...divisions, each with category-leading brands. Pepsi and Mountain Dew were the number two and three soft drinks. Frito-Lay dominated the salty-snack category with Ruffles, Lay's, Doritos, and Cheetos. And the company had recently acquired Tropicana, the leading juice brand. In 2000, PepsiCo had acquired the SoBe line of teas and "functional" drinks from South Beach Beverages, which it operated as a stand-alone subsidiary Mountain Dew had carried PepsiCo's soft drink revenues during the 1990s as cola brands struggled. But now the Do the Dew campaign( the famous "Do the Dew" campaign that had catapulted Mountain Dew to the number three position in its category) was entering its eighth year, a long stretch by any consumer goods baseline. Many other brands were now sponsoring the same alternative sports that Mountain Dew had relied upon to boost its image. Teens were also gravitating to new activities and new music that Dew's competitors had successfully exploited in their branding activities. Figuring out how to keep the campaign working hard to maintain the brand's relevance with its target consumers had become a chief preoccupation of senior management at both PepsiCo and BBDO. At the same time, key competitors were raising their ad budgets as competition in both the Carbonated Soft Drink (CSD) and non-carbonated drinks categories was heating up, sending Dew sales below targets. Choosing the right ads to maximize the impact of Mountain Dew's relatively small media budget was a make-or-break...
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...Mountain Dew: Selecting a New Creative Mountain Dew is a Carbonated Soft Drink Invented by Hartman Beverage Company in 1940. It’s Bright yellow / Green in color and has more sugar, Citrus flavor, and Less Carbonation as compared to the other soft drinks available in the market. It was taken over by PepsiCo in 1964 and now stands 3rd in the soft drinks category (Bruce 1) “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. Though the creative changed, the target market for Mountain Dew remained in line. Mountain Dew’s ad campaign between 1995 and 1999 did not live up to the brands expectations. PepsiCo decided that in 2000 Mountain Dew would be featured during the Super Bowl rather than Pepsi. This was an enormous feat, as the Super Bowl had been an influential event for advertisers for decades. It was already October 1999 for the marketing executives and decisions had to be made to get the production started. Only three advertisements were going to be chosen, two to be played during the Super Bowl and all three throughout the year 2000. There were ten initial concepts proposed and five remained. Scott Moffit, the Marketing Director for Mountain Dew, was the least senior executive and first to evaluate the concepts. Throughout the years PepsiCo managers paid close attention to music and sports as these...
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...excitement brand images are expressed. The idea is simple and core concise, a parody of the Queen’s song. It’s unexpected; the Dew Dudes are Queens, and concrete, because Dew dudes are stands like the cover of Queen’s album. There is no whole story behind it but still emotional. Audience could feel funny and exciting. Cheetah: this commercial target the audience, characters in the ad are teenagers. The brand personality, exhilaration and fun are expressed, there are mountain bikes in the show, and audience would feel adventurous, athletic, wild and daring, so it is emotional. The whole idea is simple, even the cheetah like the mountain dew, good taste aspect is expressed as well. It’s not very concrete, but unexpected, cheetah drinks Mountain Dew. A story behind it and connected. And I think the best one is the Die or Dew. The Mock Opera one is more impressive. Compare to the Cheetah one, Mock Opera has a closer relationship to the target audience. Not only teenagers who love sports, but also teen love music and the Queen. And this is more simple and unexpected, so it is easy for audience to remember. Many people are familiar to the album and the song of the Queen. So next time when people see the album, a connection between Mountain Dew and the band will be created. And the Mock Opera one is more irreverence, exciting and funnier. The personality of Mountain Dew is obvious in the Mock Opera...
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...9-502-040 OCTOBER 5, 2001 DOUGLAS B. HOLT Mountain Dew: Selecting New Creative Standing at the front of a PepsiCo conference room, Bill Bruce gestured enthusiastically, pointing to the sketches at his side. Bruce, a copywriter and Executive Creative Director, headed up the creative team on the Mountain Dew account for PepsiCo’s advertising agency, BBDO New York. In fact, it was Bruce who devised the famous “Do the Dew” campaign that had catapulted Mountain Dew to the number three position in its category. With his partner, art director Doris Cassar, Bruce had developed ten new creative concepts for Mountain Dew’s 2000 advertising to present to PepsiCo management. Gathered in the room to support Bruce and Cassar were BBDO senior executives Jeff Mordos (Chief Operating Officer), Cathy Israelevitz (Senior Account Director), and Ted Sann (Chief Creative Officer). Each of the three executives had over a decade of experience working on Mountain Dew. Representing PepsiCo were Scott Moffitt (Marketing Director, Mountain Dew), Dawn Hudson (Chief Marketing Officer, and a former senior ad agency executive), and Gary Rodkin (Chief Executive Officer, Pepsi Cola North America). Scott Moffitt scribbled notes as he listened to Bruce speak. Moffitt and the brand managers under him were charged with day-to-day oversight of Mountain Dew marketing. These responsibilities included brand strategy, consumer and sales promotions, packaging, line extensions, product changes, and sponsorships....
