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Category: Beverage: Soft Drink
Brand: Dr Pepper
Source: Andrew Springate, Vice President of Brand Marketing, Dr Pepper

Sponsorship Activities: In the past, our sponsorships have been nothing more than just being happy to be there and having a logo present. What we’ve really done to change this is to become more of a partner and look for ways to integrate our brand and reach a Dr Pepper experience. With our Big 12, ACC and SEC sponsorships, we try to bring more of a college football experience, either through interactive experiences or just to make it fun. Some of these experiences include meeting the coaches after the game or standing in the tunnel with the players. It’s really about utilizing the sponsorship to give them access.

During the last year, Dr Pepper’s market share has grown to 7.6 percent in 2005 from 7.3 percent in 2002, according to Beverage Marketing Corp.

Sponsorship Objectives: Dr Pepper’s marketing efforts are holisitic in their integration. For example, the current college football sponsorships are tied to everything the brand is doing. With Dr Pepper, consumers will not just see a piece of point-of-sale, they’ll see a holistic program that all fits together.

Target Audience: For its marketing, Dr Pepper is intent on attracting a Hispanic audience and is taking a strategic approach to reach this audience. (Stephanie Baza is the Dr Pepper’s Brand Manager for Hispanic Marketing). In lieu of traditional Spanish-focused media, Dr Pepper emphasizes sampling at events to drive trial among secondary audiences like Hispanics and mainstream segment groups.

Future outlook: Dr Pepper has plans to become more experiential with its sponsorships with the goal being more consumer interaction with the sights and smells of the brand. Additionally, the brand will strive to more relevant locally with regionally-driven sponsorships.

DR PEPPER ANALYSIS
Source: Scarborough Research

Adults 18+ (205,472 respondents) – Release 1, 2006 – Scarborough Multi-Market

Beverages (regular soft drinks) drank past 7 days: Dr. Pepper

  • Dr. Pepper consumers are motor sports fans.

    - Dr. Pepper consumers are more likely relative to market average to be Very Or Somewhat interested in:

    1. Monster trucks - 89% more likely than market average to be Very OR Somewhat interested in Monster trucks
    2. Supercross/Motocross - 79% more likely than market average to be Very OR Somewhat interested in Supercross/Motocross
    3. NHRA (National Hot Rod Association) - 65% more likely than market average to be Very OR Somewhat interested in the NHRA.
    4. WWE (pro wrestling) - 63% more likely than market average to be Very OR Somewhat interested in the WWE
    5. Pro Bull Riding (PBR) - 54% more likely than market average to be Very OR Somewhat interested in the PBR


DID YOU KNOW?

  • 19% of AFL fans drank Dr. Pepper in the past 7 days!!
  • More than 6.1 million adults who drank Dr. Pepper in the past 7 days are NASCAR fans!!

Top Leisure Activities past 12 months: Dr. Pepper consumers past 7 days

  • Leisure Activities participated in past 12 months
    1. Gardening – 44%
    2. Swimming – 42%
    3. Photography – 30%
    4. Volunteer Work – 29%
    5. Bowling– 28%

Top DMA's of Dr. Pepper consumption past 7 days: - Market Penetration:

  • Leisure Activities participated in past 12 months

    1. Oklahoma City - 34% of all adults 18+ living in the Oklahoma City DMA currently have drank a Dr. Pepper past 7 days.
    2tie. Austin– 29%
    2tie. Dallas/Fort Worth – 29%
    4tie. Tulsa – 28%
    4tie. San Antonio – 28%


DID YOU KNOW?

  • National average is 13% of all adults in the U.S. drank a Dr. Pepper past 7 days!!
  • Only 4% of all adults living in Boston drank a Dr. Pepper past 7 days!!

