PepsiCo, Inc. is among the most successful consumer products companies in the world, with 1999 revenues of over $20 billion and 116,000 employees. “Do the Dew!” This was a long time tag line for the mountain dew brand. In 1995 marketing managers for Mountain Dew realized the tag line had lost consumer interests, understanding this they changed the direction of the creative. Some of PepsiCo’s brand names are 100 years old, but the corporation is relatively young.
PepsiCo’s success is the result of superior products, high standards of performance, distinctive competitive strategies and the high integrity of their people. PepsiCo decided that in 2000 Mountain Dew would be featured during the Super Bowl rather than Pepsi. PepsiCo management had learned that selecting the right creative was one of the most critical decisions they made in terms of impact on sales and profits. Mountain Dew had carried PepsiCo’s soft drink revenues during the 1990s as cola brands struggled.
STATEMENT OF THE PROBLEM: The problem that the company appears to be facing is how to keep their current campaign “Do the Dew” working to build on their brand image. Also Mountain Dew had to stay competitive with other caffeinated and sugary energy drinks and non-carbonated drinks.
OBJECTIVES: To sustain the “Do the Dew” campaign To cater to the threat of non-carbonated soft drinks competitors.
The Essay on Brand Personality Framework
Sincerity: Sincerity brands are those which makes caring image towards customers by showing honesty, wholesome and Cheer. Examples: Dalda is comes under sincerity category because the positioning statement (JAHA MAMTA WAHA DALDA) shows the sincerity towards customers and culture. Cadbury dairy milk is also the good example of sincerity because they are positioning themselves as “Toh phir kuch ...
SWOT ANALYSIS: STRENGTH: PepsiCo’s became the largest carbonated drink at retail PepsiCo’s top marketing executives routinely relied upon to help guide branding decisions.
WEAKNESSES: Mountain Dew was becoming less of a niche brand
OPPORTUNITIES: Mountain Dew’s national media plan focused on a younger audience.
THREATS: Many competitors Lack knowledge on the ads presented
ALTERNATIVE COURSES OF ACTION
ACA 1: Additional one month to time frame of viewing the ad in commercials Advantages: Consumers will better comprehend More exposure Disadvantages: Might be boring – More competitors ACA 2: Choosing Cheetah, Dew or Die and Showstopper concepts Advantages: More interest is given to rival’s consumers Disadvantages: Might be boring
Recommendation: ACA 1, which is having an additional one month to time frame of viewing the ad in commercials, is highly recommended for it give the viewer a better comprehension of the ad and of what the ad is telling. Also, the consumers will surely remember the ad when it is presented all time in commercials.
ACTION PLAN: TIME FRAME ACTIVITY PERSON RESPONSIBLE Month of February Sponsorship of fun-run where contestants wears t-shirt with the “Do the Dew” statement Scott Moffitt (Marketing Director, Mountain Dew)
Month of July Organize a huge party where free mountain dew products are provided exclusively to the following people who attends Scott Moffitt (Marketing Director, Mountain Dew)