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...Hi lets go outside and play with the dogs. I lets see what we can do for dinner. I am bored. How are you doing? What is your favorite color? PepsiCo's Frito-Lay has an unlikely alternative: Cracker Jacks. ... Age — which will add up to an estimated 70 mg of caffeine in each 2 oz. ... The extension of the Cracker Jack'd line comes as part of Frito-Lay's efforts to expand its “value .... but the wide availability and marketing for some of these things is ... In 1912, Cracker Jack popcorn became the mass marketing legend of the twentieth ... their caramel coated popcorn to the world in 1893 at the Chicago World's Fair. ... in 1914 & 1915 are now collectors' items and are worth quite a bit of money. ... WhenFrito-Lay purchased Cracker Jack from Borden in 1998, one hundred ... PepsiCo Americas Foods (PAF), which includes Frito-Lay North America (FLNA), .... Chipsy, Cracker Jack, Diet Pepsi, Doritos, Duyvis, Emperador, Frito-Lay, Fritos, ..... The fair value of our derivatives fluctuates based on market rates and prices. ... At the end of 2010, we estimate that an unfavorable 10% change in the ... Strategic Marketing Management: Student Guide. Vanguard ...... What is the “fair market value” for Cracker Jack as a Frito-Lay brand? 7. .... Estimate the market size of Dexit in Canada and the potential revenues that this would imply. 2. PepsiCo Americas Foods (PAF), which includes Frito-Lay North America (FLNA), .... Chipsy, Cracker Jack, Diet Pepsi, Doritos, Duyvis, Emperador, Frito-Lay...
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...Mountain Dew target audience: Demographics: Teen males (18 years old epicenter) and current users (20-39 males) of all ethnicities. Low-to-middle class, some of which still live at home with their parents. Earn low-to-average income with partly-to-full high school education. Behavior: Play sports, very outdoorsy, watch TV (MTV, ESPN, sports broadcasts), read about show business and sports, shop at affordable retail stores, listen to current music, enjoy going out and drinking alcohol. Psychographics: want to embrace excitements, adventures and fun, very energized and enthusiastic. Dislike taking on too many responsibilities but care for their families; wish to be young forever, Advertising Criteria: • Visual magnetism/dynamics (V): Mountain Dew is attempting to expand its appeal to new users. This means Moffitt should capture attention of consumers who are not familiar with the brand and raise their awareness. In a very saturated market with many different alternatives (energy drinks, sodas, etc), an ad must have visual magnetism to attract the viewer, but on the other hand it cannot be too cluttered, noisy and difficult to understand. It has to be exciting, dynamic, and adventurous (similar to the brand itself). • Empathy/Appeal to emotions (E): Moffitt states that his communication strategy is to symbolize that drinking Mountain Dew is an exhilarating experience. If you want to convey the viewers that holding that drink in their hand is the gateway to a whole new...
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...UCHECHI JOSHUA AUGUST 5, 2014 PROFESSOR CARBERRY – MKTG 300 BRAND ANALYSIS PROJECT MOUNTAIN DEW I. REVIEW OF SUB-CATEGORY A soft drink is a beverage that contains water or carbonated water, a sweetener (sugar, high-fructose corn syrup, or a sugar substitute), as well as a flavoring agent. Sometimes, soft drinks may contain caffeine, too. Carbonated soft drinks are the largest players in the beverage category. Within the carbonated soft drink sub-category, the leading three companies—Coca-Cola, PepsiCo and Dr Pepper Snapple Group—make up 90.6% market share for the year ending February 2014. In the United States from 2004 to 2013, the Coca-Cola Company was the leading soft drink company. In 2013, its market share amounted to 42.4 percent. This is followed by PepsiCo, which owns Mountain Dew, at 27.7%. All three national brands and the private label sector saw declines in sales ending February 2014. Due to the category of carbonated soft drink being the highlight of a lot of negative press, American consumers are becoming more concerned with obesity and the high sugar content of many of these drink, as well as the safety of artificial sweeteners. Due to innovation in other beverage categories offering flavorful, healthy, and functional drinks, competition has increased even more outside of the carbonated soft drink category. The interest is moving away from carbonated soft drinks. This has resulted in the downward trajectory of the consumption and demand for carbonates...
