This website uses cookies to ensure you have the best experience. Learn more

Brand Analysis Project Mountain Dew

1821 words - 8 pages

AUGUST 5, 2014
A soft drink is a beverage that contains water or carbonated water, a sweetener (sugar, high-fructose corn syrup, or a sugar substitute), as well as a flavoring agent. Sometimes, soft drinks may contain caffeine, too.
Carbonated soft drinks are the largest players in the beverage category. Within the carbonated soft drink sub-category, the leading three companies—Coca-Cola, PepsiCo and Dr Pepper Snapple Group—make up 90.6% market share for the year ending February 2014. In the United States from 2004 to 2013, the Coca-Cola Company was the leading soft drink ...view middle of the document...

In fact, over a third of beverage executives surveyed by KPMG said they felt product innovation would be there largest revenue driver. Advertising Age study titled "100 Leading National Advertisers" reviewing data from 300 of the largest national advertisers based on their 2012 measured media spending. Ranked #3 after Coke and Pepsi on the basis of it US sales volume, Mountain Dew spends only 44 million dollars on ads. Coke and Pepsi spend over 240 million dollars on ads. These carbonated soft drinks brands often seek out the best media for advertising, because they want to be associated with a particular lifestyle’s audience.
Brand and price are the most important traits to consumers purchasing at retail. National brands are lowering prices and offering price promotions to tap into that attribute and keep the consumers interested in the product and buying. The less important attribute are the in-store promotions and size of packaging.
The market for all beverages is continuing to fragment more and more into different cub-categories and brand extensions growing. With the help of the changes and innovations in this era’s communication, brands are competing for consumers’ attention in social media. Knowing that many of beverage purchase decisions are impulse buys, marketers for these brands want to do more than engaging the consumers at the point of purchase. Marketers are now working to increase their connections with consumers before their purchase. A report examined how brands are using social media and mobile phones to strengthen the connection of the consumer to brand from not just being aware of the brand, but to transform to be loyal consumer to that brand and not detour from the path to buy that brand. Social media outlets, including Facebook, Twitter, Pinterest, etc, and mobile/online engagement are the top two trends that have the most significant impact on the consumer.
However, with the total US sales estimated to decline again in 2014 to $41.1 billion, and even more dramatic decreases forecast to continue through 2019, the solutions national brands have attempted cannot continue to keep revenue high.
Initially a drink with strong following with rural middle-aged people, it target demographic today is radically different. Today, the drink is mainly marketed to people in the 12-30 year old demographic group, creating a connection to outdoor activities like extreme sports and to the video game culture. Of “clear” soft drinks (or non-cola flavored), Mountain Dew and Sprite, a Coca-Cola brand, are most popular with younger consumers, whereas 7-Up, Dr. Pepper Snapple Group’s brand, is preferred by older respondents. The strength of its popularity is as well largely in the white suburbs of the Plains states and the Southeast.
According to SimmonsOneView Spring 2011 of survey of US Adults, the regions where Mountain Dew was mostly drank with an index number above...

Other Papers Like Brand Analysis Project- Mountain Dew

Pepsi Case Study

1902 words - 8 pages , he created the Pepsi-Cola Company in 1902 and registered a patent for his recipe in 1903. During over a century, the company product line expanded with the creation of alternative cola recipes such as Diet Pepsi and the purchase of popular soda companies like Mountain Dew. In 1965, the Pepsi-Cola Company merged with snack company Frito-Lay, Inc. to become PepsiCo, Inc. Interesting fact: PepsiCo was the first company to stamp expiration dates

Cola Wars Essay

1209 words - 5 pages CAMPAIGNS Pepsi | Coca Cola | “Beat Coke” | “Americans preferred taste” | “Pepsi Generation” | “No wonder Coke refreshes best” | “Young at heart” | | PRODUCT PORTFOLIO DIVERSIFICATION Pepsi | Coca Cola | Teem (1960) | Fanta (1960) | Mountain dew (1964) | Sprite (1961) | Diet Pepsi (1964) | Low calorie tab (1963) | Non CSD (Merger) | Non CSD ( Purchased) | Frito Lay | Minute Maid | | Duncan Foods | | Belmont

Dr. Pepper/ Seven Up Inc.: Squirt Brand

2553 words - 11 pages drinks. As mentioned earlier, the big three controlled all ten of the top ten soft drinks consumed in the United States. You can see the market share by company, and by brand below. Brand | Company | Share % | 1. Coke Classic | Coke | 20.4% | 2. Pepsi-Cola | Pepsi | 13.6% | 3. Diet Coke | Coke | 8.7% | 4. Mountain Dew | Pepsi | 7.2% | 5. Sprite | Coke | 6.6% | 6. Dr. Pepper | DP/SU | 6.3% | 7. Diet Pepsi | Pepsi | 5.3% | 8

Pepsi Legacy

4882 words - 20 pages between Pepsi and Coke. The campaign made marketing history, and helped Pepsi gain market share as well. By 1976, in an unprecedented development, Pepsi-Cola became the single largest-selling soft drink brand in American supermarkets. By the time the 1980s dawned, Pepsi was clearly the number one brand in take-home (grocery and convenience store) sales. The diet market continued its growth, and Diet Pepsi grew with it. Mountain Dew was also

