dr. pepper 10
DESCRIPTION
New product presentation for Maarketing 188 course at California State University Fresno.TRANSCRIPT
“One-of-a-kind, proprietary sweetener technology to deliver the taste experience of regular with just 10 bold calories.“-Kansas Rep2010 was 125th anniversary of Dr Pepper
What is Dr. Pepper 10?
Why have Dr. Pepper 10?“Manly” enough to drink in publicMen have to find ways to cut calories tooWal-Marts & Super Target
Competing products
Coke ZeroPepsi MAXOther Diet Dr. Pepper drinks
Dr. Pepper 10 Target MarketUnapologetically
targeting MEN Testing showed scored well with
women too
Calorie conscious males25-34 in ageNOT women
“Dr Pepper's target market believe life should be lived in accordance with one's own set of personal values and not based on the expectations of others.” –Market analysis study
What are Dr. Pepper 10’s largest competing drinks?What is Dr. Pepper 10’s target age group?
Potential Market SizeDr. Pepper Snapple Group is 3rd largest soft
drink company un US DPSG= 15% of market shareDr. Pepper has 5.9% of market share based on
brand alone25% of volume comes from diet soft drinks
Feb. 1, 2010 Dr. Pepper gained 7.5 million Facebook fans putting it in Top 10 among food & beverage brands
Dr. Pepper 10’sPerceived BenefitsProvides diet conscious drinker’s with a MANLY
alternativeCan’t be blamed for obesity and diabetes
“…inclusion of 10 calories, rather than zero like its competitors, allowed it to deliver a flavor closer to the regular version.”-Dave Fleming
Director of Marketing
Not anymore!
Dr. Pepper 10Unique Selling PointsMid-Calorie option to other diet sodas on market
Same 23 BOLD flavors as original Dr. Pepper Clearly targeting MEN makes it different
MANLY packaging provides no embarrassment for men drinking low-calorie drink
Promotional StrategySporting EventsVideo GamesMoviesGIRLS, GIRLS, GIRLS!
Dr. Pepper 10A scene from Rambo to target the manliest of menA man's drink
What will we do next:
Where are we going to promote Dr. Pepper 10?
Dr. Pepper 10
Professional Ratings 1 2 3 4 5
MARKET SHARE
BRAND POSITIONING &
EQUITY
CONSUMER ACCEPTANCE
COMPETITIVE POSITION
Referenceshttp://consumerist.com/2011/02/dr-pepper-testing-10-calorie-version-in-six-cities.html
http://consumerist.com/2011/02/dr-pepper-testing-10-calorie-version-in-six-cities.html
http://www.foodbev.com/opinion/bold-move-dr-pepper-ten
http://webcache.googleusercontent.com/search?q=cache:YiJM53Fj-TUJ:www.va-interactive.com/inbusiness/editorial/sales/ibt/market_analysis.html+target+market+dr+pepper&cd=6&hl=en&ct=clnk&gl=us&client=safari
http://www.drpeppersnapplegroup.com/annualreport/2010/HTML/DPSG_2010_AnnualReport_Web.pdf