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.

1. Melissa Mohr What Drives Success at
Dr Pepper Snapple Group Dr Pepper Snapple Group

2. Agenda
1. Overview of Dr Pepper Snapple Group
2. Brand Strategy
3. Innovation
4. Evolving Media
5. Questions
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3. Dr Pepper Snapple Group
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…
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4. The Brands of Dr Pepper Snapple Group
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5. 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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6. Our Company’s Consumer
Always be aware of who your consumers are and make sure
Always be aware of who your consumers are and make sure
everything you do adds value to your consumer!!
everything you do adds value to your consumer
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7. Brand Strategy
DR PEPPER SNAPPLE GROUP
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8. Brand Pyramid
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9. Brand Research
Each brand has a research tool kit
Brand ladder Em i onal
ot
Benef i t s
Brand positioning statement
Func t i ona
l
B enef i t s
Produc t
/B rand
At t ri but
es
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10. Evolving Media
DR PEPPER SNAPPLE GROUP
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11. The World of Glass
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12. The Changing Media Landscape
THEN NO
2000 #1 Primetime Network TV show
ER–14.8 A1849 Rating
W
2011 #1 Primetime Network TV show
AMERICAN IDOL – 6.2 A1849 Rating

13. A Time of Transformational Change…
Entertainment
(immersive, social, current)
SOCIAL OPINION
SITES VOD
NETWORKING
DVR
BRANDED
ENTERTAINMENT VIRTUAL
WORD OF
WORLDS
MOUTH MOBILE
WIDGETS SMS
BLOGS
SEARCH
ONLINE GAMING
WEBSITE PODCASTS
SEEDING
Purchase
RETAIL WEB VIDEO
NETWORK TV NEWSPAPERS
IN-THEATER MAGAZINES RADIO
WEB
PORTALS
MASS
TRANSIT
CABLE TV
BILLBOARDS
Advertising (persuasive)
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14. How to Speak to The Engaged Consumer
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15. Being Relevant in Context
Zappos used airport
Zappos used airport
bins to advertise in a
bins to advertise in a
place that was relevant
place that was relevant
to consumers
to consumers
Think about how you
Think about how you
can effectively
can effectively
advertise to your
advertise to your
consumer when it
consumer when it
makes sense
makes sense
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16. Help People Reach Personal Goals
In New York Ikea
In New York Ikea
advertises with
advertises with
transportation and helps
transportation and helps
sponsor buses, taxis &
sponsor buses, taxis &
Zipcars
Zipcars
Think about how you
Think about how you
can help your consumers
can help your consumers
reach their goals and be
reach their goals and be
more than just a product
more than just a product
or service
or service
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17. Create Branded Interventions
Enter your consumers
Enter your consumers
lives in targeted and
lives in targeted and
useful ways. Be there
useful ways. Be there
when they need you.
when they need you.
This provides a value
This provides a value
that is greater than
that is greater than
your product cost and
your product cost and
makes consumers
makes consumers
more loyal to your
more loyal to your
brand.
brand.
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18. Tell Me Why Before Who
Apple does aatremendous job
Apple does tremendous job
with showing the why behind
with showing the why behind
their iPad, and many of their
their iPad, and many of their
other products. In their
other products. In their
commercials they don’t talk
commercials they don’t talk
about the features or specs of
about the features or specs of
the product, but rather show it
the product, but rather show it
enabling experiences consumers
enabling experiences consumers
want.
want.
Their reason for being is to
Their reason for being is to
make those experiences
make those experiences
possible, not just to create
possible, not just to create
better technology.
better technology.
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19. QUESTIONS
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