2ND ASSIGNMENT MBA (HRM)

3RD SEMESTER

ALLAMA IQBAL OPEN UNIVERSITY ISLAMABAD

ASSIGNMENT NO.2
ON

TOTAL QUALITY MANAGEMENT (890) Topic:Organizational structure shows communication flow in the organization presented through communication models to clarify the information path. Students are required to study a communication model for traditional organization in the prospective of total quality management.
Submitted by: ASAD HUSSAIN Submitted to: SIR M. ZAHID JAMAL SB. Roll No. Mob No. ASAD HUSSAIN Page 1 508195455. 03335174447.

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ACKNOWLEDGEMENT
All praises to Almighty Allah, the most Gracious, the most Beneficent and the most Merciful, who enabled me to complete this assignment. There is always a sense of gratitude one expresses to others for the helpful and needy service they render during all phases of life. I have completed this assignment with the help of different personalities. I wish to express my gratitude towards all of them. It gives me immense pleasure to express my deep regards and sincere sense of gratitude to Mr. Nabeel Ghazi, Administrator, Pepsi Plant, Lahore for his support which helped me throughout my assignment. I would also like to thank my teacher SIR M. ZAHID JAMAL SB for steering my confidence and capability for giving me insight into assignment by giving me exposure to the arena of competitive and real world. Lastly I would like to thank my parents and friends for their constant support during the duration of my assignment.

Thank You One and All ASAD HUSSAIN ROLL NO. 508195455. MBA (HRM).

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EXECUTIVE SUMMARY
This assignment is a research-oriented activity, which represents both the theoretical and practical implication of the topic. In the first section of this assignment, I explain the theoretical aspect of the topic and all major parts has been explained which are involved in the Organizational structure shows communication flow in the organization presented through communication models to clarify the information path. We are required to study a communication model for traditional organization in the prospective of total quality management selected by me in total quality management. For empirical study, I select MOUNTAIN DEW and compare its ways of Organizational structure shows communication flow in the organization presented through communication models to clarify the information path. We are required to study a communication model for traditional organization in the prospective of total quality management by mountain dew in business instruments.

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CONTENTS:

TITLE PAGE... ACKNOWLEDGEMENT. EXECUTIVE SUMMARY. CONTENTS.... INTRODUCTION TO THE TOPIC.. COMMUNICATION.. COMMUNICATION PROCESS METHOD OF COMMUNICATION . IMPORTANCE OF COMMUNICATION BARRIERS IN EFFECTIVE COMMUNICATION. HOW WE OVERCOME BARRIERS IMPLEMENTING TOTAL QUALITY MARKETING.. THE BENEFITS OF IMPROVING TOTAL QUALITY MARKETING PRACTICAL STUDY OF THE ORGANIZATION INTRODUCTION. COMMUNICATION OF ADVERTISING AND PROMOTION IN MOUNTAIN DEW. SWOT ANALYSIS CONCLUSIONS .

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RECOMMENDATION

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Introduction to the topic. Organizational structure shows communication flow in the organization presented through communication models to clarify the information path. Students are required to study a communication model for traditional organization in the prospective of total quality management. Communication Communication means, the transferring and understanding of meaning. Interpersonal Communication This is communication between two or more people in which the parties are treated as individual rather than objects. The Communication Process In this process there are seven elements: 1. The communication source 2. Message 3. Sender 4. Encoding 5. Noise 6. Decoding 7. The Receiver 8. Feedback Method of Communication In the organizations, there are some methods adopt:1. Oral Communication 2. Written Communication 3. Non-Verbal Communication 4. Electronic Media 1. Oral Communication Through each day in our personal life and in the world of business, we orally communicate with customers, colleagues, employees and others. The advantages of oral communication, quick transmission and quick feedback. It is easy way of communication. 2. Written Communication
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Written communication means, when we communicate through words we also say it is verbal communication. Written communication includes merinos, organizational letter or any other device that transmit written words or symbols. In written communications we follows certain communication principle. i. Completeness ii. Conciseness iii. Consideration iv. Concreteness v. Clarity vi. Courtesy vii.Correctness All these principles make good communication written communication has advantages like as it is permanent record and verifiable record. 3. Non Verbal Communication Non verbal communication means, neither spoken nor written. Here we use visual symbols or physical gestures, like as loud written or a red light tells you something without words. One researcher found that 55 percent of an oral message use derived from facial expansion and physical posture, 38% from verbal intonation and only 7% from the actual words said. 4. Electronic Communication For communication we are using now a days electronic media. In this sense we are using telephone, television voice activated computers, xerographic, reproduction, reproduction, multimedia, software, fax machines etc. Electric mail is fast and cheap and can be used to send the same message to dozens of people at the same time. Importance of Communication Communication plays a vital role in business. It is necessary to achieve described goals. Any communication between two parties aims at achieving certain goals. Hence every business action requires clarity of communication Through good communication we can achieve our goals easily. For managers it is necessary part. Through better communication we make management system among all the employees about their role in the organization. Through communication we can develop plans; strategies, and objectives, communication helps us in the development of work systems and to assess their effectiveness. It develops positive relations among people to work collectively. It helps managers to assess the current strength and weakness of their business and to plan desired future actions.

