“One-of-a-kind, proprietary sweetener technology to deliver the taste experience of regular with just 10 bold calories.“-Kansas Rep2010 was 125th anniversary of Dr Pepper

What is Dr. Pepper 10?

Why have Dr. Pepper 10?“Manly” enough to drink in publicMen have to find ways to cut calories tooWal-Marts & Super Target

Competing products

Coke ZeroPepsi MAXOther Diet Dr. Pepper drinks

Dr. Pepper 10 Target MarketUnapologetically

targeting MEN Testing showed scored well with

women too

Calorie conscious males25-34 in ageNOT women

“Dr Pepper's target market believe life should be lived in accordance with one's own set of personal values and not based on the expectations of others.” –Market analysis study

What are Dr. Pepper 10’s largest competing drinks?What is Dr. Pepper 10’s target age group?

Potential Market SizeDr. Pepper Snapple Group is 3rd largest soft

drink company un US DPSG= 15% of market shareDr. Pepper has 5.9% of market share based on

brand alone25% of volume comes from diet soft drinks

Feb. 1, 2010 Dr. Pepper gained 7.5 million Facebook fans putting it in Top 10 among food & beverage brands

Dr. Pepper 10’sPerceived BenefitsProvides diet conscious drinker’s with a MANLY

alternativeCan’t be blamed for obesity and diabetes

“…inclusion of 10 calories, rather than zero like its competitors, allowed it to deliver a flavor closer to the regular version.”-Dave Fleming

Director of Marketing

Not anymore!

Dr. Pepper 10Unique Selling PointsMid-Calorie option to other diet sodas on market

Same 23 BOLD flavors as original Dr. Pepper Clearly targeting MEN makes it different

MANLY packaging provides no embarrassment for men drinking low-calorie drink

Promotional StrategySporting EventsVideo GamesMoviesGIRLS, GIRLS, GIRLS!

Dr. Pepper 10A scene from Rambo to target the manliest of menA man's drink

What will we do next:

Where are we going to promote Dr. Pepper 10?

Dr. Pepper 10

Professional Ratings 1 2 3 4 5

MARKET SHARE

BRAND POSITIONING &

EQUITY

CONSUMER ACCEPTANCE

COMPETITIVE POSITION

Referenceshttp://consumerist.com/2011/02/dr-pepper-testing-10-calorie-version-in-six-cities.html

http://consumerist.com/2011/02/dr-pepper-testing-10-calorie-version-in-six-cities.html

http://www.foodbev.com/opinion/bold-move-dr-pepper-ten

http://webcache.googleusercontent.com/search?q=cache:YiJM53Fj-TUJ:www.va-interactive.com/inbusiness/editorial/sales/ibt/market_analysis.html+target+market+dr+pepper&cd=6&hl=en&ct=clnk&gl=us&client=safari

http://www.drpeppersnapplegroup.com/annualreport/2010/HTML/DPSG_2010_AnnualReport_Web.pdf