8/8/2019 Brand Evaluation Satendra

1/11

BRANDBRAND

EVALUATIONEVALUATIONSPRITE V/S MOUNTAIN DEWSPRITE V/S MOUNTAIN DEW

8/8/2019 Brand Evaluation Satendra

2/11

HISTORYHISTORY

Headquarter in midtown Atlanta Georgia.Headquarter in midtown Atlanta Georgia.

Spritewas introduced by Coca Cola in 1961.Spritewas introduced by Coca Cola in 1961.

Now its becomeworldsleading flavouredsoftNow its becomeworldsleading flavouredsoft--drinks in category oflemon.drinks in category oflemon.

Sprite become marketleaderposition in lemonSprite become marketleaderposition in lemon

limesodacategory in 1978.limesodacategory in 1978.

In some partof Switzerland it iscalledascitro.In some partof Switzerland it iscalledascitro.

8/8/2019 Brand Evaluation Satendra

3/11

HistoryHistory

1940's Two brothers, Ally and Barney Hartman,1940's Two brothers, Ally and Barney Hartman,created the drink "Mountain Dew.created the drink "Mountain Dew.

1964 Pepsi acquires a regional brand called1964 Pepsi acquires a regional brand called

Mountain DewMountain Dew 1965 Mountain Dew gains popularity with new1965 Mountain Dew gains popularity with new

tag line tag line, "Yatag line tag line, "Ya--Hoo, Mountain Dew !Hoo, Mountain Dew !

1993 "Do the Dew" tag line is introduced.1993 "Do the Dew" tag line is introduced.

In 2003, Mountain DewwaslaunchedwiththehighIn 2003, Mountain Dewwaslaunchedwiththehigh

decibel Cheetah bhi peetahai advertisingcampaigndecibel Cheetah bhi peetahai advertisingcampaign Feb ,2008 Mountain Dew has launched its newFeb ,2008 Mountain Dew has launched its new

commercial Darr ke aage JEET Hai for its corecommercial Darr ke aage JEET Hai for its coretarget audience who is adventurous, bold andtarget audience who is adventurous, bold anddaringdaring

8/8/2019 Brand Evaluation Satendra

4/11

PRODUCTPRODUCT

SPRITESPRITE

A Coca Cola Co BrandA Coca Cola Co Brand

PACKAGESPACKAGES

2Litre2Litre

600 ml600 ml

300 ml300 ml

300 ml300 ml

MOUNTAIN DEWMOUNTAIN DEW

A PEPSI CO BRANDA PEPSI CO BRAND PACKAGESPACKAGES

2Litre2Litre

600 ml600 ml

300ml (my can)300ml (my can)

300 ml (glass bottle)300 ml (glass bottle)

8/8/2019 Brand Evaluation Satendra

5/11

PRICING (MOUNTAIN DEW)PRICING (MOUNTAIN DEW)

OffersschemesandOffersschemesand

discountstodiscountsto

consumersaswellconsumersaswell

asdistributorsandasdistributorsandretailers.retailers.

Productsare pricedProductsare priced

in away thatarein away thatare

affordabletotheaffordabletothe

entireconsumers.entireconsumers.

Rs 45

(2ltrs)

Rs 15

My Can

Rs 10

300ml

Rs 20

600ml

8/8/2019 Brand Evaluation Satendra

6/11

SPRITESPRITE

Rs 50

(2ltrs)

Rs 15

(350ml)Rs 23

(600ml)

Offertalk timeworthOffertalk timeworth

Rs. 1.5 carorto 230Rs. 1.5 carorto 230

million mobileuser.million mobileuser.

Rs 10

300ml

8/8/2019 Brand Evaluation Satendra

7/11

PUNCH LINE (MOUNTAIN DEW)PUNCH LINE (MOUNTAIN DEW)

--Darr ke AageDarr ke Aage

Jeet HaiJeet Hai

Do the dew Do the dew Cheeta bhi peetaCheeta bhi peeta

haihai

Advertising basedonAdvertising basedon

aggressivesportsaggressivesportslikewaterrafting,likewaterrafting,

jumping, trekking.jumping, trekking.

8/8/2019 Brand Evaluation Satendra

8/11

PUNCH LINE (SPRITE)PUNCH LINE (SPRITE)

I drink thereforeI am

Seedhi baat nobakbass clearhai

Nothing islighter than zero

8/8/2019 Brand Evaluation Satendra

9/11

Target customerTarget customer

SpriteSprite

Thetargetconsumer istheThetargetconsumer istheyoung peopleandtheyyoung peopleandtheyenjoy because ittastedenjoy because ittastedcrisp andclean. Itscrisp andclean. Itsreally quenchesthethirstreally quenchesthethirst

Mountain dewMountain dewDemographic

youth, Male & Female both

Demographic

young people

8/8/2019 Brand Evaluation Satendra

10/11

MarketMarket

SpriteSprite

Morethan 200 countryMorethan 200 country

(china, Armenia India,(china, Armenia India,Australiaetc )Australiaetc )

Mountain dewMountain dew

EuropeEurope

North AmericaNorth America

AsiaAsia

8/8/2019 Brand Evaluation Satendra

11/11

ConclusionConclusion