Dr. Pepper“The Friendly Pepper Upper”

A Creative Brief by Vanessa Asmussen and Anthony BrownJOUR 304

(Image: “Dr. Pepper,” n.d.)

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Executive SummaryResearch for this project was conducted by Vanessa Asmussen and Anthony Brown. Asmussen and Brown conducted primary and secondary research in order to present the following information regarding the Dr. Pepper product. This research included ob-serving and interviewing four individuals who consumed the original Dr. Pepper drink. Research was also conducted online through databases to find company, industry, ad-vertising and demographic information.

Asmussen and Brown found that Dr. Pepper is a highly regarded product by the majority of its users. Being the first major soft drink brand, Dr. Pepper is well-known and success-ful. It has a loyal fan base and keeps a consistent well-liked reputation.

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Table of Contents

Cover Page 1Executive Summary 2Table of Contents 3Background Information 4Target Audience 4Features & Benefits 5Current Brand Image 6Desired Brand Image 6Direct Competitors 7Indirect Competitors 8Ethnographic Research 9Advertising Goal 10Strategic Message 10References 11Image References 12

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Background Information

Target Audience

Dr. Pepper is owned by the Dr. Pepper Snapple Group, Inc. While Dr. Pepper has been owned and distributed by Coca-Cola and PepsiCo, it became its own company in 2003. The sales for this company in 2014 was $6.21 billion, and the 1-Year sales growth was 2.07%. The 2014 net income was $703 million with the 1-Year net income growth at 12.66%.

This product belongs to the Soft Drink Manufacturing Industry. The companies in this industry manufacture soft drinks and artificially carbonated beverages. Carbonated soft drinks account for about 65% of industry revenue, while non-carbonated beverages make up about 35%. The top companies in this industry include PepsiCo Inc., Dr. Pep-per Snapple Group and the Coca-Cola Company.

Dr. Pepper is the oldest major soft drink in the United States. It was first sold at Mor-rison’s Old Corner Drug Store in Waco, Texas in 1885. The owner of the store, Wade Morrison, named the product after a man he knew, Dr. Charles Pepper. It was then in-troduced to millions at the 1904 St. Louis World’s Fair, and has remained a success ever since (“Corporate Information,” 2015).

Demographics

The consumption of soda differs based on gender, ethnicity, age and yearly income. 59% of men drink regular soda, compared to the 52% of women who do also. 39% of men don’t drink soda and 46% of women choose not to drink it either. The consump-tion of soda within the white population is 5% while the nonwhite population is 59%. People in the age range of 18-29 drink the most soda at 63%. People who make less than $30,000 a year drink the most soda at 65% (“Regular Soda Popular with Young, Nonwhite, Low Income,” 2013.).

Psychographics

People who choose to drink Dr. Pepper value the taste and quality of the soft drink. They value consistency, and are reassured in the fact that the product measures up to this. Dr. Pepper consumers also believe that they are getting what they pay for, and are willing to pay the price of the product. These consumers have a carefree attitude and enjoy the simplicity of the beverage.

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Features & Benefits9 Different FlavorsA wide variety for customers

Available at Most Local Grocery and Convenience StoresAccessible and easy to purchase

Handheld Bottles and Aluminum CansPortable and chills nicely

Re-Screwable LidsHelps prevent spillage

Pop-Top Can Tabs Easy Access

Nutritional Information and IngredientsInformative

Dr. Pepper Brand NameRecognizable and trustworthy brand

Gluten-FreeAvailable to gluten intolerent consumers

Available in Different Quantities (12 oz., 20 oz., 1 L, 2 L)Variety of options for purchase amount

Choices of Group Packages (6 pack, 12 pack)Variety of options for purchase amount

Caffeine-Free OptionsAvailable to consumers wanting to cut back sugar

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Current Brand Image

Desired Brand Image

The image of Dr. Pepper today varies depending on the flavor of the product. For ex-ample, the original and diet flavors on both the bottles and cans seem sophisticated and modern. The label is simple and direct. With some of the other flavors, such as cherry and vanilla, the packaging takes a more classic look. The brown, red and cream colored stripes circling the bottle give it an older feel. The overall Dr. Pepper logo is sleek and sophisticated, while not straying far from the original logo (“Products,” 2015.)