Mountain Man

841 words - 4 pages domestic light beers and 49% for domestic premium beers. This customer segment seems to be very brand loyal and influenced by their reference groups. On the other hand, some study participant when asked said: “My dad drank Mountain Man just like my granddad did. How is MMBC’s promotion different and effective? Traditional advertising was not used to promote its products instead the company focused on grass roots marketing as a means of advertising

Mountain Man

746 words - 3 pages the biggest obstacle is the risk of damaging Mountain Man’s brand and cannibalizing its existing customer base. Additionally, MMBC will need to overcome younger consumers’ association of the Mountain Man brand with strong, “bitter tasting” lagers. Solution Analysis To avoid confusion among consumers, MMBC will market the new beer as “Mount Light” instead of “Mountain Man Light.” Further, the new beer will include an indication on the

Mgt/498 Environmental Scan

785 words - 4 pages value for their brand and loyalty from their customers. Both companies have surveyed consumers before every product they roll out and of course they follow up with customer request and concerns that are posted on their website and social media websites. A recent example of this is when Mt. Dew came out with a flavor that was previously discontinued and new Mt. Dew flavors that they keep testing, this is due to customer request and surveys. The

The Pepsi-Cola Story

961 words - 4 pages slogans such as “You’re in the Pepsi Generation”, “Have a Pepsi day” or “You’ve got a lot to live, Pepsi’s got a lot to give” set a new standard for advertising. To dominate in a soft drink category Pepsi, after 65 years of selling only Pepsi-Cola, introduced new products: “Mountain Dew and Diet Pepsi.” To capture the completely new market of X-ers, throughout 1980s and 1990s Pepsi’s commercials featured superstars, supermodels, actors and sport


2020 words - 9 pages Crunch cereal, Life cereal, Rice-A-Roni side dishes, Quaker rice cakes, Pasta Roni, and Near East side dishes in North America; and snack foods under Marias Gamesa, Doritos, Cheetos, Ruffles, Saladitas, Emperador, Tostitos, and Sabritas, as well as Quaker-brand cereals and snacks in Latin America. The PAB division manufactures beverage concentrates, fountain syrups, and finished goods under Pepsi, Gatorade, Mountain Dew, Diet Pepsi, Aquafina


1640 words - 7 pages Analysis * Mountain Dew Price Component of Marketing Mix * Netflix, Inc: DVD Wars * Nokia and SEMATECH Consortium Case Study * Nordstrom: Dissension in the Ranks? * Political Climate in Russia and FDI * Risk Management Assessment and Evaluation Case Study * Samsung Single Spirit Case Analysis * The Nature Conservancy Case Analysis * Toyota Recalls and PR

MKT 571 Week 5 Quiz UOP Course Tutorial

1151 words - 5 pages bike. • value-delivery system • value proposition • total customer cost • customer-perceived value 13 ________ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action, across the market, keeping everyone off balance. • Contraction defense • Flank defense • Preemptive defense • Position defense Quiz Answers just a click away MKT 571 Week 4 Quiz 14 Mountain Dew is a brand known

Related Essays

Mountain Dew Case Analysis

976 words - 4 pages Mountain Dew: Selecting a New Creative Mountain Dew is a Carbonated Soft Drink Invented by Hartman Beverage Company in 1940. It’s Bright yellow / Green in color and has more sugar, Citrus flavor, and Less Carbonation as compared to the other soft drinks available in the market. It was taken over by PepsiCo in 1964 and now stands 3rd in the soft drinks category (Bruce 1) “Do the Dew!” This was a long time tag line for the Mountain Dew brand. In

Trans Mountain Pipeline Expansion Project: Regulatory Requirements And Technical Analysis

3021 words - 13 pages concern of various partied and has tried to adjust to the NEB requirements. The NEB has scheduled public hearing on this project for 2015. As the company anxiously awaits the fate of this huge project, there are regulatory requirements and technical analysis that can be done to predict the outcomes of this proposal request for approval. Nonetheless, the Trans Mountain Expansion project is not the only looming threat to the environment. There are

Aqualisa Essay

1014 words - 5 pages Hunter Lee Mountain Dew Case 10/16/12 For Pepsi Co. and BBDO to choose a specific advertisement to place into a slot during the super bowl; there has to be a varying degree of analysis on different aspects to decide which ad’s to place in the slots. Certain criteria need to be satisfied by the ad that is selected; it needs to hit the target audience, get across the correct brand image, have the correct brand symbolism, needs to be a

Mountain Dew Study Case Essay

755 words - 4 pages drinking Mountain Dew is an exhilarating experience. If you want to convey the viewers that holding that drink in their hand is the gateway to a whole new exciting experience, Moffitt must address it to their emotions and gain their empathy. Similar to perfume ads where it’s impossible to represent their unique scent, Mountain Dew can’t display their taste in a commercial. Creating an emotional appeal to the brand can convey the message that