Introduction
Supporting a brand image requires a continuous commitment to marketing, packaging improvements, and staying up-to-date with modern trends. As an illustration, America’s oldest soft drink, created in the 1880s – Dr Pepper – demonstrates its recent ambivalent sales while competing with soda giants. To maintain its unique American flavor, the manufacturing company should focus on brand management and differentiation strategies, creating value in the minds and hearts of its customers.
Analysis of Dr Pepper’s Market Position
The leader of the beverages market in the 19th century is in its comparative decline. Although Dr Pepper’s dollar share rose by 9% over 10 years, it remains behind Coca-Cola’s 40% market share (Wienner-Bronner, 2021). As its successful marketing campaigns with the friendly Pepper-Upper finished, the company had nothing new to offer customers. While Coca-Cola and Pepsi were actively improving their sales, Dr Pepper did not invest any effort in enhancing its brand image.
However, Dr Pepper should not be left as the soft drinks market’s outsider. The reason is that Dr Pepper is the first soft drink introduced by an American pharmacist, and its unique flavor unveils the two centuries’ history. Unlike its competitors, this drink is not cola-based; thus, it “is the most differentiated trademark in beverage” (Wienner-Bronner, 2021, para. 33). More importantly, PepsiCo’s shares declined by 1%, while Dr Pepper’s increased, justifying its adaptability. The brand’s authentic identity proves that Dr Pepper is worth resurrecting.
The Keurig Dr Pepper company should start branding as the promise of a better alternative to its competitors. Primarily, it will introduce new flavors that are less harmful to individuals’ health, since they might attract new customer segments due to being gluten-free. Further, these drinks should be promoted by the popular show as Coca-Cola’s marketing in “Stranger Things,” bringing the company higher sales (Kotler et al., 2022, p. 212).
Brand audit and tracking are two necessary interventions measuring the products’ success through the customers’ lens. This strategy helps increase customer engagement by collecting feedback and implementing loyalty programs to establish the most effective partnerships. Dr Pepper should attract the public’s attention by being the most attentive to the client’s needs.
Conclusion
To conclude, Dr Pepper has a high potential to lead the beverage market due to its history and non-cola flavor. Keurig Dr Pepper does not put much effort into differentiating its brand from competitors through distinct flavors, packaging, and approaches to client interactions. Brand’s strategic goals should evolve around better marketing, a strong distribution network, and partnering with local restaurants and international shows.
References
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson Education.
Wienner-Bronner. (2021). The soda market is flat, but not for Dr Pepper. CNN Business.