The current image of Dr. Pepper represents a drink that people tend to choose over others. It is a specialty soft drink. People associate Dr. Pepper with its unique taste and memorable logo. It is a sincere product with loyal customers.

Ideally, Dr. Pepper should be considered the number one choice in the mind of the target audience. The taste, quality, convenience and price should be what consumers choose over other competing products.

Dr. Pepper can be presented in advertisements as being part of people’s everyday lives, whether people are grilling in the yard, browsing the internet, or starting their day. Dr. Pepper wants people to have the idea that no matter where you are or what you are doing, having a Dr. Pepper with you is not only acceptable, but makes perfect sense.

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Direct CompetitorsCoca-Cola is a direct competitor of Dr. Pepper because the prices are comparable and the beverage is similar. Coca-Cola is also served in bottles, cans, and on tap. Commonly known as Coke, its origin dates back 1886 (“Coca-Cola History,” n.d.). It has been dominating the soft drink manufacturing industry ever since. The branding of this sparkling beverage is easily spotted by the human eye. Coke advertises to its consumers to “Share A Coke” with others (“Spread Happiness. Share A Coke,” 2015). The battle between soft drink companies to win the taste buds and loyalty of its consumers has been around for decades. Coke is found in similar places such as restaurants, gas stations, grocery stores, and supermarkets.

Pepsi is direct competitor of Dr. Pepper because of the similarities be-tween the products and its comparable prices. Both are major com-petitors in the soft drink manufacturing industry along with Coca Cola. Pepsi also offers its carbonated beverage in a bottle, can, and on tap. The origin of Pepsi dates back to 1893 (“History of the Birthplace,” n.d.). Pepsi was introduced as something more than a refreshment, but a “healthy” cola. Pepsi is also found in restaurants, grocery stores, and supermarkets.

Sprite is a direct competitor of Dr. Pepper because of the refreshing lemon and lime flavor the drink has to offer. It is a colorless soda and is also caffeine-free. Sprite is also served in a bottle or can for portable motives and on tap. Its green bottling is one of the world’s most rec-ognized brands. Sprite is a product of the Coca-Cola Company. Sprite can be found in similar places such as restaurants, grocery stores, gas stations, and supermarkets (Moye, 2013).

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(Image: Lukas, 2013)

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Indirect Competitors

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Gatorade is an indirect competitor of Dr. Pepper because its signature line of sports drinks and nutrition bars offer all the protein needed daily into one serving. Gatorade beverages are produced with a key formula to help to replenish the electrolytes lost in sweat (“Heritage, n.d.). The beverages are used for energy, hydration, endurance, and recovery. Gatorade is a product of PepsiCo. Gatorade sells its products in similar places, such as restaurants, grocery stores, and supermarkets.

Naked Juice is an indirect competitor of Dr. Pepper because it offers nutritional fruit juices and smoothies. These products contain all the protein needed daily in one serving. Naked Juice flavors include a va-riety of delicious fruits and vegetables. Its products are much healthier than soda. Naked Juice strives to make sure its products make an im-pact that will enhance your life and the planet’s (“Our Purpose,” n.d.).

Powerade is an indirect competitor of Dr. Pepper because its sports drinks help your body hydrate and improve performance. Powerade helps replenish numerous electrolytes lost in sweat. Powerade products are produced with 6% carbohydrate solution to help provide energy to the body and muscles. Its products also include vitamins B3, B6, and B12 (“Powerade,” n.d.).

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Ethnographic Research SummaryFor our ethnographic research, we observed and interviewed four individuals as they consumed the product, Dr. Pepper. Our observations included analyzing the subjects in their natural environment, and noting their reactions, comments. Our interviews included questions about demographics, psy-chographics, and positive and negative reactions to the product. We believed that observing our subjects in their natural, comfortable environment would give us the most accurate data.

