The Diet Dr Pepper Campaign Paper Marketing Essay

The forage Dr white pepper Campaign Paper merchandise EssayThe test of Dr h maviny oil pepper is the well-known(a) to be oldest velvety stain happy over the world. The taste is unmatched and it is 23 delicious flavours have withstood the test of time. The competition in trying to maneuver a firm hold a firm hold of authorisation customers is a never-ending, ascending battle in any persistence. This is a interlocking that takes place in the product grocery. In the U.S. soft drink mart is a highly competitory. In order to command grocery store deal a speck should be able to differentiate itself from its rivals. In this point, Dr peppercorn has always been finding position itself in the world fantastic soft drink market place since it is comprised of 23 flavours. The current slogan is One savour and You Get It (Dr capsicum Snapple Group, 2008). Currently Dr capsicum pepper plant holds the third place in market sh ar for the U.S. They fall behind major players Pep si-Cola and Coca-Cola which account for 74 % of the market. With consumers embracing the current health trends, forage Dr. pepper was named single of the slip by 10 soft drink in 2002 due to health in carcassed attitudes. This market is predicted to continue its growth worldwide. food Dr. black pepper is a voluptuous drink, and indeed it does, as its ads assure us, taste more like fixity Dr. stream assuming we understand than sustenance Coke tastes like Coke or food Pepsi like Pepsi, though 7-UP and Sprite might give it a run for its money on that account. Not to mention that the slogan as it stands is nonsensical. Tastes more like fixing Dr. Pepper. Of course it does It is Diet Dr. Pepper, and thus is chute to taste more like regular Dr. Pepper than, say, Pepsi, coffee or mustard ike a vegetarian who still wants a burger and so eats BOCA, the sustenance soda drinker foresighteds for the days when 140 calories meant nothing and so aliment drinks function as a kind of bubbly nostalgia for youth, even when the consumer has long since convinced him- or herself that he or she prefers nutrition sodasAccording to marketline research, the planetary diet food and drink market is forecasted to reach $113 billion by 2010.As well as Diet Dr. Peppers growth among put onrs, Dr Pepper is one of the few non-diet soda mail to gain market sh arDiet Dr PepperDiet Dr. Pepper is liked for its unique, non- poop taste, its ability to keep back its carbonation, and its zero calorie content. More than anything, Diet Dr. Pepper is the absence of cola flavour that seems to turn reviewers on, since there ar already so many an(prenominal) another(prenominal) diet colas on the market. Diet Dr. Pepper is some times the only diet soft drink some can tolerate, like Finally pitch a Diet Soda That Tastes Good and anther reviewer who also likes the unique qualities and uses for Diet Dr. Pepper and says When Im Feeling Under the Weather, I Reach for a Dr. Pepper. (ww w.viewpoints.com)Campaign Objectives and Marketing SituationWhen considering a merchandising objective it begins with the companys fiscal objectives. Profitability, return on investment, and cash flow argon the most common elements. The financial objectives are converted into marketing objectives. After marketing objectives are determined, then the company creates new marketing strategies, strategic marketing plan. Marketing strategy is the process of evaluating the options for achieving the marketing goals. Consumer in a market are seldom uniform and often have different needs and wants (Rodengen, 1995). Diet Dr. Peppers advertize campaign is based on an assumed nostalgia for days when potable regular soft drinks did not reflect some form of honourable failure to avoid excess calorie intake. Not only that. The form of this nostalgia is telling a sleazy lawyer-type makes faulty arguments based on the hypothesis that Diet Dr. Pepper tastes so much like regular Dr. Pepper that an y legal claim brought to bear with regard to Diet Dr. Pepper must be wrong because it has mistaken it for a diet beverage when it clearly tastes like a non-diet beverage. Therefore consumers need to be segmented. That called market segmentation strategy. From this segments marketer identifies, evaluates and select laughingstock market based on similarities of needs. Diet Dr Pepper competes in a dynamic and constantly changing category that makes it difficult to increase market share and sustain semipermanent smirch growth. Main factors that challenge the brands growth include the following slow category growth. The diet, carbonated-soft drink category was development at an average annual rate of only 1.4 percent.Growth of new-age beverages. The new-age segment-consisting of sparkling juices, natural sodas, flavoured sodas, and other items-was growing at a rapid rate (10 percent annual growth), make up a strong challenge to diet Dr Pepper and other diet soft drinks.Price sensit ivity of soft-drink category. Price is a main brand-choice clincher in this category, but Diet Dr Pepper is at a competitive disadvantage inasmuch as it is priced higher on a cents-per-ounce basis than Coca-Cola and Pepsi-Cola brands. overlook of bottler attention and focus. Approximately three-fourth of Diet Dr Peppers volume is distributed via the Coke and Pepsi bottler distribution network, which in many instances causes Diet Dr Pepper to be a low-priority item with light retailer support.Inadequate distribution. Relative to its larger competitors, Diet Dr Peppers distribution is short in trial-inducing outlets such as food service/fountain and pitch machines.Greater spending by main competitors. Diet Dr Peppers share of vocalize at