anjalicutek
Anjali Khurana
Mountain Dew, currently predominantly stylized as Mtn Dew, is a soft drink by PepsiCo, but which remains its own brand. The formula was made and first marketed in Marion, VA, Knoxville and Johnson City, Tennessee, USA through the 1940s, then in Fayetteville, North Carolina by Barney and Ally Hartman. By 1964, it was being distributed across the United States.[1] The formula was created by Bill Jones. The name is taken from a colloquial term for moonshine whiskey, and early bottles and signage carried the reference forward by showing a cartoon stylized mountaineer (sometimes holding a jug).
As of 2010, Mountain Dew passes Diet Coke, becomes No. 3 soft drink in U.S.[2] Mountain Dew's Diet version ranked 9th in sales.[3]
On October 15, 2008, Mountain Dew's logo was redesigned to "Mtn Dew", as a result of a PepsiCo rebranding of its core products. However, the flavors "LiveWire" and "Code Red" still use the previous design as of September 2010.[4][5]
In the UK, a new variant, 'Mountain Dew Energy', was introduced into the energy drink market in 2010.[6] Mountain Dew was previously marketed in the UK in 1995, with a TV spot having the strapline "Wild colour, smooth taste." It was unsuccessful, and the sale of Mountain Dew in the UK was discontinued (except for imports) by 1997.
MARKETING MIX
Pricing
250 ml: 12/-Rs
1.5 Liter: 60/-Rs
2.25 Liter: 75/-Rs
PRODUCT OUTFLOW
Pepsi Cola International has given franchises all over Pakistan with plants in different parts of Pakistan e.g.
Pepsi has 12 different units in different areas of Pakistan.
The cities in which the Pepsi units are: Lahore, Sukkur, Karachi, Multan, Dera Ghazi Khan, Islamabad, Faisalabad, Quetta, Hyderabad, Sahiwal, Hattar
CHANNELS OF DISTRIBUTION
Direct Distribution
Indirect Distribution
Local Zone
Outside Zone
Direct Routs – 45
Authorized Dealers - 17
Agencies – 62
COMPETITION
*
DIRECT COMPETITION
*The direct competitor of Mountain Dew is Sprite 3G.
*
THE INDIRECT COMPETITION*
The indirect competition of Mountain Dew consists of all the other CSD’s including the following:
Major competitors like Sprite and Coke etc
Within the company i.e. Pepsi & 7UP etc
Other brands e.g. Gourmet Cole, Shandy Cola, Double Cole, Mecca Cola etc
Local products in each country i.e. lemon soda etc
Laal sharbat Substitutes e.g. Jam-e-Shierien and Rooh Afza.
Other substitutes like tea and lassi etc
Product position
Previous Campaigns
MOUNTAIN DEW was able to attract a certain set of customers to buy the product by associating itself with young people who are energetic, fun loving and daring.
The taglines in the commercials such as "DEW NA KYA TO PHIR KYA KIA" , "DO THE DEW" and "DUR KAY AGAY JEET HAI" left a very good impact on this certain set of consumers.
People who inhabits these attributes of outgoing, fun and daring felt itself highly associated with the brand "MOUNTAIN DEW".
PRODUCT LIFE CYCLE
In Pakistan “Mountain Dew” falls in “Growth Stage” of the Product Life Cycle.
Mountain Dew is a New Product Category and it has recently moved into its growth stage.
It has gained acceptance, the sales have increased more which has results in the increasing production process.
