IMC

IMC Sec-A
GROUP-4
Samarth Goel (45)
Divyanshu Jain(312)
Kuldeep Kale (315)
Shiba Majhi (343)
Soumya Barman(348)
Charlotte Caleca (IE/19/011)

1. What is Moffitt's problem?

In the year 2000, Scott Moffitt the Marketing Director of Mountain Dew, had to take decisions that will
have direct impact on the sales and profit of PepsiCo. In 1999, Dew was the third largest brand in
carbonated soft drink segment. Do the Dew campaign was the most successful campaign till date, but
now, it has been there for eight years and PepsiCo. needs to come up with a new marketing campaign.
Competitors exploited the branding activities that Mountain Dew used to boost its image. Teens (target
customer) were gravitating to new activities and new music that the competitors had used for their
marketing. Competitions were raising their budget for advertisements in both carbonated soft drinks and
non-carbonated soft drinks. The sales of Mountain Dew took a dip.
Considering all the problems Mountain Dew is facing, Scott Moffitt is having the task of evaluating
creatives offered by BBDO (Advertising Agency for Mountain Dew) and come up with the advertising
plan for the year 2000 to improve the sales of Mountain Dew.
The specific problems Moffitt is facing today are as follows:

Choosing the right advertisements to maximize the impact of Mountain Dews relatively small

budget for marketing expenses

Evaluate the five creatives given by BBDO without any market research or market place data
and select three out of them

Q2.Which of the 5 finalist concepts, Pepsi should consider for 2000? What criteria do you suggest
Moffitt should consider in evaluating them?
The final five finalists were as follows:

a) Labor of Love
b) Cheetah
c) Dew or Die
d) Mock Opera
e) Showstopper
Criteria for a successful ad:
1. Empathy: Will the consumers like the Ad and is it relevant?
2. Impact: Will the Ad be noticed and is it unique?
3. Communication: Will the Ad be able to convey the key brand messages?

Popular or pop music is largely vocal and appeals to a large, mainly young audience. Pop music
scene also exploded at roughly the same time and was hugely popular on college campuses!
Revolution of electronic Music like techno music and including the elements of American

Culture.
Out of the following five ads we will not recommend to select to Showstopper and Labor of
Love as they do not resonate to the target segment of Mountain Dew the segment of age 18 years

and above.
Showstopper mimics a musical number from 1930s that does not reflect the target audience who
like music. Labor of Love shows a baby which shoots of its mother like a cannon depicts

Parenthood.
The target youth may not be able to connect with the Parenthood responsibility at this age. The

other ads Cheetah, Dew or Die and Mock Opera should be selected.
All the three ads depicts the product benefits, emotional benefits and personality. These three
commercial best capture our strategy, target market and position Mountain Dew to capture

market in the future.

In the Super Bowl Creative, out of 10 new Ad concepts, top 2 would run during Super Bowl.

This would be a very good platform to reach a large number of consumers.

To conclude the various criteria and filters being applied to the Ads must ensure that the Ads are
liked by the youth of both genders and bring out the machoness so that it leads to increase in
sales and the position of the 3rd best Cola in the category is not lost by Mountain Dew!