Competitive Analysis

HISTORY OF MOUNTAIN DEW

Mountain Dew is a drink distributed and manufactured by PepsiCo. The main formula was invented in Knoxville, Tennessee, named and first marketed in Knoxville and Johnson City, TN in the 40s, then by Barney and Ally Hartman, in Fayetteville, North Carolina and across the United States in 1964.[1] When removed from its characteristic green bottle, Mountain Dew is bright yellow-green and semi-opaque.

As of 2007, Mountain Dew was the fourth-best-selling carbonated soft drink in the United States, behind only Coca-Cola Classic, Pepsi-Cola, and Diet Coke. Diet Mountain Dew ranked ninth in sales in the same year.

In October 2008, it was announced that Pepsi would be redesigning their logos and re-branding many of their core products by late 2008 or early 2009. At the same time they registered the name "Mountain Dew" and a related logo (see below) with the United States Patent and Trademark Office.[3]

URL

www.mountaindew.com

BACKGROUND

Mountain Dew is a drink distributed and manufactured by PepsiCo. The main formula was invented in Knoxville, Tennessee, named and first marketed in Knoxville and Johnson City, TN in the 40s, then by Barney and Ally Hartman, in Fayetteville, North Carolina and across the United States in 1964. When removed from its characteristic green bottle, Mountain Dew is bright yellow-green and semi-opaque. As of 2007, Mountain Dew was the fourth-best-selling carbonated soft drink in the United States, behind only Coca-Cola Classic, Pepsi-Cola, and Diet Coke. Diet Mountain Dew ranked ninth in sales in the same year. In October 2008, it was announced that Pepsi would be redesigning their logos and re-branding many of their core products by late 2008 or early 2009. At the same time they registered the name "mountain dew" and a related logo (see below) with the United States Patent and Trademark Office.

Challenge Mountain Dew (and its energy drink counterpart known as AMP) often incurs the disapproval of some health experts[4] due to its relatively high caffeine content for a soft drink (or energy drink). However, Mountain Dew marketed in Australia and Canada. The Mountain Dew brand team wanted to convey a young, contemporary and in-the-know personality to keep the brand relevant to targeted consumers. The packaging simply needed an update to stay fresh and to support this goal.

Solution The original formulation of Diet Mountain Dew solely contained aspartame as a sweetener, the recently reformulated Diet Mountain Dew, advertised on its packaging as having a "Tuned Up Taste", contains three artificial sweeteners: aspartame, acesulfame potassium, and sucralose.

BRAND ELEMENTS

BRAND NAME

“ MOUNTAIN DEW ”

LOGO

SLOGANS

Mountain Dew slogans since Pepsi purchased Mountain Dew from the TIP Corporation in 1964:

1965

Yahoo Mountain Dew... It'll Tickle Your Innards

1969

Get That Barefoot Feelin' Drinkin' Mountain Dew

1973

Put a Little Yahoo in Your Life

1974

Hello Sunshine, Hello Mountain Dew

1979

Reach for the Sun, Reach for Mountain Dew

1981

Give Me a Dew

1983

Dew it To it

1986

Dew it Country Cool. (Diet Dew also introduced this year)

1998

Get Vertical

2007

Do the Dew

JINGLES

“Gets that barefoot feeling drinking Mountain Dew."

“Dew it! Dew it! Mountain Dew”

PRODUCT PACKAGING PepsiCo's Mountain Dew has become the first carbonated soft drink in the U.S. to use an aluminum bottle, and is using the new bottles as a canvas for edgy designs from a variety of artists. The first of the new series was launched in May. It features a design by Paul Rodriguez, a professional skateboarder sponsored by Mountain Dew, and skater-turned-artist Chris Pastras. Other bottles are being designed by a graffiti artist, a tattoo artist, a collage artist, a musician and others. Dew also compares with the competitors and finds them to update its own quality, flavor and also package promptly in order to satisfy the consumers' need.

BRAND AWARENESS Brand awareness is an often undervalued asset; however, awareness has been shown to affect perceptions and even taste. People like the familiar and are prepared to scribe all sorts of good attitudes to items that are familiar to them. The Intel Inside campaign has dramatically transferred awareness into perceptions of technological superiority and market acceptance.

