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Mountain Dew

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Mountain Dew
MOUNTAIN DEW: Selecting New Creative
CASE STUDY
SECTION A

GROUP 5

Roll Numbers :

FPM/04/005 (SUPRIYA K. K.)
PGP/14/005 (AMIT KUMAR)
PGP/14/015 (ARITRA BASU ROY)
PGP/14/025 (DEVARAJAN K)
PGP/14/035 (KRISHNAN VR)
PGP/14/045 (SAURABH MAHAJAN)
PGP/14/055 (TANOY DHAR)

Issues identified: 1. “Do the Dew” campaign was more than 8 years old. 2. Ads were becoming too predictable and repetitive. 3. Use of alternative sports was becoming predictable. 4. Increase in competition amongst CSD and non CSD categories. Increase in ad budgets by Competitors.
Recommendations:
Based on the analysis our recommendations for the AD’s to be selected for broadcasting at the Super Bowl are * Cheetah * Mock Opera
The recommendations for broadcasting throughout the year 2000, based on the criteria listed above are, * Cheetah * Mock Opera * Showstopper
Analysis:
The STP Identified by the Mountain Dew Management for the financial year 2000:Objective: Expand appeal of Mountain Dew to new users while reinforcing it among current usersPositioning: To 18 year old males, who embrace excitement, adventure and fun, Mountain Dew is the great tasting carbonated soft drink that exhilarates like no other because it is energizing, thirst-quenching, and has a one-of-a-kind citrus flavor.Communication Strategy: Symbolize that drinking Mountain Dew is an exhilarating experience.Target: Male Teens—18 year-old epicenter * Ensure appeal amongst 20-39 year olds (current users) * Drive universal appeal (white, African-American, Hispanic, and other ethnic) Product Benefits | Emotional Benefits | Personality | Energizing | Exhilaration | Irreverent | Quenching | Excitement | Daring | Great Taste | | Fun | |
5 possible choice of ads, before Pepsico for the superbowl * Labor of Love * Cheetah Ad * Dew or Die * Mock Opera * Showstopper
3 to be chosen among the above 5 above which would enable Pepsico to project
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