Mountain Dew Case
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Transcript of Mountain Dew Case
Mountain DewThe new creative
Group 2Adarsh Natrajan 2008003Alok Shukla 2008005Dharmesh Gandhi 2008019Narendran Subbaiah 2008038Ramnathan G A 2008097Saurabh Jain 2008105
Objectives
• Suggest a conceptual process by which a creative can be selected for Mountain dew as a part of a brand’s strategy?
• Explain the various aspects that you need to go through for formulating the process?
Process• Application of the article “Brand and Branding”• Market Scenario• Demographic analysis• Describe existing brand culture• Map competitive brand culture• Map environmental factors affecting brand strategy
decision• Cultural Evolution• Behaviour in Target Group• Over all brand strategy• Recommendation for new creative strategy
Brand and Branding• Brand Culture• Authors of Brand Culture
– Companies (Firms)– Popular Culture– Customers– Influencers
• Stories, Images and Associations
• Components of Brand Culture– Reputation Value– Relationship Value– Experiential Value– Symbolic Value
• For e.g. Pepsi in India (Videos)
• Construction of components of brand culture through stories, images and association
Brand Strategy
Existing Brand Culture
•Product Reputation
•Relationship Perception
•Experience Framing
•Symbolism
Brand Culture Goal
•Product Reputation
•Relationship Perception
•Experience Framing
•Symbolism
Changing Env
Brand Engineering
Market ScenarioSales
0.0
500.0
1000.0
1500.0
2000.0
2500.0
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999
Year
Coke
Pepsi
MountainDew
Sprite
Dr Pepper
7-UP
Surge
Share
0.0
5.0
10.0
15.0
20.0
25.0
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999
Year
Per
cent
age
Coke
Pepsi
MountainDew
Sprite
Dr Pepper
7-UP
Surge
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999
Percen
tag
e
Adspend as a % of Sales
Brand Coke Pepsi MountainDew Sprite Dr Pepper 7-UP Surge
Market Scenario– Perceptual Map based on Psychographic Imagery
Low
Adventurous
Relaxed
High
Rebellious
Mountain Dew
SPRITE
7 UP
Market Scenario– Position Map
UPSCALE
DOWNSCALE
Rural Towns
Urban
Mountain Dew
SPRITE
Dr. Pepper
Mountain Dew – Brand Culture History
Introduced in 1940s, didn’t have any history, no specific culture. Subsequently, different authors contributed different experiences, forming stories & thus
the culture.
During ‘70s, Rural Orientation “Hello Sunshine”, “Mountains, Dew drops, Sun, condensed drop 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”
Mid ’90s, Targeting ‘Spots’ “Do the Dew”, “Done That”, “Parking Attendant”, Music – ‘Grunge’, ‘Raves’, ‘Extreme Games’, Celebrities
CSD - Category Analysis
Promotion Product Packaging Pricing1. Control of the self
space and display2. Impulse Purchase
displays3. Under the Cap Game
Product perception was primarily on experiential like1.Pepsi – Choice of the new generation2.Coke – For family and all occasions
1. 20 Ounces – single serve bottles
2. 2 Liter packs, 24 pack cases
3. Prominent color based identification of CSD
5% price increase at the category level, has made customer think about his choices. Else the point of competition is not price
Existing Brand Culture – Mountain DewBrand Culture
Customers/Prospects Influencers Current Brand Strategy
Brand StoryReputation Inferences Too Sweet, Lots of Flavor
Energy BoosterN/A Powerful citrus flavor, more
sugar, more caffeine,
Relationship Inferences Loyalist N/A Transactional
Experience Inferences Being Sporty was not differentiable, predictable, Most Entertaining adsFun to Drink, Intense Experience
Andre Agassi performs extreme stunts
Sporty, Excitement, Energy
Symbolism Inferences Highest gate keeping ratings, Adventurous, Wild, Active, Daring, Courageous, Exciting, Free-spirited, Rebellious, Spontaneous, Athletic, Youthful , Hip, Out-going
N/A Been there, done thatDo your own thing,
Competitive Brand CultureBrand Culture
Customers/Prospects Customers/Prospects Customers/Prospects
Brand Story Sprite 7-Up Surge
Reputation Inferences Lowest Calories, Low in Sodium Goes down easily
Lowest Calories, Least FatteningLow in Sodium
Unique
Relationship Inferences In a restaurant, After exercise/sports, In the morning / evening
