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The Challenge
- Identify the unique beverage wants, needs and desires of acculturated Hispanic teens
- Establish a clear point of local differentiation that Dr Pepper could own, while being consistent with the brands nation wide architecture.
- Stimulate growth while the majority of the competitive carbonated soft drink brands where losing sales
What We Did
- Determined the core four strategic marketing pillars where Dr Pepper could attach to Hispanic teens
- Conducted teen to teen infield, quantitative research to identify relevant marketing associative
- Initiated an in-depth qualitative "slice of life" research program to capture the day to day Hispanic teen lifestyle
- Developed a local, strategic positioning and communication platform
- Created an integrated local marketing campaign that activated trial and frequency among a complex consumer group through a multi-channel retail environment
Results
- The local program was adapted and executed through-out the market
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case studies:
AIA
Ameritrade
AT&T Wireless
Cabela's
Dr. Pepper
Fortify Software
Fleetwood
Loyola Marymount University
NationPoint
OnStation
San José State University
Stanford University
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