1. Market Research
  2. > Food Market Trends

Failure: Dr Pepper TEN ; The difficulties facing "not quite diet" carbonated soft drinks

  • January 2016
  • 20 pages
  • GlobalData
Report ID: 3573426

Summary

Table of Contents

Search Inside

Summary
Carbonated soft drinks face an increasingly hostile environment, with consumer health concerns continuing to pressure sales across the board. This includes the diet segment, with consumers being lost to non-soda categories both on health grounds and due to perceptions that diet sodas are experientially inferior to their full-calorie siblings. This has led a number of major producers to experiment with so-called mid-calorie sodas, which offer a taste/flavor experience closer to the original full-calorie product but with a much reduced (but not zero) calorie count. Results to date have been mixed, however, showing a number of weaknesses in the concept.

Key Findings
- Although not a failure in the fullest sense of the word, TEN has not been the all-out success that Dr Pepper's investment in the brand suggested the company hoped it would be. Mid- or low-calorie soft drinks sit in an uncomfortable position between the options consumers are most likely to choose - zero-calorie or the standard product.

- The audience for low to mid-calorie soft drinks like the TEN range may be a transitory one; companies rely on capturing sales from those looking for lower calories but not satisfied by diet soft drinks' tastes. However, those consumers are still likely to migrate to zero-calorie drinks or ultimately out of the perceived unhealthy category altogether.

- As the original marketing campaign for TEN demonstrated, poorly judged demographic clichés can be very damaging to a product's chances, and hurt the overall umbrella brand. It can call into question the strategic decision-making of the brand owner and the values it may (or may not) have as a business.


Synopsis
"Failure Case Study: Dr Pepper TEN" is part of Canadean's Successes and Failures research. It examines the details of and reasons behind the failure of Dr Pepper's TEN platform, the business's mid-calorie soft drink product.It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.


Reasons To Buy
- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

- Access valuable strategic take-outs to help direct future decision-making and inform new product development.

Get Industry Insights. Simply.

  • Latest reports & slideshows with insights from top research analysts
  • 60 Million searchable statistics with tables, figures & datasets
  • More than 25,000 trusted sources
  • Single User License — provides access to the report by one individual.
  • Department License — allows you to share the report with up to 5 users
  • Site License — allows the report to be shared amongst all employees in a defined country
  • Corporate License — allows for complete access, globally.

Veronica helps you find the right report:

Testimonials

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

We were impressed with the support that ReportLinker’s research specialists’ team provided. The report we purchased was useful and provided exactly what we want.

Category Manager at
Ikea

ReportLinker gave access to reliable and useful data while avoiding dispersing resources and spending too much time on unnecessary research.

Executive Director at
PwC Advisory

The customer service was fast, responsive, and 100% professional in all my dealings (...) If we have more research needs, I'll certainly prioritize working with ReportLinker!

Scott Griffith

Vice President Marketing at
Maurice Sporting Goods

The research specialist provided prompt, helpful instructions for accessing ReportLinker's product. He also followed up to make sure everything went smoothly and to ensure an easy transition to the next stage of my research

Jessica P Huffman

Research Associate at
American Transportation Research Institute

Excellent customer service. Very responsive and fast.

Director, Corporate Strategy at
Ingredion

I reached out to ReportLinker for a detailed market study on the Air Treatment industry. The quality of the report, the research specialist’s willingness to solve my queries exceeded my expectations. I would definitely recommend ReportLinker for in-depth industry information.

Mariana Mendoza

Global Platform Senior Manager at
Whirlpool Corporation

Thanks! I like what you've provided and will certainly come back if I need to do further research works.

Bee Hin Png

CEO at
LDR Pte Ltd

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

Purchase Reports From Reputable Market Research Publishers

Vegetables Markets in China

  • $ 4000
  • Industry report
  • February 2017
  • by Asia Market Information & Development Company

China’s demand for Vegetables has grown at a fast pace in the past decade. In the next decade, both production and demand will continue to grow. The Chinese economy maintains a high speed growth which ...

Vegetables Industry Forecasts - China Focus

  • $ 1800
  • Industry report
  • February 2017
  • by Asia Market Information & Development Company

This study focuses on China’s Vegetables industry forecasts. In the two past decades, the industry has been growing at a fast pace. The dramatic expansions of the manufacturing capabilities and rising ...

The 2018-2023 World Outlook for Table Salt, Pepper, and Other Spices

  • $ 995
  • Industry report
  • April 2017
  • by ICON Group

This study covers the world outlook for table salt, pepper, and other spices across more than 190 countries. For each year reported, estimates are given for the latent demand, or potential industry earnings ...


ref:plp2016

Reportlinker.com © Copyright 2017. All rights reserved.

ReportLinker simplifies how Analysts and Decision Makers get industry data for their business.