Dr Pepper Social TV Activation Plan

What you need

How we can help

Employ strategies

Projected Results

Goal and Need

Integrate social TV into The Big Bang Theory

Better image than competition

Mission

Help Initiative through:

• Ads / Commercials

• Product Placement

• Contests

Emphasize Dr Pepper’s uniqueness

Market PotentialAnyone who can purchase a Dr Pepper

Anyone who will watch The Big Bang Theory

People in the United States

What you need

How we can help

Employ strategies

Projected Results

+

Competition

Sponsored Tweets Created their unique taste in 1885 -before their

competitors!

=Dr pepper was established in 1885

Expected Penetration Greater Sales through Increasing Awareness of

Company by:

Promoting Dr. Pepper history, products, and uniqueness

Could increase sales between $5-10 Million

Entering New Market Australia, the U.K., Canada, Germany, Spain,

and a host of South and Central American countries

Could increase sales $1-5 Million

What you need

How we can help

Employ strategies

Projected Results

Marketing Strategies: Corporate Image

Big Bang Theory will allow Dr. Pepper to be viewed as:

1) A family friendly product

2) that appeals to a large younger demographic

3) that is young and hip, tasty and refreshing.

Marketing Strategies: Positioning

Lock & Key

Level 3

Marketing Strategies: Product

Marketing Strategies: Price

2 options

Marketing Strategies: DistributionUnited States

Retail locationsConvenience storesVending machinesCollege campusesUse Big Bang

Marketing Strategies: Promotion

3 main strategies

1. Ads

2. Product placement

3. Contests

For a fun, refreshing soda with that little something extra

“

“ Dr. Pepper lets me have fun “Dr. Pepper’s taste is awesome! It picks

and makes me feel refreshed!” me up and has a taste all its own.”

Dr Pepper has you covered with 23 flavors of bubbly fun in every gulp.

Making the idea of a soda more flavorful and refreshing since 1885.With the refreshing, classic taste of Dr. Pepper, you have so many reasons to drink a soda that is just as unique as you are. With choices ranging from Diet Dr. Pepper to cherry, vanilla, and of course the classic, you can find one just for you. Find Dr. Pepper at any market, liquor store, even at your nearest vending machine and enjoy the experience today! Check out our website, Follow us on Twitter, like us on Facebook, or see us on YouTube to get all the latest Dr. Pepper updates and to chat with other Dr. Pepper lovers about how fun and refreshing Dr. Pepper is for you!

Enter this code Pepper17C

on our website, Facebook, Twitter, or your local market

to be entered into a drawing to win 2 free cases of Dr. Pepper!Web: www.drpepper.com/Pepper17C, Facebook: facebook/Pepper17CYouTube: youtube/Pepper17CTwitter: @drpepper Show to cashier: Pepper17C

Phone us: 1-800-Pepr17C

Taste what you love, Love what you taste

Marketing Strategies: Promotion

3 main strategies

1. Ads

2. Product placement

3. Contests

Marketing Strategies: Promotion

3 main strategies

1. Ads

2. Product placement

3. Contests

Marketing Strategies: MIS

1. Number of views

2. Interviews

3. Survey Results

WOM Pyramid

Survey Conclusions

Have you ever had a Dr. Pepper?

9%

91%

Which of the following sodas was first introduced?

Which of the following social media do you frequent most often?

What you need

How we can help

Employ strategies

Projected Results

Sales Forecast

10%

Marketing Budget

$606 million

X 10%

= $60.6 million

Future

Dr. Peppe

r

Big Bang Theor

y

This presentation was brought to you by:

University of Southern CaliforniaUSC Marshall School of Business

Professor Ira Kalb

A project With Initiative For Dr Pepper