MKTG 232

ADVERTISING ASSIGNMENT

NAME: YASH GOPALKA

ADMISSION NO.: 130061

INTRODUCTION
I have got an opportunity to work on the communication strategy of mountain dew. To introduce the
brand I would like to say that Mountain dew is the third largest refreshment brand after Coca-Cola and
Pepsi according to beverage digests . The soft drink has its own exclusive identity. The word mountain
dew was used as slang for bad whiskey. The brand was created by Barney and Ally Hartmans in 1940 as
a mixer.
Then it was purchased by Pepsi in 1964 for $6 million, mountain dew now represents more than $9
billion dollar in a year. It is one of the main brands within the PepsiCo business. Earlier mountain dew
used to do marketing which focused on advertising with a campaign. Over the years the marketing
strategy for mountain dew has advanced beyond advertising into experience. Events have become one of
the major focuses of mountain dew now days.
Their first TV commercial was, YaHoo! Mountain Dew. Itll tickle yore innards.
Mountain dew was launched in 2003 in INDIA
With a new and a very exciting formulation, the brand Mountain Dew was relaunched again in 2007 by
creating and maintaining a strong emotional connection with the audience. Their new campaign Darr Ke
Aage Jeet Hai acknowledged the fact that fear was a very crucial aspect to be understood in adventure
sports and the brand wanted the younger generation to believe in themselves and overcome their fears and
succeed and achieve victory.

Advertising strategy
An advertising strategy is an idea to influence and encourage the target audience to buy a product or a
service.
Its a soft drink that thrills like no other as a result of its dynamic, high-vitality, compelling citrus taste.
The current television commercial mostly focused on young people doing adrenaline junky stuff which is
being endorsed by none-other than our very own Bollywood Greek God Hrithik Roshan.
Mountain Dew has recently introduced a new campaign which was in resonance to the original
philosophy of the brand 'Darr Ke Aage Jeet Hai'. Taproot India created the new advertisement film which
portrays Roshan facing his fears and vanquishing them to achieve his goals after drinking Mountain Dew
and taking the leap from the cliff and jumping into the water.
The segments which they are targeting are the people who think they are brave, who are ready to take the
challenges or a can do attitude, adventurous. They are targeting individual with an age group of 12 to
38 with the spirit of doing something. . This is reflected in the high-adrenaline promoting of the brand and
its association with open air experience with outdoor adventure.
Segmentation

Targeting

Positioning

source

message

Channel

Concentrated target
market of adventurer,
daring, and extreme
sports lover and most of
the people falls in this
category are young

Targeting itself
by promoting
itself as a high
energy and citrus
flavor drink

'Darr Ke Aage Jeet Hai'.

Hence the key variable
is
Psychographic(lifestyle
, personality)

Hrithik
Roshan

'Darr Ke
Aage Jeet
Hai'.

TV

Concentrated
strategy

Demographic ( age
group)

Age: Mountain dew is targeting youth or teenagers which mean the consumer between the
age group of 12 to 38. Soft drinks are the part of lifestyle among the different age group.
Lifestyles: As in their current advertisement they are targeting life style of the people. The
main focus of the mountain dew is to focus on the youth who are ready to take extreme
challenges and who like sporting and adventure. They are targeting people who are daring.
Targeting: Basically mountain dew is targeting a niche market of extreme sport lovers and
most of them consumers fall in the segment are young. The consumers are also not
concerned about the price also. The main customer they are targeting one who believes
that they are fearless.
Positioning: Mountain dew has positioned them as great tasting carbonated soft
drink that thrills like no other soft drinks because of their thirst quenching,
energizing and has a citric flavor kind of taste.

