Marketing Analysis of Mountain Dew Energy

ADVRT 301 Final Presentation

MARKETING ANALYSIS OF MOUNTAIN DEW ENERGY Presented By

Blake Van Der Kamp

WHAT IS MOUNTAIN DEW? "With its one-of-a-kind citrus taste, Mountain Dew exhilarates and quenches with every sip. In addition to original Mountain Dew® and Diet Mountain Dew®, the permanent DEW product line includes Mountain Dew Code Red®, Mountain Dew LiveWire®, Mountain Dew Real Sugar®, Mountain Dew Voltage® and Mountain Dew White Out®"

WHAT IS MOUNTAIN DEW ENERGY? Starting in March of 2021, PepsiCo Inc. released "Mtn Dew Rise Energy" with the identified target audience of morning energydrink consumers.

PepsiCo

THE BRAND

Current Brand Messaging: Website Tagline: "Like mornings? Follow us."

Instagram Caption: "Mental focus game strong 💪 @barronmamiya #MTNDEWENERGY Facebook Caption: Cheers to the start of another great year for those of you heading back to college! Which flavors are you stocking up on this semester? #MTNDEWENERGY

PepsiCo

Current Product Names: "Cherry Lime Lift," "Pomegranate Blue Burst," "Strawberry Melon Spark," "Orange Breeze," "Peach Mango Dawn," & "Tropical Sunrise"

COMPETITION & SALES The global energy drink market is largely competitive with the top five companies being Red Bull, The Coca-Cola Company, Rockstar Inc., PepsiCo, and Vital Pharmaceuticals, Inc. respectively (mordorintelligence.com).

Additionally, using data from the Simmons database, the top five energy drink brands were Monster Energy, RedBull regular, Rockstar Energy, any RedBull, and lastly RedBull sugar free (MRI-Simmons).

CONSUMER PERCEPTION & INDUSTRY ISSUES

Energy drinks sales are most popular in North America & Europe Market (mordorintelligence.com).

Snapchat and the television shows 13 Reasons Why, Rick & Morty, and American Dad are the most popular amoung the age group 18-24 (MRISimmons).

Increased consumers' preference for low-calorie, low-

PepsiCo

sugar, or sugar-free foods and beverages due to growing health concerns (mordorintelligence.com).

OPPORTUNITIES FOR MOUNTAIN DEW ENERGY Following these trends and competitor data, Mountain Dew Energy has the opportunity to strategically leverage itself in front of the demographic 18-24-year-olds to sustain long-term product rapport.

PepsiCo

CONTENT ANALYSIS Mountain Dew Energy

RedBull

Celsisus

Social Media Platforms (3)

Social Media Platforms (9+)

Social Media Platforms (5)

Content Inconsistent

Content Consistent

Content Consistent

Testimonials

Testimonials & Influencer Content

Influencer Content

Medium Post Frequency

High Post Frequency

Low Post Frequency

Brand Inconsistent

Brand Consistent

Brand Consistent

Following Low

Following High

Following Medium

PRIMARY RESEARCH

Initially, five in-person interviews were held to gather qualitative data on prospective consumer insight for Mountain Dew Energy.

Qualitative Interview Questions: Do you currently consume energy drinks?

What is your perception of energy drinks?

Have you heard of Mountain Dew Energy?

What is your perception of Mountain Dew Energy?

What do you like about Mountain Dew Energy?

PepsiCo

What do you dislike about Mountain Dew Energy?

Would you purchase Mountain Dew Energy? Why or why not?

DEMOGRAPHICS Before the qualitative interviews, the demographics identified were gender identity, socioeconomic status (SES), current education status, as well as race and ethnicity.

The demographics data of the five interviewees was 40% male and 60% female. Additionally, the sample most closely identified with a socioeconomic status of middle class with 60% followed by 40% lower class. Further, 100% of the population was enrolled in a post-secondary program at Iowa State University. The sample was also 80% white and 20% asian.

PepsiCo

KEY FINDINGS

In addition to the data graphed below, the initial research found that Mountain Dew Energy is liked for its simplistic branding and caffeine dosage. However, the product is disliked because of the aftertaste and chaotic marketing. Therefore, based upon these consumer opinions, 10% of the sample would purchase Mountain Dew Energy.

Do you currently consume

What is your perception of

Have you heard of Mountain

Would you purchase

energy drinks?

energy drinks?

Dew Energy?

Mountain Dew Energy?

Negative 20%

Yes 20%

No 40%

Yes 60%

Positive 80% Yes 100%

No 80%

PRIMARY RESEARCH

Following the qualitative interview, ten responses were collected from in-person surveys on Mountain Dew Energy.

