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When you look at a brand like Mountain Dew, and actually many of our brands, we absolutely used to have a focus on creating iconic TV advertising. That was how the marketing model worked. Right now when you look at what the brand needs going forward, that's just not going to do it. That's not going to be able to break through. So we are completely changing our approach, observes Lauren Hobart, chief marketing officer for Sparkling Beverages at PepsiCo, Inc. Pepsi's new model is to apply an integrated marketing communications (IMC) approach that utilizes traditional promotion tools and new social media to engage consumers. Mountain Dew has based its extraordinarily successful Dewmocracy campaigns on this new model. No longer is it OK to just stand and talk to your consumers one way, observes Hobart.Questions:1. What changes in the environment provided the opportunity for the Dewmocracy approach?2. Which of the promotional elements described in Figure were used by Mountain Dew in its Dewmocracy 2 campaign?3. What are some of the different ways Mountain Dew can assess the success of its campaign?
Developing an IMC plan of Amazon that aims to create awareness and knowledge amongst Singaporean consumers of the ethics involved in buying clothing made from Bangladeshi factories .
The assignment in Computer Science or Information Technology is about multiple choice questions, particularly in e-commerce. Questions such as types of e-commerce websites, commercial websites, disintermediation, Platform for Piracy, the data that ca..
The assignment in marketing is about Red Lobster, which is one US and Canada's most loved seafood restaurant. It has hundreds of outlets in US and Canada and it now wants to expand further. The approach adopted by Red Lobster has been discussed in fu..
The assignment in marketing is about preparing a marketing plan. As part of marketing plan, the SWOT analysis, assessing the competitive position, identifying critical competitive issues, marketing objectives, strategy and actions have been suggested..
Marketing deals with preparing a marketing plan for either an existing product or a new product. Various aspects about launching a new product into the market are discussed ranging from the industry the product belongs to, goals and vision of the com..
Please refer to the PDF for the Case Study and questions.The case study from Harvard Business School is about Yamato Corporation, a parcel delivery company which provides door to door delivery in Japan.
The assignment in marketing is about competitive analysis for a new product namely "heated insoles". These heated insoles can be put in shoes and they can protect the wearer's feet by keeping them warm during cold winters.
Promotion strategies of the one's own developed website
Integrated marketing campaign for McDonald's McCafe. McCafe has been launched in Canada. This is a case study which involves the use of digital marketing and social media marketing apart from regular marketing such as TV and radio. All these more are..
In this paper, the researcher also determines the different kind of practices used by Adidas to manufacture shoes for its customers.
Services can be defined as separately identifiable, intangible activities which provide want-satisfaction when marketed to household consumers and/or industrial users.
A marketing plan is an essential tool for any marketer, providing direction for a brand, product or organization. A marketing plan describes the marketing environment, marketing objectives and marketing strategies.
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