Dr Pepper Snapple Group (NYSE: DPS) and the McCombs School of Business
at The University of Texas at Austin have embarked on a novel program to
grow one of the company's iconic brands.
DPS has tapped a pair of the university's MBA students to serve as brand
consultants for Yoo-hoo and bring a fresh, innovative approach to
marketing the beloved chocolate drink. The team will develop a strategic
growth plan for the brand and present it to DPS this month, with the
potential for implementation in the fall.
The students and DPS are the first participants in the McCombs Brand
Experience, an experiential learning initiative launched this year by
the Center for Customer Insight and Marketing Solutions (CCIMS) at
To make the experience as true-to-life as possible, the center created
MBA Brands, a limited liability company, or LLC. DPS will use the
student team through the company on a consultant basis. "The LLC
structure allows for much more of a real-life experience. It's a
breakthrough in marketing education," said Lamar Johnson, CCIMS director.
"This pilot will eventually lead to opportunities for many other
students to participate in the future, for DPS and other companies,"
Johnson added. "Cream-of-the-crop students will receive experiential
training and a great opportunity, and the program will strengthen
relationships between McCombs and DPS. The project brings great value to
both parties -- DPS will get excellent marketing strategy and planning
and a great look at McCombs' best and brightest."
Jim Trebilcock, executive vice president of marketing for DPS, said the
company designated Yoo-hoo for this project because of the brand's broad
and passionate fan base.
"We are excited to be working with the McCombs School of Business and
look forward to the creativity and strategic thinking they will bring to
the Yoo-hoo brand," said Trebilcock. "This innovative brand management
program will not only provide a unique learning experience for the
students, but will also provide DPS with a novel way to tap the growth
potential of smaller, regional and niche brands in our portfolio."
Yoo-hoo is one of the leading chocolate drinks in the U.S. It was
created in the 1920s by Natale Olivieri, who discovered a way to produce
a dairy-based chocolate beverage that would not spoil on the shelf.
Yoo-hoo enjoyed explosive growth in the 1950s and 1960s, thanks in part
to an advertising campaign featuring New York Yankees legend Yogi Berra,
who popularized the tagline, "It's Me-hee for Yoo-hoo."
The brand went through several ownership changes leading up to its 2002
acquisition by Cadbury Schweppes, which spun off its entire North
American beverage business into Dr Pepper Snapple Group in 2008.
The Yoo-hoo student team will experience a hands-on approach to managing
a consumer packaged goods brand. To develop a financially sound growth
plan, the students will need to analyze existing data, identify data
needs and also learn to work with less than 100 percent of the desired
data. They'll learn to respond to the real-time market and how to deal
with people issues and constraints.
If all goes as planned, a new team of McCombs MBA students from the
class of 2014 will take over Yoo-hoo or another DPS brand in January
2013, and the program will be extended to more students and companies.
About the McCombs School of Business
The highest ranked business school in Texas and the Southwest, the
McCombs School of Business at The
University of Texas at Austin is dedicated to educating the business
leaders of tomorrow while creating knowledge for industry and society.
One of the few schools in the country to receive top marks in nearly all
the business specialty areas ranked annually by U.S. News &
World Report--at both the undergraduate and graduate levels -- McCombs
educates more than 6,000 students each year, creating one of the largest
cumulative impacts of any business school in the world.
About Dr Pepper Snapple Group
Dr Pepper Snapple Group, Inc. (NYSE: DPS) is the leading producer of
flavored beverages in North America and the Caribbean. Our success is
fueled by more than 50 brands that are synonymous with refreshment, fun
and flavor. We have 6 of the top 10 non-cola soft drinks, and 11 of our
14 leading brands are No. 1 in their flavor categories. In addition to
our flagship Dr Pepper and Snapple brands, our portfolio includes
Sunkist soda, 7UP, A&W, Canada Dry, Crush, Mott's, Squirt, Hawaiian
Punch, Peñafiel, Clamato, Schweppes, Rose's, Mr & Mrs T mixers and
Yoo-hoo. To learn more about our iconic brands and Plano, Texas-based
company, please visit www.drpeppersnapple.com.
Dr Pepper Snapple Group
Chris Barnes, 972-673-5539
McCombs School of Business