(최종)마케팅-마운틴듀

Mountain Dew : Selecting New Creative
Contents
Mountain Dew Introduction
2
Cultural Trends
3
Competitor, Advertising and Branding
4
Positioning
7
Market Change
8
Market Research
9
Advertisements 1
6
Focus
1
Advertisements 2
10
Issue
12
Share Change
11
The Do the Dew Campaign
5
1. Focus
Target in a teenager male

Threat to decreasing CSDs market and increasing to concerning “Health”

The creative as the most challenging aspect of brand management

2. Mountain Dew Introduction
Invented by the Hartman Beverage Company in Knoxvile
The drink became a favorite
The bright yellow-green drink
in the green bottle
More sugar and more caffeine
than other soft drinks
Mountain Dew had carried
PepsiCo’s soft drink revenues
…