Mountain Dew: Selecting a New Creative 1. What are the decision filters used by brand managers to evaluate brand communications? Mountain Dew is finding for a good branding strategy and new concepts as part of improving its brand position in the competitive market with their most appropriate decision. choose the right and creative advertisement that gives the maximum impact of Mountain Dew with their relatively limited media budget to improve their sales and profit. Some of the challenges
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Analysis Mountain Dew Background : Mountain Dew was invented by the Hartman Beverage Company in Knoxville‚ Tennessee in the late 1940s. The drink became a favorite on the Eastern seaboard‚ through Kentucky‚ Tennessee‚ and eventually spread up through the Great Lakes states (skirting the big cities) and into the Northern Plains of Minnesota and the Dakotas. PepsiCo originally assigned Mountain Dew to the Ogilvy & Mather ad agency. In 1973 PepsiCo assigned the brand to BBDO‚ its agency of record
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Case Analysis of Mountain Dew: Selecting New Creative Submitted by: of BSBA-MM3 TIME CONTEXT: 2000 VIEW POINT: Scott Moffitt (Marketing Director‚ Mountain Dew) FACTS: PepsiCo‚ Inc. is among the most successful consumer products companies in the world‚ with 1999 revenues of over $20 billion and 116‚000 employees. “Do the Dew!” This was a long time tag line for the Mountain Dew brand. In 1995 marketing managers for Mountain Dew realized the tag line had lost consumer interests
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IV. Situational Analysis A. Environment 1. Economic Conditions and Trends After the relatively mild 1990-91 recession ended in March 1991‚ the country hit a belated unemployment rate peak of 7.8% in mid-1992. Job growth was initially muted by large layoffs among defense related industries. However‚ payroll gains accelerated in 1992 and experienced robust growth through the year 2000. As the Dot Com bubble occurred in the mid and late 1990s‚ assorted predictions that eventually the bubble would
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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
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I know that when I wake up in the morning‚ that I crave either a coffee‚ or a Mountain Dew. The coffee craving doesn’t bother me too much. I don’t feel bad about having that addiction. But when I crave a Mountain Dew in the morning‚ I know that I have a problem. I know I need to kick the habit‚ and it’s not killing me right now. Nobody thinks about the future effects of what they are doing. If
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Report Of Mountain Dew Introduction: Company Description PepsiCo‚ Inc. is among the most successful consumer products companies in the world‚ with 1999 revenues of over $20 billion and 116‚000 employees. The company consists of: Frito-Lay Company‚ the largest manufacturer and distributor of snack chips; Pepsi-Cola Company‚ the second largest soft drink business and Tropicana Products‚ the largest marketer and producer of branded juice. PepsiCo brands are among the best known and most respected
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introduction Our group decided to export the American Mountain Dew to Vietnam. Vietnam has a tropical climate with high rainings seasons from may to september. The country also have dry season from october until march. Because of the weather there is a need for refrechments in Vietnam. The Mountain Dew which is owned and produced by PepsiCo is a corbonated soft drink with a fresch citrusflavour. The Moutain Dew has a green color that is characteristic for the product. We found out from vietnamese
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What is the ad campaign of Mountain Dew that created awareness to its consumers? What is the impact of the Mountain Dew Ad campaign to its prospective customers? How did Pepsi Cola Company respond to the growing threat of non-carbonated soft drinks‚ especially energy drinks and tea? ANSWERS: In 1992‚ senior management at PepsiCo sensed an opportunity to increase business on Diet Mountain Dew. Diet Mountain {draw:frame} Dew’s distribution was limited mostly
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Answer 1 The previous campaign had pulled the Mountain Dew brand into more contemporary terrain‚ but it was not getting them into the so called urbane terrain. By 1998‚ PepsiCo managers were concerned that the advertising campaign was becoming too predictable. In particular‚ they were concerned that the use of campaign of sports was becoming less impactful due to the long time from which it was going on. Many other brands‚ Bagel Bites‚ AT&T‚ and Gillette Extreme Deodorant were now becoming major
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