Dr Pepper Snapple Group Branding presentation

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Presented by Melissa Mohr of Dr Pepper Snapple Group, this deck discusses not only Dr Pepper's family of brands but also explores some of the differences between Dr Pepper, Pepsi and Coke and how the smaller company competes on a grand scale.

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Dr Pepper Snapple Group Branding presentation

  1. 1. Melissa Mohr What Drives Success atDr Pepper Snapple Group Dr Pepper Snapple Group
  2. 2. Agenda 1. Overview of Dr Pepper Snapple Group 2. Brand Strategy 3. Innovation 4. Evolving Media 5. Questions2
  3. 3. Dr Pepper Snapple Group Over $5.7B in Sales 20,000 Employees Began public trading as DPS on May 7th, 2008 Dr Pepper is the oldest soft drink in the United States More than just Dr Pepper and Snapple…3
  4. 4. The Brands of Dr Pepper Snapple Group4
  5. 5. Being the Smaller Company We have to be strategic We are dependent on the consumer We have to create differentiation in our products5
  6. 6. Our Company’s Consumer Always be aware of who your consumers are and make sure Always be aware of who your consumers are and make sure everything you do adds value to your consumer!! everything you do adds value to your consumer6
  7. 7. Brand Strategy DR PEPPER SNAPPLE GROUP7
  8. 8. Brand Pyramid8
  9. 9. Brand Research Each brand has a research tool kit Brand ladder Em i onal ot Benef i t s Brand positioning statement Func t i ona l B enef i t s Produc t /B rand At t ri but es9
  10. 10. Evolving Media DR PEPPER SNAPPLE GROUP10
  11. 11. The World of Glass11
  12. 12. The Changing Media Landscape THEN NO2000 #1 Primetime Network TV show ER–14.8 A1849 Rating W 2011 #1 Primetime Network TV show AMERICAN IDOL – 6.2 A1849 Rating
  13. 13. A Time of Transformational Change… Entertainment (immersive, social, current) SOCIAL OPINION SITES VOD NETWORKING DVR BRANDED ENTERTAINMENT VIRTUAL WORD OF WORLDS MOUTH MOBILE WIDGETS SMS BLOGS SEARCH ONLINE GAMING WEBSITE PODCASTS SEEDING Purchase RETAIL WEB VIDEO NETWORK TV NEWSPAPERS IN-THEATER MAGAZINES RADIO WEB PORTALS MASS TRANSIT CABLE TV BILLBOARDS Advertising (persuasive) 13
  14. 14. How to Speak to The Engaged Consumer14
  15. 15. Being Relevant in Context Zappos used airport Zappos used airport bins to advertise in a bins to advertise in a place that was relevant place that was relevant to consumers to consumers Think about how you Think about how you can effectively can effectively advertise to your advertise to your consumer when it consumer when it makes sense makes sense15
  16. 16. Help People Reach Personal Goals In New York Ikea In New York Ikea advertises with advertises with transportation and helps transportation and helps sponsor buses, taxis & sponsor buses, taxis & Zipcars Zipcars Think about how you Think about how you can help your consumers can help your consumers reach their goals and be reach their goals and be more than just a product more than just a product or service or service16
  17. 17. Create Branded Interventions Enter your consumers Enter your consumers lives in targeted and lives in targeted and useful ways. Be there useful ways. Be there when they need you. when they need you. This provides a value This provides a value that is greater than that is greater than your product cost and your product cost and makes consumers makes consumers more loyal to your more loyal to your brand. brand.17
  18. 18. Tell Me Why Before Who Apple does aatremendous job Apple does tremendous job with showing the why behind with showing the why behind their iPad, and many of their their iPad, and many of their other products. In their other products. In their commercials they don’t talk commercials they don’t talk about the features or specs of about the features or specs of the product, but rather show it the product, but rather show it enabling experiences consumers enabling experiences consumers want. want. Their reason for being is to Their reason for being is to make those experiences make those experiences possible, not just to create possible, not just to create better technology. better technology.18
  19. 19. QUESTIONS19

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