(최종)마케팅-마운틴듀

소개글

Focus Target in a teenager maleThreat to decreasing CSDs market and increasing to concerning “Health”The creative as the most challenging aspect of brand management2. Mountain Dew Introduction Invented by the Hartman Beverage Company in KnoxvileThe drink became a favoriteThe bright yellow-green drink in the green bottleMore sugar and more caffeine than other soft drinksMountain Dew had carried PepsiCo’s soft drink revenuesOne of the ten largest ad agencies in the world.PepsiCO assigned Mountain dew to BBDO3. Cultural Trends BBDO focused on track music and sports trends.

목차

Focus

Mountain Dew Introduction

Cultural Trends

Competitor, Advertising and Branding

The Do the Dew Campaign

Advertisements 1

Positioning

Market Change

Market Research

Advertisements 2

Share Change

Issue

본문내용

The Carbonated Soft Drinks Category
The retail carbonated soft drinks (CSD) category had long been dominated by two giants, Coke and Pepsi.
CSDs were a promotion intensive category. In most grocery stores, Coke and Pepsi controlled a great deal of shelf space and displays.
In the 1990s, cola growth slows and the “flavor” CSDs did very well.
In 1999, however, all CSD sales suffered as a result of customer’s sticker to a category-wide 5% retail price increase, and also a trend toward experimentation with noncarbonated drinks and bottled water as substitutes’ for soft drinks

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