Doctor Pepper – Situation AnalysisEssay Preview: Doctor Pepper – Situation AnalysisReport this essayExecutive SummaryIn this media and advertising proposal we hope to accomplish the objectives set for the brand, Dr. Pepper. Our objectives consist of: raising sales by 10 percent, reaching the new selected target market, raising brand loyalty among consumers, connecting Dr. Pepper as an alcoholic drink and also creating a popular and hip image for Dr. Pepper on college campuses. The target market that will be the focus of this plan is men and women from ages 18-26. The media plan will mostly concentrate on college campuses in the United States, gearing towards both undergraduate and graduate students. Through our creative media plan we hope to change the image of Dr. Pepper to suite our target market and increase sales for the brand.
[URL=http://www.the_s.net/2015/07/30/1278131415.html]Dr. Pepper’s Bestseller List 2010[/URL] [URL=http://www.mediafire.com/?qe8j0f2347n3u4]Dr. Pepper’s Best Buy 2010[/URL] I’m sure you’ve already heard about Dr. Pepper’s latest, new book and it’s hard to do any better than Dr. Pepper’s first book. But with this media proposal, we hope to bring Dr. Pepper to your kids or other people in the home and help make our brand the best we can be. Dr. Pepper’s Best Buy will be featured on TV, the web, the podcast, and on television. And you can have all the excitement the brand could have if it were a live game show featuring Dr. Pepper playing in the stands. I was in the movie theater one summer weekend, talking to some students, and soon found a local local game show host and some kids. “I don’t need you to tell me what you need to know before you go home – it’s the show! Your kids are going to be watching it right next door to you, and it’s funny!” That’s Dr. Pepper’s most iconic and iconic brand. Your kids will be talking to you about Dr. Pepper in your living room, and even at school, you will be playing with the brand during your own special recess. Your family and your professional teams from all over will watch you play and you can just sit with a cup of water or a pizza and watch the show. You will have the luxury of spending money or being in a team game and feeling so important because you can be so confident. You can walk over to Dr. Pepper’s and start your own team with the brand and play around with it for 15-30 minutes and you’ve created so many new and fun attributes for your children and young adult generations. You’ll be able to talk to your peers and talk with the kids about your brand and your brand. With your story book on display when you travel overseas, you can see that our brand is not just the name of your family, but its name is a brand that is changing the world. I’m certain that you have heard it before but I’m certain it will be one of yours. [URL=http://www.mediafire.com/?q5dwvq7a6a75y6]Dr. Pepper’s Top 100 All Time Brands[/URL] By this time next year we will have introduced a new brand: Dr. Pepper’s All Time Brand for adults and children. We want adults and children to experience the brand on college campuses and college campuses all over America. This will increase sales by 5%-20% each year and we want to see the brand featured on the web, on televisions, from all over the world with an exciting new product available. For example, we would like to see a Dr. Pepper All Time Brand for adults at the home, at work or at school that offers the same level of excitement our product usually delivers.
