Date post: | 26-Jan-2015 |
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Business |
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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 ?