Scarborough Research
 Study: Multi-Market 2006 Release 1 (12 Months only)
Release: Total Weight (February 2005 - March 2006)
Base: Total
Target: Beverages (regular soft drinks) drank past 7 days: Dr Pepper
Percent of Base: 12.5
Projected: 175176127 Respondents: 205472

Total Pop. Total % Target Pop. Target % Index Horz %
Total 175,176,127 100.0% 21,889,912 100.0% 100 12.5%
Current level of interest in Arena Football League (AFL)
Very Or Somewhat 8,456,922 4.8% 1,606,471 7.3% 152 19.0%
Current level of interest in CART/Champ Car racing
Very Or Somewhat 9,264,734 5.3% 1,716,716 7.8% 148 18.5%
Current level of interest in College basketball
Very Or Somewhat 41,088,670 23.5% 6,113,873 27.9% 119 14.9%
Current level of interest in College football
Very Or Somewhat 53,331,733 30.4% 8,366,196 38.2% 126 15.7%
Current level of interest in horse racing
Very Or Somewhat 17,475,248 10.0% 2,365,377 10.8% 108 13.5%
Current level of interest in IndyCar Series
Very Or Somewhat 16,231,912 9.3% 2,672,745 12.2% 132 16.5%
Current level of interest in Ladies' golf (LPGA)
Very Or Somewhat 12,839,507 7.3% 1,350,892 6.2% 84 10.5%
Current level of interest in Major League Baseball (MLB)
Very Or Somewhat 57,925,646 33.1% 7,591,112 34.7% 105 13.1%
Current level of interest in Major League Soccer (MLS)
Very Or Somewhat 11,374,857 6.5% 1,568,406 7.2% 110 13.8%
Current level of interest in Men's golf (PGA)
Very Or Somewhat 30,770,257 17.6% 3,686,065 16.8% 96 12.0%
Current level of interest in Minor League Baseball
Very Or Somewhat 14,422,092 8.2% 2,314,242 10.6% 128 16.0%
Current level of interest in Monster trucks
Very Or Somewhat 12,665,681 7.2% 2,995,145 13.7% 189 23.6%
Current level of interest in NASCAR
Very Or Somewhat 34,890,999 19.9% 6,185,718 28.3% 142 17.7%
Current level of interest in Nat'l Basketball Assoc (NBA)
Very Or Somewhat 40,416,432 23.1% 6,226,210 28.4% 123 15.4%
Current level of interest in National Football League (NFL)
Very Or Somewhat 76,434,559 43.6% 11,438,395 52.3% 120 15.0%
Current level of interest in National Hockey League (NHL)
Very Or Somewhat 18,535,447 10.6% 2,878,758 13.2% 124 15.5%
Current level of interest in NHRA (National Hot Rod Assoc)
Very Or Somewhat 12,905,460 7.4% 2,668,002 12.2% 165 20.7%
Current level of interest in Olympics
Very Or Somewhat 91,449,094 52.2% 11,518,015 52.6% 101 12.6%
Current level of interest in Pro bowling (PBA)
Very Or Somewhat 8,873,912 5.1% 1,249,175 5.7% 113 14.1%
Current level of interest in Pro Bull Riding (PBR)
Very Or Somewhat 15,171,135 8.7% 2,922,490 13.4% 154 19.3%
Current level of interest in Pro Rodeo
Very Or Somewhat 14,291,980 8.2% 2,713,274 12.4% 152 19.0%
Current level of interest in Supercross/Motocross
Very Or Somewhat 10,595,792 6.0% 2,369,102 10.8% 179 22.4%
Current level of interest in Women's Nat'l Basketball (WNBA)
Very Or Somewhat 10,757,331 6.1% 1,569,497 7.2% 117 14.6%
Current level of interest in WWE (pro wrestling)
Very Or Somewhat 11,793,907 6.7% 2,402,840 11.0% 163 20.4%

 

