monster Beverage 1990 Corporation Monster
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Science plays a vital role in the understanding of psychology of people.
This would result in the employment of scientists for experiments; however, the results of the experiments will help better the packaging of the product, thus increasing sales and shares (C Geralds, 2010) in the soft drink industry. The company will incur a greater expenditure thus slightly reducing profits. Q3
Research Question – Why choose a Snapple Pink Lemonade drink?
Research Objective –The research will primarily look closely at as to why people purchase a Snapple Pink Lemonade drink, where they purchase it and to find out the number of people that generally purchase the product, and lastly to find out whether Snapple product prices vary from place to place or not. Since Snapple Products are well known by people, does that imply that the Dr Pepper Snapple Group is moving towards the right direction in the
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A- Pink Lemonade (61) B- Mango (21) C- Strawberry (25)
D- Other (11)
8 If a shop has a special on other soft drinks, would you still purchase a Snapple product? A- Yes (24) B- No (54)
C- Purchase both (40) 9 What additions would you add to the packaging of Snapple products? A- More vivid colors (16) B- More darker colors (8) C- Less colors (34) D- Make it a bit plain (21) E- Add more nature pictures (12) F- Neutral (27) 10 Should there be additional flavors? A- Yes (81) B- No (24) C- Neutral (13) 11 Do the ingredients of Snapple products somehow benefit your health? A- Yes (46) B- Partially (34) C- No (15) D- Neutral (23)
12 Do you think more organic products should be used in the production process of Snapple products?
A- YES (78) B- No (37)
C- Neutral (3)
13 Do you find value for your money with Snapple products? A- YES (56) B- No (22)
C- Neutral (78) 14 Do any of your friends or family members purchase the Snapple product? A- Yes (31) B- No (12) C- Not sure (42) D- No (33) 15 What is your view on the quality of Snapple products? A- It is great (43) B- Not bad (27) C- Poor quality (5) D- Neutral
3) Who is Kraft Kool-Aid’s customer, and what trends do we see in that market
First, our main focus should be to maintain making a profit while keeping our costs to a minimum. The research should be conducted with target consumers in mind. This will help us understand, document, and analyze the spectrum on why they choose to purchase one container over another; why and what made the final decision
Snapple is positioned as a premium brand. The premium product that is “available to anyone”. Being so in 1993, the price is still remains a luxury. With the purchase of Snapple, Cadbury became a leader in non-carbonated premium New Age beverage. (Plus, as was discussed during the lecture, a product can’t set the price smaller than the whole company, so there is no way that Snapple will have not a premium price being a part of Cadbury).
In order to succeed, it is fundamental that businesses satisfy consumers’ needs (and desires) for goods and services. Appropriate market research provides the data necessary to understand those needs and respond to them effectively and profitably. Kudler Fine Foods (KFF) has performed market research in the past. Some of that research has been helpful; some has not. Additional market research is needed for KFF to reach a larger share of the market and increase profitability.
Customers have bargain power in the market since soft drink is an elastic product which is not necessary for daily life.
Market researchers would like to know if customers prefer a well-known brand over a generic brand of soft drink…
The Dallas-Fort Worth Metroplex is a great place for business. It is home to multiple companies and their corporate headquarters – and with an international airport, open trade routes, multiple universities and academic institutions – it proves to be the perfect location for businesses and professionals alike. One such company that is headquartered in Plano, TX, and is an example of a thriving organization in the area, is the Dr Pepper Snapple Group. A mostly domestic company, with most of its business located in North American and Mexico, the DPS Group is a manufacturer of nonalcoholic beverages in the beverage industry and is third in overall market share (after Coca-Cola and Pepsico). The beverage industry is steady and growing, but the nonalcoholic beverage portion of the industry is facing many challenges with carbonated soft drinks declining in sales due to a more health-conscious population. Analyzing the DPS Group and how they are dealing with these challenges was very interesting, as I have always been a Dr Pepper fan and would hate to see them go out of business or die out in the market. I have known people who have worked for the company and loved it, and I hope to work for them someday as well. I collected my research on the company through their website, articles and journals, and my own knowledge of the company and research into the company history through a visit to the Dr Pepper museum.
Our success is fueled by more than 50 brands that are synonymous with refreshment, fun and flavor. We have 6 of the top 10 non-cola soft drinks, and 13 of our 14 leading brands are No. 1 or No. 2 in their flavor categories. In addition to our flagship Dr Pepper and Snapple brands, our portfolio includes 7UP, A&W, Canada Dry, Clamato, Crush, Hawaiian Punch, Mott's, Mr. & Mrs. T mixers, Penafiel, Rose's, Schweppes, Squirt and Sunkist soda. DPSG is a publicly traded company and they have done nothing but increase their value and please the stock holders since the beginning of DPSG in 2007.(MOVED FROM THE END OF ORIGINAL
In contrast, Squirt has many external opportunities which are not currently being sought through the market strategy. One opportunity is to gain market share and percentage of sales in the U.S. by focusing on the correct target audience and their wants and needs as previously discussed. America’s consumption of soft drinks per person is on the rise. Also citrus flavored soft drinks have not been introduced to all of the areas of the country which leaves the opportunity to gain market share. Studies show that consumers want more fruit flavored beverages which are exactly what Squirt products are. This is an opportune time to lay the ground work for a national campaign which will target increased ethnic groups and capture a larger market share.
_1. HOW WOULD YOU CHARACTERIZE THE ENERGY BEVERAGE CATEGORY, COMPETITORS, CHANNELS, AND DPSG'S CATEGORY PARTICIPATION IN LATE 2007?_
By 1990s Snapple emerged as a nationally recognized brand.. With the combination of a unique product and package design and colorful advertising the company achieved nationally recognized brand. Later Snapple went through several management system and owners.
Given the track record of Dr Pepper-Snapple and looking at the SWOT analysis I feel that Dr Pepper should introduce an entire new product line. They can leverage their ability to manage a diverse brand business, the leverage they have in the RTD segment, and the strengths that the business as a whole has.
Quaker wanted to expand their footprint in the beverage industry and add Snapple to create the most innovative distribution system in the industry. They expected the following benefits:
Other key marketing mix failures that affected Snapple in the Quaker era fall under the promotion and product umbrellas. Quaker did not follow regular advertising schedules, ceased Snapple’s partnership with Wendy Kaufman, and beside reducing the numbers of flavors available, was also unable to introduce new ones quickly enough. The started selling the product in larger sizes (32 and 64 ounces bottle), but this initiative was another flop: bottles of that size were suitable for Gatorade, not for a leisure beverage like Snapple, customers simply would not buy it. These choices elicited negative response in consumers who stopped perceiving Snapple as a funky and fashionable brand; the beverage’s healthy reputation was damaged too. It is rather clear that Quaker’s executives did not fully understand the Snapple brand and erroneously modified its marketing mix. This failure resulted in the rise of a deleterious discrepancy between the experiential value and benefits customers were used to and expected form Snapple, and the brand’s altered nature. In synthesis, Quaker tried to transplant a marketing mix and execution strategy to a recipient who was not suitable for it, and Snapple, its distributors, and its customers ultimately suffered from
In year 1965, PepsiCo Inc. is founded by Donald M. Kendall and Herman Lay. PepsiCo Inc. was merged by Pepsi-Cola and Frito-Lay in 1965. PepsiCo is an American multination industry that selling food and beverage. PepsiCo Inc. is the second-largest organisation that produces food and beverage in the world.