1. Students: Aida Halilovic, Almira Kulovic, Amra Kaldzija
Case study presentation
Energy beverages
Students: Aida Halilovic, Almira Kulovic, Amra Kaldzija

2. 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

3. 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

4. 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

5. 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

6. THE ORGANIZATION

7. Mission statement

8. Objectives
Their goal is to create great-tasting products that consumers love.

9. Distinctive competency
rapid continuous improvement (RCI)
Safety
Quality
Delivery
Productivity
Growth
People
Time
Money
Customer focus

10. The Organization’s Offering

11. SWOT ANALYSIS
Our Brands Make Us...Us

12. Some of the factors which contribute the present situation
Marketing
Employees
Warehousing and Distribution
Available information IT

13. 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

14. 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.

15. 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

16. 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

17. Mission statement

18. Objectives
Their goal is to create great-tasting products that consumers love.

19. Distinctive competency
rapid continuous improvement (RCI)
Safety
Quality
Delivery
Productivity
Growth
People
Time
Money
Customer focus

20. The Organization’s Offering

21. SWOT ANALYSIS
Our Brands Make Us...Us

22. Some of the factors which contribute the present situation
Marketing
Employees
Warehousing and Distribution
Available information IT

23. 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

24. 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.

25. 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

26. 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

27. Mission statement

28. Objectives
Their goal is to create great-tasting products that consumers love.

29. Distinctive competency
rapid continuous improvement (RCI)
Safety
Quality
Delivery
Productivity
Growth
People
Time
Money
Customer focus

30. The Organization’s Offering

31. SWOT ANALYSIS
Our Brands Make Us...Us

32. Some of the factors which contribute the present situation
Marketing
Employees
Warehousing and Distribution
Available information IT