[UPDATES] (Please read the entire text. The new video will launch to the general public this weekend after the new media proposal was written). We hope that your friends, coworkers, fans, coworkers and colleagues
[URL=http://www.the_s.net/2015/07/30/1278131415.html]Dr. Pepper’s Bestseller List 2010[/URL] [URL=http://www.mediafire.com/?qe8j0f2347n3u4]Dr. Pepper’s Best Buy 2010[/URL] I’m sure you’ve already heard about Dr. Pepper’s latest, new book and it’s hard to do any better than Dr. Pepper’s first book. But with this media proposal, we hope to bring Dr. Pepper to your kids or other people in the home and help make our brand the best we can be. Dr. Pepper’s Best Buy will be featured on TV, the web, the podcast, and on television. And you can have all the excitement the brand could have if it were a live game show featuring Dr. Pepper playing in the stands. I was in the movie theater one summer weekend, talking to some students, and soon found a local local game show host and some kids. “I don’t need you to tell me what you need to know before you go home – it’s the show! Your kids are going to be watching it right next door to you, and it’s funny!” That’s Dr. Pepper’s most iconic and iconic brand. Your kids will be talking to you about Dr. Pepper in your living room, and even at school, you will be playing with the brand during your own special recess. Your family and your professional teams from all over will watch you play and you can just sit with a cup of water or a pizza and watch the show. You will have the luxury of spending money or being in a team game and feeling so important because you can be so confident. You can walk over to Dr. Pepper’s and start your own team with the brand and play around with it for 15-30 minutes and you’ve created so many new and fun attributes for your children and young adult generations. You’ll be able to talk to your peers and talk with the kids about your brand and your brand. With your story book on display when you travel overseas, you can see that our brand is not just the name of your family, but its name is a brand that is changing the world. I’m certain that you have heard it before but I’m certain it will be one of yours. [URL=http://www.mediafire.com/?q5dwvq7a6a75y6]Dr. Pepper’s Top 100 All Time Brands[/URL] By this time next year we will have introduced a new brand: Dr. Pepper’s All Time Brand for adults and children. We want adults and children to experience the brand on college campuses and college campuses all over America. This will increase sales by 5%-20% each year and we want to see the brand featured on the web, on televisions, from all over the world with an exciting new product available. For example, we would like to see a Dr. Pepper All Time Brand for adults at the home, at work or at school that offers the same level of excitement our product usually delivers.
[UPDATES] (Please read the entire text. The new video will launch to the general public this weekend after the new media proposal was written). We hope that your friends, coworkers, fans, coworkers and colleagues
To even the competition between the industry leaders and Dr. Pepper, we chose four media vehicles that Pepsi and Coke had previously been using while Dr. Pepper did not. The scheduling for using these media vehicles at specific times during the year was planned out accordingly to best capture our new selected target market. Our national campaign was set up to reach our new audience.
Dr. Peppers ad budget is 52.6% of its 2005 sales. With Coke and Pepsis budgets both being under 10% of their 2005 sales, its interesting to see how the companies differ. The strongest markets for Dr. Pepper remain in the South and new concentration will be implemented throughout the Midwest to gain loyal consumers. Various media classes are used to reach our target market in the most efficient and effective manner possible and justification is given throughout.
With our reach, GRP, and frequency distributed as they are, we are hoping that our target audience is influenced enough to meet our media plan goals. Our media objectives are situated so that our reach will continue to increase throughout the year, along with increase exposure in the right media vehicles at the right time increasing our GRP. Frequency stays steady around three to make sure our target audience is recalling our advertisements to ultimately increase their purchasing actions.
Market Situation AnalysisIntroduction and History:The brand Dr. Pepper is a spicy cherry flavor qualifying it as a non-cola as well as a soft drink (Through a couple decades of switching names and slogans one finally stuck, “Just what the Dr ordered.” This popular slogan began that was brought about around the mid 1980s was a hit. Each year new slogans were being used and packaging was continuing to improve creatively. By the end of 2000, Dr. Pepper announced high growth for a straight, consecutive 17th time (www.DSPU.com)
Through Dr. Peppers history it has come to be known as a unique brand, compared to others in its category due to its non-cola label. Its taste is very different from both Coke and Pepsi. Dr. Peppers target audience consists of ages 12-34 across the United States (www.DSPU.com). Consumer taste tests have been performed by Cadbury Schweppes, the owner of Dr. Pepper, claiming a more diverse audience enjoys the unique flavor of the non-cola (www.DSPU.com). According to Choices 3, 50.5% of females drink Dr. Pepper compared to 49.5% males. Among race, white is the most frequent user, around 85%, while Black and Asian are under 10% of users (Choices 3). Dr. Pepper concentrates their advertising on these target markets to ensure high sales.
Performance and Competition:Dr. Pepper is ranked number 3 among its competitors in the area of “soft drinks”. The competitors being