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Dr Pepper Snapple Group Paper

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Dr. Pepper Snapple Group Inc. is a major domestic beverage distributor in the United States and in 2007, under the new management of Andrew Barker, it was decided that a new energy drink would be produced and marketed in 2008. The major challenge for DPSG in launching an energy drink in the current trend where almost 94% of the market share is already captured by giants like Red bull, Pepsi-Cola, Rock star Inc. and Coca-Cola and these brands are investing heavily in advertisement and to gain the brand loyalty would be hard enough (Kerin and Peterson, 2013). Maintaining prices of the energy drink would yet be a big challenge as competitors can decrease or sustain their prices discouraging customers from buying Dr. Pepper’s new energy drink. 2. Analyse the energy …show more content…

4. Take on the role of marketing manager at Dr. Pepper. Identify several alternatives to overcome these challenges. Looking at these possible alternatives, which would you select and why? The tough time for the manager would be to align the business strategies together as the biggest challenge is the distribution, selecting the target market and advertisement; and any of these if tackled properly; the company could gain a successful advantage over their competitors (Hartline & Ferrell, 2010). Distribution: The Company already has a wide chain of distribution and this could be used to meet the rising demand Relation with customers: The relationship with customers is very strong due to their presence in all major leading stores and this can easily be chosen to gain alternative advantage. Advertisement: Due to the stable condition in the market; the limited option to offer advertisement would be

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