Survey Questions: What is your gender identity? (Nominal options: M Male & F - Female What is your socioeconomic status? (Nominal options: 1 Lower Class, 2 - Middle Class, or 3 - Upper Class) What is your current education status? (Nominal options: 1 - less than a High School Diploma, 2 - High

PepsiCo

School Diploma or equivalent, 3 - Some College, or 4 Bachelor's Degree or higher)

What is your current race and ethnicity? (Open-ended)

PRIMARY RESEARCH (CONT.)

How often do you consume caffeine? (Ratio options: 0 to 3 times per month, 1 - 2 times per week, 1 - 2 times per day, or more than 3 times per day) How satisfied are you with your caffeine consumption?

(Ordinal options: 1 - very unsatisfied, 2 - unsatisfied, 3 neutral, 4 - satisfied, or 5 - very satisfied) How often do you consume an energy drink? (Ratio

PepsiCo

options: 0 to 3 times per month, 1 - 2 times per week, 1 2 times per day, or more than 3 times per day)

How satisfied are you with your energy drink consumption? (Ordinal options: 1 - very unsatisfied, 2 -

PRIMARY RESEARCH (CONT.)

unsatisfied, 3 - neutral, 4 - satisfied, or 5 - very satisfied) How familiar are you with Mountain Dew Energy?

(Interval options: 1 not very familar - 5 very familar) How satisfied are you with branding for Mountain Dew Energy? (Ordinal options: 1 - very unsatisfied, 2 unsatisfied, 3 - neutral, 4 - satisfied, or 5 - very satisfied) How likely are you to consume a Mountain Dew

PepsiCo

Energy? (Interval options: 1 not very likely - 5 very likely)

How likely are you to purchase a Mountain Dew Energy? (Interval options: 1 not very likely - 5 very likely)

PRIMARY RESEARCH (CONT.)

PepsiCo

DEMOGRAPHICS The demographics data of the ten interviewees was 80% male and 20% female. Additionally, the sample most closely identified with a socioeconomic status of middle class with 100%.

Further, 100% of the population was currently enrolled in a post-secondary program at Iowa State University. The sample was also 100% white.

PepsiCo

In addition to the data graphed below, the research found that Mountain Dew Energy is liked for its lower caffeine content.

However, there are relatively neutral opinions on its branding.

Further, based on these consumer opinions, 50% of the sample was likely or very likely to purchase Mountain Dew Energy.

TOP 5 KEY FINDINGS How often do you consume caffeine?

How satisfied are you

How likely are you to

How likely are you to

with branding for

purchase a Mountain

consume a Mountain

Mountain Dew

Dew Energy?

Dew Energy?

0 to 3 times per month

Energy?

1 - 2 times per week Very likely 30%

Highly unlikely 30%

Very likely 30%

Highly unlikely 30%

Satisfied 40%

1 - 2 times per day

Neutral 60%

more than 3 times per day

0

1

2

3

4

Likely 20%

Neutral 20% Neutral 40%

APPLICATION: PROPOSED KEY MESSAGE "Start your morning with Mountain Dew Energy, because only you can Dew what you do best!"

POTENTIAL TAG LINES To fit the new key message for PepsiCo's Mountain Dew Energy, the following tag lines have been suggested: 1. "Start your day with Energy."

2. "Dew you with Energy."

3. "Only you can Dew you."

PepsiCo

PRIMARY RESEARCH

Following creating new taglines, five more inperson interviews were held to gather insight into the taglines' potential success for Mountain Dew Energy.

Qualitative Interview Questions: What is your perception of tagline #1?

What is your perception of tagline #2?

What is your perception of tagline #3?

What do you like about the taglines?

PepsiCo

What do you dislike about the taglines?

Would you purchase Mountain Dew Energy based on these taglines? Why or why not?

KEY FINDINGS

Following the second round of qualitative interviews, the research found the taglines are liked for their "cheesiness," cohesive branding, and relevancy to modern trends. However, the taglines are also disliked because they are cheesy too.

Therefore, 60% of the sample would purchase Mountain Dew Energy based on these new taglines.

What is your perception of

What is your perception of

What is your perception of

Would you purchase Mountain Dew

tagline #1?

tagline #2?

tagline #3?

Energy based on these taglines?

Negative 40%

Negative 40%

Postive 60%

Postive 100%

No 40%

Postive 60%

Yes 60%

OVERALL FINDINGS From the findings, the taglines "Start your day with Energy" and "Only you can Dew you" display promising results regarding the marketing of Mountain Dew Energy.

Currently, Mountain Dew Energy lacks a sense of cohesive branding and messaging that differentiates it from its competitors. However, through retargeting to the audience of college students, there is potential growth for the product.

REFLECTIO N

From this semester, I have: Learned the relevancy of statistics in public relations and communications Learned advertising's intersection with other areas of mass communications Developed my portfolio and resume experience