Dr. Pepper/ Seven Up Inc.: Squirt Brand

The soft drink was first created in 1783 when Jean Jacob schweppe invented Carbonated water. A young pharmacist from Waco, Texas named Charles Alderton invented Dr Pepper in 1885. He served it the drugstore he worked in. The soft drink was named after the owner of the drug store named Dr. Charles Pepper. About a hundred years later three new yorkian health food store owners made a new apple soda and was named Snapple. Snapples were originally sold in health clubs in 1973. The beginning corporation owners of Snapple was known as Unadulterated Food Corporation, then later became Snapple Beverage Corp. In 1995 Dr Pepper was bought by Cadbury Schweppes. Later in 2000 Snapple was also bought by Cadbury Schweppes. “In 2003, the four North American beverage companies under Cadbury Schweppes – Dr Pepper/Seven Up, Inc., Snapple Beverage Corp., Mott's and Bebidas Mexico – were unified under a common vision, business strategy and management structure to become Cadbury Schweppes Americas Beverages” (Dr Pepper Snapple Group). Dr Pepper now “is a leading producer of flavored beverages in North America and the Caribbean. Our success is fueled by more than 50 brands that are synonymous with refreshment, fun and flavor. We have 7 of the top 10 non-cola soft drinks, and 9 of our 10 leading brands are No. 1 or No. 2 in

The Coca-Cola Company has built an extensive network of distributors that partner with local retailers to ultimately reach their final consumers. They understand their target market and the logistics required to have their products reach their customers around the world. Their success is due to their continual efforts to reduce cost and increase profits, while delivering quality, diverse products to their customers and consumers. Coca-Cola anticipates their customers’ interests and proactively delivers viable solutions for their businesses (The Coca-Cola Company, 2014).

Since its introduction in 1886, Coca-Cola has applied a multitude of global marketing strategies through their advertising campaigns. The current technology-driven lifestyle has led to an expansion of marketing techniques to keep up with the societal demands and trends worldwide.

The existing concentrate business is largely controlled by Coca-Cola Company (Coca-Cola) and PepsiCo (Pepsi), together claiming a combined 72% of the U.S. carbonated soft drink (CSD) market sales volume in 2009. Refer to Exhibit 1 for an illustration of the CSD industry value chain. For more than a century, Coca-Cola and Pepsi have maintained growth and large market shares through mastering five competitive forces, shown in Exhibit 2, that drive profitability and shape the industry structure.

The soft drink industry in the United States is a highly profitably, but competitive market. In 2000, carbonated soft drink retail sales were estimated $60.3 billion, however, soft drink consumption growth has slowed in recent years. There are three major companies that hold the majority of sales in the carbonated soft drink industry in the U.S. They are the Coca Cola Company with 44.1% market share, The Pepsi-Cola Company with 31.4% market share, and Dr. Pepper/ Seven Up, Inc. with 14.7% market share. These three companies market the top ten brands account for 73% of soft drink sales in the U.S. Dr. Pepper/ Seven Up, Inc. owns two of the top ten brands: Dr.

For more than a century, Coca Cola and PepsiCo have been the major competitors within the soft drink market. By employing various advertising tactics, strategies such as blind taste tests, and reward initiatives for the consumer, they have grown to become oligopolistic rivals. In the soft-drink business, “The Coca-Cola Company” and “PepsiCo, Incorporated” hold most of the market shares in virtually every region of the world. They have brands that the consumers want, whether it be soft-drink brands or in PepsioCo’s case, snacks. With only one soft-drink market, the two competitors have no choice but to increase sales by stealing the other competitor’s clients. This led to the term, the “cola wars” which was first used

The soft drink industry in the United States is a highly profitably, but competitive market. In 2000 alone, consumers on average drank 53 gallons of soft drinks per person a year. There are three major companies that hold the majority of sales in the carbonated soft drink industry in the United States. They are the Coca Cola Company with 44.1% market share, followed by The Pepsi-Cola Company with 31.4% market share, and Dr. Pepper/Seven Up, Inc. with 14.7% market share. Each company respectively has numerous brands that it sales. These top brands account for almost 73% of soft drink sales in the United States. Dr. Pepper/Seven Up, Inc. owns two of the top ten

It is the vision of Dr. Pepper Snapple Co. ‘to be the best beverage business in the Americas. Our brands have been synonymous with refreshment, fun and flavor for generations, and our sales are poised to keep growing in the future’(DR Pepper Snapple Group). The company has many objectives to focus on that will ensure their position as the leading flavored beverage company in the US. These objectives include enhancing leading brands, such as but not limited to, 7UP, A&W Root Beer to even the Dr. Pepper brand. In all of these brands listed there are spinoffs to each such as the brand featuring vanilla, cherry, limeade and much more. They are pursuing profitable channels like different packaging, and leveraging current business models to improve upon. The company is working to strengthening the route to market and also improving operational efficiency. Ultimately, this will contributed to their many resources that facilitate sustainability, in turn creating corporate social responsibility (DR Pepper Snapple Group).

