Assignment

Abdul Rehman
19P01990
MBA-II A
Mountain Dew: Selecting New Creative
1. Compare and contrast Exhibit 1 and 2
Over the years, comment if the sales/ share or sales/ advertising spend ratio does
justice to advertising spending over the years for any five brands.
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999

COKE 9.945997459 11.42172981 9.600832838 12.81769641 11.00123839 14.98476343 9.655655656 12.61607143 14.51210826 12.03339296
PEPSI 10.55469954 9.469214437 9.632075472 9.06875 10.86235489 10.09992487 14.11416922 10.45454545 9.952364024 8.268836649
MOUNTAIN DEW 23.25581395 9.072022161 13.55598456 13.31958763 12.63888889 1.341052632 13.25742574 14.04176334 13.22266402 15.66666667
7-UP 5.451030928 5.553475936 8.915611814 7.139455782 8.113553114 9.478448276 6.577039275 5.599483204 7.811111111 5.294573643
SPRITE 9.21875 8.673130194 11.93090909 13.2936803 11.00833333 8.43040293 9.150259067 10.6405694 8.612068966 9.051724138

25

20

15 COKE
PEPSI
MOUNTAIN DEW
10 7-UP
SPRITE

0
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999

By calculating sales to advertising ratio, we see that for mountain dew sales to advertisement
ratio dropped till 1995 and raise back again to 16 in 1999. For the other brand sales to
advertisement ration remained almost constant over the years from 1990 to 1999
2. You have to draw up a table like Exhibit 3 for your final project.
Objective Strategy Target Executional
Direction
Increase the awareness and The story based on Female Campaign based on
tell the importance of skin- young and courageous teens/youn broader idea of Nike
care products woman g adults Energetic, Determined
and confident

3. Which target market is most desirable for Mountain Dew? (Exhibit 5a, 5b, 6a, 6b, 6c,
6d). Create a desirable consumer profile for Mountain Dew.
Target Market:
The exhibit 5a shows that Mountain Dew will focus on Working class town and rural town &
Farms because working class town are those which are adventurous and also have hobbies
like fishing. The rural towns are the one who need energy to do daily tasks. They like
wrestling, camping and music. The target market will have age group 18-34 and mostly male
which are students. This category fulfils the requirement ‘Do the Dew’.
Consumer profile:
Demographics:
 Teenagers and young adults
 Both genders
 Middle and upward classes.

Geographic:
 Urban and suburban
Psychographics:
 Adventurous
 E-gamers
 Creative
 Outgoing
 Brave
 Enjoys rock/punk music
 Athletic
 Spontaneous