Mountain dew's strategy is that this beverage will target and had effect among the persons who are
adventurer, entertaining, energized and brave. Additionally it is promoting so as to situate itself as a high
vitality and citrus flavor drink
The message in the advertisement is 'Darr Ke Aage Jeet Hai. As mountain dew is inspiring people to look
beyond their own fear after drinking it.
The source in the advertisement is one of the famous actors Hrithik Roshan who himself is one of the
adventurous seeker; he likes adventures sports and activity so the source has an authenticity over the
brand.
COMPETITOR ANALYSIS
There are many competitor of MOUNTAIN DEW but I have taken SPRITE and LIMCA as their main
competitor in the assignment.
SPRITE
Sprite was created by Coca-Cola Company and was developed in West Germany in 1959. This soft drink
is colorless, lime and lemon flavored. Coca-Cola also promoted the brand through their website.
The latest TVC of sprite promotes its tagline clear Hain it focuses on the people have a goal in their
life, and sprite can help them to infuse new thoughts which can help them to overcome their competitors.
Segmentation

Targeting

Positioning

For all people seeking a soft

drink for regular occasions,
parties

Sprite is all about refreshingly

honest and irreverent perceptive
On life. Known as beverage
which refreshes body and mind.

CLEAR HAIN
Hence the key variable is
Psychographic

Psychographic, Demographic

Differentiated strategy

Positioning itself as authentic,

Edgy, Irreverent, urban straight
Forward style soft drink

Sprite is doing an aggressive marketing and advertising to overcome its competitor. The current TVC of
sprite states that how a normal teenager saves his bike from his friend who borrows everyones bike as he
doesnt have his. It states that drinking sprite can clear your mind and body which helps one to think of
new ideas and overcome their problem. As they are using its tagline clear hain
Sprite has target audience that comprises of teenagers and young adults as it is focusing on the youth but
it also for all the age group. Furthermore they are also targeting people with a stressful workload /
working environment.
Sprite is using differentiated advertising strategy as they are targeting consumer who like the flavor of
lemon.

LIMCA
LIMCA'S FRESHNESS IS LIKE NO OTHER- 'LIME N LEMONI'
Limca was launched in 1971; Limca is a combination of fizz and lemony bite which has remained
unchanged as No. 1 sparkling drink in lemon segment who has positioned itself as provider of freshness.
The soft drink brand has launched a campaign with a completely desi backdrop, showing how LIMCA is
the preferred drink in unusual and crazy Indian scenarios.
Segmentation

Targeting

Positioning

For all people seeking a soft

drink for regular occasions,
parties

"When faced with situations of

extreme heat and fatigue, nothing
quenches your thirst like Limca,"

LIMCA WALI PYAAS

Hence the key variable is
psychographic

Psychographic, Demographic

Differentiated strategy

Limca is firmly anchored on

physical thirst.

Against a typical middle-class set-up of an arranged marriage, the ad, titled 'Bhaag Bittoo Bhaag', depicts
how certain happenings are specific only to India. The ad shows a guy named Bittoo running around town
buying snacks to be served to his sister's suitor and his family. The contrasting voice over by Bittoo's
mother, as he rushes about, makes the ad comical and engaging. All that exertion and heat builds a thirst
i.e. the 'Limca wali Pyaas', that can only be quenched by Limca.
Limca is targeting consumers who are the lover of lime. They have positioned themselves as limca is the
only soft drink which can remove your thirst, refresh your mind and body which no other soft drinks can
do so. They have a target audience of all age group in lower, middle, upper class.
Limca has a differentiated strategy of advertising as they are targeting people who love lemon flavored
drink. And they have many more products.

STORY BOARD

The guy goes somewhere and the

girl is left alone.

The TVC opens up with a couple at

college canteen.

Fear strikes him as he has to

The girl tells his boyfriend that those
guys were staring at me when youconfront
were those guys who have been
constantly staring at his girlfriend.
away
In this highly tensed situation he
recalls of mountain dew and orders
a bottle.

Mountain dew helps him to

overcome his Fear and confronts
those troublesome guys.

Mountain dew gives him motivation

which helps him to overcome his
fear

The troublesome guys leave the

place
and the couple
is
CREATIVE
BRIEF
uninterrupted. Tabhi tooh Darr
new storyboard
Ke Need
Aage for
Jeeta Hai'.
The major problem with mountain dew which I feel is that they only make advertisement on adventurous
sports and the audience they are targeting are the one who love challenges, who are brave, and who have
a can do attitude. At present mountain dew is focusing a niche market. But with this new advertisement
they will be able to target a wider market with more consumers.
Objective of the advertisement
As we all know soft drink is a part of human lifestyle everyone must have consumed it at least once in
his/her life .This advertisement is trying to trigger an interest to the consumers by aiming to their fear .

