1. PROJECT BULLDOG
2014-2015 Drake University American Marketing
Association

2. Overview
 Target Market
 Promotional Objectives
 Promotional Strategies
 Iowa
 National
 Special Thanks & Meet Our Team

3. Target Market
 Women
 Ages 18-44 years
 Single moms, married women with & without
children, and minority women
 Active, on-the-go, and ambitious

4. Objectives
 Increase Sales of Diet Coke
 State of Iowa
 Increase Usage Rate
 Increase Usage Occasions
 Increase User Groups
 Increase Knowledge of Benefits

5. Promotional
Strategies
Iowa

6. Balancing Work and Life
 The wearing of many hats
 Featuring of women’s stories
 Communicating diversity of jobs
 Channel usage:
 Outdoor ads
 Social networks
 Diet Coke webpage
 YouTube

7. Farmer’s Seasonal Calendar
 Presence of agriculture in Iowa
 YouTube/commercial seasonal
advertisements
 Winter, Summer, & Fall
 Social Media [#FuelOfFarmers]
 Recognizing women of agriculture
 Advertisements
 Point of Purchase

8. Partnering With 4-H
 4-H and Iowa agriculture
families
 4-H National Partnership
 Sustainable development
movement
 Logo development

9. Photo Booth
 Iowa State Fair
 Promoting dreams
 Diet Coke brand in a
positive light
 Social Media affect
 Throughout Iowa
 Possible locations

10. Promotional
Strategies
National

11. “Be Ambitious” Scholarship
 Nontraditional student scholarships
 Women going back to school
 Specific to Diet Coke
 Targeted to mothers
 Promoted at the booth

12. Storing Diet Coke
 Different fridge models
 Newspaper ad insert
 Coupon
 Encourage bulk purchases

13. Diet Coke Merchandise
 Female empowerment cause
 Tumblers
 Inspired by Marc Jacobs
 Local grocery stores
 Available with bulk purchases
 Tote bag
 Driving motivation
 Retail stores
 Cooler
 Sporting goods & retail stores

14. Be Ambitious Every Season
 Incorporating various events throughout the year
 Barbeques and yard parties
 Sack lunches
 TV spots
 New Years
 Christmas
 Baseball game
 Yard parties
 Holiday and non-holiday occasions

15. Co-Branding Coupons
 Chicken wings and Diet Coke
 Chips and Diet Coke
 Flip side reveals recipe
 Recipe acts as encouragement
 Coupon placement

16. A Week in the Life
 One woman throughout her busy week
 Panel 1- Restock
 Panel 2- Monday[office]
 Panel 3- Tuesday [soccer practice]
 Panel 4- Wednesday [kitchen]
 Panel 5- Thursday [gas station]
 Panel 6- Friday [soccer game]
 Panel 7- Saturday [barbeque]
 Panel 8- Sunday [dinner table]
 Panel 9- Restock

17. Sip of Silver
 Mom stepping in to save the day
 ‘Anything is Possible’
 Magazine spread
 Three magazines, six times a year
 Slice of life depiction

18. Diet Coke Website
 Educating consumers
 Diabetes Cookbook
 Interactive website
 Upload their own recipes
 Raise questions & concerns
 Partner with Weight-Watchers
 Coupons and upcoming specials

19. Diabetes and Diet Coke
 Cooking with Diet Coke
 Online Subscription
 Attracting women of all ages
 Documenting the daily life of a diabetic patient
 Video campaign
 #WishUponADietCoke
 Wishing booth

20. Meet Our Team
Maryna Rath
Amara Schlader
Hannah Hennessy
Kaylynn Noethlich
Jordan Beard
Grace Swenson
Vickie Chai
Christy Bono
Paige Elliot
Chris Fairbank
Jasmine Barr
Ondrej Cap
Samantha Williams
Kylie Dehaven
Peter Farley
Kirk Petrowitz

21. Special Thanks
Kirk Tyler, President, Atlantic Bottling Co.
Tony Dahm, Franchise Manager, Coca-Cola Co.
Professor Mary Edrington, Drake University
Professor Chip Miller, Drake University