Mountain Dew Case Study
Mountain Dew Case Study
SUMMARY
Mountain Dew is a carbonated soft drink (CSD) brand produced and owned by PepsiCo. The drink is yellowgreen, citrus-flavored, and high caffeinated. The product sells to male teens and young adults who embrace excitement, adventure and fun. The positioning is that it is the great tasting carbonated soft drink that exhilarates like no other because it’s energizing, thirst- quenching, and has a one-of-a-kind citrus flavor. Some of Mountain Dew’s competitors include other carbonated drinks like Coke, Sprite, and Dr. Pepper. Noncarbonated drink brands such as Snapple and Gatorade are also considered competition. One of Mountain
Dew’s strengths is that they were the first use extreme sports and athletic activities as a marketing strategy.
Also, the drink is the brand of one of the most globally recognized companies PepsiCo, helps Mountain Dew create a name within the beverage industry. It has a unique citrus taste. A weakness of the company is that their target market and promotions are only for young customers.
PROBLEMS/CONSTRAITNS
Mountain Dew is facing three main problems in selecting a new creative.
1. How to keep the “Do the Dew” campaign working hard to build the brand knowing that extreme sports were becoming overexposed.
2. How to respond to the growing threat of non-carbonated drinks, especially Gatorade and the new highly caffeinated sugary energy drinks.
3. The need to expand the appeal of Mountain Dew to new users while reinforcing it among current users.
The constraint to problem #1 is that extreme sports were becoming overexposed and it can be difficult to come up with an alternate way to keep the exhilarating aspect that isn’t predictable. Mountain Dew needs to keep in mind that teens are gravitating to new activities and trends. With problem # 2 one constraint may be if they do focus on the more non-carbonated assets of Mountain Dew such as the low carbonation and citrus sugary taste, they may lose
SUMMARY
Mountain Dew is a carbonated soft drink (CSD) brand produced and owned by PepsiCo. The drink is yellowgreen, citrus-flavored, and high caffeinated. The product sells to male teens and young adults who embrace excitement, adventure and fun. The positioning is that it is the great tasting carbonated soft drink that exhilarates like no other because it’s energizing, thirst- quenching, and has a one-of-a-kind citrus flavor. Some of Mountain Dew’s competitors include other carbonated drinks like Coke, Sprite, and Dr. Pepper. Noncarbonated drink brands such as Snapple and Gatorade are also considered competition. One of Mountain
Dew’s strengths is that they were the first use extreme sports and athletic activities as a marketing strategy.
Also, the drink is the brand of one of the most globally recognized companies PepsiCo, helps Mountain Dew create a name within the beverage industry. It has a unique citrus taste. A weakness of the company is that their target market and promotions are only for young customers.
PROBLEMS/CONSTRAITNS
Mountain Dew is facing three main problems in selecting a new creative.
1. How to keep the “Do the Dew” campaign working hard to build the brand knowing that extreme sports were becoming overexposed.
2. How to respond to the growing threat of non-carbonated drinks, especially Gatorade and the new highly caffeinated sugary energy drinks.
3. The need to expand the appeal of Mountain Dew to new users while reinforcing it among current users.
The constraint to problem #1 is that extreme sports were becoming overexposed and it can be difficult to come up with an alternate way to keep the exhilarating aspect that isn’t predictable. Mountain Dew needs to keep in mind that teens are gravitating to new activities and trends. With problem # 2 one constraint may be if they do focus on the more non-carbonated assets of Mountain Dew such as the low carbonation and citrus sugary taste, they may lose