BRAND ADVERTISING Pepsi, like many other soft drinks, began as a series of experiments at a drugstore soda fountain. By 1898, pharmacist Caleb Bradham had decided on the best of his concoctions, and dubbed his potion, "PepsiCola." The company grew steadily, if not always smoothly (the firm went belly-up in 1923 and again in 1931), changing hands, merging, and being bought out. By the 1940s, Pepsi was a going, national concern (and a patriotic one, using red, white, and blue for its bottlecap colors). In the early 1950s, the company switched its print ad focus from one using black and white cartoons to a sophisticated campaign using many of the best young (though often similar in style) illustrators. It's a credit to this campaign and its artists that the ads from this era still have a fresh, up-to-date appeal and look. Most of these ads could be successfully republished by Pepsi today.

CUSTOMER BASE BRAND EQUITY PYRAMID

BRAND SALIENCE

It is the first time when Pepsi as a Mother Brand has taken on any such spoof and invent Mountain Dew, as a main brand, has never deviated from the brand vision. They let the other brands (Thums Up, Sprite) to take care of all such campaigns. Pepsi should have avoided this direct confrontation. The spoof (Sprite) could have been easily taken care of by any of their non-cola brand like Mountain Dew. "Brand Pepsi enjoys dominant salience with cricket in the country thanks to its decade-long, innovative association with the game. We are looking forward to another huge opportunity to engage with our consumers during the ICC Champions Trophy, England. Our return on investment in the game is unprecedented because we have been able to combine the huge media opportunities of the game in terms of viewership as well as engage the consumer through unique promotions. Pepsi's 'Toss ka Boss' adds scale to cricketing excitement and provides Pepsi fans an opportunity to be at the centre of an international cricketing event."

BRAND PERFORMANCE

Today’s target demographic is radically different. The drink is mainly marketed to people in the 12-30 year old demographic group, creating a connection to activities like extreme sports and to the video game culture. Mountain Dew is the tour title sponsor of the extreme sports event the AST Dew Tour. The name Mountain Dew was first trademarked by two brothers, Barney and Ally Hartman, who ran a bottling plant in Knoxville, Tennessee. The brand's initial success was premised on an allegory about hillbillies, which working class people outside America's cities found valuable at a time when American ideology was all about engineering life and technological progress. Holt describes the geographical spread of Mountain Dew's success, which reveals who the allegories play to. In large cities and urban and ethnic areas, Mountain Dew barely shows up on the radar. However, in the mostly working-class, non-urban metro areas in the Eastern half of the country, Mountain Dew "blew through the roof," said Holt in his seminar for faculty. This pattern of customer loyalty has remained stubbornly consistent for forty years. Their promotional tactics for Diet Mountain Dew have recently brought forth their "Diet Dew Surprising Facts" campaign, which focuses on crazy but true facts that are reenacted in videos or through other spectrums of advertisement. Their coordination with RepNation brought on brand representatives throughout 50 campuses across the US.

PRODUCT JUDGEMENT Mountain Dew contains tartrazine (“FD&C Yellow No. 5” in the U.S.), which could lead to allergic reactions in some people. This has also led to an urban legend that the Yellow No. 5 in Mountain Dew reduces the sperm count of male drinkers.[6] Mountain Dew, like many citrus flavored sodas, contains citric acid and sodium benzoate.

Although the original formulation of Diet Mountain Dew solely contained aspartame as a sweetener, the recently reformulated Diet Mountain Dew, advertised on its packaging as having a "Tuned Up Taste", contains three artificial sweeteners: aspartame, acesulfame potassium, and sucralose.

