Mountain Dew, a PepsiCo brand, which accounts for 20 percent of its beverage sales in the US had lost share to Coca-Cola's Sprite and Fanta (Stanford, 2012). Brett O'Brien , vice president of marketing at Mountain Dew had launched a marketing campaign to appeal the young audience in urban centers such as New York, Miami, and Los Angeles (Stanford, 2012). This paper will focus on Mountain Dew's advertising campaign and if it targeted at the right market segment. To gain the market share in the urban centers, it would be interesting to see how Mountain Dew differentiate the product from the competition and whether the benefits of the product are communicated effectively using the right channels and propose a redesign of the marketing campaign that could have a universal appeal. According to Finch (2012), the deployment of advertising and other promotional resources for a given brand is dependent upon the strategic goals for market segmentation, product differentiation, and positioning. The current market for Mountain Dew is comprised of 70 percent of white soda drinkers and the marketing would expand their product awareness among young African Americans and Latinos in the urban centers. As a marketing campaign, Mountain Dew had endorsed hip-hop singer Lil Wayne to attract the teens and youth in 20s because this age group more inclined towards hip-hop (Stanford, 2012). According to the author of the article, Mountain Dew Wants Some Street Cred, 45 percent of the energetic caffeine-laced sugary drink is sold in the gas stations and convenience store, endorsing Mexican-American professional skateboarder Paul Rodriguez is a good move. Teens go to the nearest store on their skateboard could relate to P-Rod and would be influenced to purchase Mountain Dew because their favorite star is appealing to them to be have Mountain Dew. Brett O'Brien is targeting the right market segment, which are teens and young adults in 20s by strategically endorsing youth stars including Country star Jason Aldean. The marketing strategy is right on the money because the present youth might become loyal to the brand and the future youth would grow watching the present youth drinking Mountain Dew to quench their thirst. Therefore, targeting young audience is profitable strategy for Mountain Dew in the short and long run. Mountain Dew has differentiated its product from the competitors. Firstly, the green colored drink is packaged in green bottles and cans make Mountain Dew to be easily identifiable. Secondly, PepsiCo had collaborated with Complex Media to advertise its biggest soft-drink brand, Mountain Dew, on a new Web site, Green-Label.com (Elliott, 2013). Thirdly, PepsiCo is committed to market its most profitable brand, Mountain Dew, among the diverse younger generation by including famous artists, which could build brand awareness. Recently, Mountain Dew had invited consumers to shoot a promotional ad called DEWeezy with Grammy winner (Stanford, 2012). Lastly, the TV advertisements of Mountain Dew such as "Yahoo! Mountain Dew!", Shore at shootin", and "This Is How We Dew" differentiate Mountain Dew as a high profile brand in PepsiCo porfolio. Mountain Dew is eyeing on capturing market share in the urban centers and the Southern US border stretching from California to Louisiana (Stanford, 2012). This could be done by wooing the potential young consumers rather than disclosing the nutritional benefits of the sugary, caffeine-laced drink. Since there are no benefits of the soft drink, therefore, the marketing team of Mountain Dew had made efforts not add any benefits in their advertisement. However, the commercials of Lil Wayne and P-Rod are designed to communicate the Dew message that "they will be able to do what they do with energy" in the new markets said Brett O'Brien (Stanford, 2012). Mountain Dew could explore some opportunities to redesign the promotional campaign to appeal to the larger audience at once. FIFA world cup...
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