Dr . Pepper Snapple Group Essay

Case Analysis

Doctor Pepper Snapple Group, Incorporation.: Energy Beverages

1 . Just how would you characterize the energy drink category, competition, consumers, channels, and DPSG's category participation in late 2007? The energy drink category was the fourth major nonalcoholic refreshment category in the us during 2006. While it wasn't among the top 3, it was the fastest developing beverage category. The energy drink market is mainly led by simply three idol brands which includes Red Bull, Monster Strength, and Rock-star. This market as well encompasses on the few hundred smaller name brands that placement themselves extremely similarly to the top name brands. All of these brands together proudly boasted predicted retail dollars sales of over $6 billion during 2006. Almost all these product sales, 71% to be exact, occur while off-premise sales through grocery stores, supermarkets and mass merchandisers. The remaining product sales are obtained through on-site retailers, which include restaurants and nightclubs. For the five years leading up to 2006, the us total strength beverage full sales saw a growth in a average annual rate of 42. 5%.

The average strength beverage customer is most most likely a men between the ages of doze and thirty four, according to data created in the Doctor Pepper Snapple Group article. However , adults ages 35-44 and teens, both guy and female, replace with a large percentage of strength beverage consumers. Hispanics and African People in the usa also take pleasure in energy beverages at a higher rate and more regularly than other nationalities and races. The average energy beverage consumer indulged in approximately some. 32 8-ounce servings monthly during 2006. Consumers tend to drink energy beverages in the afternoon and are most likely at your home, in the car, with work/school. Strength beverage drinkers indulge because they benefit from the energy improve, mental alertness, refreshment, and taste from your beverage.

The principal off-premise full channels for energy refreshments are...



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