Are you smart enough to segment a market?

One size does not fit all. Not for clothes. Not for cars. And now, not for soft drinks either.

Marketers know that identifying a target market is critical to success. But not all companies have the guts to clearly go after a single segment and risk alienating the broader market. Dr. Pepper is taking that risk and is betting big. Their new target market for their diet soft drink is men. Not girls, not kids, not grandparents – they want Men (with a capital M) to drink Dr. Pepper Ten.

Dr. Pepper is taking note of the increasing size of men’s waistlines, and is targeting their diet soda directly to them, using advertisements that appeal to the tough-guy mentality. Men between the ages of 25 and 34 say they need to make healthier choices in sodas, but don’t like the usual diet pop taste or image.

Chicks needs not apply (but are still welcome to buy the product)!

Group Activities and Discussion Questions:

  1. Show a video clip of a Dr. Pepper Ten commercial. These can be found on, use Dr. Pepper Ten as search term.
  2. Ask students to identify three products that are aimed only at men, but that women buy also.
  3. Next, take a common household product (i.e., laundry detergent, toothpaste) and ask them how they would change the elements in the marketing mix to target the product specifically to men.
  4. Have students discuss the risks and benefits of targeting a sole gender with a broad-based product. When is it a good idea? When is it a bad idea?



Sources: Advertising Age,

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