Mountain Dew Business Presentation we have a presentation on mountain dew, i have sent you the powerpoint that needs to be completed based on the Report. t

Mountain Dew Business Presentation we have a presentation on mountain dew, i have sent you the powerpoint that needs to be completed based on the Report. though we have not created any surveys or done any research. i would like you to finish the powerpoint and provide talking points and brief explanations that we can use to present. I have also posted an EXAMPLE presentation on “Snapple” for reference COMPANY OVERVIEW
? What is Mountain Dew?
? Mountain Dew = “Moonshine”?
? Original Recipe
? Founded in 1940s by Barney and Ally Hartman
? Developed as a chaser drink for Tennessee bars
? Southern Nickname for Moonshine
? Rejected by Coca-cola
? New Recipe
? Bill Jones of Tip corporation used taste testing to develop new
recipe
? Acquired by PepsiCo 1964
? Success Today
? The 4th most popular soda in the world and the #1 Lemon Lime
soda in the world
? Created Dew Tour, cementing itself in the action sports world as
the soda of choice
BRAND IMAGE
ACTION
FUEL
COMPETITION
WINNING
RESEARCH OBJECTIVE
? QUALIFICATIONS
? TERMINATIONS
? Ages 18-29
? Must have consumed soda in the last
month
? Must be enrolled in college
? Works in Market Research
? Works in Advertising
? Works for a company that makes soda
or soft drinks
FINDINGS
FINDINGS
FINDINGS
IMPLICATIONS
ALTERNATIVE ADVERTISING
THANK YOU
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Scanned with CamScanner
By: Beverage
Group
SNAPPLE NOW
BACKGROUND
?
Snapple is a brand of natural iced tea, juice drinks.
?
Owned by Dr Pepper Snapple Group.
?
Founded in 1972.
? Made from the best stuff on earth.
?
Real ingredients
?
No artificial flavors
SNAPPLE NOW, CONT’D
? The use of more natural ingredients makes the drinks more appealing to more
components of the market structure.
? The company faced a drop in revenue for the Snapple brand.
? Change in the brand’s image.
? Advertising have boosted sales.
RESEARCH PROCESS
? Qualification
? Ages 18-29
? Must have consumed iced-tea in the last month
? Full or part time college student
? Termination
? Market research company
? Advertising agency
? Company that makes or sells iced-tea or other soft drinks
FINDINGS
1. Virtually all respondents drink Iced tea in the afternoon.
2. A few people drink Iced-Tea while they eat lunch.
3. Most of the respondents prefer to drink their Iced-Tea throughout the day.
4. All respondents said the number one quality they hate most about Iced-Tea is how
sweet it can potentially be.
5. Many respondents drink Iced-Tea because of how refreshing it is.
6. Some respondents do believe many Iced-Teas taste artificial.
FINDINGS CONT. (1)
7. A considerable amount of respondents would substitute Iced-Tea for water.
8. Most believe Iced-Tea to be a healthier option than soda.
9. Quite a few respondents relate Iced-Tea to being expensive in comparison to other
beverages like soda.
10. Some believe Iced-Tea is best when the weather is warm.
11. Many people purchase their Iced-Tea at supermarkets.
12. A few purchase Iced-Tea at school.
FINDINGS CONT. (2)
13. Most people have not seen any advertisements for Iced-Tea within the past couple
months.
14. All interviewees know about Snapple.
15. Most found it satisfying to hear the snap when opening a Snapple.
16. Everyone has tasted Snapple at least once, when they were young.
17. Multiple people remember the facts on the caps.
18. Many respondents feel that Snapple focuses too much on the facts.
IMPLICATIONS
For future promotion, we recommend the following:
? Follow-up with nostalgia
? Emphasize the wide variety of Snapple Beverages
? Provide the health facts on Snapple
Positioning
Wacky Schedule Drinkers
“WSD’s are described as “on-the-go
types” who never remain long in one
place.
Always on the move, they drink their
Snapple most often with a meal at
around Lunch time.
They can often be found going to
convenience stores or gas marts. They
also can be conveniently purchase
drinks at a vending machine.
?
?
Drank Snapple as a
?
Enjoy variety
kid
?
Enjoy accessibility
?
“On-the-Go Types”
Enjoyed reading
facts under lid
?
Price is Important
?
Flavor is important
?
Moderately HealthConscious
IMPLICATIONS CONT.
Challenge: Target the WSD’s
while they’re on the go
Advertising Plan
?
Social Media
?
channel to the beverage
? Promote the stories of the
Solution: Target where they’re going
to be
?
?
?
Gas Pump Ads
? (Video & coupon slips)
Facebook – Should serve as a
Snapple Drinkers
?
Twitter – Should serve as a
channel to the facts under the cap
? Tweet about the facts
Convenience Store Discounts
? (Buy 1 Get 1 Half-Off)
Vending Machine Ads
? (Machine Cover Ad)
? Find new facts
?
Instagram – Should serve as a
channel to promote the
Snapple Drinkers
? Snapple Influencers
ADVERTISING ALTERNATIVES
Advertisement 1:
ADVERTISING ALTERNATIVES,
CONT’D
Advertisement 2:
ADVERTISING ALTERNATIVES, CONT’D
1st Advertisement:
? Designed to evoke a feeling of nostalgia
? Communicates brand name, has a relevant message, creates favorable
feelings toward brand
? Not deceptive, unethical, or offensive
ADVERTISING ALTERNATIVES, CONT’D
2nd Advertisement:
? Designed to speak to concerns about health
? Uses the slogan that all respondents agreed is most
effective
? Communicates brand name & intended message,
relevant information, engenders favorable
attitudes,
? Not deceptive, unethical, or offensive
THANK YOU!

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