Saturday, January 25, 2020
The Diet Dr Pepper Campaign Paper Marketing Essay
The Diet Dr Pepper Campaign Paper Marketing Essay The taste of Dr Pepper is the well-known to be oldest soft drink 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 industry. This is a fight that takes place in the product market. In the U.S. soft drink market is a highly competitive. In order to command market share a brand 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 drink 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 share for the U.S. They fall behind major players Pepsi-Cola and Coca-Cola which account for 74 % of the market. With consumers embracing the current health trends, diet 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. Diet Dr. Pepper is a yummy drink, and indeed it does, as its ads assure us, taste more like regular Dr. Pepper [assuming we understand: than Diet Coke tastes like Coke or Diet Pepsi like Pepsi, though 7-UP and Sprite might 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 Diet Dr. Pepper, and thus 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 convinced him- or herself that he or she prefers diet sodas According 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 users, Dr Pepper is one of the few non-diet soda brand to gain market share Diet Dr Pepper Diet 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 tolerate, 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 Reach for a Dr. Pepper. (www.viewpoints.com) Campaign Objectives and Marketing Situation When considering a marketing objective it begins with the companys financial objectives. Profitability, return on investment, and cash flow are the most common 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 strategy 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 campaign is based on an assumed nostalgia for days when drinking regular soft drinks did not reflect some form of moral failure to avoid excess 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 much like regular Dr. Pepper that any legal claim brought to bear with regard to Diet Dr. Pepper must be w rong because it has mistaken it for a diet beverage when it clearly tastes like a non-diet beverage. Therefore consumers need to be segmented. That called market segmentation strategy. From this segments marketer identifies, evaluates and select target market based on similarities of needs. Diet Dr Pepper competes in a dynamic and constantly changing category that makes it difficult to increase market share and sustain long-term brand growth. Main factors that challenge the brands growth include the following: Sluggish 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 strong 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 competitive 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 volume 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 trial-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 campaign was only 4.8 percent in this highly competitive and advertising sensitive category. Campaign Target and Objectives The 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 (titled The Taste Youve Been Looking For) are as follows: To increase Diet Dr Pepper sales by 4 percent and improve its growth rate to at least 1.5 times that of the diet-soft drink category. To heighten consumers evaluations of the key 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 enhance 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 Proposition The proposition strategy for Diet Dr Pepper is The Taste Youve Been Looking For. The Competition The 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 Promotions The creative strategy for Diet Dr Pepper positioned the brand as tasting more like regular Dr Pepper. This is a key claim 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 April, a trade promotion called The Pepper Advantage provided bottlers with  £20 gift certificates that they could distribute to retailers to encourage greater display space for Diet Dr Pepper. In additional, attractive 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 programs 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 will 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 the 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.
Friday, January 17, 2020
Poisons and their effects Essay
What are poisons and what are their effects? Biologically a poison is any substance that is capable of causing damages, illness and sometimes can lead to death of plants and animals. Poisons affect things when they chemically react with the substance. When poison is introduced in the body it harms the cell metabolism thus rendering it to be non-functional. Some substances are not chemically harmful but when they are taken in excess they have effects like those of poisons. Most poisoning cases are of people who try or commit suicide. It should be known that poisons should not always be looked in negative light, as some of them are very helpful to human beings. Their use depends on their toxicality and the intended work. It is the property of poisons toxicality that makes it to be used for specific functions for example those that are used in farms to control pests, killing weeds and others are applied to preserve building stuff. There are still others that are used by farmers to preserve their harvested foodstuffs such as maize, beans and other grains. Therefore safe in this knowledge, chemicals should not always term as destructive for in other circumstances they are very vital.            The poison in a chemical is not what makes it to qualify as a poison but rather, it is the chemical or physical properties that make it to qualify. Everybody should be well aware that when poisonous substances are swallowed, inhaled or when it comes to contact with ones skin, they can cause unwanted reaction and this is why they are referred as poison depending on the expected outcome. The reason for saying this is because even some drugs that are prescribed by doctors sometimes could become poisonous if they are not taken as the medical practitioners prescribe them. (Turkington, C. 1999)            The most affected of all groups are children. This is because children are very curious to test on every chemical substance they come across especially those who are below the age of six. Most children have itchy hands thus when an adult person is using these chemicals and they happen to be distracted by other things, these children may have access to them. Teenagers are also at risk of being poison victims either knowingly or unknowingly because they like taking risks. Some teenagers also out of curiosity experiment on some poisonous substances like sniffing glue or inhaling other substances. About all teenage cases of poisoning, half of them are regarded as suicide attempts.            