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According to Murphy which she describes, she has given eight requirement qualities of person fit for an exertive job and has placed this ability on the top. i. Ability to communicate ii. Ambition Drive iii. College Education iv. Sound Confidence v. Sound Decision Making Skills vi. Good Appearance vii. Ability to get things done with and through people viii. Capacity for hard work Barriers in Effective Communication i. Language ii. National Culture iii. Emotions iv. Selective Perception v. Non Verbal Communication How we Overcoming the Barriers i. Use Feedback Using of feedback we can remove the barriers. Feedback should include more than yes and no answers. Feedback includes subtler methods them the direct asking of questions or the summarizing of messages of course, feedback does not have to be conveyed in worlds. Actions can speak louder than words. ii. Simplify Language Our messages should be clear and simple. Effective communication is achieved when a message is both received and understood. We should not use confusing terminology and unclear assumptions. iii. Listen Activity Active listening demands total concentration. The average person at a rate about 150 words a minute. Whereas we have the capacity to listen at the rate of nearly 1000 words per minute. Listen activity is very important for good communication. Implementing Total Quality Marketing Total quality marketing is a dynamic idea that goes beyond the currently popular total quality management approach in solving business problems. It is market driver idea that stresses customer satisfaction as crucial to the success of a business in a highly competitive modern business word. The concept is an enhanced version of the marketing mix. The familiar 4Ps marking
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Thus by incorporating quality into their product, price, promotion and placement strategy. First of all we discuss about quality and total quality. Quality Consumers faced with many goods or services at similar prices are likely to consider prices are likely to consider quality when making choices. Quality could be described as those feathers of a product or service that allows it to satisfy customers wants. Customers see all these things like as I. Physical appearance II. Reliability and durability III. Special features IV. Suitability V. Repairs VI. After Sales Service VII. Image VIII. Reputation Customer sees all these things before purchasing the things. There for which company create total quality in its things. It will succeed, if it will not create all these qualities that it will not succeeded. The importance of total quality has growth in recent years. Now a days consumers are more aware. They get information through magazines. They have more disposable income and higher expectations than ever before. Business faced with competition are also concerned about the quality of their. Design: The ideas and plans for the product or service. Production Processes: The methods used to manufacture the goods or provide the services. Implementing Total Quality Marketing Total quality marketing means we adopt all these things which create quality in marketing. Total quality marketing increase our market share, profit and good will of product. In this sense we improve all these things like:i. Quality in production ii. Quality control iii. Quality assurance iv. Develop company policy and accountability v. See consumer views vi. Zero defects vii.Improve after sakes services
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viii.

Improve better competition.

Quality in Production Traditionally in manufacturing production departments have been responsible for ensuring quality. Their objectives might have been to make sure that products. i. Satisfy consumers need ii. World under conditions they will face iii. Operate in the way they should can be produced cost effectively iv. Can be produced cost effectively v. Can be repaired easily vi. Conform to safety standards set down by legislation and independent bodies. Quality Control:Todays standard this is not quality control but a method of finding a poor quality product before it is sold to the consumer. Today businesses are less concerned about has the job been done properly? Than are we able to do the job properly? In other words inspection is carried out during the production process. This means that problems and poor quality products can be prevented before final production. Such a preventative approach has been used by Japanese businesses and is known as TQM. It is now being adopted by many companies. In other words inspection is carried out during the production process. This means that problems and poor quality product can be prevented before final production. Quality Assurance: Qualit6y assurance is a method of ensuring quality that takes into account customers views. This can affect the business in a number of ways. Businesses also work to quality assurance codes of practice. These tell a customer that a production process has been carried out to a certain standard and to required satisfaction. One a business has been assessed and has achieved a certain standard. It is regularly checked by the awarding organization to make sure standards which businesses seek to achieve. Business also includes signs and symbols on their products which tell a customer about the products standards maintained. ISO 9000 is an international stands which businesses seek to achieve. This is discussed later in this report. Businesses also include signs and symbols on their products which tell a customer about the products standards. Examples of such quality symbols include: Safety goggles which are awarded the BSI Kitemark, telling the customer that the product has been independently tested to a specific standard. Inflatable arm bands which are awarded the CE mark, an EU award. This tells the customer that they have been tested not to deflate during use and carry a safety warning about supervision. Warranties:ASAD HUSSAIN Page 9 TOTAL QUALITY MANAGEMENT (890)

