OUTLINE

• History

• Product

• Commercials • Marketing Strategy

• About Dr. Pepper TEN

• Analysis

• Strategies

• Market Share

• Conclusion

Product

• First appearance in 1885 in Waco, Texas

• Dr. Pepper is the oldest major soft drink brand in the US.

• Its introduction in 1885 preceded the introduction of Coca-Cola by one year.

• Created by Charles Alderton, a pharmacist

History

Commercials

http://www.youtube.com/watch?v=AOhUTnFhFwI

1985

http://www.youtube.com/watch?v=gQPN3UKQM-U

1979

http://www.youtube.com/watch?v=l1gZkf_-UyI

1960

Charge!!Get Going Again,With the Dr Pepper Difference.

I'm a Pepper, he's a Pepper,She's a Pepper, we're a Pepper,Wouldn't you like to be a Pepper, too?Be a Pepper. Drink Dr Pepper.

http://www.youtube.com/watch?v=YDCY56azew8

2013

Marketing Strategy

Dr Pepper Ten was created for 25- to 34-year-old men who prefer regular Dr Pepper but want fewer calories.

It's a risky strategy not only for this new soda, but for the overall brand.

• Coke Zero was specifically launched to reach the male market.

• The flavor profile is different: It tastes bolder, less sweet.

• The can packaging is also different: Diet Coke is light and silvery, Coke Zero is mostly black. The word "diet" nowhere

Demographically:

• Age:25-40• Gender: men & Women• Income bracket: upper-middle to upper-upper class

• Geographically: Gourmet cities• Pychographically:

Target Market

Weakness: Different lookIngredientsDon't have a detailed plan yetlack of international exposure

Strengths:Recognized brandUnique tasteHigh quality productHigh Demand

Analysis: SWOT

Threats:Government – Taxes and LawsCompetition – Coca-Cola and PespiEmphasis on heathier lifestylesRaw material shortages and cost increases

OpportunitiesCan surprise competitorsGrowing Europe and South America MarketRestaurant distributionSports sponsorships

Strategies

• By using a mix of traditional, non-traditional and digital media(outdoor, cinema, music)

• By using traditional media for national support (sponsorship)

• By using local media, promotions

• By using Facebook, Twitter, and a YouTube brand channel.

Goals:

Create brand Awareness

Increase Sales Purchase Intent

Dr Pepper

QUESTIONS ?