Essay About Own Brand Of Energy Drink And Energy Drink

Dr. Pepper Snapple Energy Drink
Case Title:  Dr. Pepper Snapple Energy DrinkYour Name:  Alex WillisWhat is (are) the main problem(s) facing the decision maker, i.e. what is s/he charged specifically with? (4 points). Andrew Barker is faced with a few main problems. The overall issue that he is facing is assessing whether or not a profitable opportunity exists for DPSG to produce, distribute, and market its own brand of energy drink. Stemming from that main issue he is charge with a few other specific tasks. If Barker thinks it is the right move to go ahead with the energy drink he must create a marketing strategy. Also, prepare first year sales and profit projections using a pro-forma income statement. Finally, make a recommendation as to what tactics the energy drink should use as far as product, price, distribution, promotion.What are the strategic options (alternative courses of action) available to the decision maker? Marketing Strategy OptionsTarget MarketDifferentiation PositioningDistributionPricePromotionProductLaunch DecisionDo not launch it is not profitableDo launch it is profitableTarget MarketAll Energy Drink UsersHeavy Energy Drink UsersAgeGenderHeavy Users are Males 12-34Tab Energy DemographicAdults Only (35-54)ProductPackage size (8 oz, 16 oz, 24 oz)Flavors (one, two)Version (regular, sugar-free)Package Type (single serve, multipack)DistributionOn-premiseOff-premiseSupermarketsConvenience StoresDifferentiation & Positioning