Yellow Team: Lynda Houng, Christine Leung, Jay Sosa, Zi Qiu,

Guiherme Nogueira, Danisa Valdez

Media Plan PHASE B

AGENDAAdvertising ObjectivesTarget AudienceMedia HabitsMedia ObjectivesMedia Strategies & TacticsMedia Platform & VehiclesBudget Flow Chart

ADVERTISING OBJECTIVES

TARGET AUDIENCE

SEGMENTATION MARKETBroad Market is Hard to Reach & Outdated

Niche Market is Necessary in Order to Succeed

Hispanic Millennials – 1st & 2nd Generation Born in the US

Both Male & Female

Socially & Physically Active

Medium Class

Connected & Goal Driven

I AM AMBITIOUS I set goals for myself and I go for it. I know what I want in life and I fight hard to get it, I work hard but I know I will achieve all of it sooner than later.

I AM ALWAYS CONNECTED I love to stay in touch with my friends, I need to be connected all the time so I don’t miss a thing! I like to know what’s going on in the world as the day goes by. I check the news and my social media accounts multiple times a day.

I LIKE TO HAVE FUNI am serious and hard working but I also love my leisure time. I like to be with my friends, take nice vacation trips and enjoy all that I get from being ambitious. I enjoy small pleasures throughout the day and those make me a happier person.

I VALUE MY FAMILYEven though I work hard for independence I love my family more than anything. I respect our past and traditions. I want to make them proud.

MEDIA HABITS

Network & Cable: ESPN, Fox Deportes, Ellen, Modern Family, Flash, Shark Tank

Traditional & Online Print: NYT, WSJ, Cosmopolitan, Vanidades, Sports Illustrated, CNN, Rolling Stone, US Weekly, People en Espanol

Internet & Mobile: Facebook, Instagram, Youtube, Pinterest, BuzzFeed, Hulu, SnapChat, Netflix

Be present in all different vehicles as people spend more and more time

connected.

Radio: 97.1 Hot, 102.7 Fresh, 97.9 La Mega, 93.1 Amor, Z100

Out of Home: Billboards, Bus Stops, Subway Stations, Taxis

MEDIA HABITS

Digital31%

TV28%

Radio6%

Print16%

OOH19%

Ultimately Surrounding &

Influencing Our Target:

MEDIA OBJECTIVES

MEDIA STRATEGIES & TACTICS

Network TV39%

Cable TV31%

Magazines9%

Span Lang Net TV9%

OOH7%

US Internet - Display 3%

Network Radio1%Spot TV

0%

Coca-Cola CoMedia Spend By Category

MEDIA STRATEGIES & TACTICS

Giveaway SweepstakeSocial Media: Instagram

Picture/video of yourself on

Instagram with Dr. Pepper

Winners of the sweepstakes

gets a prize (monthly)

Hashtag (#oneofakind) to

monitor the sweepstakes #OneOfaKind

MEDIA STRATEGIES & TACTICS

Sponsorship: NBA Playoffs

Athlete endorsements

(LeBron James, Jeremy

Lin, Marc Gasol)

Free Dr. Pepper refills

Dr. Pepper Dunk of the

Night (weekly)

Sponsoring free merchandise

(T-shirts, hats, bottle openers,

etc.)

MEDIA STRATEGIES & TACTICSSponsorship: Electric Dance Music Festivals

MEDIA PLATFORMS & VEHICLES

MEDIA PLATFORMS & VEHICLES

BUDGETDigital/ Social/ Mobile $95 Million

Events/ Sponsors $130 MillionTV $120 MillionGuerilla $30 MillionOOH $16 MillionPrint $8.5 MillionRadio $500,000Total $400 Million

MEDIA BUDGET SAMPLE

Digital/ Social/ Mobile24%

Events/ Sponsors32%

TV30%

Guerilla8%

OOH4%

Print2%

Digital/ Social/ MobileEvents/ SponsorsTVGuerillaOOHPrintRadio

MEDIA FLOWCHARTJAN FEB MAR APR MAY JUNE JULY AUG SEP OCT NOV DEC TOTAL

Network TV $120,000,000ABC/FOX News $36,000

ABC: Modern Family $30,000

ESPN $42,000

CBS: Big Bang Theory $18,000

FOX: Animation Domination

$6,000

Digital $95,000,000Internet -Display $23,750,000

Internet -Search $19,000,000

Mobile $42,750,000

Social Media $9,500,000

Trad

ition

alNo

n-Tr

aditi

onal

OOH/MAGS FLOWCHARTJAN FEB MAR APR MAY JUNE JULY AUG SEP OCT NOV DEC TOTAL

OOH $16,000,000

Billboard's $1,600,000

Stadiums $1,600,000

Arenas $2,400,000

Subway $5,600,000

Bus Stops $4,800,000

Event Marketing $130,000,000

Guerilla Marketing $30,000,000

Magazines $7,500,000

Cosmopolitan $2,250,000

Sports Illustrated $2,250,000

CNN $750,000

Rolling Stone $750,000

US Weekly $1,500,000

THANK YOU!