the onset of the publicise campaign was only 4.8 percent in this highly competitive and advertising sensitive category.Campaign Target and ObjectivesThe target sense of hearing for Diet Dr Pepper consists primarily of adults aged 18-49 who are deport or prospective diet soft-drink consumers. In view of the above marketing challenges, the objectives for the Diet Dr Pepper advertising campaign (titled The Taste Youve Been smell For) are as followsTo increase Diet Dr Pepper gross revenue by 4 percent and improve its growth rate to at least 1.5 times that of the diet-soft drink category.To heighten consumers evaluations of the key product benefits and image factors that influence brand choice in this category it is refreshing, tastes as good as regular Dr Pepper, is a good product to drink at any time, and is a fun brand to drink.To enhance those key brand-personality dimensions that differentiate Diet Dr Pepper from other diet drinks-particularly that Diet Dr Pepper is a unique, fun, entertaining, clever, and fire brand to drink.The PropositionThe proposition strategy for Diet Dr Pepper is The Taste Youve Been Looking For.The CompetitionThe success of Dr Pepper in the soft drink industry illustrates the coupling of realis tic knowledge of corporate strengths with sound industry digest to yield a superior bussiens strategy.The major competitors of Diet Dr Pepper are Coca-Cola products (Diet Coke), Pepsi-Cola Products (Diet Pepsi) dominates Dr Peppers industry.According to Porter (1998), Dr Pepper choose a strategy of avoiding the largest-selling drink segment, maintaining a narrow flavour line, forgoing development of a prisoner bottler network, and marketing heavily. The company positioned itself so as to be least unprotected to its competitive forces while it exploited its small size. The U.S. beverage market is a highly competitive and crowded field. In order to command market share a brand must be differentiate itself from is competitors. To make this differentiations, Dr.Pepper positioned itself as the the wolds uniqe soft drink since it is comprised of 23 flavours. Dr Pepper currently controls 15% of sales volume in the beverage market and has a market value of $6.5 billion.Creative Strategy a nd Supportive PromotionsThe originative strategy for Diet Dr Pepper positioned the brand as tasting more like regular Dr Pepper. This is a key claim based on research reveal that nearly 60 percent of initial trial users of Diet Dr Pepper are motivated by the desire to have a diet soft drink that tasted like regular Dr Pepper. The cornerstone of the campaign entailed the well-grounded use of 15 second commercials, which historically had not been used by Coca-Cola and Pepsi-Cola, which instead preferred the entertainment value of longer commercials. The aggressive use of 15 seconds commercials enabled Diet Dr Pepper to simply convey its key taste claim (tasting more like regular Dr Pepper and differentiate the brand from competitive diet drinks. Moreover, by employing cheaper 15 seconds commercials, it was possible to buy many more commercial spots and hence to achieve greater reach, frequency, and GPRs for the similar advertising budget. Diet Dr Peppers advertising expenditures t otalled 10 million.In addition to advertising campaign, the brand marketers for Diet Dr Pepper implemented several sales procession programs to achieve their lofty goals. From January through April, a trade advancement called The Pepper Advantage provided bottlers with 20 consecrate certificates that they could distribute to retailers to encourage greater debunk space for Diet Dr Pepper. In additional, attractive coupons were placed on 2- and 3- l bottles of Diet Dr Pepper to encourage repeat purchasing by consumers.From April to September, during baseball game season, the Pepper Pastime promotion was run to enhance sales of Diet Dr Pepper to consumers in convenience stores. Promotions included free bottles of Diet Dr Pepper and Premium objects, including autographed baseballs and baseball jerseys emblazoned with the Diet Dr Pepper brand name. During may through August, a promotional tie-in with the Foot Locker concatenation of athletic stores was undertaken. Purchasers of 1 2- and 24- packs of Diet Dr Pepper received Foot Locker gift certificates if their pack contained a winning game card inside. Collectively, these sales promotion programs were designed to complement the advertising campaign and substantially boots immediate sales of Diet Dr Pepper products.We can see that selection of advertising media is one of the most important and complicated of all marketing communications decisions. Media provision must be coordinated with marketing strategy and with other aspects of advertising strategy. The strategic aspects of media planning involves include four steps (1) selecting the target audience toward which all subsequent efforts will be directed (2) specifying media objectives, which typically are stated in terms of reach, frequency, gross rating points (GRPs), or useful rating points (ERPs) (3) selecting general media categories and specific product within each average (4) buying a media.Media selection are influenced by a variant of factors s uch as most important are target audience, cost, and creative consideration. Media planners should select media vehicles by identifying those that will reach the designated target audience, satisfy budgetary constraints, and be compatible with and enhance the advertisers creative message. Basically, companies must market their products with creative, informative, and interesting messages that show how the products meet the needs and wants of consumers. A key factor in marketing a product is communication.