7/30/2019 Branding and Promotions - Mountain Dew

1/14

7/30/2019 Branding and Promotions - Mountain Dew

2/14

BRAND OVERVIEW : MOUNTAIN DEW

Mountain Dew A Product of PEPSI CO

Mountain Dew has grown a staggering74.1% over the last five

years

Mountain Dew has a 6.3% market share

Recently become the #4 soft drink in the world

Mountain Dew is the first non-cola to reach to 1 billion gallon

mark in one year

7/30/2019 Branding and Promotions - Mountain Dew

3/14

Target Costumer for Branding Mountain dew

Consumer Targets: Demographics and Psychographics

Demographics

GENDER: Males

AGE: 18-39

INCOME: Upper-lower to middle-lower class level.

RACE: Caucasian

EDUCATION: High school or college proficiency

GEOGRAPHIC LOCATION: Top 50 Indian cities

USER CATEGORIES: non-users and switchers

7/30/2019 Branding and Promotions - Mountain Dew

4/14

Psychographics

LIFESTYLE:

Busy-PreoccupiedSeek extreme usability

VALUES:

HonestyAppreciation for extreme-sports

Seeking self-expression

ATTITUDES:

Enjoy consuming soft drinksAppreciate Portability.

Move-on attitude

7/30/2019 Branding and Promotions - Mountain Dew

5/14

Costumer Segments for Branding Mountain dew

CURRENT LOYALS:

They already love Mountain Dew. (Increase repeat purchase)

COMPETITIVE LOYALS:

Drinkers of other brands of citrus soda. (Create interest and

increase trial)

SWITCHERS:

They have no alliances- they buy whatever. (Increase loyalty,

increase repeat purchase, and create interest)

NON-USERS:

Unaware of Mountain Dew (Create interest, increase trial and

widen usage)

7/30/2019 Branding and Promotions - Mountain Dew

6/14

MOUNTAIN DEW has attracted a certain set of customers byassociating itself with young people who are energetic, fun loving

and daring.

The taglines in the commercials such as "DO THEDEW" and "DAAR

KAY AGAY JEET HAI" left a very good impact on this certain set

of consumers.

People who inhabits these attributes of outgoing, fun and daring

felt itself highly associated with the brand "MOUNTAIN DEW

Branding and promoting : Previous Campaigns

7/30/2019 Branding and Promotions - Mountain Dew

7/14

BRANDING :

Psychographic Positioning

Energetic drink for 18-39 year old males,

For people who embrace excitement, adventure and fun,

An exhilarating, thirst quenching drink

For people who have special appreciation for extreme sports ,

People who appreciate of high level of caffeine.

With Mountain Dew, you can stay fresh and keep going even when

you have not been able to get a goodnights sleep

7/30/2019 Branding and Promotions - Mountain Dew

8/14

BRANDING :

Primary Psychographic Message

Mountain Dew is FOR

Young, active soft-drink consumers with little time for

sleep

Mountain Dew CANGive you more energy than rival brands, because it has

more caffeine.

Mountain Dew WILL

Help You stay alert and keep going even when you havent

been able to get a good nights sleep

7/30/2019 Branding and Promotions - Mountain Dew

9/14

Distinctive Packing :

Use of Packaging to convey psychographic message

Better connectivity with the target costumer using :1) Differentiated bottle labeling/coverings

2) Beer shaped bottle packing

7/30/2019 Branding and Promotions - Mountain Dew

10/14

PROMOTION : Adopted Mediums

1. Sponsorships

1. Televission shows

2. Radio shows

2. Print Publications (News PaperSuppliments and Youth Magzines)

3. Internet advertising (Youth-websites)

4. Direct E-Mailing

5. Product Samples/Free trials (At Urban Gatherings)

6. Premiums ( T-shirt, Caps, Key-Chain)7. Special events (Rock-Concerts, Road-Side Shows)

8. Free distribution

7/30/2019 Branding and Promotions - Mountain Dew

11/14

PROMOTION :

Sponsorships of Televission/Radio Shows : Adopted Strategy

Partner with the leading urban TV/Radio stations in selected markets

Use Radios ability to leverage the explosive energy of the city streets

Use T.V ability to capture the spirit of individuality revered by urbanyouth artists

Use the fact that among the Indian youth, celebrity power is very

compelling. i.e. Choose the right celebrity

Use the credibility of SHOWS/CHANNEL and their on-air talent to add

credibility to Mountain Dews Psychographic message.

7/30/2019 Branding and Promotions - Mountain Dew

12/14

SWOT analysis : Branding and Promotions

Strengths:

Support of parent brand PepsiCo

Taps into extreme sports which offer a differentiated voiceDynamic Packing's

Weakness:

All Mountain Dew products are citrus based soft drinks.

Strategy is focused on leveraging one specific psychographic.

Opportunity:

Partnerships with new/other extreme sporting events.

Tap into psychographics other than extreme sports to build the non-extreme

sports crowd

Threats:Competitors aggressive and successful promotion and branding strategy.

Promotional strategy makes it hard to appeal to Generation X.

7/30/2019 Branding and Promotions - Mountain Dew

13/14

Suggestive Measures : Branding and Promotions

Psychographic tie-ins-

1) Workaholic 2)Stressed out 3) Tired 4)Bored 5)Treat

6) Feeling frisky 7)Road trip

Partnerships-

1) Celebrity 2)Food & Snacks 3)Video games 5)Clothing line

Sponsorships-

1) Major league sports 2) Concert/Theater, Plays 3)Marathon

4)Exhalerating Sports

7/30/2019 Branding and Promotions - Mountain Dew

14/14

Thank You