Class15_Mountain Dew Suggested Case Format

8/9/2019 Class15_Mountain Dew Suggested Case Format

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Marketing 741 Mountain Dew Case Analysis Swetha Vasu (Locker 522)!"" AM

Executive Summary#e reco$$en% the &Cheetah' or the &Mock oera' a% to Mountain %ew tea$ with a greatere*erence *or the *or$er+ ,he &Cheetah' an% the &Mock oera' a%-ertise$ents score o-erthe other a%s on the .asis o* si/ %e0ning *actors -i+! &Attention' &Distinction' &ositioning'&Linkage' &A$li0cation' an% &3et uity'+

Developing Criteria for Communications AssessmentAn a%-ertise$ent is a $eans to reach the u.lic with a strong $essage6 it $ol%s theconsu$ers' ercetion o* the .ran%+ i-en the reach o* a%-ertise$ents it .eco$esi$ortant to e-aluate the$ on the .asis o* key *actors such as &Attention' &Distinction'&ositioning' &Linkage' &A$li0cation' an% &3et uity' (ADLA3)8 a *ra$ework %e-eloe%.y the 9ellogg School o* Manage$ent+ #e shall use this *ra$ework to e-aluate theMountain %ew a%s in the *orthco$ing section along with the ratings in /hi.it 1 an% thee-aluation .asis in /hi.it 2+

Advertising Assessment

Labor of Love

o Attention! A .a.y shooting out like a canon *ro$ the $other will %e0nitelygra. attention+ Viewers will want to know what's haening while e$otionsassociate% with this -isualiation $ay -ary

o Distinction! :t isn't so$ething that we see in a lot o* co$$ercials an% is likelto stan% out as %istinct

o Positioning! #ith the $e%ian target age grou o* 1 years this a% *alls shortin its atte$t to $ake an i$act+ :t %oesn't hit the &cool' chor% in the inten%e%way+ ,his a% also %oes not .ring out the &%i;erentiating *actor' o* &a%-enturean% risk' to the inten%e% au%ience (in the right way)+

o Linkage! Since this -i%eo is .ase% on a wacky i%ea it $ay .e i$inge% in the

$in%s o* eole as the &%ew a%'+ ,he


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o Linkage! ,he au%ience is likely to re$e$.er the &chase' an% the &e$ty can

o* Dew'+ ,he a%renaline rush o* the chase will .e linke% to the Dewo Amplication! ,he cogniti-e resonses o* the consu$ers are likely to .e

associate% with &a%-enture' &risk' &%aring *eat' &e/hilaration' etc+ ,heossi.ility o* a negati-e connotation is low

o NetEquity! Since this a% is on the lines o* a%-enture the concet can .e

taken *urther through creati-ity on these lines *or a long ti$e+ :t also gels wellwith Mountain %ew's targete% .ran% ercetion

Dew or Die

o Attention! #ith a sate o* sci80 $o-ies with -illains threatening to .low uthe earth etc+ this a% $ay not gra. the attention necessarily unlessco$.ine% with rele-ant au%io+ -en i* it %i% the 0rst ti$e attention is likely towane the 2n% @r% 4thti$es

o Distinction! Bn si$ilar lines o* the attention *actor this a% isn't %istinct+

#hile *ro$ the seci0c in%ustry ersecti-e it $ight .e %istinct *ro$ that o*the co$etitors' it *ails to %i;erentiate itsel* in a.solute ter$s o* creati-ity in

i%eao Positioning! :t goes well with the teenager i$age8 -illain action wo$en etc+o Linkage! #ith so $any seuences8 -illain threatening to %estroy the worl%

%are%e-il $aneu-ers girls in a lo%ge etc+ the i$age o* the %rink %oesn't touchuon any asect &with an i$act'

o Amplication! #o$en are %eicte% as the &*un girls' who like $acho $en

(when read between lines)+ i-en the rising %e$an% *or eual rights this a%$ay not go well with all seg$ents8 an% it has to .e note% that wo$enalthough not the targete% seg$ent are i$ortant in


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o Positioning! ,he a% %oesn't see$ targete% at any seci0c au%ience+ :t is

neither thrilling *or the teenagers nor is it aealing %istinctly *or the ol%erconsu$ers

o Linkage! ,he $usic an% %ance $ight re$in% the au%ience o* the %ew .ut it

$ay not %o so in the inten%e% way+ ,his %oesn't highlight the a%-entureHe/hilarating art o* the .ran% i$age

o Amplication! ,he likea.ility o* the .ran% re$ains a uestion+ ,his a%%oesn't in-oke secial *eelings *or the .ran%

o NetEquity! i-en the weakness in $ost o* the a.o-e *actors the

sustaina.ility o* this .ran% i$age is low

ecommendation!#e reco$$en% the &Cheetah' or the &Mock oera' a% gi-en the .etter aeal in ter$s o*the I *actors! &Attention' &Distinction' &ositioning' &Linkage' &A$li0cation' an% &3etuity'+ Jowe-er the ercetion o* the a%-ertise$ent can -ary with %i;erent grous an%$ust .e note% that the analysis is .ase% urely on the author's ercetion+

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APPEND"#Ex$i%it &! atings of advertisements

AdvertisementAttentionDistinctionPositioningLinkageAmplifcationNet EquityTotal Score

Labor o Love5 5 1 4 1 1 17

!eeta!5 5 5 4 4 4 '(

De" or Die2 2 4 2 2 5 17

#ock $pera4 4 4 2 @ 4 '&

S!o"stopper2 5 1 2 2 2 14

Katings stan%ar%s!18 oor 58 /cellent

Ex$i%it '! Evaluation questions )sample*

+actor easoningAttention :s the a% cle-erly e/ecute% Does it cature an% retain attention

Distinction :s the a% %istinct *ro$ its co$etitors

Can the consu$ers get a clear .ran% recognition

ositioning Does the a% hit the target au%ience aroriately

Does it cature the *ra$e o* re*erence correctly

Linkage #ill the consu$er .e a.le to retain the .ran% i$age or is it lost in the

chaos o* the a%

:s the $essage con-eye% well enough *or retention in consu$ers'$in%

A$li0cation :s the a% ercei-e% well Does it in-oke negati-e thoughts

3et euity Does this a% hel .uil% the .ran% euity

#ill the a% hel achie-e that custo$er ercetion an% sustain it o-er

ti$e

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Class15_Mountain Dew Suggested Case Format

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