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