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If goods are warranted, it means that the manufacturer will undertake any work necessary arising from a defect in the product free of charge warranties are popular with products such as cars and a wide range of electrical. Implementing Total Quality Marketing:Customer satisfaction and company profitability are linked closely to product and service quality. High level of quality results in greater customer satisfaction, while at the same time supporting higher prices and often lower costs. Therefore quality improvement programs normally increase profitability. Todays executives view the task of improving product and service quality as their top priority. The striking global successes of many Japanese companies have resulted from their exceptional quality. Most customers will no longer accept or tolerate average quality. If companies want to stay in the race, let alone be profitable, they have no choice but to adopt quality concepts. It is important to distinguish between performance quality and performance quality. Performance quality refers to the level at which a product performs its functions. Marketing Role in Total Quality Marketing has two responsibilities in a quality centered company. First marketing management must take part in designing strategies can programs that help the company win through total quality excellence. Second, marketing must deliver marketing quality as well as production quality. It must perform each marketing activity marketing research, sales training, advertising, customer service and other too high quality standard. Total Quality Management: Errors are costly for business. It is estimated that about one third of all the effort of British business is wasted in correcting errors. There are benefits if something is done right the first time. Total quality marketing is a method designed to prevent. Monitoring the Process: Total quality marketing relies on monitoring the business process to find possible improvements methods have been developed to help achieve this. Team Work Total quality marketing stress that team work is the most effective way of solving problems. The main advantages are:i. A greater range of skills, knowledge and experience can be used to solve problem. ii. Employee morale is often improved errors, such as poor quality products from happening. The business is organized so that the manufacturing process is investigated and marketing process is checked at ever sage. Every department activity and individual is organized to take into account quality all times. iii. Problems across departments are better dealt with.
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iv. A greater variety of problems can be tackled v. Team ideas are more likely to be used that individual ones. Tome builds trust and morale improves communication and cooperation and develops interdependence. Customer Views Firms using Tom must be committed to their customers. They must be responsive to change in peoples needs and expectations to do this information must be gathered on a regular basis and there must be clear communication channels for customers to express their views. Consumers are often influential in setting quality standards. Zero Defects: Many businesses quality system have a zero defects policy. This aims to ensure that every product that is manufactured is free from defects. A business that is able to guarantee zero is likely to gain a good reputation. This could lead to new clients and improved sales. The benefits of Improving Total Quality Marketing: Improvements in efficiency can benefit a number of business stakeholders: Shareholders: Improved efficiency will tend to lower costs and raise profits. With greater profits shareholders may be paid higher dividends and higher share price. Businesses will also have more profit to reinvest. This could help to protect the long term future of the business. Customer: If greater efficiency reduces costs businesses may offer products at lower price. Customers might benefit if the quality of products are improved. Delivery times and customer service might also be better. Employees: A more efficient workforce may be better motivated end enjoy more job satisfaction. They may be valued more by employers, get better training, be given opportunities to use their talents and enjoy better working relationships with managers. Employees may also benefit from higher wages and better working conditions. Suppliers: They may benefit from better relationships with businesses and prompter payment. Measures such as just in time manufacturing rely heavily on good relationships with suppliers.

