It was already October for the marketing executives and decisions had to be made to get the production started. From those 3, the best 2 would be selected to air at the Super Bowl, but all 3 would be run throughout the year. Scott Moffit, the Marketing Director for Mountain Mountain dew case study, was the least senior executive and first to evaluate the concepts.
The 10 concepts were quickly whittled down to 5 and the executives wanted to whittle them down to 3 in which to produce. In marketing managers for Mountain Dew realized the tag line had lost consumer interests, understanding this they changed the direction of the creative. Only three advertisements were going to be chosen, two to be played during the Super Bowl and all three throughout the year My recommended course of action for PepsiCo.
There were ten initial concepts proposed and five remained. This essay will clarify the problems leering Mountain Dew, give several strategic alternatives, alternative recommendations, and a rationale point of the alternative chosen.
Cheetah When an average person thinks of a Cheetah they think of quickness, agility and elusiveness. My biggest reasons for choosing these 3 particular ads are that they satisfy the requirements for the Brand Communications Strategy the best.
Since their meeting took place in October 4 months prior to the Super Bowl they had little time to produce the ads. All of these traits can be associated with an exhilarating experience.
The creative team came up with 10 possible scenarios. This summary will give detail about why I chose each of the 3 ads. Though the creative changed, the target market for Mountain Dew remained in line.
Alternatives With not even four months before the advertisement debu The fact that this ad features a young thrill seeking man chasing this Cheetah down in a bike appeals to the young demographic that Pepsi executives are targeting.
This was an enormous feat, as the Super Bowl had been an influential event for advertisers for decades.Mountain Dew. Mountain Dew’s unique way of connecting to the younger generation through extreme sports has become a grand success, consequently many companies are coming up with similar advertisement base Recent threats to Carbonated Soft Drinks in recent years by highly caffeinated and sports drinks have affected their sales.
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. Access to case studies expires six months after purchase date.
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Study Guides. Tough GCSE topics broken down and explained by out team of expert teachers. Mountain Dew Case Analysis - selecting a commercial.
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Pepico, took over this prod.Download