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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.

COMPETITORmS PRODUCT

1) PEPSI- NIMBUZZ, COLA,

2) PARLE-AGRO- LMN

3) COKE- COLA, MINUTE MAID LIMBU

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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 tocompete with the big players.

COMPETITORmS POSITION

1) COKE- 45% Competitive pricing policy

2) PEPSICO- 35%

3) OTHERS- 20%

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PLACE-

Currently only some formats (SNAPPLES) are sold

through Caf Coffee Day

Distribution through retail chain of stores like Big Bazaar,

Reliance Fresh, Naturems Basket, Barista, Costa etc and

also through restaurants.

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PROMOTION- The company must use a combination of

Pull/Push strategies in order to acquire a large and loyal

customer base

COMPETITORmS TECHNIQUECoke- Used chota coke, celebrations (jaashan)

Pepsico- Uses Youngistaan, blue pepsi for world cup,

Thumbs Up- win a nNinja Bikeo

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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 CSDs gaining market share on colas will benefit the company top line.

Integrated business model: The Companys 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

Companys top customers including bottlers and distributors to national retailers, large foodserviceand 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.

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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.

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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 inover 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.

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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.

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Total market strategy

Premium market segment products

Broader product line all drinks under one brand will makeseasier brand recall

Economies of scale

Strong revenue growth in other countries will help venture intoIndia

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Excellent stakeholder relations

Integrated business model

Variety for consumers as it has wide range of

different flavors.

Increasing Per capita income and population growth.

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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 youthand tap the market.

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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.

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