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Case Study

Marketing Strategy of Mountain Dew Introduction Pepsi Co. Inc. is among the most successful consumer products companies in world, with 1999 revenues of over $20 billion and 116,000 employees. The company consists of Frito-Lay Company, the largest manufacturer and distributor of snack chips. Pepsi Cola company the second largest soft drink business and Tropicana Products, the largest marketer and producer of branded Juice. Pepsi Co brands are among the best known and most respected in the world and are available in about 190 countries and territories. Some of Pepsi Co brand names are 100 years old, but the corporation is relatively young. Pepsi was founded in 1965 through the merger of Pepsi Cola and Frito Lay Tropicana was acquired in 1998.
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Pepsi Cola success is the result of superior products, high standards of performance, distinctive competitive strategies and the high integrity of their people. Their overriding objective is to increase the value of their shareholders investment through integrated operating, investing and financing activities. Their strategy is to concentrate their resources on growing their businesses, both through internal growth and carefully selected acquisitions. Their strategy is continually fine tuned to address the opportunities and risks of the global marketplace. The corporations success reflects their continuing commitment to growth and a focus on those businesses where they can drive their own growth and create opportunities. Strategic Focus and Plan Mission / Vision Pepsi Companys overall mission is to increase the value of their shareholders investment. They do this through sales growth, cost controls and wise investment of resources. They believe their commercial success depends upon offering quality and value of their consumers and customers; providing products that are safe, wholesome, economically efficient and environmentally sound; and providing a fair return to their investors while adhering to the highest standards of integrity. Goals Nonfinancial Goals Sharply focus their financial and management resources on their core businesses: restaurant management on restaurants, packed goods management on beverages and snakes. Ruthlessly prioritize to be sure they employ their greatest sustaining efforts on the biggest opportunities within their core businesses. In beverages, for examples, the lions share of their investment dollars and management attention will go to high potential markets where no company dominates like China, India and Russia and to markets where they lead or are a strong number two. Build their success upon their key functional strengths. 1. Day to day management o f operationally intensive businesses. 2. Manufacturing, selling and distribution infrastructure development, marketing and new products R&D

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Core Competency and Sustainable Competitive Advantage In terms of core competency, Pepsi Company seeks to achieve a unique ability to: 1. Provide a distinctive, high quality one calorie soft drink and to provide a high quality citrus soft drink using Pepsi Companys distinct ingredients to appeal and to excite contemporary tastes for these products and 2. Deliver these soft drinks to the customer using effective manufacturing and distribution systems that maintain Pepsi Company quality standards. To translate these core competencies into a sustainable competitive advantage, Pepsi Co. works closely with key suppliers and distributors to build the relationships and alliances necessary to satisfy the high taste standards of our customers. Mountain Dew Mountain Dew is a drink distributed and manufactured by Pepsi Co. The main formula was invented in Knosvile, Tennessee, named and first marketed in Knosville and Johnson City, TN in the 40s then by the Minge family in Fayetteville, North Caroline and across the USA in 1964. When removed from its characteristic green bottle, Mountain Dew is bright yellow green and semi opaque. Dew ranked ninth in sales in the same year. In October 2008, it was announced that Pepsi would be redesigning their logo and rebranding many of their products.

Ingredients
a. b. c. d. e. f. g. h. i. j. k. Mountain Dew lists its ingredients as: Carbonated water Sugar Citric acid Sodium benzoate (preserves freshness) Caffeine (55 mg per 12 oz. [approx 330ml]) Sodium citrate Emulsifiers Natural Flavors Ascorbic Acid Color (Tartrazine)

Communication of advertising and promotion in mountain dew

Visual devises of Communication With an objective and a budget in place, the advertising campaign will next need to focus on developing the message. However, before effort is placed in developing a message the
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marketer must first determine which media outlets will be used to deliver their message since the choice of media outlets guides the type of message that can be created and how frequently the message will be delivered. An advertising message can be delivered via a large number of media outlets. These range from traditional outlets, such as print publications, radio and television to newly emerging outlets, such as the internet and mobile devices. Creative Options An advertisement has the potential to appeal to four senses sight, sound, smell and touch. It should be noted that promotion can also appeal to the sense of taste but generally these efforts generally fall under the category of sales promotion However, not all advertising media have the ability to deliver multi-sensory messages. Traditional radio, for example, is limited to delivering audio messages while roadside billboards offer only visual appeal. Additionally, some media may place limits on when particular options can be used. For instance, some search engines or websites may only accept graphical-style ads, such as images, if these conform to certain large dimensions and limit small advertising to text-only ads. Creative Cost The media type chosen to deliver a marketers message also impacts the cost of creating the message. For media outlets that deliver a multi-sensory experience (e.g., television and Internet for sight and sound; print publications for sight, touch and smell) creative cost can be significantly higher than for media targeting a single sensory experience. But creative costs are also affected by the expectation of quality for the media that delivers the message. In fact, media outlets may set minimal production standards for advertisements and reject ads that do not meet these standards. Television networks, for example, may set high production quality levels for advertisements they deliver. Achieving these standards requires expensive equipment and high cost labor, which may not be feasible for small businesses. Conversely, creating a simple text only Internet advertisement requires very little cost that almost anyone is capable of creating. PepsiCos main product and major CSD is Pepsi, hence they are spending additional 25% budget on Pepsi advertisement, and 75 % of Pepsis advertising budget is being spent on Mountain Dew advertising. Type of Media Outlets While just a few years ago marketers needed to be aware of only a few media outlets, todays marketers must be well versed in a wide range of media options. The reason for the growing number of media outlets lies with advances in communication technology, in particular, the internet.