RESONANCE One brand that has consistently created cultural value, hopping across several cultural disruptions, is the soft drink Mountain Dew, according to Holt. Launched by a small start-up either in North Carolina or eastern Tennessee (the drink has two origin myths, he said with a smile), the high-sugar, high-caffeine, low-carbonation beverage battled very competitively against Coke and Pepsi before its acquisition by PepsiCo in 1964. The brand's initial success was premised on an allegory about hillbillies, which working class people outside America's cities found valuable at a time when American ideology was all about engineering life and technological progress. Holt describes the geographical spread of Mountain Dew's success, which reveals who the allegories play to. In large cities and urban and ethnic areas, Mountain Dew barely shows up on the radar. However, in the mostly working-class, non-urban metro areas in the Eastern half of the country, Mountain Dew "blew through the roof," said Holt in his seminar for faculty. This pattern of customer loyalty has remained stubbornly consistent for forty years. Holt showed how the value of the hillbilly allegory was destroyed by the hippie counterculture in the late Sixties. Mountain Dew responded with a new "redneck allegory" in the late Seventies that worked well with a new American ideology that had emerged. Once again, Holt traces this brandtopia from beginning to end and finds that it too melts down, this time in the early '90s as widescale economic restructuring led to new ideals of success broadcast widely in television, film, and news. PepsiCo responded by finding a place for the brand in the emerging counterculture, developing a "slacker allegory." Holt also described the transformation of American ideology in the early '90s. The country idolized extraordinary athletes like Michael Jordan and the new entrepreneurial "warriors" imaged by people like network giant Ted Turner and Bruce Willis in his film roles. Executives were now portrayed as similar warrior-athletes who ventured into out-of-bounds challenges like technical rock climbing. These were the masculine ideals that society held up as heroic. Meanwhile, Holt asked us to consider the life of a guy who was twenty years old and living in Green Bay, Wisconsin. Such a young man was facing a very different reality. Factory jobs had mostly disappeared and now he was looking at a life stocking shelves in franchise stores for $9 an hour, fulfilling hourly quotas under the close supervision of a stressed-out boss. Holt attributes Mountain Dew's stunning success in the 1990s to PepsiCo's nimble transformation of the brand to fit these new ideological circumstances. A new advertising campaign, "Do the Dew," creatively combined high-octane extreme sports with the point-of-view of the slacker counterculture. The ads featured daredevil stunts juxtaposed with the ironic, unimpressed commentary of a group of teenage boys: "Done that." "Did that." "Doin' it tomorrow."

BRAND IMAGERY Mountain Dew ads have consistently championed an alternative idea of manhood versus American ideology, Holt said. Even though the allegory has changed over time, the brand's consistency in supporting a certain kind of identity has earned it cultural authority.

People trust the brand to do "utopian work" for them, Holt explained. Successful brands "own a particular kind of metaphor that they apply to do identity work to heal a particular ideological contradiction." In the case of Mountain Dew, its ads touched on a particular kind of masculinity allegory, he offered: "As opposed to the constraints of adult work life, the allegory celebrates a rebellious kind of manhood in which masculinity is earned by letting their libidos and their creativity have full and free expression. This is ideological territory that Mountain Dew owns, and their advertising continues to rework this territory as society changes." "To build brandtopias, managers need to ask different questions and create different answers than one finds in conventional branding," Holt continued at the seminar. "How do we note the rise and fall of an ideology, identify it in popular culture, and figure out how the ideology impacts the brand's customers?" What marketers usually think of as unpredictable trends often have a structure that is deeply tied to what is happening in the economy and the society, he said. Understanding this structure and its transformation is crucial for the long-term success of brands that rely upon cultural value. "For identity brands, brand strategy, as we conceive of it today, is often inconsequential," Holt concluded. He calls for a new type of strategy, grounded in history that takes into account ideological contradictions that create utopian desires.

BRAND FEELINGS "There's disruptive cultural change, too," Holt says. "The most powerful brands are those that are able to traverse disruptive cultural shifts. Many brands falter when disruptions hit. The most impressive brands are those that are able to use disruptions as a platform to enhance the delivery of cultural value." To analyze the pattern of cultural demand and the strategies that brands use for negotiating cultural ruptures, Holt devised a research method he calls a brand genealogy. He overlays the trajectory of the brand's allegories over history—through analysis of ads supported by archival documents and interviews with managers—with American cultural history, focusing particularly on popular culture. With this method, he is able to see the place of the brand's allegories in the society, as well as how they gain and lose value. Holt finds that the allegories play well in periods of ideological consensus, which may span anywhere from five to fifteen years. But then restructuring of the economy and society requires new ideology. The new ideology pulls the plug on old utopian desires and creates new ones in their place. The greatest challenge for a brandtopia comes when there is a major disruption in popular culture. The best brands, Holt suggested, read the new ideology forming in popular culture, and then transform the brand by inventing a new story that both draws upon the brand's historic cultural authority and at the same time addresses a new utopian desire.

