Dr Pepper is a soft drink - with unique flavour.

It was created in the 1880s by Charles Alderton of ,Texas and served around 1885. It was first nationally marketed in the United States in 1904 and is now also sold in Europe, Asia, Australia and South America. Variants were introduced in the 2000s.

PRODUCT Wide range of carbonated/non-carbonated products like Canada Dry, A&W etc as per Indian demands. Indian market - they need to customize the taste as per the preferences of the local customer. For example the use of lime, gingerale, local herbs condiments. COMPETITORm PRODUCT S 1) PEPSI- NIMBUZZ, COLA, 2) PARLE-AGRO- LMN 3) COKE- COLA, MINUTE MAID LIMBU

PRICE Follows a premium pricing strategy(through nSNAPPLESo) Targets itself for a select niche crowd. India Market - they need to revise their prices in order to compete with the big players. COMPETITORm POSITION S 1) COKE- 45% Competitive pricing policy 2) PEPSICO- 35% 3) OTHERS- 20%

PLACE Currently only some formats (SNAPPLES) are sold through Caf Coffee Day Distribution through retail chain of stores like Big Bazaar, Reliance Fresh, Naturem Basket, Barista, Costa etc and s also through restaurants.

PROMOTION- The company must use a combination of Pull/Push strategies in order to acquire a large and loyal customer base COMPETITORm TECHNIQUE S Coke- Used chota coke, celebrations (jaashan) Pepsico- Uses Youngistaan, blue pepsi for world cup, Thumbs Up- win a nNinja Bikeo

Strengths

Strong position in each product niche : Overall DPS is the #1 company in the flavoured CSD
market. Dr. Pepper is the #2 flavoured CSD and Snapple is the leading ready-to-drink tea. The current trend of flavoured CSD s gaining market share on cola s will benefit the company top line.

Integrated business model: The Company s combination of brand ownership, bottling and
distribution gives it inherently more control over the value chain and thus a competitive advantage.

Customer relationships: DPS has established long standing relationships with many of the
Company s top customers including bottlers and distributors to national retailers, large foodservice and convenience store customers.

Experienced management: Many board members and executive management have experience
in the food and beverage industry. Their collective experience totals over 200 years.

Weaknesses

Smaller compared to larger peers: The firm relies on some third-party bottlers including Coke
and Pepsi affiliated bottlers for packaging and distribution. This could cause costs to rise in the future.

Lack of exposure to some fast growing segments: DPS has very little or no foothold in some
fast growing segments including energy drinks, sports drinks, and enhanced waters.

Opportunities

Expansion into international markets: Currently, DPS effectively draws no significant portion
of revenue from outside North America. Comparing the Company to Coca-Cola which operates in over 200 countries and derives approximately 76% of revenues outside of North America, DPS could see a large increase in revenues if it decided to expand internationally.

New product launches and line extensions: DPS sees the best opportunity for growth through
line extensions, especially with opportunities in high growth and high margin categories, including ready to drink teas, energy drinks, and other functional beverages.

Threats

Loss of Coca-Cola or PepsiCo affiliated bottlers: If these companies acquire their affiliated bottlers and make them wholly owned subsidiaries, DPS could see increased costs. Currently 73% of Dr. Pepper volumes are distributed through the Coca-Cola and PepsiCo affiliated bottler systems. Furthermore, Coca-Cola and Pepsi affiliated systems each constituted approximately 15% of net sales of the Beverage Concentrates segment. Besides increased costs, this could lead to less favourable placement within retailers which may be the bigger problem.

 Total market strategy Premium market segment products Broader product line all drinks under one brand will makes easier brand recall Economies of scale Strong revenue growth in other countries will help venture into India

 Excellent stakeholder relations Integrated business model Variety for consumers as it has wide range of different flavors. Increasing Per capita income and population growth.

 Increase visibility Improve Distribution system More tie ups with restaurants, hotels and coffee shops. Fix price policy Introduce sports drinks or energy drinks to attract youth and tap the market.

 Laggard entry needs differentiation Competitive pricing by improving distribution, supply system Collecting bottle caps contest. Movie Product placement to attract mass Other aggressive marketing techni ues like college events.