The main objective of the advertisement is to win the confidence of the people to create enough desire for
the brand. AIDA model has been used in the advertisement as the awareness of the brand is already
presence in the market. This advertisement will create interest and desire in the mind of consumer as they
are trying to make targeted customers fight from their own fear. There is no role of action in the
advertisement.
Target audience
The target audience for mountain dew is the youth of the country from age group of 12 to 38. Everyone
has some or the other fear in them and drinking mountain dew can help them to overcome their fear. The
key segmentation variable for mountain dew is psychographic as they are focusing on lifestyle and
personality of the consumer.
AUTHENTICITY
Mountain dew is the 3rd biggest refreshment brand behind Coca-Cola and Pepsi. Pepsi co. is the trusted
brand so the target audience have their trust in the product they launch. The key role models in the
advertisement are the general youth as the product is targeting the youth of the country. The characters in
the advertisement can relate to the youth of the country.
MESSAGE
Darr ke age jeet hai
The tagline in the new advertisement helps in delivering the message that consumption of Mountain dew
can help in building confidence. It helps people to overcome their fear and phobias because of which the
youth of the country get the energy to face their fear.

RATIONALE
Appeal
Emotional appeal is related to the social and psychological need of the customers in purchasing of any
product or service. For many consumers purchase decision depends on emotions more than the
knowledge of its feature and attributes.
The new storyboard has been created because of the need which was felt as stated in the creative brief and
how have I planned to showcase the advertisement is by using the emotional appeal in a way in which is
used to sway the viewers emotion by manipulating them through emotion rather than logical arguments to
build their consumers. Emotion is one of the three ways in which one can influence other; the other two
are logos and ethos.

People buy on emotion then justify their decision with facts (Orwig.net, 2015)
The mountain dew advertisement is trying to cater to the emotional appeal to the viewers as they are
focusing on fear of a normal human being and drinking mountain dew can help the viewers to overcome
their own fear. The advertisement states about two lovers and how the boy helps the girl from the group of
boys who were teasing her after drinking mountain dew which he was not able to do before that.
Emotional appeal of the product is high as the target audiences are the youth of the country and I thought
that reaching them emotionally will be the best way.
CREATIVE EXECUTION STYLE
Style which well suits television dramatization, which tells a short story making the product or service the
star. Dramatization is alike slice of life in that it often talks about the problem and the solution but it is
more exciting and has suspense in telling a story. The drive of the drama is to draw the attention of the
viewers into the action.
I am using dramatization because the emotional intensity is high and the target audience get swayed by
the emotion hence intensity of emotion is high in dramatization.
My advertisement has an emotional appeal with a drama which states that boy saves a girl from a group
of boys who is teasing her in the cafeteria of college but the boy fears to stand for the girl in the starting
because of his fear of getting beaten up by them. As soon as he drinks mountain dew he overcomes his
fear and talk to the group of boys and they go away then the girl and boy walk back to their classes.

CONCLUSION
After analysing and describing the current advertising strategy I can conclude that Mountain Dew is doing
well in the market but the competitor has a large market share than mountain dew. Based on the above
work I would like to say that Mountain Dew is very similar in their communication to their competitor
such as Limca and Sprite.

References
Afaqs.com, (2009). Mountain Dew challenges people to conquer fear. [online] Available at:
http://www.afaqs.com/news/story/23124_Mountain-Dew-challenges-people-to-conquer-fear
[Accessed 23 Oct. 2015].
Afaqs.com, (2009). Mountain Dew inspires consumers to look beyond fear. [online] Available at:
http://www.afaqs.com/news/story/24263_Mountain-Dew-inspires-consumers-to-look-beyond-fear
[Accessed 23 Oct. 2015].

