As such, it is exposed to fluctuations in this marketplace.
The energy beverage category was reasonably developed in late The market was projected to have a slower growth rate from to The market had a wide variety of options that met consumer needs for energy drinks.
Available beverages were not differentiated other than by their specific brand. The main idea behind energy drinks were to offer a large dose of caffeine for an energy burst or refreshment and taste.
Due to rising prices, packaging competition, and the concept of hybrid energy drinks also plaid factors in the slowing of the energy drink market. Energy drinks main users was the demographic of males from age 12 to The product was basically a relaunch of the sports drink that was favored by athletes.
What target consumer market should be chosen for a new energy beverage brand? The energy beverage consumer consists of males between the ages of 12 and Consumers drink energy beverages in the morning and afternoon. Consumers drink energy beverages in order to get an energy boost and refresh mental awareness, as well as enjoying the taste.
Taking this into consideration, the target market for a new energy beverage brand should be young male athletes. This target market will include high school and college football and basketball players, both male and female. Other possible outlets would be more health-conscious and athletic adults who are looking for energy that has other nutritional value.
DPSG should launch the new energy beverage to focus on heavy users as they are more likely to be particular about what they drink.
This will help DPSG to distinguish their brands drink from their rivals. DPSG should introduce a The differentiated bottle will make the product stand out on shelves and intrigue consumers.
The re-sealable cap on the bottle will add convenience to the product because the consumer does not have to drink the product at one time.
Consumer will be able to take their beverage with them without the risk of spilling it. Through which channels should a new energy beverage brand be distributed?
Main channels that the new energy product should be sold at will be convenience stores and supermarkets, on-premise and off-premise retailers. A side channel would be vending machines in fitness centers or in sports merchandise stores, such as Dicks Sporting Goods.
Other possible places for vending machines would be at sports arenas, airports, malls, and wreck league centers. What dollar amount for media advertising and promotion should be budgeted for a new energy beverage brand?
DPSG does not rate to the standards of Red Bull because it is the leader in energy drink market sales, however, DPSG to break into this market will have to invest more into their marketing strategies such as social networking sites, sporting event sponsorship, tastings at supermarkets, and other promotional events.
DPSG in sense should roughly have an advertising and promotion expenditure around 12,words; Newswire article Group Inc. General interest News, opinion and commentary: Research and Markets: Dr Pepper Snapple Group Inc.: SWOT Analysis & Company Profile Identifies Key Information and Issues.
This Coca Cola SWOT analysis reveals how the company controlling one of the most iconic brands of all time used its competitive advantages to become the world’s second largest beverage manufacturer. This timeline depicts Dr Pepper Snapple company's market share in the United States from to In , Dr Pepper Snapple's U.S.
market share was percent. The Foremost Players in the Market are DR PEPPER SNAPPLE GROUP, General Mills, Kraft Heinz, PepsiCo, Red Bull, THE COCA-COLA COMPANY, .
Market segment by Application, split into Online Retail, Offline Retail. Marketline Report Store - Dr Pepper Snapple Group, Inc. - Strategy, SWOT and Corporate Finance Report. Dr pepper Snapple group (DPS) is the leading producer of flavoured beverages in North America and the Caribbean, offering more than 50 brands.
It is the third largest producer of carbonated drinks with an estimated market share of 5%.