One of our subjects was Vickie Honn. She is a 60-year-old woman who drinks Dr. Pepper on a regular basis. She chooses to consume the beverage because she likes the taste more than any other soft drink brand. She likes the energy that the product gives her, but doesn’t like the health consequences of drinking caffeine. She believes it is a temporary pleasure and doesn’t like the cost. She appreciates the availability of getting it in almost any store, and drinks about four cans a day. She has one upon awakening, and then throughout the day. If she could change one thing about the product, it would be to add something healthy to the drink.

Vickie was observed in her home. She got a can of Dr. Pepper from her refrigerator. She opened the can with ease. She seemed to enjoy the taste. Because of the small container, she was able to hold the can in her hand for the entirety of the observation. It seemed natural for her to drink the product, as if she had done so many times before.

Jake Crawford is a 20-year-old male who drinks Dr. Pepper occasionally. He enjoys the taste of Dr. Pepper, but also enjoys drinking Coke and Pepsi. He does not consume this product on a regular basis, but says he consumes it a couple of times a week. He generally prefers the bottled package because it is more portable. He can easily screw on the lid and take it with him in the car. He enjoys the taste but dislikes the cost of the product.

Jake was observed at the convenience store and then in his apartment. He purchased a bottle of Dr. Pepper with cash. At his apartment, he began to drink the product. He had no problem opening the screwable lid to the bottle. He took a large drink at first, and smaller sips after that. He commented that it was “tasty.” He placed the bottle on the floor in between drinks. He seemed to enjoy consum-ing the product.

Tim Caffrey is a 22-year-old male who drinks Dr. Pepper frequently. He enjoys the unique taste of Dr. Pepper, but also enjoys drinking Coke. He consumes this product on a regular basis several times a week. He likes the availability of the product because it’s at most restaurants, grocery stores, gas stations, and supermarkets. Tim was observed at a convenience store and then in his house. He pur-chased a bottle of Dr. Pepper with cash. At his house, he began to drink the product and had no problem opening the lid. Tim first took a large sip, but immediately took numerous sips within the next minute. He commented that Dr. Pepper is a “classic.” He commented about the use of the bottle. He likes the bottles because they are portable and can be handled roughly without spilling. Tim enjoys Dr. Pepper and is a loyal consumer of the product.

Millie Brown is a 56-year-old married woman who rarely drinks Dr. Pepper. She admits she drinks Diet Coke on a regular basis. She drinks Dr. Pepper only in the summertime. Millie was observed at her house. She grabbed a can of Dr. Pepper from the refrigerator. She took several sips. She commented that she likes the can better than the bottle because it chills nicely. She also likes that it fits in a koozie. She said she loves the cherry taste in the drink. Overall, Millie enjoys the consistently fresh taste of Dr. Pepper.

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Advertising Goal

Strategic Message

Dr. Pepper’s advertising goal is to continue embodying its brand characteristics of uniqueness and originality. The Dr. Pepper brand has rapidly increased in the soft drink manufacturing industry (Bailey, 2014). The main target market Dr. Pepper is adapting to is people of all ages. The “Always One of a Kind” ad campaigns reflect the idea that it’s unique in the soft drink industry. Dr. Pepper wants to convey the point that the consumer drinking Dr. Pepper stands out in a crowd (Bailey, 2014). Dr. Pepper wants its consumers to see the brand as one of the world’s favorite soft drinks that has always remained original.

Dr. Pepper wants its consumers to continue considering it as one of the world’s favorite soft drinks. Dr. Pepper has been dominant in the soft drink industry since 1885 (Bailey, 2014). Dr. Pepper maintains its originality with its unique taste with 23 flavors for people of all ages.

