Mountain Dew The new creative

Group 2
Adarsh Natrajan Alok Shukla Dharmesh Gandhi Narendran Subbaiah Ramnathan G A Saurabh Jain 2008003 2008005 2008019 2008038 2008097 2008105

Objectives
Suggest a conceptual process by which a creative can be selected for Mountain dew as a part of a brands 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

Components of Brand Culture

Reputation Value Relationship Value Experiential Value Symbolic Value

Stories, Images and Associations

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 Scenario
Sales
2500.0

Share
25.0

2000.0 Coke
Percentage

20.0
Pepsi

Coke Pepsi MountainDew Sprite Dr Pepper 7-UP Surge

1500.0

MountainDew Sprite Dr Pepper 7-UP Surge

15.0

1000.0

10.0

500.0

5.0

0.0 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 Year

0.0 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 Year

Adspend as a % of Sales

0.8 0.7 0.6

Percentage

0.5 0.4 0.3 0.2 0.1 0 1990

Brand

1991

1992

1993

1994

1995
Sprite

1996

1997

1998
7-UP

1999
Surge

Coke

Pepsi

MountainDew

Dr Pepper

Market Scenario
Perceptual Map based on Psychographic Imagery
Rebellious

Mountain Dew

Adventurous Low High

SPRITE

7 UP
Relaxed

Market Scenario
Position Map
U P S C A L E

D O W N S C A L E

Rura l

Tow ns

Urba n

Mountain Dew

SPRIT E

Dr. Pepper

Mountain Dew Brand Culture History

Introduced in 1940s, didnt 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
1. 2. 3. Control of the self space and display Impulse Purchase displays Under the Cap Game

Product
Product perception was primarily on experiential like 1. Pepsi Choice of the new generation 2. Coke For family and all occasions 1. 2. 3.

Packaging
20 Ounces single serve bottles 2 Liter packs, 24 pack cases Prominent color based identification of CSD

Pricing
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 Dew

Brand Culture
Customers/Prospects Influencers Current Brand Strategy

Brand Story
Reputation Inferences Relationship Inferences Experience Inferences
Too Sweet, Lots of Flavor Energy Booster Loyalist Being Sporty was not differentiable, predictable, Most Entertaining ads Fun to Drink, Intense Experience Highest gate keeping ratings, Adventurous, Wild, Active, Daring, Courageous, Exciting, Free-spirited, Rebellious, Spontaneous, Athletic, Youthful , Hip, Out-going N/A N/A Andre Agassi performs extreme stunts Powerful citrus flavor, more sugar, more caffeine, Transactional Sporty, Excitement, Energy

Symbolism Inferences

N/A

Been there, done that Do your own thing,

Competitive Brand Culture

Brand Culture
Customers/Prospects Customers/Prospects Customers/Prospects

Brand Story
Reputation Inferences

Sprite

7-Up

Surge
Unique
When need energy boost In mood for something different Can't relate to ads, Low quality products, Not always available, Intense Experience, Tastes Artificial Wild, Rebellious, Daring, Adventurous, Active, Up-to-date, Athletic, Trendy, Youthful, Leading-edge, Exciting, Spontaneous, Individualistic, Powerful, In Style

Lowest Calories, Low in Sodium Lowest Calories, Least Fattening Goes down easily Low in Sodium Healthy/good for you Relationship Inferences In a restaurant, After exercise/sports, In the morning / evening Experience Inferences Most refreshing, Thirst Quenching Most refreshing, Too Little Flavour, Not Sweet Enough, Not Filling

Symbolism Inferences

Feminine, Sensitive, Peaceful, Nice, Relaxed, Free-Spirited, Cooperative, Friendly, Happy, Kind, Innovative

Sensitive, Relaxed, Peaceful, Healthy, Feminine, Kind, Nurturing, Nice, Loyal, Cooperative

Demographic groups and Profiles

Segments
Upscale suburbs Traditional Families Mid Upscale Suburbs Metro Elite Working Class Towns Rural Towns & Farms Mid Urban Melting Pot Downscale Rural

Mountain Dew Consumption Index

64 96 66 72 139 140 74 158

Life style
High on lifestyle, high income, high awareness quotient, flashy lifestyle Aspirational, low physical activities, classic rock, mid-high income Part of urban fringe, mid-high income, educated, vicarious pleasure seekers baseball fans, gambling, internet, read science Urban, educated, diverse, traditional source of entertainment - fashion, music, films, computers Middle income, outgoing hunting, racing, fishing, camping, owns trucks/vans Country side, outgoing in lifestyle fishing, woodworking, wrestling, camping, Not much into reading Multi-ethnic, low income, Asian, Africans, Hispanics, Europeans, Identification dance music, boxing, pro basketball, lottery, contemporary radio, Low income Poor, Socially conservative and religious, high African Americans, low on education, occupation, income Interested in target shooting, tractor pulls, country music, fishing, hunting Poor, Hispanic, African Americans, Dance music, basketball, lottery, TV viewing (heavy)

Downscale Urban

76

Demographic groups and Profiles

Upscale 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 18-34 W/O Kids 35-54 W/Kids 35-54 W/O Kids 55-64 65+

82
77 101 56 45 13

118
121 160 79 42 35

101
111 108 71 64 18

139
85 141 47 47 21

237
139 242 121 67 42

225
153 212 141 91 39

148
104 97 52 49 31

309
142 291 127 87 43

99
98 107 73 55 32

Cultural Evolution
Era Culture

Early 90s

Gangsta rap, violent lyrics Emergence of alternative sports-skateboarding, paragliding, BMX biking, etc Cynicism 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 Creatives
Year 1970s 1980s 1994-95 Campaign Hello Sunshine Country Cool Done that campaign Authors Company Company, popular culture Company, popular culture, consumers(been there, done that) Company, popular culture, Strategy Expand reach from hinterlands to suburbs and cities Suburban kids + active rural lifestyle Association with alternative sports and grunge musicpopuilar culture-TG teen enthusiasts

1995

Different creative ideas:Mel TorneI get a kick out of you

http://www.youtube.com/watch?v =1fMSvCi5HU8

1997

Thank Heaven http://www.youtube.com/watch?v =DRN_kOcQrUc&feature= related

Company, popular culture

Feminine brand of aggressiveness, grunge style

1997

Jackie Chan http://www.youtube.com/w atch?v=4xZAY_aC4Oo

Company, popular culture

Seen it already motif,humour, broaden mountain dew franchise

1999

Parking Attendant ad http://www.youtube.com/watch?v =84e6fvKEXvY What snowboarders do in offseason

Company, popular culture

Different creative again targeted at alternative sports like snowboarding with a touch of irreverence

Behaviour of Teens in late 90s

Teens(in general) Cynicism Anti-establishment ethos Revolt against popular established brands Need to differentiate themselves African Americans Distrust of government and social services Strong kinship bonds Adaptable family roles Hispanic Teens Speak own brand of Spanish, Spanglish Demographic awakening and retroacculturation

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 bulls eye TG Non-conformist behaviour is now mainstream

Creatives and cultural insights

SN Creative o 1 2 Labor of love Cheetah Cultural Insight Irreverence, humour, baseball Mountain bike, adventure,wild, daring, athletic

3
4 5

Dew or Die
Mock Opera

Mountain sports, fun and humour, dramatic

Retro, alternative sports, irreverence

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