06 Aug Marketing plan paper editing
Competitor SWOT Analysis: Dr. Pepper Snapple Group Comment by Lauren Lakatosh: Companies in the same industry have to have same/similar opportunities. Look at Pepsico work with Tanya to see if there are any more opportunities or threats that could affect both PepsiCo and its Competition
Dr. Pepper established its business in 1783 when Jacob Schweppes created its first soft drink, carbonated water (SpiritSchweppes). Since then, the company has offered the market a different niche of beverages for over two centuries. The company’s portfolio includes soft drinks, juices, mineral water and liquor products, positioning itself across multiple beverage segments. Headquartered in Texas, Dr. Pepper’s wide range of products are sold across North America (History of Dr. Pepper). Their carbonated drinks like 7Up have provided the company with immense success. Dr.Pepper was initially marketed in the United States alone, but after several years of sales, it has been able to penetrate other international markets due to the high consumer demand. Dr. Pepper has posed a significant challenge to PepsiCo over the years.
Dr. Pepper Snapple Group SWOT Analysis Comment by Lauren Lakatosh: swot table should probably be limited try to condense. only keep things you actually talked about in your paper.
| Pros | Cons | |
| Strengths | Weaknesses | |
| Internal Factors | Third largest beverage maker in the US | Having a limited market share |
| DPS (Dr. Pepper Snapple) increases as the company acquires Bai Brands Comment by Lauren Lakatosh: What are bai brands? | Strong global presence Comment by Lauren Lakatosh: how is this a weakness Comment by Lauren Lakatosh: Do you mean WEAK global presence? | |
| A strong employee Comment by Lauren Lakatosh: What do you mean by a strong employee? | Needs to have a more active personnel Comment by Lauren Lakatosh: what does this mean | |
| Proved beneficial in providing a strong network of suppliers | Relies heavily on third party bottlers | |
| Opportunities Comment by Lauren Lakatosh: You should just use the same opportunities and threats as PepsiCo since they are supposed to be the same or similar | Threats | |
| External Factors | A strong consumer base | Lack of global presence |
| Out of the Top 10 brands of beverages | A high exposure to a declining Soda market | |
| Targeting middle class and upper middle class consumers | Lack of international exposure | |
| Most of its products are compliant with regulations set by the government | Trouble with licensing agreements. |
Competitor SWOT Analysis: Coca Cola
With a portfolio of more than 500 brands spread across 200 countries, Coca Cola is a brand that consumers identify as synonymous with sodas and soft drinks. (Thompson) The company is headquartered in Atlanta, Georgia, where Coca Cola was established in 1886, making it one of the oldest beverage companies, and at present, owns four out of the world’s top five nonalcoholic sparkling beverage like Diet Coke, Coca-Cola, Sprite and Fanta. (Coca-Cola History)
| Pros | Cons | |
| Strengths | Weaknesses | |
| Internal Factors | More than 500 brands spanned across the globe | Adverse health implications |
| Targeting diverse segments of customers from youth to adults, as well as across cultural lines | Low diversification in health and food business | |
| Strong management team spread across the globe | In GCC region Pepsi outsells Coke because of its aggressive sales force. Comment by Lauren Lakatosh: too specific i would say take out and incorporate in writing section | |
| Spent $3.9 billion in advertising in 2015 | Weak supply chain | |
| Opportunities Comment by Lauren Lakatosh: should use the same or similar to PepsiCo | Threats | |
| External Factors | Strong brand value and high customer loyalty. | Increase in health conscious customers |
| Largest globally distributed network utilizing superior logistics | Chains like Costa Coffee, Starbucks etc. are gaining presence | |
| Packaged drinking water is becoming important in market | Limiting production to carbonated and soda drinks where others are gaining momentum against soft drinks | |
| Retains all rights related to their business | Contamination and pesticide issues |
Pricing Strategy
Though PepsiCo and Naked Juice are both well known names, PepsiCo will be entering a market space with many established competitors. Thus, PepsiCo will need to have a competitive edge, such as through pricing. Pepsico will offer the regular packaging, as well as the “to-go” packaging, marginally lower than the market price of BOTH MARKET PRICES. In order to appeal to the consumer, we will use the Odd-Even method which makes use of the left-digit effect. This way we can appear to be cheaper than our competitors, by only being a few cents less. In order to price Naked Yogurt below our competitors, we will need to keep our costs down. Since PepsiCo will use the same ingredients as its Naked Juice, we can negotiate bringing the price down with our vendors by buying our ingredients in bulk. To determine the basic pricing of the two different types of packaging, we looked at Comment by Lauren Lakatosh: try to find what the market price is. Would be good to have the prices of competitors in the paper.
· Reflecting our product value against our competitors
· Matching what consumerspay for what our product is offering
· Supporting our brand
· Meeting profitability targets
The Naked Yogurt will offer the same great quality at an everyday low price. It is important to maintain the image of the existing brand of Naked Juice, as well as the same positioning for price placement. Comment by Lauren Lakatosh: I think we need to talk more about how pricing consistent with company brand equity and products positioning Comment by Lauren Lakatosh: talk about either head to head positioning or differentiation positioning.
A breakdown of our competitors prices, as well as Naked Yogurt, are shown in Schedule 1 and 2 below.
Schedule 1 (Competitor Pricing Regular Packaging):
| Product | Packaging size | Individual Price | Pack of 2 Price Comment by Lauren Lakatosh: why are there no prices for this one | Package of 4 Price |
| Chobani | 5.03 oz | $ 1.17 | $ Comment by Lauren Lakatosh: I do not believe they come in packs of two it most likely comes in packs of 4 and 6 | $ 4.33 |
| Yoplait | 5.03 oz | $ 0.89 | $ | $ 3.25 |
| Fage | 5.03 oz | $ 1.37 | $ | $ 4.18 |
(Competitor Pricing To-Go Packaging)
| Product | Packaging size | Individual Price | Pack of 2 Price Comment by Lauren Lakatosh: why are there no prices for this one | Package of 4 Price |
| Chobani | 5.03 oz | $ 1.17 | $ Comment by Lauren Lakatosh: I do not believe they come in packs of two it most likely comes in packs of 4 and 6 | $ 4.33 |
| Yoplait | 5.03 oz | $ 0.89 | $ | $ 3.25 |
| Fage | 5.03 oz | $ 1.37 | $ | $ 4.18 |
Schedule 2 (Naked Yogurt Pricing Regular Packaging):
| Product | Packaging Size | Individual Price | Pack of 2 Price Comment by Lauren Lakatosh: To-gos usually come in larger quantities like 6 and 8 may want to separate this schedule into two | Package of 4 Price |
| Regular Cup | 5 oz | $ 0.99 | $ 1.90 | $ 3.60 |
| To go | 3.8 oz | $ 0.70 | $ 1.45 | $ 2.95 |
(Naked Yogurt Pricing To-Go Packaging)
| Product | Packaging Size | Individual Price | Pack of 2 Price Comment by Lauren Lakatosh: To-gos usually come in larger quantities like 6 and 8 may want to separate this schedule into two | Package of 4 Price |
| Regular Cup | 5 oz | $ 0.99 | $ 1.90 | $ 3.60 |
| To go | 3.8 oz | $ 0.70 | $ 1.45 | $ 2.95 |
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