4. TARGET AUDIENCE
Primary Target Millennial’s
• Ages 15 to 33
• Largest, most diverse generation in the US
• Have been shaped by technology
• Value community, family and creativity in their work
• Value access more than ownership
Secondary Target Hispanics
• Hispanic increase in population between 2010 and
2050 is expected to be 163% (30% of the population
by 2050)
• $1.5 trillion in buying power in 2011 (an increase of
50% in just five years)
5. SEGMENTATION MARKET
Broad Market is Hard to Reach & Outdated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
6. 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 FUN
I 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 FAMILY
Even 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.
7. 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
Radio: 97.1 Hot, 102.7 Fresh, 97.9 La Mega, 93.1
Amor, Z100
Out of Home: Billboards, Bus Stops, Subway
Stations, Taxis
9. MEDIA OBJECTIVES
Increase Mobile Media
Spending by 10%
Reach & Frequency
Focus On Hispanic:
T.V./Cable/ Radio
Sports
Print
Initiate Brand-Building
For Healthy Drinks
10. MEDIA STRATEGIES & TACTICS
Network TV
39%
Cable TV
31%
Magazines
9%
Span Lang Net TV
9%
OOH
7%
US Internet - Display
3%
Network Radio
1%Spot TV
1%
COCA-COLA CO
MEDIA SPEND BY CATEGORY
11. MEDIA STRATEGIES & TACTICS
Giveaway Sweepstake
Picture/video of yourself on
Instagram with Dr. Pepper
Winners of the sweepstakes
gets a prize (monthly)
Hashtag (#oneofakind) to
monitor the sweepstakes
12. MEDIA STRATEGIES & TACTICS
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.)
13. MEDIA STRATEGIES & TACTICS
Allowing Teens To
Express Their
Creativity &
Individuality
Through Music
Working With The
World’s Top DJ’s
(Hardwell, Tiesto,
Steve Aoki, etc.)
Get Free Bottle Of
Dr. Pepper #Hashtag
(#EDMxDr.Pepper)
on Instagram
Dr. Pepper Light
Show & Digital Back
Screen
Advertisement
16. BUDGET
Digital/ Social/ Mobile $95 Million
Events/ Sponsors $130 Million
TV $120 Million
Guerilla $30 Million
OOH $16 Million
Print $8.5 Million
Radio $500,000
Total $400 Million
17. MEDIA BUDGET SAMPLE
Digital/ Social/ Mobile
24%
Events/ Sponsors
32%
TV
30%
Guerilla
8%
OOH
4%
Print
2%Radio
0%
Digital/ Social/ Mobile
Events/ Sponsors
TV
Guerilla
OOH
Print
Radio
18. MEDIA FLOWCHART
JAN FEB MAR APR MAY JUNE JULY AUG SEP OCT NOV DEC TOTAL
Network TV $120,000,000
ABC/FOX
News
$36,000
ABC: Modern
Family
$30,000
ESPN $42,000
CBS: Big
Bang Theory
$18,000
FOX:
Animation
Domination
$6,000
Digital $95,000,000
Internet -
Display
$23,750,000
Internet -
Search
$19,000,000
Mobile $42,750,000
Social Media $9,500,000
TraditionalNon-Traditional
19. OOH/MAGS FLOWCHART
JAN 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
Hispanic channels (Telemundo, Mundo Fox, etc)
Social Media (Facebook, targets areas like New York, California, Texas)
Newspapers (Noticia, El Hispano News, El Latino, etc)
We chose this breakdown based on where we see opportunity to grow and reach our target, and what our target’s media habits are. Also, we chose this breakdown because these places are not where our competitors Coke and Pepsi [they put 60% into TV] are focused on, so we can have an edge over them.
Since we want to focus on millennials, we put $95 million into digital, which includes Facebook ads, Twitter ads, sponsored photo and video on Instagram, brand story ad for Snapchat, Youtube masthead ad, hulu video ads, buzzfeed sponsored posts, native advertising, seo and banner ads on relevant sites. We want a large portion of our advertising and marketing campaign to be on digital and mobile, but we did not put more than $100 million because based on costs, digital and social can reach a large target at a lower cost (and costs for advertising on digital are less than TV).
We put $130 million into events and sponsors because first, events are a great way to interact with consumers, which is important for millennials. Millennials are skeptical, so if we can be there in person and to sponsor events and sports games that they love, we build that connection with them. They will remember the event, and Dr Pepper being at the event.
We put in $120 million in TV, focusing on networks and sports channels (like ESPN and to advertise on the NCAA or NBA games) with some cable spots.
We put $30 million in guerilla and $16 million in OOH. We want to create innovative, captivating marketing that brings buzz and word-of-mouth to our brand from our millennial targets.
And finally, we put $8.5 million into print and $500,000 to radio because there are still some consumers who use these media platforms.
digital/social sample:
instagram - 300,000
hulu- 350,000
youtube - 675,000 x3 = 2,025,000
fb - 600,000
buzzfeed - 200,000
snapchat - 750,000
misc - 700,000
sponsors $25mil (ex. 2nd tier sponsor worldcup)
radio ($100x30 weeks x 10) = 150000
Event: budweiser spent $500,000 to change city into “up for whatever” event