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The media outlets are Television Radio Print publications Internet Direct mail Signage Product placement Mobile devices Sponsorships Others

Mountain Dew covers almost all the media outlets to reach its target market. Evaluation of Advertising Campaign: Evaluating Campaign Results; The final stop in an advertising campaign is to measure the results of carrying out the campaign. In most cases the results measured relate directly to the objectives the marketer is seeking to achieve with the campaign. Consequently whether a campaign is judged successful is not always tied to whether product sales have increased since the beginning of the campaign. In some cases, such as when the objective is to build awareness, a successful campaign may be measured in terms of how many people are now aware of the products. In order to evaluate an advertising campaign it is necessary for two measures to take place. First, there must be pre-campaign or pre-test measure that evaluates conditions prior to campaign implementation. For instance, prior to an advertising campaign for Mountain Dew random survey may be undertaken of customers within a target market to see what percentage are aware of the products. Once the campaign has run a second post campaign or post test measure is undertaken to see if there is an increase in awareness. Such pre and post testing can be done no matter what the objective including measuring the campaigns impact on total product sales. Sales Promotions In a time when customers are exposed daily to a nearly infinite amount of promotional messages, many marketers are discovering that advertising alone is not enough to move
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members of a target market to take action, such as getting them to try a new product. Instead, marketers have learned that to meet their goals they must use additional promotional methods in conjunction with advertising. Other markets have found that certain char5acteristics of their target market (e.g. small but geographically dispersed) or characteristics of their product (e.g. highly complex) make advertising a less attractive option. For these marketers better results may be obtained using other promotional approaches and may lead to directing all their promotional spending to non advertising promotions. Finally the big cost of advertising may driver many to seek alternative, lower cost promotional techniques meet their promotion goals. Samples and Free Trails Enticing members of a target market to try a product is often easy when the trial comes at little or no cost to the customer. The use of samples and free trials may be the oldest of all sales promotion techniques dating back to when society advanced from a culture of self subsistence to a culture of trade. Sampling and free trails give customers the opportunity to experience product, often in small quantities or for a short duration, without purchasing the product. Today, these methods are used in almost all industries and are especially useful for getting customers to try to product for the first time.

