BRAND: MOUNTAIN DEW ( DARR KE AAGE JEET HAI....)
Earlier it was mountain dew(cheetah bhi peeta hai.......)
Which segments are being targeted and strategies used to influence the target segment ?
Initially a drink with strong following with rural middle-aged people, it target demographic today is radically different. The drink is mainly marketed to people in the 12-30 year old demographic group, creating a connection to activities like extreme sports and to the video game culture.
Target marketing centers around the recognition that a mass market is comprised of separate groups whose demographic and psychographic profiles differ. A program to market to those segments would need to understand and capitalize on the group's differences and use them strategically in marketing.
Pepsi'-Cola Company used target market analysis to broaden the audience for Mountain Dew. Mountain Dew's extreme sports image and heritage as a hillbilly brand made its penetration into the urban youth low
They are targeting the youth by communicating that it is for the people who loves to do crazy things in life with passion and fearlessly.
The brand was re-launched with a completely new, punchier formulation with communication that aimed at forging a strong emotional connect with our audience. Thus came about the "Darr Ke Aage Jeet Hai" campaign, which acknowledged that fear was a very real and relevant aspect of the adventurous world and Mountain Dew, as a brand wanted to encourage all youth in their moment of fear, to believe in themselves and just go for it because beyond fear, lies victory.
Mountain dew was introduced in existing market with a new product i.e. citrus segment so they adopted market penetration strategy to prove its capabilities.
Market penetration is name given to a strategy where business focuses on selling existing products in existing market:
- So as to increase or maintain market share of current products, this can be done by combination of competitive pricing strategy , advertising, sales promotion.
- Restructure the mature market by driving out competitors, require much more stronger promotion campaign supported by competitive pricing strategy.
- Direct distribution-
- Third party distribution:
In direct distribution there is no middleman-
They follow direct distribution in shopping malls like big bazaar, easy day etc
Mountain dew has adopted intensive distribution strategy to provide saturation coverage by using all available outlets. For example mountain dew is available at all small and large retail stores, supermarkets, departmental store and supermarkets.
- Different promotional tools used and the strategy behind using these tools?
They are using all promotional tools whatever they can use for their market growth. They are making promotion on-
- Sponsoring the games
- Event management
- Film promotion
- Promotional t-shirts
Online campaign like polls for democracy
They are using every tool where they can attach youth with that e.g. MTV ROADIES, STUNT MANIA etc and arranging events like TALENT HUNT ( LOVELY PROFFESIONAL UNIVERSITY)
Film promotion like mission istanbull
Their strategy behind this is to truly attach the youth with the brand and make them brand loyal. Whenever they think of any drink the brand recall be of mountain dew
They are targeting like an energetic drink so they are attaching them with the energy(youth) in each and every possible way
- Which strategy out of Pull or Push is used and why?
A "push" promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product.
The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers
A "pull" selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product.
If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers
Here pull strategy is used because lot of spending are done on doing all kind of advertisement and other events, they are creating demand among youth by joining them with due through all possible way. Here customer demands for dew i.e. whenever he goes to shop he asks for dew this is called pull strategy.
- Critically Appraise the Promotional strategy of your selected brand.
They have promoted the brand very well, they have made image of dew as an adventurous drink i.e. drink for brave people and their strategy of being attached to youth through all innovative ad campaign is fabulous.
Being in direct competition with sprite they have proved themselves every time through sales portion. To attach themselves with youth they have used very good example of event management and TV shows in which all the youth is involved.
To awake the youth they have very well used the poll campaign to be participative in views about democracy or other problems in India.
To target youth they are moving to different colleges and university where majority of youth of India is , they are doing many kinds of game shows and other talent hunt programme to be a part of youth. In my view they have adopted very well promotional strategy.