Team Strategic Planning PowerPoint Presentation
Team B: “Eagle Eyes”
Christina Combs, Kevin Cooper, Mark Woods, & Matthew Hedges
Public Images of Organizations
34-AIS-4018-001 (54157)
The University of Cincinnati
April 25, 2018
Dr. Patricia Friel
The relaunch of Mr. Pibb brand soda
A proposal prepared for the Coca-Cola Company1 Coca Cola Plaza NWAtlanta, GA 30313-2420
Introduction
There is an unmistakable feeling of joy that comes from drinking your favorite soft drink. The combination of sweet flavors along with the fizz of those tiny carbonation bubbles bursting in your mouth never loses its appeal.
The history
John Pemberton Charles Alderton
In 1885 a pharmacist in Atlanta, Georgia, John Pemberton, created a soda drink named Coca-Cola.
He combined the extracts of Coca leaves and Kola nuts with soda water.
About the same time a pharmacist in Waco, Texas, Charles Alderton, created a soda drink namedDr. Pepper.
He combined 23 different flavors with soda water.
Have a Pibb, Mister…then some “Xtra”
• It was not until the 1970s that the Coca-Cola Company created its own 23 flavor soda named Mr. Pibb.
• In 2001, Mr. Pibb was rebranded as Pibb Xtra. Its bold new taste and graphics were an attempt to appeal to young adults looking to get the most out of life and the most out of their soft drink.
A clear message
• Coca-Cola President and CEO James Quincy has pledged to change the company’s culture to one that focuses on value over volume.
Coca-Cola Company
• International beverage producer that owns, licenses and markets more than 500 brands in over 200 countries.
• Incorporated in 1919 and sells a wide range of non-alcoholic beverage brands.
• Coca-Cola produces primarily sparkling beverages and still beverages, such as waters, flavored and enhanced waters, juices and juice drinks, ready-to-drink teas and coffees, sports drinks, dairy and energy drinks (Reuters).
Situation
• 1972 Coca-Cola Company created Mr. Pibb to compete for market share of Dr. Pepper.
• 2001 Discontinued Mr. Pibb and rebranded it as Pibb Xtra.
• 2010 Coca-Cola purchased the rights to produce and distribute Dr. Pepper in markets where it was not under contract with another bottler. This has allowed Coca-Cola to replace Pibb Xtra with Dr. Pepper in certain regions.
• Today, Pibb Xtra sales are struggling and the company is again considering discontinuing the brand.
Objectives• Rebrand Pibb Xtra as Mr. Pibb to build on nostalgia trend.
• Draw in new consumers with integrated marketing campaign.
• Analyze and determine a target market to tailor interactions and messages
• Geographical analysis to determine where to target as well as who.
• Increase awareness that responsible soda consumption is not unhealthy, and may increase quality of life
• Increase Mr. Pibb sales This Photo by Unknown Author is licensed under CC BY-SA
Audience
• 43% of young adults, ages 18 -24 represent the highest percentage of soda drinkers
• Coke’s “Jump into Summer” campaign launched in 2012, and targeted men and women age 15-35
• There’s an opportunity to breach the Northeastern US as a market since it’s never been pursued per the Mr. Pibb History website pibbthug.com. Also, per the same source Texas, Alabama, Mississippi, Georgia, and Arkansas are all big markets
This Photo by Unknown Author is licensed under CC BY-NC-ND
Strategy• In reaching out to the younger market, target the millennial and generation-
y consumers on social media platforms such as Facebook, Instagram, Snapchat, and Twitter. Per Forbes, Millennials account for $200 billion in sales
• Use social media influencers on YouTube and other video blogs and streams, some of whom have 300k followers on Instagram and 2 billion views a month
• Get Millennial Input on Marketing Strategy. Studies have shown that millennials prefer looking at marketing online and on their own terms. They don’t typically follow the normal consumer of reach them via TV and magazine ads. However, they use social media constantly, and the new interactive internet allows you to survey them and get them involved in the marketing. Millennials are more concerned with the experience than companies’ traditional marketing
This Photo by Unknown Author is licensed under CC BY-NC-SA
Strategy continued
• Get nutrition and wellness experts to explain that a sugary drink can be a replacement for a sugary cookie or candy bar in a healthy diet.
• Per Harvard School of Health 8 ozs of soda is acceptable in a healthy diet and drinking nutrition plan consisting of 98 fl oz of drinking fluids and 2200 calorie diet.
• https://www.hsph.harvard.edu/nutritionsource/healthy-drinks-full-story/#level-6
This Photo by Unknown Author is licensed under CC BY-ND
TimetableMR. PIBB ROLLOUT BY SEASON
This Photo by Unknown Author is licensed under CC BY-SA
Beginning of Spring
• First Mild 60-70 degree week when the birds are chirping and the trees are budding. Thumper may even be thumping.
• March Madness is just getting started, your bracket looks good, and the air is getting warmer. After a long day at work you grab an ice cold Mr. Pibb from your local convenience store.
Beginning of Spring-Late March
• As the days get warmer the evenings are perfect for sitting around a fire pit. Grab your friends, family, smores, and fresh cold Mr. Pibb, it’s a perfect combination.
Beginning of Summer Late June
Corn on the Cobb, watermelon, hot dogs, cheeseburgers, and a cooler full of Mr. Pibbfor a great cookout with friends and family. That is the four main food groups right there, vegatables, fruit, meat, and Mr. Pibb!