Selecting Media
Selecting Media Outlets
With an objective and a budget in place, the advertising campaign needs to focus on developing the message.*
PepsiCo’s main product and major CSD is Pepsi, hence they are spending additional 25% budget on Pepsi advertisement, and 75 % of Pepsi’s advertising budget is being spent on Mountain Dew advertising
Selecting Media
Will be able to support Mountain Dew to cover all these media:
1.*Television 2.*Radio 3.*Print Publications 4.*Internet 5.*Direct Mail 6.*Sinage 7.*Product Placement 8.*Mobile Devices 9.*Sponsorships
Selecting Media
SUGGESTIONS
The marketing world is full of surprises. Who could imagine that Coca Cola would be overtaken by Pepsi? If Coke could be overrun by Pepsi, it would be no wonder that Pepsi might be overtaken by some other beverage. The need then is to combine quality with ingenuity. Along with that, the reputation of the company has to be kept robust.
Today we live in a fast moving world where novelty and newness count a lot. One cannot rest on one’s laurels. Fresh efforts, newness of approach must remain the cardinal principles of a well orchestrated marketing strategy and the campaign must be relentless. A continuous bombardment in advertisement would convince the clients that Pepsi is a part of their lives. In order to live with style, Mountain Dew ought to be an essential ingredient of one’s life full of adventure and thrill.
The Mountain Dew is at its growth stage and the sales of the product are growing very rapidly. Company is doing a lot of promotional activities to let the product grow in the market. It holds a large share of the market and whenever the sales state still, the company can improve it by different promotional activities.
Marketers of Mountain dew can try to improve sales by improving one or more marketing mix elements. They can cut prices to attract new users and competitor’s customers. They can make better distribution strategies to the areas where still it is not available. They can also launch a better advertising campaign or use aggressive sales promotion to improve the sales. A lot more work is required on cannibalization as well.
Action Plan and Implementation
First Quarter
TVC Ads in the first quarter
Ad shall appear four times a day for 30 sec 4 days a week on Geo TV, and Other channel which have better options.
Two times from 8:00 pm – 9:00 pm
Two times from 10:00 pm – 11:00pm
Radio Ads
Ad will be on air four times a day for 10 sec 4 days a week on FM- Channels (KHI /LHR /ISD)
Ad will be on air 2 times from 8:30 am – 9:00 am
Ad will be on air 2 times from 5:30 pm – 6:00 pm
Budget Plan For 1st Quarter
Initial cost Installment plan
Installment plan to be offers for the initial cost to be broken up in 10 months installment
Budget
127,200,000.-Rs shall be spent on TV Adds for 01 Quarter
448,000 Rs shall be spent on Radio Adds*
As of 2010, Mountain Dew passes Diet Coke, becomes No. 3 soft drink in U.S.[2] Mountain Dew's Diet version ranked 9th in sales.[3]
On October 15, 2008, Mountain Dew's logo was redesigned to "Mtn Dew", as a result of a PepsiCo rebranding of its core products. However, the flavors "LiveWire" and "Code Red" still use the previous design as of September 2010.[4][5]
In the UK, a new variant, 'Mountain Dew Energy', was introduced into the energy drink market in 2010.[6] Mountain Dew was previously marketed in the UK in 1995, with a TV spot having the strapline "Wild colour, smooth taste." It was unsuccessful, and the sale of Mountain Dew in the UK was discontinued (except for imports) by 1997.
MARKETING MIX
Pricing
250 ml: 12/-Rs
1.5 Liter: 60/-Rs
2.25 Liter: 75/-Rs
PRODUCT OUTFLOW
Pepsi Cola International has given franchises all over Pakistan with plants in different parts of Pakistan e.g.
Pepsi has 12 different units in different areas of Pakistan.
The cities in which the Pepsi units are: Lahore, Sukkur, Karachi, Multan, Dera Ghazi Khan, Islamabad, Faisalabad, Quetta, Hyderabad, Sahiwal, Hattar
CHANNELS OF DISTRIBUTION
Direct Distribution
Indirect Distribution
Local Zone
Outside Zone
Direct Routs – 45
Authorized Dealers - 17
Agencies – 62
COMPETITION
*
DIRECT COMPETITION
*The direct competitor of Mountain Dew is Sprite 3G.
