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
Customer focus
Time
Money
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
Customer focus
Time
Money
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
Customer focus
Time
Money
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