Afaqs.com, (2011). Sprite changes its tagline yet again. [online] Available at:
http://www.afaqs.com/news/story/29803_Sprite-changes-its-tagline-yet-again [Accessed 23 Oct.
2015].
Afaqs.com, (2012). Sprite: Infusing new ideas. [online] Available at:
http://www.afaqs.com/news/story/33259_Sprite-Infusing-new-ideas [Accessed 23 Oct. 2015].
Afaqs.com, (2015). Limca unveils its new brand campaign for summer. [online] Available at:
http://www.afaqs.com/news/company_briefs/?
id=7917_Limca+unveils+its+new+brand+campaign+for+summer [Accessed 23 Oct. 2015].
Afaqs.com, (2015). Limca: Quenching India's Thrist. [online] Available at:
http://www.afaqs.com/news/story/44754_Limca-Quenching-Indias-Thrist [Accessed 23 Oct. 2015].
B, H., B, H. and profile, V. (2009). Marketing Practice: 7 Up : Bheja Fry, 7 Up Try. [online]
Marketingpractice.blogspot.in. Available at: http://marketingpractice.blogspot.in/2009/04/7-upbheja-fry-7-up-try.html [Accessed 23 Oct. 2015].
Coca-Cola India, (2015). Limca | Limca Cold Drink | Limca Soft Drink | Coca-Cola India. [online]
Available at: http://www.coca-colaindia.com/our-products/product-list-descriptions/limca/
[Accessed 23 Oct. 2015].
India, P. (2015). Coca-Cola India to reposition Limca. [online] Business-standard.com. Available at:
http://www.business-standard.com/article/companies/coca-cola-india-to-reposition-limca105031400018_1.html [Accessed 23 Oct. 2015].
Joshi, D. (2015). Limca: Back to basics. [online] Business-standard.com. Available at:
http://www.business-standard.com/article/management/limca-back-to-basics-115071900625_1.html
[Accessed 23 Oct. 2015].
MBA Skool-Study.Learn.Share., (2015). Mountain Dew | SWOT Analysis | USP & Competitors |
BrandGuide | MBA Skool-Study.Learn.Share. [online] Available at:
http://www.mbaskool.com/brandguide/food-and-beverages/6432-mountain-dew.html [Accessed 23
Oct. 2015].
MBA Skool-Study.Learn.Share., (2015). Sprite | SWOT Analysis | USP & Competitors | BrandGuide |
MBA Skool-Study.Learn.Share. [online] Available at: http://www.mbaskool.com/brandguide/foodand-beverages/466-sprite.html [Accessed 23 Oct. 2015].

MBA Skool-Study.Learn.Share., (2015). 7Up | SWOT Analysis | USP & Competitors | BrandGuide |
MBA Skool-Study.Learn.Share. [online] Available at: http://www.mbaskool.com/brandguide/foodand-beverages/559-7-up.html [Accessed 23 Oct. 2015].
Mbarendezvous.com, (2015). LIMCA-The Brand Story, Lemon Flavored, Soft Drink, General Awareness
Topic, GA. [online] Available at: http://www.mbarendezvous.com/general-awareness/limca-thebrand-story/ [Accessed 23 Oct. 2015].
Orwig.net, (2015). Rational Appeals vs. Emotional Appeals in Advertising and Marketing
Communication | Orwig Marketing Strategies. [online] Available at:
http://www.orwig.net/articles/rational_emotl/rational_emotl.html [Accessed 25 Oct. 2015].
Pepsicoindia.co.in, (2015). PepsiCo India - Mountain Dew. [online] Available at:
http://www.pepsicoindia.co.in/brands/mountain-dew.html [Accessed 23 Oct. 2015].
Policy.mountaindew.com, (2015). About Our Ads. [online] Available at:
http://policy.mountaindew.com/aboutads.htm [Accessed 23 Oct. 2015].
www.afaqs.com, (2015). Limca, Bhaag Bittoo Bhaag. [online] Available at:
http://www.afaqs.com/advertising/creative_showcase/index.html?id=52897&media=TV [Accessed
23 Oct. 2015].