Brand Analysis Project- Mountain Dew Essay

1803 Words Nov 18th, 2014 8 Pages
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
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Advertising Age study titled "100 Leading National Advertisers" reviewing data from 300 of the largest national advertisers based on their 2012 measured media spending. Ranked #3 after Coke and Pepsi on the basis of it US sales volume, Mountain Dew spends only 44 million dollars on ads. Coke and Pepsi spend over 240 million dollars on ads. These carbonated soft drinks brands often seek out the best media for advertising, because they want to be associated with a particular lifestyle’s audience.
Brand and price are the most important traits to consumers purchasing at retail. National brands are lowering prices and offering price promotions to tap into that attribute and keep the consumers interested in the product and buying. The less important attribute are the in-store promotions and size of packaging.
The market for all beverages is continuing to fragment more and more into different cub-categories and brand extensions growing. With the help of the changes and innovations in this era’s communication, brands are competing for consumers’ attention in social media. Knowing that many of beverage purchase decisions are impulse buys, marketers for these brands want to do more than engaging the consumers at the point of purchase. Marketers are now working to increase their connections with consumers before their purchase. A report examined how brands are using social media and…

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