*
THE INDIRECT COMPETITION*
The indirect competition of Mountain Dew consists of all the other CSD’s including the following:
Major competitors like Sprite and Coke etc
Within the company i.e. Pepsi & 7UP etc
Other brands e.g. Gourmet Cole, Shandy Cola, Double Cole, Mecca Cola etc
Local products in each country i.e. lemon soda etc
Laal sharbat Substitutes e.g. Jam-e-Shierien and Rooh Afza.
Other substitutes like tea and lassi etc
Product position
Previous Campaigns
MOUNTAIN DEW was able to attract a certain set of customers to buy the product by associating itself with young people who are energetic, fun loving and daring.
The taglines in the commercials such as "DEW NA KYA TO PHIR KYA KIA" , "DO THE DEW" and "DUR KAY AGAY JEET HAI" left a very good impact on this certain set of consumers.
People who inhabits these attributes of outgoing, fun and daring felt itself highly associated with the brand "MOUNTAIN DEW".
PRODUCT LIFE CYCLE
In Pakistan “Mountain Dew” falls in “Growth Stage” of the Product Life Cycle.
Mountain Dew is a New Product Category and it has recently moved into its growth stage.
It has gained acceptance, the sales have increased more which has results in the increasing production process.
Selecting Media
Selecting Media Outlets
With an objective and a budget in place, the advertising campaign needs to focus on developing the message.*
PepsiCo’s main product and major CSD is Pepsi, hence they are spending additional 25% budget on Pepsi advertisement, and 75 % of Pepsi’s advertising budget is being spent on Mountain Dew advertising
Selecting Media
Will be able to support Mountain Dew to cover all these media:
1.*Television 2.*Radio 3.*Print Publications 4.*Internet 5.*Direct Mail 6.*Sinage 7.*Product Placement 8.*Mobile Devices 9.*Sponsorships
Selecting Media
SUGGESTIONS
The marketing world is full of surprises. Who could imagine that Coca Cola would be overtaken by Pepsi? If Coke could be overrun by Pepsi, it would be no wonder that Pepsi might be overtaken by some other beverage. The need then is to combine quality with ingenuity. Along with that, the reputation of the company has to be kept robust.
Today we live in a fast moving world where novelty and newness count a lot. One cannot rest on one’s laurels. Fresh efforts, newness of approach must remain the cardinal principles of a well orchestrated marketing strategy and the campaign must be relentless. A continuous bombardment in advertisement would convince the clients that Pepsi is a part of their lives. In order to live with style, Mountain Dew ought to be an essential ingredient of one’s life full of adventure and thrill.
The Mountain Dew is at its growth stage and the sales of the product are growing very rapidly. Company is doing a lot of promotional activities to let the product grow in the market. It holds a large share of the market and whenever the sales state still, the company can improve it by different promotional activities.
Marketers of Mountain dew can try to improve sales by improving one or more marketing mix elements. They can cut prices to attract new users and competitor’s customers. They can make better distribution strategies to the areas where still it is not available. They can also launch a better advertising campaign or use aggressive sales promotion to improve the sales. A lot more work is required on cannibalization as well.
Action Plan and Implementation
First Quarter
TVC Ads in the first quarter
Ad shall appear four times a day for 30 sec 4 days a week on Geo TV, and Other channel which have better options.
Two times from 8:00 pm – 9:00 pm
Two times from 10:00 pm – 11:00pm
Radio Ads
Ad will be on air four times a day for 10 sec 4 days a week on FM- Channels (KHI /LHR /ISD)
Ad will be on air 2 times from 8:30 am – 9:00 am
Ad will be on air 2 times from 5:30 pm – 6:00 pm
Budget Plan For 1st Quarter
Initial cost Installment plan
Installment plan to be offers for the initial cost to be broken up in 10 months installment
Budget
127,200,000.-Rs shall be spent on TV Adds for 01 Quarter
448,000 Rs shall be spent on Radio Adds*