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Farhan Adeel
Umair Qyum
Tahir Ashfaq
Fatama Batool
Sabahat Naheed
Rao Khalil
An
Overview
For
International Market
For
CSD
ESTIMATED WORLDWIDE
SALES IN BILLION DOLLARS
US TOP 10 CSD COMPANIES
COKE VS PEPSI
PAKISTANI SOFT DRINK
INDUSTRY
About 75 million cases a year for Pepsi alone
The total beverage market is about 120 million
cases of which 65% are Pepsi products
About 22% are Coca-Cola products
INTRODUCTION
TO
MOUNTAIN DEW
CHANGED BRAND
POSITIONING
SURVEY FINDINGS
RETAILER
FOCUS GROUP
TOP OF MIND
Out of thirty (30) days, how many times you face “Out Of Stock” issue?
Perceptual Map
Survey Findings For
Consumer
SURVEY FINDINGS
If you choose soft drink then which soft drink you drink most?
SURVEY FINDINGS
Your age
SURVEY FINDINGS
Perceptual Map
SWOT ANALYSIS
SWOT
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
SWOT
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.
SWOT
OPPORTUNITIES
Company may start entering rural areas also.
The company may also diversify its business in some
other potential business.
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.
SWOT
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.
MARKETING MIX
PRICING
Direct Distribution
Indirect Distribution
Local Zone
Outside Zone
Direct Routs – 45
Authorized Dealers - 17
Agencies – 62
COMPETITION
DIRECT COMPETITION
The indirect competition of Mountain Dew consists of all the other CSD’s including the
following:
Other brands e.g. Gourmet Cole, Shandy Cola, Double Cole, Mecca Cola etc
Positioning statement
Existing
“To 16-18 year old males, who embrace excitement, adventure and fun,
Mountain Dew is the great tasting carbonated soft drink that exhilarates
like no other because it is energizing, thirst quenching, and has a one of a
kind citrus flavor”
Proposed
“To young and mature fun loving male and female, active soft-drink
consumers who have little time for sleep, Mountain Dew is the soft
drink that gives you more energy than any other brand because it has
the highest level of caffeine. With Mountain Dew, you can stay fresh
and keep going even when you have not been able to get a good
night’s sleep”
MOUNTAIN DEW
POSITIONING STATEMENT:
Target group
Young, active soft-drink consumers with little
time for sleep
Benefit
Gives you more energy than rival brands,
because it has more caffeine.
Resulting goal facilitation
You can stay alert and keep going even when
you haven’t been able to get a good night’s
sleep.
PREVIOUS CAMPAIGNS
Weaknesses
The increasing inflation rate in Pakistan may result in an upcoming
weakness for Mountain Dew.
Secondly, fragmentation in the beverage industry of Pakistan is another
weakness.
Thirdly, and most importantly, The ever increasing popularity of
Mountain Dew might be a threat to the parent product and
cannibalization of market share of own products
Opportunities
People are now fed up of ordinary cola’s and citrus segment like
mountain dew, sprite 3G etc.
KEY ISSUES
Threats
The biggest threat for mountain dew is the competition threat from Sprite, “Sprite 3G” and a little threat
from energy drinks like “Red Bull” etc. Before Sprite 3G, Mountain Dew enjoyed the monopoly in the citrus
segment of CSD’s industry. Now, the competition is very high between the two brands. Secondly, from the
Pepsi’s perspective, Mountain Dew can be a threat for the mother brand.
From a national perspective, Mountain Dew is consumed more in urban areas than rural areas, probably due to the massive campaign
targeted there.
Psychographics
Activities:
People who are involved in adventurous activities like mountain climbing, car racing, hunting etc are targeted in its promotional
advertisements, as the concept behind “Dew” is something thrilling.
Interests:
People who are interested in recreational activities.
Opinions:
People who want to have fun and thrill in their lives are targeted by the Mountain Dew advertisements, as it inspires the people to try it out,
without which life is considered dull and boring.
Behavioral
Usage rate:
POPULATION PYRAMID
FOR PAKISTAN 2007
GOALS & OBJECTIVES
CURRENT
TARGET
Our sales target for the coming year is to increase sales up to 30 million.
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