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Energy Beverages Case Study

In: Business and Management

Submitted By samehsalah83
Words 1349
Pages 6
MARKETING PROBLEM: Energy Beverages
Dr. Pepper Snapple Group, Inc.
Note by authors
For analyzing of this case and solving this Marketing Problem, we used steps of Decision Making Process for a Marketing Problem known as „DECIDE“. In other words, we covered the case through following sections: 1. Defining the problem 2. Enumerating the decision factors 3. Considering relevant information 4. Identifying the best alternative 5. Developing a plan for implementing the chosen alternative 6. Evaluating the decision and the decision process

1. Defining the problem
Andrew Barker, Marketing Executive of Dr. Pepper Snapple Group, Inc. only major nonalcoholic beverage company in USA launched Accelerade RTD brand. Launching such a product is not only creating a new brand, it is entering new segment of market, going from CSD (carbonated soft drinks) and producing ready to drink tea to new segment, segment of Functional Beverages. The market segment of Energy Beverages (Functional Beverages) is field of huge battle field of many competitors, and idea to enter it is under question mark. There are few questions to answer in order to solve this Marketing Problem: a) Shall Dr. Pepper Snapple Group, Inc. launch a new brand?

b) If answer on question „a“ is yes, answer on the following questions:

a. What should be the target market? b. How should brand be positioned? c. What kind of Marketing Channel should be used? d. What should be selling price and channel margins? e. What ways of advertising and promotion to do?

c) If answer on question „a“ is no, what should company do in order to enter Functional Beverages Marketing Segment and: f. What should be the target market? g. How should brand be positioned? h. What kind of Marketing Channel should be used? i. What should be

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