Vault and Mountain Dew
Case study 14
Question 1: What changes in the environment provided the opportunity for the Dewmocracy approach
Mountain Dew is a citrus-flavored carbonated soft drink invented by Barney and Ally Hartman in Tennessee. This became famous and popular and acquired first flavored soft drink in 1960s. However, later on, with the invention of many others soft drink brand such as Sun Drop, Mello Yello, etc… Mountain Dew had to face with larger competitive market. As the result of this change, they had to do marketing campaigns to attract more people. One of those campaigns is Dewmocracy campaigns. The purpose of Dewmocracy campaigns is to harness the passion of Mountain Dew’s loyal customers. The First Dewmocracy campaign began in late 2007 by asking consumers to choose the new Dew’s flavor, color, name, and graphics. More than 1 million people had participated in this campaign. This is really successful campaign which attracts more people than expected. After the successful of Dewmocracy 1, Deewmocracy 2 was also opened.
Question 2: Which of promotional elements described in Figure 14-2 were used by Mountain Dew in its Dewmocracy 2 campaign?
These promotional elements which were used by Mountain dew in the Dewmocracy 2 campaign are: personal selling, public relations, sales promotion, and direct marketing. The Dewmocracy 2 campaign involved seven-stage process. Stage 1 was truck stop tour that allowed consumer to try seven new flavors of Mountain Dew. This is public relations stage. The second stage was organizing loyal fans into “Flavor Nations” based on their preference for one. This is personal selling stage. The third stage was letting fans choose the colors which is direct marketing. The fourth stage was using Twitter race to determine the names of each flavor which is also public relations. The fifth stage was determined the design of the cans and stage six selected T.V advertising for each flavor. The last stage was introducing each of the three flavors to
Question 1: What changes in the environment provided the opportunity for the Dewmocracy approach
Mountain Dew is a citrus-flavored carbonated soft drink invented by Barney and Ally Hartman in Tennessee. This became famous and popular and acquired first flavored soft drink in 1960s. However, later on, with the invention of many others soft drink brand such as Sun Drop, Mello Yello, etc… Mountain Dew had to face with larger competitive market. As the result of this change, they had to do marketing campaigns to attract more people. One of those campaigns is Dewmocracy campaigns. The purpose of Dewmocracy campaigns is to harness the passion of Mountain Dew’s loyal customers. The First Dewmocracy campaign began in late 2007 by asking consumers to choose the new Dew’s flavor, color, name, and graphics. More than 1 million people had participated in this campaign. This is really successful campaign which attracts more people than expected. After the successful of Dewmocracy 1, Deewmocracy 2 was also opened.
Question 2: Which of promotional elements described in Figure 14-2 were used by Mountain Dew in its Dewmocracy 2 campaign?
These promotional elements which were used by Mountain dew in the Dewmocracy 2 campaign are: personal selling, public relations, sales promotion, and direct marketing. The Dewmocracy 2 campaign involved seven-stage process. Stage 1 was truck stop tour that allowed consumer to try seven new flavors of Mountain Dew. This is public relations stage. The second stage was organizing loyal fans into “Flavor Nations” based on their preference for one. This is personal selling stage. The third stage was letting fans choose the colors which is direct marketing. The fourth stage was using Twitter race to determine the names of each flavor which is also public relations. The fifth stage was determined the design of the cans and stage six selected T.V advertising for each flavor. The last stage was introducing each of the three flavors to