Beginning of Summer- Late June
• Gather around and watch the NBA Finals because this year will be the best series to watch since Micheal Jordan and Isaiah Thomas squared off. That was when Mr. Pibbwas staying fresh in coolers and refrigerators everywhere. Today, Mr. Pibb is just as refreshing with its spicy, cherry flavor.
End of Summer
• One of the busiest times of the year for campgrounds across the U.S. is in late August early September. It gets cool enough at night to sleep comfortable under the stars but warm enough during the day to enjoy Mr. Pibb out on the pleasure boat or bass boat.
Thanksgiving & Christmas
Spicy cherry flavored Mr. Pibb can be paired with many of your favorite holiday dishes as well as the variety of bourbons that are common at all your family gatherings.
Budget for 2019 Fiscal Year
• Advertising
• Marketing
• Payroll
• Liabilities
Advertising
Print $500,000
Online $1,000,000
Radio $750,000
Total: $2,250,000
Marketing
Print $250,000
Online $750,000
Social Media $300,000
Radio $450,000
Total: $1,750,000
Payroll
Staff $2,500,000
Sub-Contractors $500,000
Outside Agency $750,000
Total: $3,750,000
Liabilities
Food $50,000
Supplies $22,000
Building Expense $100,000
Transportation Expense $200,000
Total: $372,000
Projected Sales
Sales $9,000,000
Advertising (2,250,000)
Marketing (1,750,000)
Payroll (3,750,000)
Liabilities (372,000)
Gross Profit $878,000
Objective 1: Create a Successful Marketing campaign for Mr. Pibb drawing in additional consumers
• Back to original name
• Reward programs
• Social Media
• Buyback program(Neidlinger)
Objective 2: Determine a target market and successful methods to interact and convey messages to that market
segment
• Non-soda drinkers
• Focus groups
• Advertisements
• Taste tests
(Richards)
Objective 3: Determine what geographical areas would best supplement or increase sales
• Market in North East USA
• Sold throughout USA
• Start selling worldwide
(“Peppo Soda”)
Objective 4: Increase awareness that responsible soda consumption is not harmful to your health and can
increase quality of life.
• Research is strewed
• Problem = American Diet
• “Everything in moderation”
(Boyles)
Objective 5: Increase sales of Mr. Pibb
• 100 calorie mini cans
• Price match
• Reformulate product
• Celebrity endorsements
(Kline)
Conclusion
Thank you
Christina, Kevin, Mark and Matthew.
References1. Boyles, Salynn.” Sodas and Your Health: Risks Debated.” WebMD. 9 March 2011. https://www.webmd.com/diet/features/sodas-and-your-health-risks-debated#4. Accessed 8 April 2018. 2. “Coca-Cola CEO Says Company Is Poised for 'Disciplined Growth.” The Coca-Cola Company. 22 Feb. 2018. www.coca-colacompany.com/stories/an-inflection-point-coca-cola-ceo-says-company-is-poised-for-disciplined-growth. Accessed 1 April 2018. 3. “Coca-Cola Co (KO) Company Profile.” Reuters. 1 April 2018. www.reuters.com/finance/stocks/companyProfile/KO. Accessed 1 April 2018. 4. “Coca-Cola History.” World of Coca-Cola. 2018. www.worldofcoca-cola.com/coca-cola-history/. Accessed 1 April 2018. 5. “Consumers - Carbonated Soft Drinks: What You Should Know.” U.S. Food and Drug Administration. 3 Jan. 2018. www.fda.gov/Food/ResourcesForYou/Consumers/ucm232528.htm. Accessed 1 April 2018. 6. Duhaime-Ross, Arielle. “The Soda Industry Is Alive and Well, Study of American Drinking Habits Shows.” The Verge. 25 Feb. 2016. www.theverge.com/2016/2/25/11113154/cdc-soda-sugar-drinks-report-us-demographics-statistics. Accessed 1 April 2018.7. “Healthy Beverage Guidelines.” Harvard T.H. Chan. 2018. https://www.hsph.harvard.edu/nutritionsource/healthy-drinks-full-story/#level-6. Accessed 20 April 2018.
References Continued…8. “History of Dr Pepper.” Dr. Pepper Museum. 2016. drpeppermuseum.com/history/. Accessed 1 April 2018. 9. Kell, John. “Bottled Water Continues to Take the Fizz Out of Diet Soda.” Fortune. 19 Apr. 2017. fortune.com/2017/04/19/coca-cola-pepsi-dr-pepper-soda-water/. Accessed 1 April 2018. 10. Kline, Daniel. “Coca-Cola Has a Plan to Improve Soft-Drink Sales.” The Montly Fool. 1 March 2017. https://www.fool.com/investing/2017/03/01/coca-cola-has-a-plan-to-improve-soft-drink-sales.aspx. Accessed 8 April 2018. 11. Neidlinger, Julie. “7 Ways To Attract New Customers and Grow Your Business This Year.” Business Growth. 13 Jan. 2015. https://wheniwork.com/blog/attract-new-customers/. Accessed 8 April 2018. 12. “Peppo Soda (Mr. Pibb, Pibb Xtra).” Retro Planet. 22 Oct. 2012. https://blog.retroplanet.com/soda-pop-of-the-week-peppo/. Accessed 1 April 2018. 13. Richards, Julie. “Techniques Used by Advertisers to Convey Messages to Consumers.” Chron. 2018. http://smallbusiness.chron.com/techniques-used-advertisers-convey-messages-consumers-22437.html. Accessed 8 April 2018.