Healthy/good for you When need energy boostIn mood for something different
Experience Inferences Most refreshing, Thirst Quenching Most refreshing, Too Little Flavour, Not Sweet Enough, Not Filling
Can't relate to ads, Low quality products, Not always available, Intense Experience, Tastes Artificial
Symbolism Inferences Feminine, Sensitive, Peaceful, Nice, Relaxed, Free-Spirited, Co-operative, Friendly, Happy, Kind, Innovative
Sensitive, Relaxed, Peaceful, Healthy, Feminine, Kind, Nurturing, Nice, Loyal, Co-operative
Wild, Rebellious, Daring, Adventurous, Active, Up-to-date, Athletic, Trendy, Youthful, Leading-edge, Exciting, Spontaneous, Individualistic, Powerful, In Style
Demographic groups and ProfilesSegments Mountain Dew
Consumption IndexLife style
Upscale suburbs 64 High on lifestyle, high income, high awareness quotient, flashy lifestyle
Traditional Families 96 Aspirational, 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, read science
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)
Demographic groups and ProfilesUpscale suburbs
Traditional Families
Mid Upscale Suburbs
Metro Elite Working Class Towns
Rural Towns & Farms
Mid Urban Melting Pot
Downscale Rural
Downscale Urban
18-34 W/Kids
82 118 101 139 237 225 148 309 99
18-34 W/O Kids
77 121121 111111 85 139139 153153 104 142142 98
35-54 W/Kids
101 160 108 141 242 212 97 291 107
35-54 W/O Kids
56 79 71 47 121121 141141 52 127127 73
55-64 45 42 64 47 67 91 49 87 5565+ 13 35 18 21 42 39 31 43 32
Cultural Evolution Era Culture
Early 90s Gangsta rap, violent lyricsEmergence of alternative sports-skateboarding, paragliding, BMX biking, etcCynicism towards work-oriented values
Mid 90s Alternative rock, “grunge music”Professionalization of these new sports [Extreme games]. Coverage by NBC and MTV.Anti-establishment ethos,jaded about brands.Revolt against popular established brands
Late 90s “Grunge music” fades away and emergence of techno music. Dance parties, raves. Ecstasy drug. Promiscuous affection, sensory overload, energy drinks. Interest in non-trendy products, need to differentiate themselves.
Previous CreativesYear Campaign Authors Strategy
1970s Hello Sunshine Company Expand reach from hinterlands to suburbs and cities
1980s Country Cool Company, popular culture Suburban kids + active rural lifestyle
1994-95 Done that campaign Company, popular culture, consumers(been there, done that)
Association with alternative sports and grunge music-popuilar culture-TG teen enthusiasts
1995 Different creative ideas:Mel TorneI get a kick out of you
Company, popular culture,
http://www.youtube.com/watch?v=1fMSvCi5HU8
1997 Thank Heaven Company, popular culture Feminine brand of aggressiveness, grunge stylehttp://www.youtube.com/watch?v
=DRN_kOcQrUc&feature=related
1997 Jackie Chan http://www.youtube.com/watch?v=4xZAY_aC4Oo
Company, popular culture Seen it already motif,humour, broaden mountain dew franchise
1999 Parking Attendant adhttp://www.youtube.com/watch?v
=84e6fvKEXvY
Company, popular culture Different creative again targeted at alternative sports like snowboarding with a touch of “irreverence”
What snowboarders do in off-season
Behaviour of Teens in late 90sTeens(in general) African Americans Hispanic Teens
•Cynicism•Anti-establishment ethos•Revolt against popular established brands•Need to differentiate themselves
•Distrust of government and social services•Strong kinship bonds•Adaptable family roles
•Speak own brand of Spanish, Spanglish•Demographic awakening and retro-acculturation
Culture and Emblems
• Target group: sub-urban teenagers• Shift in geographic emblems required. • Selection of reference group emblems: imagery that identifies
the current behaviour in bull’s eye TG• Non-conformist behaviour is now mainstream
Creatives and cultural insights
SNo
Creative Cultural Insight
1 Labor of love Irreverence, humour, baseball
2 Cheetah Mountain bike, adventure,wild, daring, athletic
3 Dew or Die Mountain sports, fun and humour, dramatic
4 Mock Opera Retro, alternative sports, irreverence
5 Showstopper Retro, music, dance, skateboarders
Recommendation
• Select a creative corresponding to current culture in TG: based on market research
• Consistent with communication strategy of 2000: Product benefits, emotional benefits, personality