Marketing Currents - Business and Marketing Current Events

The soda market is flat, but not for Dr Pepper

New York (CNN) In the pantheon of sodas, Dr Pepper is the odd one out: It doesn’t have the popularity or sales of Coca-Cola or Pepsi, you can’t use it in a standard cocktail, and it doesn’t fall neatly into a category like cola or root beer. 

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Discussion Questions:

  1. What is competition?
  2. What is the difference between direct and indirect competition?
  3. Who might represent an example of each to Dr Pepper?
  4. Based on what you learned in this news story, what differentiates Dr Pepper from Pepsi and Coca-Cola in the marketplace?
  5. What is product positioning?
  6. Why do you think Dr Pepper is uniquely positioned in the marketplace?
  7. What are industry trends?
  8. Why is it important for businesses to monitor and analyze industry trends?
  9. Why do you think soda sales have been falling?
  10. Why do you think Dr Pepper has been thriving while soda sales overall have been falling?
  11. Do you think the trend of a decline in soda sales will eventually reverse? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.