The Dr Pepper Snapple Group wants to introduce a new beverage in the energy drink market. As indicated in the “Dr Pepper Snapple Group, Inc.: Energy Beverages” case, Andrew Barker must make several decisions. He wants to differentiate his brand by positioning it as an adult energy drink for all energy drink users. One of his primary goals is to separate the product from the many others aimed at teens and young adults under the age of 25. Based on that decision, recommend how the Dr Pepper Snapple Group should market the new beverage.
Describe the optimal techniques for positioning the product for its target market. What is the best way for Barker to differentiate his product and appeal to his specific consumer group?
Outline a basic marketing plan that addresses the following:
What is the optimal product line? Include a discussion of flavors and packaging mix. Recommend the most appropriate marketing channel. Provide an estimate for media advertising and promotion expenditures for the initial product launch. Recommend a manufacturer’s suggested retail price. Provide a justification for your pricing strategy.
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