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ReferencesBailey, Sharon. Dr. Pepper Snapple: America’s Third-Largest Soda Maker. (2015, Dec. 23). Market Realist, Retrieved online on 2015, July 28 from: http://marketrealist.com/2014/12/dr-pepper-snapple-americas-third-largest-soda-maker/

Coca-Cola History. (n.d.). WorldofCoca-Cola.com, Retrieved online 2015, July 27 from: https://www.worldofcoca-cola.com/about-us/coca-cola-history/

Corporate Information. (2015). Dr. Pepper, Retrieved online on 2015, July 27 from: http://www.drpepper.com/info/corporateinfo/

Dr. Pepper. (2015). Facebook, Retrieved online on 2015, July 27 from: https://www.facebook.com/DrPepper?fref=ts

Dr. Pepper Snapple Group, Inc.: Company Overview. (n.d.). Hoovers, Retrieved online on 2015, July 27 from: http://subscriber.hoovers.com/H/company360/overview.html?compan Id=103458000000000

Heritage. (n.d.). Gatorade, Retrieved online on 2015, July 27 from: http://www.gatorade.com/company/heritage

History of the Birthplace. (n.d.). Pepsistore.com, Retrieved online on 2015, July 27 from: http://www.pepsistore.com/history.asp

Our Purpose. (n.d.). Naked Juice.com, Retrieved online on 2015, July 27 from: http://www.nakedjuice.com/our-purpose

Moye, Jay. Primary Color: Why Sprite Has Sported Green Since 1961. (2013, Mar. 15). Coca-Cola Journey, Retrieved online 2015, July 27 from: http://www.coca-colacompany.com history/primary-color-why-sprite-has-sported-green-since-1961#TCCC

Powerade. (n.d.). Powerade.com, Retrieved online on 2015, July 27 from: http://www.us.powerade.com/

Products. (2015). Dr.pepper.com, Retrieved online on 2015, July 27 from: http://www.drpepper.com/products/

Regular Soda Popular with Young, Nonwhite, Low Income. (2013). Gallup, Retrieved online on 2015, July 27 from: http://www.gallup.com/poll/163997/regular-soda-popular-young-nonwhite-low-income.a px

Soft Drink Manufacturing: Industry Description. (n.d.). Hoovers, Retrieved online on 2015, July 27 from: http://subscriber.hoovers.com/H/industry360/overview.html?industryId=1049

Spread Happiness. Share A Coke. (2015). ShareACoke.com, Retrieved online on 2015, July 27 from: http://www.shareacoke.com/#bottle

(Image: “Dr. Pepper,” n.d.2.)

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Image ReferencesCoca-Cola. Coca-Cola Journey, (n.d.). JPEG file. Retrieved online on 2015, July 27 from: http://www.coca-colacompany.com/brands/product-descriptions#coca-cola

Dr. Pepper. (n.d.). DrPepperSnappleGroup, JPEG file. Retrieved online on 2015, July 30 from: http://www.drpeppersnapplegroup.com/brands/dr-pepper/

Dr. Pepper. (n.d.2.). DrPepperSnappleGroup, JPEG file. Retrieved online on 2015, July 30 from: http://www.drpeppersnapplegroup.com/brands/dr-pepper/

Lukas, Paul. Pepsi Has A New Look. Again. New Republic, (2013, Mar. 28). JPEG file. Retrieved online on 2015, July 27 from: http://www.newrepublic.com/article/112774/new-pepsi-bottle-pepsi-keeps-redesigning

Naked Juice. NakedJuice.com, (n.d.). JPEG file. Retrieved online on 2015, July 27 from: http://www.nakedjuice.com/our-products/juice/orange-mango

Powerade. Coca-Cola Journey, (n.d.). JPEG file. Retrieved online on 2015, July 27 from: http://www.coca-colacompany.com/brands/product-descriptions#powerade

Sprite. Coca-Cola Journey, (n.d.). JPEG file. Retrieved online on 2015, July 27 from: http://www.coca-colacompany.com/brands/product-descriptions#sprite

Thirst Quencher. G-Series, (n.d.). JPEG file. Retrieved online on 2015, July 27 from: http://www.gatorade.com/products/all-products

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