(최종)마케팅-마운틴듀 자료 LV
- essbarr7444
- 2020년 12월 14일
- 2분 분량
(최종)마케팅-마운틴듀 자료
(최종)마케팅-마운틴듀
(최종)마케팅-마운틴듀
Mountain Dew : Selecting New Creative Contents Mountain Dew Introduction 2 Cultural Trends 3 Competitor, Advertising and Branding 4 Positioning 7 Market Change 8 Market Research 9 Advertisements 1 6 Focus 1 Advertisements 2 10 Issue 12 Share Change 11 The Do the Dew Campaign 5 ...Mountain Dew : Selecting New Creative
Contents
Mountain Dew Introduction
2
Cultural Trends
3
Competitor, Advertising and Branding
4
Positioning
7
Market Change
8
Market Research
9
Advertisements 1
6
Focus
1
Advertisements 2
10
Issue
12
Share Change
11
The Do the Dew Campaign
5
1. Focus
Target in a teenager male
Threat to decreasing CSDs market and increasing to concerning “Health”
The creative as the most challenging aspect of brand management
2. Mountain Dew Introduction
Invented by the Hartman Beverage Company in Knoxvile
The drink became a favorite
The bright yellow-green drink
in the green bottle
More sugar and more caffeine
than other soft drinks
Mountain Dew had carried
PepsiCo’s soft drink revenues
One of the ten largest ad agencies in the world.
PepsiCO assigned Mountain dew to BBDO
3. Cultural Trends
BBDO focused on track music and sports trends.
Music
Three musical trends dominated the airwaves in the 1990s
Rap music, Rock music, Techno music.
Sports
In 1990s : Teen enthusiasts transformed casual hobby activities into highly technical, creative, and often dangerous sports.
Extreme Sports : skiing down extremely steep terrain or jumping off tall building with a parachute .
Extreme Games in 1994
Mountain Dew was one of the founding lead sponsor of the Extreme Games
4. Competitor, Advertising and Branding
Coca-Cola had become “America’s drinks” through advertising
Pepsi rose to the rank of Coke’s loyal opposition in the 1960s
Category advertising spending exceeded $650 Million
PepsiCo spent substantially less as a percentage of sales than its competitors.
4. Competitor, Advertising and Branding
Product Image
User Imagery
Psychographic
Imagery
-Too sweet
-At a sporting event
-Most entertaining ads
-When need energy boost
54%
Courageous
Out-going
Adventure
Exciting
Product Image
User Imagery
Psychographic
Imagery
- Least fattening
- Too little flavor
- Not sweet enough
- Not filling
- Healthy/Good for you
48%
Healthy
Nurturing
Product Image
User Imagery
Psychographic
Imagery
- Thirst quenching
- Goes down easy
- After exercise/sports
56%
Nice
Cooperative
Friendly
Happy
Product Image
User Imagery
Psychographic
Imagery
- Can`t relate ads
- Low quality product
- Tastes artificial
49%
Trendy
Leading-edge
Powerful
Brand Imagery
5. The Do the Dew Campaign
Threat
Done that
Consumer’s flagging interest
Mel Torme
Invest to expand into
advertisements
Diet Mt. Dew of PepsiCo released but business depression
Example of adver
[문서정보]
문서분량 : 18 Page
파일종류 : PPT 파일
자료제목 : (최종)마케팅-마운틴듀
파일이름 : (최종)마케팅-마운틴듀.ppt
키워드 : 최종,마케팅,마운틴듀
자료No(pk) : 11058200
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