HISTORY OF PEPSI

PepsiCo is a world leader in convenient snacks, foods and beverages, with revenues of more than $39 billion and over 185,000 employees. The company consists of PepsiCo Americas Foods (PAF), PepsiCo Americas Beverages (PAB) and PepsiCo International (PI). PAF includes Frito-Lay North America, Quaker Foods North America and all Latin America food and snack businesses, including Sabritas and Gamesa businesses in Mexico. PAB includes PepsiCo Beverages North America and all Latin American beverage businesses. PI includes all PepsiCo businesses in the United Kingdom, Europe, Asia, Middle East and Africa. PepsiCo brands are available in nearly 200 countries and generate sales at the retail level of more than $98 billion. Some of PepsiCo's brand names are more than 100 years old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi Cola and Frito Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001.PepsiCo offers product choices to meet a broad variety of needs and preference from fun for you items to product choices that contribute to healthier lifestyles. PepsiCo’s mission is: “To be the world's premier consumer “Products Company” focused on convenient foods and beverages. We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity.” Born in the Carolinas in 1898, Pepsi-Cola has a long and rich history. The drink is the invention of Caleb Bradham (left), a pharmacist and drugstore owner in New Bern, North Carolina. The information published here is provided by PepsiCo, Inc. and may be accessed at their site: www.pepsi.com. The summer of 1898, as usual, was hot and humid in New Bern, North Carolina. So a young pharmacist named Caleb Bradham began experimenting with combinations of spices, juices, and syrups trying to create a refreshing new drink to serve his customers. He succeeded beyond all expectations because he invented the beverage known around the world as Pepsi-Cola. Caleb Bradham knew that to keep people returning to his pharmacy, he would have to turn it into a gathering place. He did so by concocting his own special beverage, a soft drink. His creation, a unique mixture of kola nut extract, vanilla and rareoils, became so popular his customers named it "Brad's Drink." Caleb decided to rename it "Pepsi-Cola," and advertised his new soft drink. People responded, and sales of Pepsi-Cola started to grow, convincing him that he should form a company to market the new beverage.

BRAND ELEMENT

BRAND NAME

URL

www.pepsicola.com

LOGOS

SLOGANS

Pepsi Slogans 1903

Exhilarating, Invigorating, Aids Digestion

1907

Original Pure Food Drink

1908

Delicious and Healthful

1915

For All Thirsts - Pepsi-Cola

1919

Pepsi-Cola - It Makes You Scintillate

1920

Drink Pepsi-Cola - It Will Satisfy You

1928

Peps You Up!

1929

Here's Health!

1932

Sparkling, Delicious

1933

It's the Best Cola Drink

1934

Double Size

1934

Refreshing and Healthful

1938

Join the Swing to Pepsi-Cola

1939

Twice as Much for a Nickel

1943

Bigger Drink, Better Taste

1947

It's a Great American Custom

1949

Why Take Less When Pepsi's Best

1950

More Bounce to the Ounce

1954

The Light Refreshment

1958

Be Sociable, Have a Pepsi

1961

Now It's Pepsi for Those Who Think Young

1963

Come Alive! You're in the Pepsi Generation

1967

Taste that Beats the Others Cold. Pepsi Pours It On.

1969

You've Got a Lot to Live. Pepsi's Got a Lot to Give

1973

Join the Pepsi People Feelin' Free

1976

Have a Pepsi Day

1979

Catch that Pepsi Spirit

1981

Pepsi's Got Your Taste for Life

1983

Pepsi Now!

1984

The Choice of a New Generation

1992

Gotta Have It

1993

Be Young, Have Fun, Drink Pepsi

1995

Nothing Else is a Pepsi

1997

Generation Next

1999

The Joy of Cola

2001

The Joy of Pepsi

2002

Think Young Drink Young

2003

It's the Cola

2005

"Wild Thing"/"Ask For More" (With Jennifer Lopez & Beyoncé Knowles)

2006

"Why You Doggin' Me"/"Taste the one that's forever young" Commercial featuring Mary J. Blige

2007

"More Happy"/"Taste the once that's forever young" (Michael Alexander)

2008

"Yeh hai Youngistaan Meri Jaan!" (India)

2008

"Pepsi Stuff" Super Bowl Commercial (Justin Timberlake)

2008

"Pepsify karo gai!" Commercial ( in Urdu meaning "Wanna Pepsify!") (Pakistan) (Featuring. Adnan Sami and Annie (Pakistani singer))

JINGLES

-

You're the Pepsi Generation Join the Pepsi people--feeling free! Have a Pepsi day Catch that Pepsi spirit--drink it in! You got the right one, baby (that may have been Diet Pepsi)

-

The Joy of Cola

PRODUCT PACKAGING

Pepsi also compares with the competitors and find them to update its own quality, flavor and also package promptly in order to satisfy the consumers' need. This is the biggest advantage of Pepsi company So you can see from the pipe-chart one that 41% of the interviewees prefer the flavor of Peps-Cola. It is the most popular one. Pepsi Company also produces the Diet-Cola to meet the people who more concern their health. And it just changes the design of the package of Pepsi-Cola

BRAND AWARENESS

Brand awareness is an often undervalued asset; however, awareness has been shown to affect perceptions and even taste. People like the familiar and are prepared to scribe all sorts of good attitudes to items that are familiar to them. The Intel Inside campaign has dramatically transferred awareness into perceptions of technological superiority and market acceptance.

