Brand Analysis

Tommy Biesiadecki
Corey Dang
Rachel Day
Sean Wallace
Duyan Zhen

Brand Analysis
Corporate Background
BCG Matrix
SWOT

Market Background
Product Lifestyle
Competitive Hierarchy

Brand Strategy
Corporate Branding
Channel
Promotional
Pricing

BCG Matrix

Dr. Pepper

BCG Matrix Summary

Dr. Pepper is an established cash cow.

Canada Dry is a question mark.

Both A&W and 7 UP are dogs.

Dr. Peppers Position

Dr. Pepper is the highest earning brand in the Dr.
Pepper Snapple Groups holdings.
Dr. Pepper is a well established brand with high
value.
Compared to Canada Dry, A&W and 7 UP, Dr.
Pepper is least likely to be cut from the companys
portfolio.

SWOT Analysis
Internal

External

Strengths

Weaknesses

Wide range of carbonated

beverages and tea products.
High quality in both
production and distribution
departments.
Established position in the
marketplace.
Consistent growth in
revenues.

Increased health conscious

people.
Widespread use of high
fructose corn syrup and other
artificial flavors.
Lack of emergence in
growing markets overseas.
Majority of business done
solely in North America.

Opportunities

Threats

Increase production of
bottled water to meet the
large need.
Increase production levels
and supply chain
consistencies.
Increased demand for tea
products.
Expansion overseas in
markets such as China and
Russia.

Increased prices of
commodities can increase the
product price.
Consistent values and goals
across all employees and
owners.
Reduced use of carbonated
beverages in America.
Pepsi and Coca Cola
incorporations are the biggest
competitors.

Mintel expects
the Carbonated
Soft Drink
market to decline
a total of $33.5
billion in 2019
In accordance to
the declining
stage of the
product life
cycle, this
industry is in the
5th stage of
consumer
adoption cycle,
which it has
reached out to
the laggards.

Market Segmentation

-Focus on targeting Millennials and Hispanics

-Rapidly growing in Latin America

Hierarchy of Competition
T-Shirt
Fresh Fruits
Canned Soup
Bottle Water
Red Bull
PowerAde

Products that cost 50-$5

Thirst Satisfiers

Coke, Pepsi
Mt. Dew
7-Up

Carbonated Soft Drinks

Pibb Xtra
Big Ks Dr. K

Dr. Pepper Imitators

Key Competitors
Long Time Competitors

Decline for Carbonated Beverages

0.2% in 2013
Expected decline of 3.4 by 2018

Future Competitors
Functional Drinks
Rapid Growth Trends
52.7% Growth by 2018.

Brands
Soda

Juice

Tea

Mixers

Water

Other

Channel System
Central plant for distribution, bottling, and syrup
production is at ST Louis, Missouri
Contracts with Coca-Cola and PepsiCo to use their
distribution system and bottling
59% of bottling and distribution is through
intermediary

Channel Map
Beverage Concentrated

Syrup

Freestyle Fountain

Soda Fountain

Coca-Cola/PepsiCo
Distribution

DPS's bottling plant

Package Beverages
Direct Store Delivery
(DSD)

Package Beverage
Warehouse Delivery
(WD)

Wholesale

Convenience Stores

Wholesale

Retail Outlets

Retail Outlets

Club Stores

Convenience Stores

Club Stores

Promotional Mixes
Brand
Company
slogan
Institutiona
l Ad
Sales
Promotion

Public
relations

Social
media

DR PEPPER
Always One of A Kind

Coca-Cola
Make It Happy

The Mop Dog advocates the uniqueness of

Dr. Pepper, One of a Kind.

America is Beautiful connect with

audiences emotionally.

Avengers Collectable Bottles

Limited time offer

Share A Coke program offers consumers

the ability to purchase bottles with their
names on them.
Customers can get their name printed on the
Coca-Cola bottle.

Lets Play supports programs that

encourage fitness.

Francesco Yates: Supporting young

musicians.

Instagram

Instagram- Unfiltered Happiness

Facebook

Facebook

Pricing Strategy
Location

Dr. Pepper

Coke

Convenience Store
(Plaid Pantry)

$1.00

$1.00

Restaurant
(Panda Express)

$0.99

$0.99

Specialty Retail
(Office Depot)

$0.54

$0.54

Online (Amazon)

$1.16

$1.16

Supermarket
(Winco)

$0.95

$0.95

Vending Machine

$1.35

$1.35

Conclusion
Dr. Pepper is the leading brand for its parent
company: The Dr. Pepper Snapple Group
The Carbonated Beverage Industry
Highly Competitive
On the decline

Future
Other Beverage industries might disrupt revenue streams