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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