INTEGRATED MARKETING COMMUNICATION

PROMOTION MIX Promotion is a key element of marketing program and is concerned with effectively and efficiently communicating the decisions of marketing strategy, to favorably influence target customers’ perceptions

to facilitate exchange between the marketer and the customer that may satisfy the objective of both customer and the company. A company’s promotional efforts are the only controllable means to create awareness among publics about itself, the products and services it offers, their features and influence their attitudes favorably.

BRAND ADVERTISING Advertising is any paid form of non-personal mass communication through various media to present and promote product, services and ideas etc. by an identified sponsor.PepsiCo has advertised its products through many different ways and media. Through TV we have seen different advertisements of its products such as Pepsi or Dew. PepsiCo also advertise its products by targeting those favorable television programs, like sports, series and also PepsiCo uses some events like “Pepsify Karogey?” to promote its products. Through newspapers like Jung and Dawn, PepsiCo has advertised a wide range of products it offers to its customers. And also through Posters a message has been sent to a lot of people to be aware of the products which PepsiCo offers.

DISTRIBUTION Decisions with respect to distribution channel focus on making the product available in adequate quantities at places where customers are normally expected to shop for them to satisfy their needs. Depending on the nature of the product, marketing management decides to put into place an exclusive, selective or intensive network of distribution, while selecting the appropriate dealers or wholesalers.

 Direct distribution: -

Delivery of post mix cylinders & handling of key accounts: The key accounts are different wholesalers, restaurants and hotels like Pizza Hut, KFC, Metro which serve as a place for key sale. These are known as national key accounts and are very important in terms of competition.

-

Export Parties

 Indirect distribution: -

Through Base market distributors

-

Through Outstation distributors

PRICING STRATEGY

In Pakistan Pepsi cola is being operated by Pakistan Beverages. Pepsi is available in the majority of stores, outlets, restaurants, and hotels. It has a huge market of customers. Basically it is segmented for the younger generation of Pakistan but because of its customized offerings it is being consumed by different age groups in our society. The company has offered Pepsi in different quantities and prices in our market. Its market oriented statement is “Dare for more” In our society Pepsi often reduces its prices during the holy month of Ramadan and at the time of Eid. In this way they adopt promotional pricing strategy. Even if you notice on their offerings they are using product-line pricing strategy as they are offering different quantities with different amount of money. In different sectors Pepsi have also adopted segmented pricing strategy as its prices are much higher in luxurious hotels and other sectors. Its main competitor is Coca-cola when it comes to soft-drinks. Cocacola has also made various efforts through different pricing strategies and offerings but Pepsi have also responded effectively towards their actions through initiating price cuts at the right time for example. In the month of Ramadan whenever Coca-cola reduces their prices Pepsi also responds through price cuts and then eventually after that period it raises its prices. However buyer’s reactions have not been much affected the company in the long-run. Pepsi have always operated their sales through promotional and psychological pricing strategy and the great example for this can be their recently offered deal which is 2.25 liter of Pepsi in 60 Rupees. Pricing decisions are almost always made in consultation with marketing management. Price is the only marketing mix variable that can be altered quickly. Price variables such as dealer price, retail price, discounts, allowances, credit terms etc. influence the development of marketing strategy, as price is a major factor that influences the assessment of value obtained by customers. Customers directly relate price to quality, particularly in case of products that are ego intensive of technology based. Pepsi being a company which emphasizes product quality, it tends to sell its products with price range from moderately low to high prices, depending on the use and the targeted customers.

TARGET MARKET Pepsi customers are mostly young group between the ages of 14 to 30 and also target at School, Collages, Universities, Homes, Restaurant, Hotel and Stores.