Free Product Some promotional methods offer free products but with the condition that a purchase be made. The free product may be in the form of additional quantities of the same purchased product (e.g. by one, get one free) or specialty packages (e.g. value pack) that offer more quantity for the same price as regular packaging. Premiums Another form of sales promotion involving free merchandise is premium or gives away items. Premiums differ from samples and free products in that these often do not consist of the actual product, though there is often some connection. Mountain Dew conducted massive sampling at the time of launching. As per their rough estimate, they reached approx 2 Million consumers in Pakistan with their different samples of green bags, green T shirts, key chains and caps etc. as per their
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statement, people still remember their massive sampling technique to set up their roots strongly in the CSD market of Pakistan. Sponsorship and Event Marketing Sponsorships Companies and brands use sponsorships to help build goodwill and brand recognition by associating with an even or group. Marketers can examine sponsorship opportunities to find those that rich target groups, fit within a specified budget and provide sponsorship benefits that suit the marketers objective. There are numerous local, regional, national and international sponsorships opportunities ranging from a local art center or theatre to the Olympics. Most organizations seeking company sponsors provide information on the variety of sponsorship levels which include data on even audience, exposure opportunities which can include signage, T-shirts, public announcements and numerous other opportunities, receptions and much more. Marketers can use this information to help match sponsorship opportunities with the companys objective Mountain Dew is strongly involved in the sponsorship of the programmes that exactly match the theme and concept of their products and their target market loves to watch. For example, Mountain Dew sponsoring Living on the edge on The Music channel featuring VJ Waqar, who is an icon for teenagers and himself an aggressive and enthusiastic entertainer. Previously they were sponsoring the Survivor Series. Both these programmes are purely for the young blood, the target market of Mountain Dew. One can view some extreme stunts, daring actions, adventure and aggressiveness in these programmes which is the concept and message that Mountain Dew delivers to its target audience. These programmes are typically for the daring, enthusiastic and aggressive youngsters. Special Events Special events can be designed to reach a specific narrow target audience. These special events capture the attention of an audience in the immediate area, but also attract the attention of mass media such as TV news and major newspapers, which provide broad reach. As with all PR programmes, special event planners must work hard to ensure the programmes planned conveys the correct message and image to the target audience. Mountain Dew also sponsors special events and conduct event marketing as well. They sponsor the events that match the message that Mountain Dew delivers to its
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target audience. For example, they conduct special events like Rock concerts, in which teenagers participate with full energy, passion and enjoy with their full potential. SWOT Analysis SWOT analysis is a simple framework for generating strategic alternatives from a situation analysis. It is applicable to either the corporate level or the business unit level and frequently appears in marketing plans. The following diagram shows how a SWOT analysis fits into a strategic situation analysis. SWOT Profile The internal and external situation analysis can produce a large amount of information, much of which may not be highly relevant. The SWOT analysis can serve as an interpretative filter to reduce the information to a manageable quantity of key issues. The SWOT analysis classifies the internal aspects of the company as strengths or weaknesses and the external situational factors as opportunities or threats. Strengths can serve as a foundation for building a competitive advantages and weaknesses may hider it. By understanding these four aspects of its situation, a firm can better leverage its strengths, correct its weaknesses, capitalize on golden opportunities and deter potentially devastating threats. Internal Analysis The internal analysis is a comprehensive evaluation of the internal environments potential strengths and weaknesses. Factors should be evaluated across the organization in areas such as: Company culture Company image Organizational structure Key staff Access to natural resources Brand awareness Market share Financial resources Exclusive contacts Patents and trade secrets

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The SWOT analysis summarizes the internal factors of the firm as a list of strengths and weakness

External Analysis
An opportunity is the chance to introduce a new product or service that can generate superior returns. Opportunities can arise when changes occur in the external environment. Many of these changes can be perceived as threats to the market position of existing products and may necessitate a change in product specifications or the development of new products in order for the firm to remain competitive. Changes in the external environment may be related to: Customers Competitors Market trends Suppliers Partners Social changes New technologies Economic environment Political and regulatory environment

The SWOT analysis summarizes the external environmental factors as a list of opportunities and threats.

STRENGTH Demand of Mountain Dew is more than its competitors. Company has a very established name and a good reputation. Mountain market share is increasing with great rate than its competitors. As the target customers of Mountain Dew is young generation, so Mountain Dew has more brand loyal customers. Mountain Dew spends a lot of budget on its advertising. Mountain Dew has a very vast distribution channel and it is easily available everywhere. The Distribution Channel used is same for Pepsi Opportunities Company may start entering rural areas also. The company may also diversify its business in some other potential business.
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Increased interest of people in musical groups, cultural shows and sports has provided an opportunity for Mountain Dew to increase its sales through them. Cola drinks are not good for the health so the awareness level of the people is in creasing which is a big threat to the company. Weaknesses Mountain Dew does not offer any sort of incentive or discount to its retailers. Mountain Dew target only young customers in their promotions. Crown of the disposable bottle is not good. Demand of disposal bottle is declining. Mountain Dew tin pack is not available in far off rural areas. Mountain Dew is not considering many potential outlets like hotels, college canteens etc. Threats The main competitor of the company is the Sprite and Sprite 3G. At the local level, Mountain Dew has a very strong competition with different type of cola and non cola products. Sprite has started its advertisements more effectively to increase their demand and it is a very strong threat for Mountain Dew.

Conclusion: Mountain Dew is a well renowned brand and it has maintained its position well by understanding the client psychology, by ensuring quality, by introducing ingenuity in products, by enlarging its product base, by keeping economic factors in view and by intense and jazzy advertisements. Whenever and where ever there is a spotlight event, Mountain Dew must figure in, like the one day international cricket matches between India and Pakistan many other such occasions. The key word for success in the Marketing World is to remain in the spotlight and that is what Mountain Dew should do more.

Recommendations
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.
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Today we live in a fast moving world where novelty and newness count a lot. One cannot rest on ones 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 ones 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 competitors 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.

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