Ali Rana & Saad Umrao

1.

199 199 199 199

0 1 2 3
Sale sha Share/s Sale sha Share Sale sha Share/ Sale sha Share/s
s re ale s re /sale s re sale s re ale
1.257
156 1.28393 159 90099 161 1.2516 168 1.20209
Coke 5.5 20.1 4845 7.9 20.1 5 3.9 20.2 26495 0.4 20.2 4739
1.263
137 1.28467 133 07922 132 1.2431 130 1.20223
Pepsi 0 17.6 1533 8 16.9 3 7.3 16.5 25141 5.9 15.7 6006

1.245
1.28813 313. 60843 328. 1.2496 357. 1.20246
Sprite 295 3.8 5593 1 3.9 2 1 4.1 19019 6 4.3 085
1.271
Dr.Pe 368. 1.27578 385. 73630 1.2560 445. 1.21184
pper 4 4.7 7188 3 4.9 9 414 5.2 38647 6 5.4 9192
1.251
211. 1.27659 207. 80548 211. 1.2304 209. 1.19104
7-UP 5 2.7 5745 7 2.6 9 3 2.6 77993 9 2.5 3354

199 199 199 199

4 5 6 7
Sale sha Share/s Sale sha Share Sale sha Share/ Sale sha Share/s
s re ale s re /sale s re sale s re ale
1.113
177 1.14819 186 13282 192 1.0678 197 1.04135
Coke 6.7 20.4 6094 8.6 20.8 7 9.2 20.6 00124 8.2 20.6 0723
1.115
131 1.14503 134 82236 138 1.0761 139 1.02048
Pepsi 0 15 8168 4.3 15 1 4.6 14.9 23068 1.5 14.2 1495
1.107
396. 1.13550 460. 97306 529. 1.0758 1.03678
Sprite 3 4.5 3407 3 5.1 1 8 5.7 7769 598 6.2 9298
1.106
Dr.Pe 485. 1.15440 79611 536. 1.0991 566. 1.04093
pper 1 5.6 1154 515 5.7 7 8 5.9 05812 8 5.9 1546
221. 1.12866 219. 1.136 217. 1.0564 216. 1.06137
7-UP 5 2.5 8172 9 2.5 8804 7 2.3 9977 7 2.3 5173
 199 199
8 9
Sale sha Share/s Sale sha Share
s re ale s re /sale
1.005
203 1.01104 201 94648
Coke 7.5 20.6 2945 8 20.3 2
1.005
139 1.01443 137 97754
Pepsi 9.8 14.2 0633 1.8 13.8 8
1.012
651. 1.01258 671. 65822
Sprite 8 6.6 0546 5 6.8 8
Dr.Pe 599. 1.01768
pper 4 6.1 4351 630 6.3 1
210. 0.99573 204. 1.024
7-UP 9 2.1 25747 9 2.1 89019

It does justice inreference to spending and sharee per sale basis

2. You have to draw up a table like Exhibit 3 for your final project.

Brand: Diamond Paints Extension: Acrylic Paints

Year Objective Strategy Target

2021- Increase Awareness of Acrylic Using Diamond Paints 16-34 mostly teen and adult
 acrylic colors richness
enables you to bring
2022 Extension parents/nonparents
your creativity to your life
like no other
Establishing a Clear Point of Diamond Paints Color
Difference Between Diamond Quality, Sustainability 16-34 mostly teen and adult
Paints Acrylics and Its cannot be matched with parents/nonparents
2023 competitors any other competitors
Diamond Paints Acrylics
doesn't let the socio-
economic barriers to
curtail creativity, by 16-34 mostly teen and adult
distributing and initiate a parents/nonparents
Optimizing the current painting activity on
positioning equity in an socially various underprivileged
2024 awareness manner school children

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.

In terms of its desirability of target market, it is suggested that Mountain Dew Target Market
would involve targeting 18-39 Years Olds with and With Out Kids Specifically Focusing on
the Lifestyle Category of : Traditional Families, Mid Upscale Suburbs, Metro Elite, Working
Class Towns, Rural Town and Farms, , Since the prime positioning goal for Mountain Dew is
to relate to youngsters of 18 years old who embrace adventures, excitement and prime and
youngsters main 18 years old and as Exhibit 7 suggests 20-39 years old as current users, in
terms reinforcing them to drink, Thus, overall personality of brand as exhibited in EExhibit 6a
as Adventurous, wild, active, daring, courageous, exciting, free- spirited, rebellious,
spontaneous, athletics, youthful, cool, hip and out-goning, is very much inclined with above
agr category of 18 years above upto 39 years old. With above Lifestyles, who are exposed to
cultural trends such as Basketball, Hiphop etc, suggests to have been a better audience int
terms of associating with the brand.

4. Suggest a creative strategy for Mountain Dew. Justify!

As exhibit 6a suggests the psychographic imager of brand as:
Adventurous, wild, active, daring, courageous, exciting, free- spirited, rebellious,
spontaneous, athletics, youthful, cool, hip and out-goning

And its over all communication strategy focused on a core statement: " Symbolize the
drinking Mountain Dew is an exhilarating experience" Mainly targeting 18 years old with
reinforcing usage in 20-39 years old following creative strategy is suggested:
Ads showcasing some daring stunts by a performer, such as jumping off the cliff to catch
mountain dew, Walking in a Sahara desert and planning to steal a dew's can from Python's
nest, Skydiving from 20000 feet above and competing with other sky divers to catch the
falling dew can and in all the creatives the end would focus on exhibiting the thrist quenching
feeling.
Prime reason for such creative to generate an association of daring and exhilarating
experience of drinking with a brand. Such creatives tend to focus on reinforcing
psychographic images of the current users of and looks to achieve an adventurous and
daring personality. Threshold of such adventures and dares tends to have been increasingly
found in 18 years old, and for 18 years old the Gatekeeping rating would be lower, since
after 18, adults are independent in terms of their choices. thus, suggesting the likely success
of creatives based on research.