Dr. Pepper Case Study Guideline

Team Case Paper

Based on your team research of the Dr. Pepper Snapple Group case study, answer the following questions. Be sure to support your answers with any needed documentation to justify your answer. Use the key word content of the questions as bolded headings for your answers. Develop your paper as if you were submitting it to the President of Dr. Pepper Snapple Group with your marketing suggestions and evaluations. Create a cover sheet with your Team #, name of team members, and Dr. Pepper Snapple Group Summary Marketing Recommendations, and date submitted. Single-space your paper.

Mike How would you characterize the energy beverage category, competitors, consumers, channels, and Dr. Pepper Snapple Group's category participation in 2007? (Category 5 points, competitors 5 points, consumers 5 points, channels 5 points, Dr. Peppers category participation in 2007 - 5 points).

Mike Does your characterization bode well for a new energy beverage brand introduction generally and for Dr. Pepper Snapple Group, in particular? (new energy beverage introduction generally 5 points, Dr. Pepper specifically 5 points. Support each section)

Gary What target consumer market should be chosen for a new energy beverage brand? (10 points - support your answer.)

Gary What product should be introduced (be specific as you describe the package and label, contents, style) and how should it be positioned and differentiated? (Product description 5 points, positioning 5 points, differentiation 5 points)

Aaron Through which channel(s) should a new energy beverage brand be distributed? (channel identification 5 points, support 5 points, )

SterlingWhat dollar amount for media advertising and promotion should be budgeted for a new energy beverage brand? (Amount 5 points, support 5 points)

Aaron What suggested retail price should be recommended for a new energy beverage brand? (Price 5 points, supporting documents 5 points)

Stephanie What is a reasonable...