Downloaded 32 times
Uploaded byAthos Leão
Dr pepper
This document outlines Dr Pepper's history, products, commercials, marketing strategy, and analysis. It provides the following key details: 1) Dr Pepper was created in 1885 in Waco, Texas, making it one of the oldest major soft drink brands in the US. 2) A new product called Dr Pepper Ten was created in 2010 for 25-34 year old men seeking fewer calories while retaining the taste of regular Dr Pepper. 3) The marketing strategy analyzes strengths, weaknesses, opportunities, and threats, and identifies strategies like using traditional and digital media to increase brand awareness and sales.
More Related Content
![Coca Cola Presentation[1]](https://cdn.slidesharecdn.com/ss_thumbnails/cocacolapresentation1-12796581248162-phpapp01-thumbnail.jpg?width=640&height=640&fit=bounds)
Dr pepper
- 2. OUTLINE • History • Product •Commercials • Marketing Strategy • About Dr. Pepper TEN • Analysis • Strategies • Market Share • Conclusion
- 3.
- 4. History • First appearance in1885 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
- 5. Commercials 1960 http://www.youtube.com/watch?v=l1gZkf_UyI 1979 Charge!! Get Going Again, With theDr Pepper Difference. http://www.youtube.com/watch?v=gQPN3UK QM-U 1985 http://www.youtube.com/watch?v=AOhUTnFhFwI 2013 http://www.youtube.com/watch?v=YDCY56az ew8 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.
- 6.
- 8. Dr Pepper Tenwas created for 25to 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.
- 9. • • • Coke Zero wasspecifically 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
- 10. Target Market Demographically: • Age:25-40 •Gender: men & Women • Income bracket: upper-middle to upper-upper class • Geographically: Gourmet cities • Pychographically:
- 11. Analysis: SWOT Weakness: Different look Ingredients Don'thave a detailed plan yet lack of international exposure Strengths: Recognized brand Unique taste High quality product High Demand Threats: Government – Taxes and Laws Competition – Coca-Cola and Pespi Emphasis on heathier lifestyles Raw material shortages and cost increases Opportunities Can surprise competitors Growing Europe and South America Market Restaurant distribution Sports sponsorships
- 12. Strategies • By usinga 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
- 13.
- 14.