CUSTOMER BASE BRAND EQUITY PYRAMID BRAND SALIENCE

But there is flip side to it also. It is the first time when Pepsi as a Mother Brand has taken on any such spoof. Coke, as a main brand, has never deviated from the brand vision. They let the other brands (Thumps-Up, Sprite) to take care of all such campaigns. Pepsi should have avoided this direct confrontation. The spoof(Sprite) could have been easily taken care of by any of their non-cola brand like Mountain Dew. But what I am sure is that both the brands will add to each others GRP’s. But who takes the cake is still remain to be seen. Lets just sit and enjoy the summer while both the brands are sipping each other. "Brand Pepsi enjoys dominant salience with cricket in the country thanks to its decade-long, innovative association with the game. We are looking forward to another huge opportunity to engage with our consumers during the ICC Champions Trophy, England. Our return on investment in the game is unprecedented because we have been able to combine the huge media opportunities of the game in terms of viewership as well as engage the consumer through unique promotions. Pepsi's 'Toss ka Boss' adds scale to cricketing excitement and provides Pepsi fans an opportunity to be at the centre of an international cricketing event.”

BRAND PERFORMANCE

The Pepsi Cola brand began life in 1898 and has survived several ownerships, two bankruptcies and intense competition to become one of the world’s largest and most recognizable brands. The brand was historically marketed as a value product, priced significantly cheaper than the competition to encourage sales, but as World War II drew to a close, Pepsi began to reposition the brand and to assimilate it into American culture. Pepsi’s marketing in the 1950s was aimed squarely at youth, the baby boomers that they labeled ‘The Pepsi Generation’. The brand adopted the now familiar swirl logo on their bottles and employed the crude but effective slogan ‘Be Sociable – Have a Pepsi’. This was the first Pepsi campaign to focus on youth, a technique they would become renowned for over the coming decades. The 1960s and 1970s saw further youth orientated marketing, continuing the Pepsi Generation theme and even hitting the American Top 40 in 1964 with their catchy jingle Girl watchers – produced to mark the launch of the new Diet Pepsi product. And by the mid 1970s Pepsi was beginning to close to gap on their largest competitor, Coca-Cola. Around this time a series of consumer tests were conducted and, to the marketers delight, they showed that the majority of participants preferred the taste of Pepsi to their competitors. These results gave rise to the near legendary ‘Pepsi Challenge’ campaign, again aimed predominantly at the youth market, where consumers across the US were invited to take a blind taste test of both Pepsi and Coca-Cola. With results favorable, the challenge soon found it’s way into television advertising. By the beginning of the 1980s, Pepsi had established itself as the top selling brand in take-home sales in the soft drinks market and they continued their successful tactic of placing themselves firmly as a youth product. The Pepsi Generation Campaign was finally laid to rest but the brand became known for expensive sponsorships of high profile youth icons and adverts featuring superstars such as Michael Jackson, Cindy Crawford, Michael J Fox and the Spice Girls. The youth pitch was continued with copy such as ‘GeneratioNext’,

BRAND JUDGEMENT

Pepsi follows one quality standard across the globe. Pepsi has a long-standing commitment to protecting the consumers whose trust and confidence in its products is the bedrock of its success. In order to ensure that consumers stay informed about the global quality of all Pepsi products sold in World, Pepsi products carry a quality assurance seal on them. The ‘One Quality Worldwide’ assurance seal appears on the entire range of Pepsi’s beverages. Firstly, Pepsi has stayed in this market for almost one century. So they are so experienced and stationed in people's mind deeply. Now no one doesn't know the brand Pepsi-Cola Whenever the name Pepsi is heard, people will conjure up the image of fresh and cool drink. Secondly, Pepsi-Cola is not only in high quality, cool and fresh but also have a competitive price in Chinese market* Sometimes Pepsi-Cola even has a lower price than Coca-Cola In China Thirdly. Pepsi is such an experienced powerful global company, Which has a basic of a great fund. So it has the ability to place a Idle sum of money to the promotion. We can see that the advertisement of Pepsi-Cola is so attractive. It also invited the top famous people to advertise for it. The advertisement is so elaborate and attractive so that Pepsi gained the special prize of the advertisement Granny.

BRAND IMAGERY The image of PepsiCo was overall the most valuable for eight years in a row. It is worth mentioning that the consultancy company ranked different brands according to the revenue of each company. The number one search engine, Google, was the one to register the most impressive increase in value. This is mainly because the company introduced some of its news features, including Google Mobile, Google Docs & Spreadsheets and Google Book Search. According to Interbrand, Google's new features allowed the company to increase its value by $25.59 billion.

RESONANCE The final step of the model focuses on the relationship and level identification that the customer has with the brand. These ads increased sales by 40 million cases. From 1993 onward, said Holt, Mountain Dew has led the carbonated soft drinks category in share growth, and now has passed many rivals to rank third in retail sales behind Coke and Pepsi. Mountain Dew is now a $4.7 billion business, and this success can be largely attributed to using advertising to create the right allegories at the right time.