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...Sprite and Mountain Dew are very similar soft drinks that are found everywhere around the world, from gas stations to sports arenas their bound to come across. Both drinks are governed by different companies, but produce similar tasting drinks. Both are generously supplied to stores where they’re sold cheap and have a variety of sizes and quantities. Therefore, soft drinks have become very popular, but who prefers two similar drinks with the same so called flavors? Many differences have arisen due to which drink offers better qualities that enhance taste and overall feel of the product. At first glance, both soft drinks appear to be evenly matched; however, having the right amount of carbonation and sweet and sour flavor can depict which product is the better buy. First off, the right amount of carbonation is key in a good soft drink. It allows the user to feel awake and have a good sense of feeling while sipping away. Both drinks have carbonation, but by tasting one over the other, it`s pretty obvious which one has more. Sprite has a great amount of “fizz” or carbonation, which allows one to feel energized without having to indulge in three or more beverages to get that sensation of happiness. On the other hand, Mountain Dew, has not enough carbonation; therefore...
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...Mountain Man Brewing Company (MMBC) Case study 1. What has made MMBC successful? What distinguishes it from competitors\ * Brand Loyalty * Older working class, blue collar * Effective marketing * Sales team - "Grass roots" marketing * 70% consumed at home * higher alcohol % * 2. What has caused MMBC’s decline in spite of its strong brand? Think in terms of the beer market in general, as well as the market MMBC serves. * Alternate beverages * health concerns * tax increases * Consumer changes/shift in tastes towards light beer * Limited distribution channels -shelf space * very competitive industry and capital intensive * 3. Should MMBC introduce a light beer? What are the pros and cons of doing from a qualitative perspective? Pros - * Gaining younger demographics * Diverse product portfolio * May be MMBC could create a unique Light beer Cons - * Alienate existing customers * Dilute the existing brand equity in terms of image - particularly the brand stands for Lager with higher alcohol % * Decrease/ cannibalize shelf space. * More expensive to produce * Light beer already has a strong presence. Finally, if they go with light beer with a different brand name, then think about financing - new brand, additional advertising Conclusion The launch of a new product is always going to be a risk, but...
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...I Have Fallen in Love with the Same Woman Three Times I have fallen in love With the same woman three times; In a day spanning 19 years Of tearful joys and joyful tears. I loved her first when she was young, enchanting and vibrant, eternally new. She was brilliant, fragrant, and cool as the morning dew. I fell in love with her the second time; When first she bore her child and mine always by my side, the source of my strength, helping to turn the tide. But there were candles to burn the world was my concern; while our home was her domain, and the people were mine while the children were hers to maintain; So it was in those eighteen years and a day, till I was detained; forced in prison to stay. Suddenly she's our sole support; source of comfort, our wellspring of Hope, on her shoulders felt the burden of Life. I fell in love again, with the same woman the third time. Looming from the battle, her courage will never fade. Amidst the hardships she has remained, undaunted and unafraid. She is calm and composed, she is God's lovely maid. God will make away Don moenThank you lord full album Revelation song by : don moen Don moen let your glory fall Don moen Sing for joy Don moen album song left up your hands Have your way Don moen song Saalita mo Walang hanggan Diyos ng kabutihan Wala kang katulad Dakila ka Sabik sa presinsya mo Dakilang katapatan In your love In your hand Kong kailan kailangan siya Tapat kalian paman ...
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...Thine eyes, and on thy forehead gaze; Two hundred to adore each breast, But thirty thousand to the rest; An age at least to every part, And the last age should show your heart. For, lady, you deserve this state, Nor would I love at lower rate. But at my back I always hear Time’s wingèd chariot hurrying near; And yonder all before us lie Deserts of vast eternity. Thy beauty shall no more be found; Nor, in thy marble vault, shall sound My echoing song; then worms shall try That long-preserved virginity, And your quaint honour turn to dust, And into ashes all my lust; The grave’s a fine and private place, But none, I think, do there embrace. Now therefore, while the youthful hue Sits on thy skin like morning dew, And while thy willing soul transpires At every pore with instant fires, Now let us sport us while we may, And now, like amorous birds of prey, Rather at once our time devour Than languish in his slow-chapped power. Let us roll all our strength and all Our sweetness up into one ball, And tear our pleasures with rough strife Through the iron gates of life: Thus, though we cannot make our sun Stand still, yet we will make him...