Poisons also affect adults either intentionally or unintentionally. These poisons may result from gas leakages; alcohol and other illegal intoxicants and also some household cleaning substances are poisonous. Substances are termed as poisonous depending on their expected. Alcohol is taken for fun but if it is exceeded, then it becomes poisonous and can even kill. There are various symptoms of somebody who has taken poison but these are not always consistent as they vary from one person to another depending on their age, the content and amount taken and the lapsed time since it was taken. The most common symptoms of poisoned victim are: Feeling nausea and vomiting, having cramps, drooling, having pains in the throat, being confused and reduced alertness accompanied with headache. A person may also feel sleepy, experience difficulty in breathing, and they may sustain mouth, eyes, teeth and skin burns. When these symptoms are noted, the victim should immediately be given the necessary first aid and then immediately taken to hospital. (Goldsmith D. 2001).            As consumers of chemical products people buy about 0.5 million of potentially poisonous substances either for cleaning, cosmetics, medication, killing weeds. Most of the chemicals that are bought are used for spraying both insects and pests. Almost every American household has about eight poisonous substances. Though pesticides are meant for households, not anyone should be let to access them. This is because most of the children poisoning cases occur due to lack of proper storage of chemicals and negligence. Other accidents occur because the user does not read the instructions properly. It is required that all manufacturers should advise their consumers of how these chemicals should be applied (NSC.org 2005)            There are various categories of poisoning and they can be classified as acute poisoning which occurs to a person for a short time, the other one is chronic, this is a continuous and extended poison contamination. Here the victim slowly by slowly develops complications until they later die.            It can be concluded that chemicals are not poisons but it is the content of the chemical that makes a chemical product to be regarded as poisonous. Even when medical drugs are misused, they could result to deaths. Therefore all chemicals are potentially poisonous.  Reference: Goldsmith D. 2001. Occupational Health Information on Pesticide Contamination.        Collection Forum. Vol.16. 62-65. NSC.Org. 11th March 2005. Types of Poisons in The Home.         http://www.nsc.org/issues/poison/types.htm Turkington, C. 1999.The Poisons and Antidotes. 2nd Ed. Source Book, New York:         Checkmark Books,
Thursday, January 9, 2020
Realism and Naturalism in American Literature Essay
Katelynn Craig English 3883 Dr. Charles DeShong 15 March 2013 Realism in Huckleberry Finn Between the end of the civil war in 1865 to about 1910, two styles of literature dominated American literature: realism and naturalism. Realism presents the world as it really is. One of the well known writers of realism, William Dean Howell’s, wrote â€Å"realism in nothing more and nothing less than the truthful treatment of material.†Realism in literature tends to be the plain and direct account of whatever is being written about. Writers of realism fill their work with facts to complement the readers’ feelings of the fact that these things can happen in their everyday lives. Realists are sure to write about normal, everyday people, living†¦show more content†¦In the explanatory text before the story, Twain explains the dialect of the characters, â€Å"the Missouri negro dialect; the extremest form of the form of the backwood South-Western dialect; the ordinary â€Å"Pike-County†dialect; and four modified varietie s of this last.†The dialect is accurate to each role the character plays, making the text as real and relatable as possible. The use of diction that fits each character, time period, and location is another way in which The Adventures of Huckleberry Finn becomes a novel to fit the idea of realism. The use of satire throughout the novel allows Twain to expose and identify the true character of each individual. While characters like the two conmen and religious figures walk around and present themselves as highly educated and righteous, they really are lacking in their lives. The two conmen are exactly that, conmen. Their education is lacking and Huck catches on and identifies that, â€Å"It didnt take me long to make up my mind that these liars warnt no kings nor dukes at all, but just low-down humbugs and frauds. Those that claim to be religious only act this way in public. They all attend church, like the Grangerfords and the Shepherdsons, but never use the lessons taught in church and apply them to their home lives. Twain shows Tom’s lack of logic when Tom is creating a plan to save Jim. There are parts of the plan that are so unrealistic and out of this world that they have toShow MoreRelatedRealism and Naturalism in American Literature Stories Essay1493 Words  |  6 PagesThere are two dominate aspects of Realism (Social Rules Morality), and two dominate laws of Naturalism (Environment Determinism), that comes into play in the American Literature stories of Daisy Miller ,Frank James, and Jack London. 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Wednesday, January 1, 2020
The Theory Of The Body And Soul By Descartes, Hobbes, And...
Inconsistent Consistencies In this class we have discussed many philosophers and the ideas they argued for, then refuted those arguments, and then countered the claims presented. Three of which, Descartes, Hobbes, and Hume, though having differencing ideas and theories, can be pooled together in a way to combine and help explain human behavior. When individuals look at these philosophers, they see Descartes with his idea of the body and soul, Hobbes with his idea of everything having physical property, and Hume with his theory of impressions and ideas. Very rarely, if at all, due to these very different ideas are each of these men considered to be collectively correct. However, Descartes believes one must â€Å"demolish everything completely and start again from the foundations†(Meditations p. 1) in order to gain a true understanding of stability. If what Descartes says is correct, then there is no stability, there is no order, there is just simply inconsistent consistencies. 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