Mountain Dew
Case Analysis: Mountain Dew, Selecting the New Creative section 001: due on Feb. 15 section 020: due on Feb. 20
As you can see from the ending of the case, Mountain Dew is trying to decide which 3 of 5 potential creative spots to develop. Additionally, the case describes several background features, such as market situations, Mountain Dew brand history, and market research.
In two pages, you are expected to choose three out of the total five potential creative spots
(Cheetah, Mock Opera, Dew or Die, Labor of Love, Showstopper) you think they should develop. As usual, your decision should be based on your own rationale and justification (not
“gut” instinct). For this decision, your analysis may cover the following points, although you don’t have to limit your analysis to the points below:
1) How do the proposed ads tell consumers about what drinking Mountain Dew is?
2) How do the proposed ads fit into Mountain Dew’s brand history and the set of associations consumers likely hold already?
3) Who is the market and what does the market want from Mountain Dew, relative to other potential substitutes?
4) Do the proposed ads extend the existing campaign in new directions, as desired by managers? 5) How does knowing that the ads are going to play on the Super Bowl affect your decision? Note: If you can come up with important/interesting issues worth discussing in class
(irrespective of whether they are directly related to the questions above), please propose them as additional discussion material. This is what I strongly recommend you to do. Surely, this will be reflected on your course participation, with particularly great weights given.)
General Guidelines for Case Analysis
1. Do not use any outside sources when conducting your analysis. Case analysis is to promote your in-depth thinking given the situations described in the case. You should stick only to the information contained in the case materials.
2. Do not structure your case so that
As you can see from the ending of the case, Mountain Dew is trying to decide which 3 of 5 potential creative spots to develop. Additionally, the case describes several background features, such as market situations, Mountain Dew brand history, and market research.
In two pages, you are expected to choose three out of the total five potential creative spots
(Cheetah, Mock Opera, Dew or Die, Labor of Love, Showstopper) you think they should develop. As usual, your decision should be based on your own rationale and justification (not
“gut” instinct). For this decision, your analysis may cover the following points, although you don’t have to limit your analysis to the points below:
1) How do the proposed ads tell consumers about what drinking Mountain Dew is?
2) How do the proposed ads fit into Mountain Dew’s brand history and the set of associations consumers likely hold already?
3) Who is the market and what does the market want from Mountain Dew, relative to other potential substitutes?
4) Do the proposed ads extend the existing campaign in new directions, as desired by managers? 5) How does knowing that the ads are going to play on the Super Bowl affect your decision? Note: If you can come up with important/interesting issues worth discussing in class
(irrespective of whether they are directly related to the questions above), please propose them as additional discussion material. This is what I strongly recommend you to do. Surely, this will be reflected on your course participation, with particularly great weights given.)
General Guidelines for Case Analysis
1. Do not use any outside sources when conducting your analysis. Case analysis is to promote your in-depth thinking given the situations described in the case. You should stick only to the information contained in the case materials.
2. Do not structure your case so that