Dr. Pepper Snapple Energy Drink
Autor: Jessica Willis • November 28, 2016 • Case Study • 445 Words (2 Pages) • 998 Views
Case Title: Dr. Pepper Snapple Energy Drink
Your Name: Alex Willis
- What is (are) the main problem(s) facing the decision maker, i.e. what is s/he charged specifically with? (4 points).
Andrew Barker is faced with a few main problems. The overall issue that he is facing is assessing whether or not a profitable opportunity exists for DPSG to produce, distribute, and market its own brand of energy drink. Stemming from that main issue he is charge with a few other specific tasks. If Barker thinks it is the right move to go ahead with the energy drink he must create a marketing strategy. Also, prepare first year sales and profit projections using a pro-forma income statement. Finally, make a recommendation as to what tactics the energy drink should use as far as product, price, distribution, promotion.
- What are the strategic options (alternative courses of action) available to the decision maker?
Marketing Strategy Options
Target Market
Differentiation Positioning
Distribution
Price
Promotion
Product
Launch Decision
Do not launch it is not profitable
Do launch it is profitable
Target Market
All Energy Drink Users
Heavy Energy Drink Users
Age
Gender
Heavy Users are Males 12-34
Tab Energy Demographic
Adults Only (35-54)
Product
Package size (8 oz, 16 oz, 24 oz)
Flavors (one, two)
Version (regular, sugar-free)
Package Type (single serve, multipack)
Distribution
On-premise
Off-premise
Supermarkets
Convenience Stores
Differentiation & Positioning
...