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Mountain Dew has always been the coolest soft drink brand ever. From daring TV commercials to adventurous activities, Mountain Dew has proven itself to be the most versatile carbonated soft drink company. Keeping its worthy image the same, Mountain Dew has recently introduced three new variants which include; Pitch Black, Blue Shock and Orange Live Wire in its product line and revealed a teaser for them on January 29, 2016 which drove everyone curious on social media. The curosity enhanced when celebrities like Hamza Abbasi, Umair Jaswal, and Junaid Khan also tweeted about “voting for their side”. On the real side of the picture these new variants did not receive warm welcome by the public as compare to the original mountain dew flavor did; if this response remains the same then mountain dew has to discontinue producing those flavors which are not at all liked by the public.
We normally observed such practices adopted by different organizaitons that they initially come up with different product variants and wait for sometime till the public admires anyone out of these variants so that they could discontinue unlikely product variants from their brand portfolio and continue with the product that appeals its target market. Through this phenomena an organization can effectively get to know the consumer responses against its products, so that an organization might not have to spend too much of initial capital.
After reading the above scenario you are required to answer following questions:
a) What do you think it’s a “Test Marketing” or “Brand Positioning” tool used by Mountain dew in this context?
b) After recognizing the tool please elaborate its importance for an organization.
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