Mountain dew
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Ppt on "Mountain Dew: Selecting New Creative" case study. On the HBR case http://hbr.org/product/mountain-dew-selecting-new-creative/an/502040-PDF-ENG
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Mountain dew
- 1. Mountain Dew Selecting New Creative By M.Krishnan Sashidharan.S P.Vijaykumar
- 2. Brand positioning over the years • During ‘60s &‘70s, Rural Orientation • “Hello Sunshine”, Mountains, Dew drops, Sun, condensed drops on can • During ‘80s, Positioning sub-urban youth • “Country Cool”, Athletic endeavors • Early ‘90s, Positioning as National Brand • emphasized athletic stunts, Aggressive rock Music, “Get Vertical” campaign • Mid ‘90s, Targeting ‘Spots’ • “Do the Dew”, “Done That”, Music – ‘Grunge’, ‘Raves’, ‘Extreme Games’, Celebrities
- 3. Demographics Mountain Dew Segments Life style Consumption Index Upscale suburbs 64 High on lifestyle, high income, high awareness quotient, flashy lifestyle Traditional Families 96 Aspiration, low physical activities, classic rock, mid-high income Mid Upscale Suburbs 66 Part of urban fringe, mid-high income, educated, vicarious pleasure seekers – baseball fans, gambling, internet, Metro Elite 72 Urban, educated, diverse, traditional source of entertainment - fashion, music, films, computers Working Class Towns 139 Middle income, outgoing – hunting, racing, fishing, camping, owns trucks/vans Rural Towns & Farms 140 Country side, outgoing in lifestyle – fishing, woodworking, wrestling, camping, Not much into reading Mid Urban Melting Pot 74 Multi-ethnic, low income, Asian, Africans, Hispanics, Europeans, Identification – dance music, boxing, pro basketball, lottery, contemporary radio, Low income Downscale Rural 158 Poor, Socially conservative and religious, high African Americans, low on education, occupation, income. Interested in target shooting, tractor pulls, country music, fishing, hunting Downscale Urban 76 Poor, Hispanic, African Americans, Dance music, basketball, lottery, TV viewing (heavy)
- 4. Demographics Upscale Traditional Mid Metro Working Rural Mid Urban Downscale Downscal suburbs Families Upscale Elite Class Towns & Melting Rural e Urban Suburbs Towns Farms Pot 18-34 82 118 101 139 237 225 148 309 99 W/Kids 18-34 77 121 111 85 139 153 104 142 98 W/O Kids 35-54 101 160 108 141 242 212 97 291 107 W/Kids 35-54 56 79 71 47 121 141 52 127 73 W/O Kids 55-64 45 42 64 47 67 91 49 87 55 65+ 13 35 18 21 42 39 31 43 32
- 5. Criteria for a successful ad • Empathy • Will the consumers like the ad and is it relevant? • Impact • Will the ad be noticed and is it unique? A stand-out? • Communication • Will the ad be able to convey the key brand messages?
- 6. Best 3 for the National Campaign • Cheetah – High on Empathy [African wild], Impact and Communication • Mock Opera – High on Empathy [song], Impact & a bit low on Communication • Showstopper – High on Empathy [choreography], Impact & low on Communication
- 7. The 2 for the Super Bowl • Very wide target audience • Should not shock or offend viewers • Universal appeal • On this basis the two ads to be used would be • Cheetah • Mock Opera
- 8. Thank You For your Dew-ly attention!