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...Airmass : Meaning and Characteristics “An air mass may be defined as a large body of air whose physical properties, especially temperature, moisture content, and lapse rate, are more or less uniform horizontally for hundreds of kilometres.” According to A N Strahler and A. H. Strahler: “a body of air in which the upward gradients of temperature and moisture are fairly uniform over a large area is known as an air mass.” * An air mass may be so extensive that it may cover a large portion of a continent and it may be so thick in vertical dimension that it may vertically extend through the troposphere. An air mass is designated as cold air mass when its temperature is lower than the underlying surface while an air mass is termed warm air mass when its temperature is higher than the underlying surface. * The boundary between two different air masses is called front. Source Regions * The extensive areas over which air masses originate or form are called surface regions whose nature and properties largely determine the temperature and moisture characteristics of air masses. * An ideal source region of air mass must possess the following essential conditions: * There must be extensive and homogenous earth's surface so that it may possess uniform temperature and moisture conditions * There should not be convergence of air; rather there should be divergence of air flow so that the air may attain the physical properties of the region...
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.... | Absorbed . | Liquid to Solid | Freezing. | Released . | Gas to Liquid | Condensation . | Released . | Gas to Solid | Deposition . | Released. | 2) Humidity, water in the atmosphere, is VERY important in the atmosphere. Fill in the following table relating to humidity. Answers for some are given in ( ). A measure of actual amount of water in air (Dew Point, Relative Humidity, or Specific Humidity) | Relative Humanity . | Measured in g of water per kg of air(Dew Point, Relative Humidity, or Specific Humidity) | Dew Point . | A ratio of air's actual water vapor content to its capacity to hold water vapor(Dew Point, Relative Humidity, or Specific Humidity) | Relative Humanity . | Air's relative humidity when air is "full" | 100 % | Two ways relative humidity can change: | 1) amount of water vapor available .2) the temperature of the air . | Temperature to which air must be cooled to reach saturation: (Dew Point, Relative Humidity, or Specific Humidity) | Dew Point . | Temperature at which dew...
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...* Forming Dew Radiational cooling of the surface- Outgoing longwave radiation emitted to space Surfaces (grass,trees,cars) cool to the “dew” “point” Air is cooled by “conduction” and reaches its dew point condensation of liquid droplets on surfaces Dew Formation More likely to form on nights with clear skies and calm winds Objects near the ground will emit infradred radiation (clear nights) coldest air is located near the ground (calm winds) Frost Formation Radiational cooling of the Surface surfaces (grass,trees,cars) cool below frost point (below freezing). Air temp reaches frost point (air becomes saturated) (temp and dew point are equal) deposition of ice onto surfaces also known as hoarfrost or white frost exhibits “tree-like branching pattern.” FROST IS NOT FROZEN DEW! Frost forms on objects that are below freezing (vapor) Frozen dew is dew (liquid) that freezes as temperatures drop Haze…What Is It? Dust or salt particles suspended in the air Morning – Distant objects on the horizon are harder to see RH is much higher, therefore, water vapor condenses more readily and fills the air Afternoon – Distant objects on the horizon are easier to see RH is much lower, therefore, water vapor doesn’t condense as it would in the morning Hygoscopic – “Water-Seeking.” Ocean salt Hydrophobic – “water-repelling.” Oils, wax, and gas Wet haze – tiny liquid drops scatter light and appears dull grey or white Dry haze – non-water particles appear orange or yellowish ...
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...my life and that was in 2006, indoors on manmade snow in Dubai, an experience that both terrified and elated me all at the same time. It wasn’t until 2008 and the epic snow storm that blanketed most of the nation that I decided to give it another go. Of course I had a few friends who were goading me into trying it, as I normally made fun of snowboarding or any other snow sports for that matter. I used to think it was too expensive, dangerous, and a waste of time. Why would I go out in the cold on purpose? Why would I pay to strap a sled to my feet and do crazy things? All of these questions and more went through my head while I was driving a group of Aussie friends up to Cypress Mountain in Vancouver, BC where I was planning to go snowshoeing and take photos. When we arrived at the mountain the sky started dumping snow, something it wasn’t’ doing when we started off from the city. It would make for a good snowshoeing experience, but would limit the photo opportunities. So, with that I decided to cave into the peer pressure I was feeling and give snowboarding another try. Keep in mind that only other time I had been strapped to a snowboard was in the United Arab Emirates on fake snow in August in the middle of the desert. The gear was smelly and sweaty from hundreds of other users, but it seemed solid and didn’t cost that much. It felt like I was carrying a coffee table with some attachment points for my feet. I wasn’t the only one in the group who had to rent equipment...
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