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Presented by Melissa Mohr of Dr Pepper Snapple Group, this deck discusses not only Dr Pepper's family of brands but also explores some of the differences between Dr Pepper, Pepsi and Coke and how the smaller company competes on a grand scale.
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Melissa MohrDr Pepper Snapple Group
What Drives Success at Dr Pepper Snapple Group
2
Agenda
1. Overview of Dr Pepper Snapple Group
2. Brand Strategy
3. Innovation
4. Evolving Media
5. Questions
3
Over $5.7B in Sales
20,000 Employees
Began public trading as DPS on May 7th, 2008
Dr Pepper is the oldest soft drink in the United States
More than just Dr Pepper and Snapple…
Dr Pepper Snapple Group
4
The Brands of Dr Pepper Snapple Group
Being the Smaller Company
We have to be strategic
We are dependent on the consumer
We have to create differentiation in our products
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Our Company’s Consumer
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Always be aware of who your consumers are and make sure everything you do adds value to your consumer!
Always be aware of who your consumers are and make sure everything you do adds value to your consumer!
DR PEPPER SNAPPLE GROUP
Brand Strategy
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Brand Pyramid
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Brand Research
Each brand has a research tool kit
Brand ladder
Brand positioning statement
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Emotional
Benefits
Functional
Benefits
Product/Brand
Attributes
DR PEPPER SNAPPLE GROUP
Evolving Media
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The World of Glass
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The Changing Media Landscape
THENTHEN NOW2000 #1 Primetime Network TV show
ER–14.8 A1849 Rating2011 #1 Primetime Network TV show
AMERICAN IDOL – 6.2 A1849 Rating
NETWORK TV
WEBSITE
RADIOMAGAZINES
MASSTRANSIT
GAMING
MOBILE
BRANDEDENTERTAINMENT
VOD
WEBPORTALS
WIDGETS
SOCIALNETWORKING
SMS
VIRTUALWORLDS
OPINIONSITES
SEARCHBLOGS
ONLINESEEDING
PODCASTS
Purchase
CABLE TV
NEWSPAPERS
BILLBOARDS
WEB VIDEORETAIL
IN-THEATER
WORD OFMOUTH
DVR
Entertainment(immersive, social, current)
Advertising (persuasive)
A Time of Transformational Change…
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How to Speak to The Engaged Consumer
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Being Relevant in Context
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Zappos used airport bins to advertise in a place that was relevant to consumers
Think about how you can effectively advertise to your consumer when it makes sense
Zappos used airport bins to advertise in a place that was relevant to consumers
Think about how you can effectively advertise to your consumer when it makes sense
Help People Reach Personal Goals
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In New York Ikea advertises with transportation and helps sponsor buses, taxis & Zipcars
Think about how you can help your consumers reach their goals and be more than just a product or service
In New York Ikea advertises with transportation and helps sponsor buses, taxis & Zipcars
Think about how you can help your consumers reach their goals and be more than just a product or service
Create Branded Interventions
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Enter your consumers lives in targeted and useful ways. Be there when they need you.
This provides a value that is greater than your product cost and makes consumers more loyal to your brand.
Enter your consumers lives in targeted and useful ways. Be there when they need you.
This provides a value that is greater than your product cost and makes consumers more loyal to your brand.
Tell Me Why Before Who
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Apple does a tremendous job with showing the why behind their iPad, and many of their other products. In their commercials they don’t talk about the features or specs of the product, but rather show it enabling experiences consumers want.
Their reason for being is to make those experiences possible, not just to create better technology.
Apple does a tremendous job with showing the why behind their iPad, and many of their other products. In their commercials they don’t talk about the features or specs of the product, but rather show it enabling experiences consumers want.
Their reason for being is to make those experiences possible, not just to create better technology.
QUESTIONS
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