ADVERTISING AND SALES PROMOTION

SUBMITTED TO: Dr. BANASREE DEY SUBMITTED BY: DIPENDRA RAJ TOMAR PGFA1115

Introduction
Do the Dewthis is a line, which is very famous among all the generations, one can easily recognize the brand and that is Mountain Dew. But this was a long time tag line. In 1995, marketing manager (Mountain Dew) realized that the tag line has lost consumer interest, which led them to change the direction of presenting the ad.
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About Mountain Dew: Mountain Dew was invented by the Hartman Beverage Company in Knoxville, Tennessee in the late 1940s. The bright yellow-green drink in the green bottle packed a powerful citrus flavor, more sugar and more caffeine than other soft drinks and less carbonation so that it could be drunk quickly. Pepsico took over this product in 1964 in an effort to complete its product line up in the Carbonated Soft Drink(CSD) category. Ever since 1964, the ad agency BBdp has been taking care of the advertising campaign of Mountain Dew. Through its creative ad campaigns, PepsiCo and BBDO succeeded in taking mountain dew to the number three position in its category with a market share of 7.1 by 1999. However, both PepsiCo and BBDO felt that the current campaign has become more or less more saturated and predictable. Though the creative changed but the target market of Dew remained in line. Mountain Dews ad campaign between 1995 and 1999 did not fare extremely well. PepsiCo decided that in 2000, Mountain Dew would be featured during the Super Bowl rather than Pepsi. This was an enormous feet, as the Super Bowl had been an influential event for advertisers for decades. It was already October 1999 for the marketing executives and decision had to be made to get the production started. Only three advertisements were going to be chosen, two to be played during Super Bowl and all three throughout the year 2000. There were 10 initial concepts proposed and 5 remained. Scott Moffit, the Marketing Director for Mountain Dew, was the least senior executive and first to evaluate the concepts. Mountain Dews current marketing strategy, Do the Dew, has become saturated. A new advertising concept must be developed to attract the attention of consumer toward Mountain Dew. So PepsiCo came up with a strategy to revise the Mountain Dew campaign to focus the development of new creative which should symbolize that Drinking Mountain Dew is an exhilarating experience. The two major issues which they faced were: 1) How to keep the Do the Dew campaign working hard to build the brand given that extreme sports were overused. 2) How to respond to the growing threat of functional drink.

The main Constraints were: 1) Limited media budget. 2) Teens are gravitating towards new activities and new music that Dews competitors have successfully exploited in their brandings. 3) Many other brands are sponsoring the same sports that Mountain Dew had relied upon to boost its image in the past. 4) Key competitors are raising their ad budgets as competition heats up, sending Mountain Dews sale below the target. 5) Introduction of functional drinks and high energy drinks like Red Bull.

The decision filters Suggested to BBDO were: Pepsi monitored Mountain Dews health with the help of the following data filters:
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1. Quantitative and Qualitative research regarding the ads impact. 2. Monitoring of the talk-value or buzz the extent to which the mass media has picked up the ad. 3. Feedback from the Mountain Dew website, unofficial websites, and the brands 800 number. Other than that, the following information was also utilized in decision making: 1. Data gathered from the monitoring of the response of the sales-force and bottlers to the ads a. Involved direct feedback from the customers and hence crucial to the process.

Marketing Objectives: 1. The stated objective was to expand Mountain Dews appeal to new users while reinforcing it among current users. 2. Symbolize that drinking Mountain Dew is an exhilarating experience. 3. Reemphasize Dews positioning in the target market.

BBDO came up with a set of 5 creative from which 3 are to be short listed. They are: 1. Labor of Love Pros o Humorous o Innovative o Grabs attention of Sports enthusiasts and hence contextual Cons o Might be considered offensive o Not congruous with psychographic images o May not appeal to loyal consumer category like traditional families, Working class towns, downscale rural But this misses out the universal appeal. Also with the base ball glove it loses its generic nature, that it cannot be displayed during a super bowl event. So, this ad can be rejected. 2. Cheetah Pros o Most likely to appeal to Sports/Adventure enthusiasts o Promotes all the product, emotional and personality benefits as required by management o Appeals to the psychographic imagery (adventurous, wild) associated with Mountain Dew as well as to the rugged working class and rural towns Weaknesses: o Pooling out on the Dew Dudes might negatively affect the campaign as it would cause repetition

This ad could be perceived as a predictable one, on the similar ones that Mountain Dew has been using based on X games. But still this is the most recommended ad according to me. 3. Dew or Die
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Pros o Appeals to the lifestyle and values of the target segment; shows cool, carefree attitude but saving the world at the same time o Background and heroic theme would attract the target segment as well as rural base o Promotes the emotional and personality benefits as required by management Cons o Repetition of Dew Dudes o Off-shoot of Done That ad

It does not have a universal appeal, so this can also be rejected. 4. Mock Opera Pros o Appeals to varied demographic sets by using an already hit number o Catches on to the trend of Retro becoming trendy and hence appeals to the GenX Cons: o Usage of alternative sports and Dew Dudes might create monotony due to repetition

This ad pictures the fun part, and has a universal appeal through the opera plot. Also the message is communicated through the lyrics. Hence, it can also be accepted. 5. Showstopper Pros o Extravagant theme in line with Super Bowl o Appeal amongst the target consumers Cons o o o o

Usage of extreme sports characters May appeal only to the old timers Not connected with the major lifestyle group (Rural) Repetition of Dew Dudes

This ad pictures the fun part and has a universal appeal through dance plot. Hence, it can be accepted.

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