Total Pop. Total % Target Pop. Target % Index Horz %
Total 175,176,127 100.0% 21,889,912 100.0% 100 12.5%
Activities past 12 months: Gardening 80,928,136 46.2% 9,717,726 44.4% 96 12.0%
Activities past 12 months: Swimming 61,886,877 35.3% 9,276,345 42.4% 120 15.0%
Activities past 12 months: Photography 46,277,217 26.4% 6,620,846 30.2% 114 14.3%
Activities past 12 months: Volunteer work 48,220,313 27.5% 6,279,551 28.7% 104 13.0%
Activities past 12 months: Bowling 34,134,504 19.5% 6,086,020 27.8% 143 17.8%
Activities past 12 months: Fishing 34,958,720 20.0% 5,910,325 27.0% 135 16.9%
Activities past 12 months: Bicycling 38,698,509 22.1% 5,389,308 24.6% 111 13.9%
Activities past 12 months: Camping 31,167,839 17.8% 5,170,316 23.6% 133 16.6%
Activities past 12 months: Jogging - running 35,198,922 20.1% 4,980,918 22.8% 113 14.2%
Activities past 12 months: Free weights - circuit training 35,507,144 20.3% 4,438,513 20.3% 100 12.5%
Activities past 12 months: Golf 24,013,220 13.7% 3,372,459 15.4% 112 14.0%
Activities past 12 months: Sewing - crafts 25,979,795 14.8% 3,189,617 14.6% 98 12.3%
Activities past 12 months: Adult continuing education 23,782,138 13.6% 3,193,100 14.6% 107 13.4%
Activities past 12 months: Hiking - backpacking 22,351,581 12.8% 3,018,780 13.8% 108 13.5%
Activities past 12 months: Hunting 10,800,772 6.2% 1,998,656 9.1% 148 18.5%
Activities past 12 months: Power boating 13,157,392 7.5% 1,871,184 8.5% 114 14.2%
Activities past 12 months: Casino gambling 14,051,830 8.0% 1,848,190 8.4% 105 13.2%
Activities past 12 months: Tennis 9,821,463 5.6% 1,336,523 6.1% 109 13.6%
Activities past 12 months: Snow skiing 7,781,745 4.4% 994,525 4.5% 102 12.8%
Activities past 12 months: Soccer 4,249,920 2.4% 574,685 2.6% 108 13.5%
Activities past 12 months: Snowboarding 2,371,615 1.4% 512,483 2.3% 173 21.6%
Activities past 12 months: Riding personal watercraft 2,364,121 1.3% 448,293 2.0% 152 19.0%
Activities past 12 months: Basketball 2,361,344 1.3% 404,550 1.8% 137 17.1%
Activities past 12 months: Aerobics 4,705,560 2.7% 352,853 1.6% 60 7.5%
Activities past 12 months: Volleyball 1,388,467 0.8% 284,358 1.3% 164 20.5%
Activities past 12 months: Horseback riding 960,831 0.5% 207,725 0.9% 173 21.6%
Activities past 12 months: Dancing 2,079,478 1.2% 202,282 0.9% 78 9.7%
Activities past 12 months: Surfing 696,721 0.4% 152,214 0.7% 175 21.8%
Activities past 12 months: Yoga - pilates 2,626,649 1.5% 142,258 0.6% 43 5.4%
Activities past 12 months: Snowmobiling 742,658 0.4% 124,550 0.6% 134 16.8%
Activities past 12 months: Skiing - downhill 1,067,666 0.6% 133,390 0.6% 100 12.5%
Activities past 12 months: Motorcycling 675,983 0.4% 137,190 0.6% 162 20.3%
Activities past 12 months: Arts & crafts 1,030,738 0.6% 131,304 0.6% 102 12.7%
Activities past 12 months: Water skiing 508,216 0.3% 114,557 0.5% 180 22.5%
Activities past 12 months: Sail boating 1,659,324 0.9% 105,334 0.5% 51 6.3%
Activities past 12 months: Playing musical instrument 502,255 0.3% 85,463 0.4% 136 17.0%
Activities past 12 months: Antiquing 415,997 0.2% 81,833 0.4% 157 19.7%
Activities past 12 months: Snorkeling 411,413 0.2% 43,897 0.2% 85 10.7%
Activities past 12 months: Skiing - cross-country 502,669 0.3% 53,923 0.2% 86 10.7%
Activities past 12 months: Scuba diving - snorkeling 638,873 0.4% 45,403 0.2% 57 7.1%
Activities past 12 months: Canoeing 483,129 0.3% 43,686 0.2% 72 9.0%
Activities past 12 months: Scuba diving 147,177 0.1% 11,566 0.1% 63 7.9%
Activities past 12 months: River rafting 158,102 0.1% 26,935 0.1% 136 17.0%
Activities past 12 months: Ice skating 162,806 0.1% 28,133 0.1% 138 17.3%

 

Copyright Scarborough Research 2006
No definitions subject to reliability notification
This exported report is not MRC accreditable




This story was originally published on October 3, 2006.

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