In 1886, the Coca Cola Company was developed but it wasn't until 1898 that the fierce competitor Pepsi-Cola entered into the market. These 2 companies are the two major players that dominate the consumer beverage (soft-drink) industry. Coke and Pepsi have since been competing to rein the global market in consumer beverages. The market of drinks in the United States alone is valued at more than thirty million dollars annually. With the growth of these two companies, PepsiCo has developed and acquired additional products outside the scope of just the consumer beverage industry, these products have helped the company to increase their exposure and position in the global market. This has not been the case for the Coca Cola Company; they

Dr. Pepper Snapple Group Case Study Overview Katina King Brenau University   Dr. Pepper Snapple Group Case Study Overview Competitive Advantage Dr. Pepper Snapple Group’s competitive advantage is its brand portfolio. Dr. Pepper Snapple Group, Inc.-NYSE: DPS manufactures, markets, and distributes over 50 brands of beverages. These brands include carbonated soft drinks, juices, mixers, teas, and other beverages (Archer, Dunphy, Carter, Ludwick, Nosack, & Qadeer, n.d.).

What is DPS? According to Dr. Pepper Snapple Group Investors - Annual Reports, Dr. Pepper Snapple Group, Inc. (DPS) is a leading integrated brand owner, manufacturer and distributor of non-alcoholic beverages in the United States ("U.S."), Canada and Mexico (2016).

Thirdly, the threat of substitute products is high. Switching costs are low, and there are a plethora of products that consumers can choose from. Per business insider, Coke has a repertoire of 500 Brands which breaks down into 3,500 beverages (Bhasin, 2011)Per the Dr. Pepper Snapple & Keurig press release, Dr. Pepper Snapple has more than 50 brands which drive company revenues (Keurig Green Mountain, 2018) Most people could name several brands of drinks off the top of their head. Often times brands such as Sprite, Coke, Dr. Pepper, Mr. Pibb, Mountain Dew, Gatorade, Powerade, and Minute Maid will populate the minds of consumers. Clearly, consumers have a wide variety of options to purchase which is why substitute products is high. This can impact a company because if a new firm only owns a minimal amount of brands, then any consumer switching could cost the company millions in revenue if consumers switch to competitor owned brands. For example, switching from Coke to Sprite will not hurt coke because Coke owns Sprite, but however, switching from Coke to Dr. Pepper will as it is a competitor owned brand.

The history of Dr Pepper Snapple Group Inc. is very complex, but all started when Jean Jacob Schweppe invented the world’s very first carbonated mineral water in 1783. A young pharmacist, Charles Alderton from Waco, Texas made Dr Pepper in 1885. It was only sold in the pharmacy where Alderton worked. In

Dr. Pepper Snapple Group Brief Dr. Pepper Snapple Group (DPSG) is one of the leading producers of flavored beverages in North America and the Caribbean (drpeppersnapplegroup.com). The company believes its 50 plus brands are synonymous with refreshment, fun and flavor. DPSG has 6 of the top 10 non-cola soft drinks, and 13 of their 14 leading brands hold the number one or two spot in their flavor category. Several successful acquisitions, mergers and in-house innovations helped DPSG develop a diverse yet flavorable brand portfolio. An integrated business model combined with a diverse brand portfolio positions are the keys to DPSG’s respected reputation.

It has taken much more than simply the brand and product to grow Coca-Cola in the number one leader in the soft drink market. Over the past 100 plus years, Coca-Cola has built a huge network of distribution and manufacturing networks. These collaborations that are superior to all others and all types of relationships are a distinctive competency for Coca-Cola. The way that they organize and plan their contracts has proven to be extremely successful and continues to keep Coca-Cola at the top of the market. They have been able to build relationships with suppliers, buyers, bottlers, manufactures, retailers and consumers that are strengthened by the degree of loyalty from both sides of these relationships. They continue to manage their company