The Diet Dr Pepper Campaign Paper Marketing Essay

The forage Dr pepper Campaign Paper Marketing experimentThe predilection of Dr peppercorn is the easy-known to be oldest soft racket over the world. The taste is unmatched and it is 23 delicious flavours have withstood the test of time. The competition in trying to take a firm hold a firm hold of potential customers is a never-ending, ascending battle in any attention. This is a fight that takes place in the overlap food market. In the U.S. soft pledge market is a highly emulous. In order to command market pct a sign should be able to differentiate itself from its rivals. In this point, Dr Pepper has always been finding position itself in the world unique soft drunkenness market since it is comprised of 23 flavours. The current slogan is One Taste and You Get It (Dr Pepper Snapple Group, 2008). Currently Dr Pepper holds the third place in market take for the U.S. They fall behind major players Pepsi-Cola and Coca-Cola which account for 74 % of the market. With consume rs embracing the current health trends, provender Dr. Pepper was named one of the top 10 soft drink in 2002 due to health conscious attitudes. This market is predicted to continue its growth worldwide. dieting Dr. Pepper is a yummy drink, and indeed it does, as its ads assure us, taste more exchangeable regular Dr. Pepper assuming we understand than fargon Coke tastes like Coke or nourishment Pepsi like Pepsi, though 7-UP and Sprite capacity give it a run for its money on that account. Not to mention that the slogan as it stands is nonsensical. Tastes more like regular Dr. Pepper. Of course it does It is feed Dr. Pepper, and frankincense is bound 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 diet soda drinker longs for the days when 140 calories meant nothing and so diet drinks function as a kind of bubbly nostalgia for youth, even when the consumer has long since confident(p) him- or h erself that he or she prefers diet sodasAccording to marketline research, the global diet food and drink market is forecasted to reach $113 billion by 2010.As well as Diet Dr. Peppers growth among aimrs, Dr Pepper is one of the few non-diet soda brand to gain market sh areDiet Dr PepperDiet Dr. Pepper is liked for its unique, non- cola taste, its ability to maintain 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 are already so many diet colas on the market. Diet Dr. Pepper is sometimes the only diet soft drink some can tole number, like Finally Found 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 score for a Dr. Pepper. (www.viewpoints.com)Campaign Objectives and Marketing SituationWhen considering a marketing objective it begins with the companys financial ob jectives. Profitability, return on investment, and cash flow are the most roughhewn 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 dodging 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 advertising tug is base on an assumed nostalgia for days when drinking regular soft drinks did not reflect some form of moral failure to avoid superfluity calorie intake. Not only that. The form of this nostalgia is telling a sleazy lawyer-type makes faulty arguments based on the assumption that Diet Dr. Pepper tastes so more like regular Dr. Pepper that any 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 tast es like a non-diet beverage. Therefore consumers need to be segmented. That called market segmentation strategy. From this segments marketer identifies, evaluates and select derriere market based on similarities of needs. Diet Dr Pepper competes in a dynamic and constantly changing kinsfolk that makes it difficult to increase market voice and sustain long-term brand growth. Main factors that challenge the brands growth include the followingSluggish category growth. The diet, carbonated-soft drink category was growing 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), posing a sacrosanct challenge to diet Dr Pepper and other diet soft drinks.Price sensitivity of soft-drink category. Price is a main brand-choice determinant in this category, but Diet Dr Pepper is at a rivalrous disadvantage inasmuch as it is priced higher on a cents-per-ounce basis than Coca-Cola and Pepsi-Cola brands.Lack of bottler attention and focus. Approximately three-fourth of Diet Dr Peppers heap 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 insufficient retailer support.Inadequate distribution. Relative to its larger competitors, Diet Dr Peppers distribution is insufficient in essay-inducing outlets such as food service/fountain and vending machines.Greater spending by main competitors. Diet Dr Peppers share of voice at the onset of the advertising feed was only 4.8 percent in this highly competitive and advertising sensitive category.Campaign Target and ObjectivesThe target audience for Diet Dr Pepper consists primarily of adults aged 18-49 who are present or prospective diet soft-drink consumers. In view of the above marketing challenges, the objectives for the Diet Dr Pepper advertising campaign (titl ed The Taste Youve Been Looking For) are as followsTo increase Diet Dr Pepper sales by 4 percent and correct its growth rate to at least 1.5 times that of the diet-soft drink category.To heighten consumers evaluations of the severalize 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 conjure 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 interesting 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 realistic knowledge of corporate strengths with sound industry analysis 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 captive bottler network, and marketing heavily. The company positioned itself so as to be least vulnerable 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 and Supportive PromotionsThe creative strategy for Diet Dr Pepper positioned the brand as taste sensation more like regular Dr Pepper. This is a key c laim based on research revealing 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 heavy 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 same advertising budget. Diet Dr Peppers advertising expenditures totalled 10 million.In addition to advertising campaign, the brand marketers for Diet Dr Pepper implemented several sales promotion programs to achieve their lofty goals. From January through and through April, a trade promotion called The Pepper Advantage provided bottlers with 20 hold certificates that they could distribute to retailers to encourage greater display space for Diet Dr Pepper. In additional, personable coupons were placed on 2- and 3- litre bottles of Diet Dr Pepper to encourage repeat purchasing by consumers.From April to September, during baseball 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 chain of athletic stores was undertaken. Purchasers of 12- 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 progr ams 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 planning 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 pull up stakes be directed (2) specifying media objectives, which typically are stated in terms of reach, frequency, gross rating points (GRPs), or effective rating points (ERPs) (3) selecting general media categories and specific product within each medium (4) buying a media.Media selection are influenced by a variety of factors such as most important are target audience, cost, and creative consideration. Media planners should select media vehicles by identifying those that will reach t he 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.