The lack of information
about the consumers can lead to wrong message of the marketing campaign; it
eventually can be unsuccessful and distort the brand positioning.
The SWOT-analysis of the company presents a challenge
for the company: to enter the market with correctly targeted campaign to
increase the effect of positive brand image, to differentiate itself from
competitors, attract their and new consumers and to be able to satisfy the demand.
We estimate this strategy as a difficult range of timely decisions, which wiil
be described in the last part of the project: Action plan.
4P Marketing Mix
This part of a project presents a base of
the strategy of penetration.
Product
Product: fizzy soft
drink
Flavor: cherry
(unique)
Brand: Dr. Pepper
(western image)
Producer: Dr. Pepper
Snapple Group, American soft drink company, based in Plano,
Texas.
Packaging: 0.33
aluminum can (main unit product); 0.5 plastic bottle; 1.25; 2 liters
Product life cycle:
Product type itself - maturity
Product on a Russian market – introduction
Price
Price: “follower’s“ strategy (Coca-Cola
& Pepsi)
Price segment: upper
Price sensitivity: high
Place
Channels of distribution:
•
Retail chains: one-step shops, hyper-
supermarkets, filling stations;
•
HoReCa: fast food, café, restaurants,
night-clubs, bars;
•
Looking for partnerships with chains.
Production of drink on local facilities
Promotion
Target audiences of advertizing campaigns:
Level of income: middle, upper-middle
ü Youngsters
from 14 till 25;
ü Adults
from 25 till 35.
Marketing communication channels:
• TV-advertizing;
• Street advertizing (billboards, metro);
• Sales promotion;
• Internet (banners, social networking website, interactive website);
• Magazines.
Format: humorous entertaining comics, positive differentiating
message causing the feelings like you have met your old friend and you
recognize him because of his best qualities.
Action plan
NOW:
Dr.Pepper, produced in Great Britain or Netherlands,
is available only in several shops in Russia and it is expensive to deliver a
drink from there.
Has some brand-awareness on the Russian market and rather positive
image.
Action plan:
1.
Collecting information about consumer
preferences and improving brand-identity, taking into consideration the
special features of Russian market, the special features of consumption.
For example widely spread cocktail
“whiskey-cola”, where coke can be easily replaced by Dr Pepper and its unique
flavor.
2.
Creating marketing campaign, accurate choosing
the appropriate sequence of using marketing communications, testing
advertizing, symbols, associations, adapting the site for Russian users.
3.
Approximately at the same time with the second
point we launch imported Dr. Pepper in St. Petersburg. Pilot period – one
month. By the time the advertizing will meet its destination and consumers will
be aware of appearance of the product it must be already on the shelves of the
shops.
4.
Estimate the results: sales as the indicator of
effectiveness of the marketing campaign, probably recollecting information from
customers to check the perception of brand-identity.
5.
Launch the production Dr Pepper in Russia:
