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Mountain Dew

Aug 13,2010

Case Analysis
Mountain Dew: Selecting new Creative

1. Introduction:-
Product/Brand under study – Mountain Dew is a Carbonated Soft Drink Invented by Hartman Beverage Company in 1940.Its Bright yellow – Green in color and has more sugar, Citrus flavor, and Less Carbonation as compared to the other soft drinks available in the market. It was taken over by PepsiCo in 1964 and now stands 3rd in the soft drinks category.

5 C’s:-
Company – PepsiCo is one of the biggest Soft drink Company in the world. They manufacture carbonated and non-carbonated Soft drinks along with salty, sweet and cereal based snacks. Besides Pepsi, the company, Mountain Dew brand as well.
Competitors – The retail carbonated soft drinks market has two giants Coke and Pepsi, which compete fiercely with each other to get market share. Currently Coke is the market leader. In its own category the product is facing 3 major competitors:- * Cadbury Schweppes’ Dr. Pepper – cherry –flavored * Coca-Cola’s Sprite – lime flavored carbonated water * Coca-Cola’s 7-UP - lime flavored carbonated water
Customers – The customer base of Mountain Dew is mostly rural town and farms, Working class towns and downscale rural people below the age of 34 years. The company particularly targets the teenagers through its advertisement campaign which connects dew with attributes like Irreverent, Daring, and Fun etc. Apart from these customers Dew has been able to do well in suburban places as well.
Context – The Do the Dew campaign which has been the main reason behind the success of Mountain Dew brand is entering into eighth Year. There is a growing threat from Non-Carbonated Soft drinks and also the company feels that they have oversaturated the extreme sports part in their campaign. The market Share of Pepsi is decreasing in all Categories except Dew , and so the company management feels that it’s the time to change the advertisement strategy in order to

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