Running head: AD CAMPAIGN
Mountain Dew is a carbonated soft drink that is produced by PepsiCo. PepsiCo conducts advertising campaigns so as to create awareness for the product to the target markets with the aims of increasing sale and subsequently; profits as well as inform the customers of the benefits of its products. With reference to Duane Stanford’s article on Mountain Dew: Mountain Dew Wants Some Street Cred, we are going to examine whether Pepsi cola’s advertising campaigns are directed at the right market segment, whether the company differentiates the product from the competition and whether the company communicates’ effectively the product benefits. We are also going to propose a suitable campaign which will enable the product to have a more universal appeal as well as come up with suitable communication channels which the company should use during its campaigns. Are Mountain Dew’s Advertising Campaigns directed at the Right Market Segment? No, Mountain Dew’s advertising campaigns are not directed to the right target market. The companies target market is whites from the ages of 18 to 24 yet it uses HIP-HOP as well as HIP-HOP artists such as Lil-Wayne to disseminate marketing information. It would be relevant to use rock stars in its marketing campaigns to disseminate marketing information. Does the Company Differentiate the Product from the Competition? Yes, the company differentiates its products from those of competitors. The company also uses branding as a way of differentiating their products from products produced by competitors such as Coca-Cola. Over the years, the company has also used slogans such as “Yahoo! as well as “This Is How We Dew” as a way of differentiating their products. The company also packages its products in green bottles with the words ‘Mountain Dew ‘clearly highlighted. The aim of this is to ensure that the products are easily noticeable in supermarkets and that they may appear...
References: Donald, R. B. (2005). Influence of Dietary Sucrose on Biological Aging. American Journal of Clinical Nutrition , 62:284-293.
Stanford, D. (2012, April 26). Mountain Dew Wants Some Street Cred. Retrieved January 14, 2013, from Bloomberg Businessweek: http://www.businessweek.com/articles/2012-04-26/mountain-dew-wants-some-street-cred
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