A CASE STUDY ON MOUNTAIN FROM MARKETING PERSPECTIVE
- · The total size of food industry is about US$ 65.6 billion of which US$ 1 billion.
- · 284 million crates/year is the consumption of soft drinks in India.
- · Indian Soft Drink Market is dominated by MNCs like Coca Cola and PepsiCo.
Owner of Mountain Dew
- · PepsiCo is a American Multinational Company dealing with food and beverages company.
- · It is a Fast Moving Consumer Goods (FMCG) company.
- · As of January 26, 2012, 22 of PepsiCo's brands generated retail sales of more than $1 billion apiece.
- · US$66 billion was the net revenue generated by PepsiCo employing around 274,000 people.
- · Business of PepsiCo was divided into 63% foods and 37% beverage contrary to genera perception.
- · Mountain Dew is a soft drink brand owned by PepsiCo.
- · The formula was invented in 1940 and marketed in 1948 by Tennessee beverage bottlers Barney and Ally Hartman in Virginia US.
- · In India Mountain Dew was launched in 2003 with the advertising slogan ‘Cheetah bhi Peeta hai’
- · The product focused on it being adrenaline pumping, exhilarating high energy drink.
- · In 2007, it was re-launched with a new formulation in India with tagline ‘Darr ke Aagey Jeet Hai’.
- · Mountain Dew has over 30 different flavours to offer.
- · A 12oz can of Mountain Dew can contain up to 54mg of caffeine.
MARKET SHARE
PepsiCO
Top 5 Soft Drink Brands in
the World
BRAND IMAGE
- · The target customers of Mountain Dew are mainly the male teenagers which they call as bull’s eye target audience.
- · This target audience views the product as adventurous, fun, exciting and enthusiastic. This is where the brand image of Mountain Dew lies.
- · In India, teenagers are influenced by Bollywood actors and PepsiCo has been successful in using this to their benefit and hiring stars like Salman Khan and Hrithik Roshan for the commercials of Mountain Dew.
GROWTH RATE
- · In 2003 when Mountain Dew was introduced it grew and was a drink with different taste, colour and packaging.
- · Gradually the sales declined as the product was not perceived different.
- · In 2007, re-launch took place with new product image with bold styling targeting towards youth.
- With Bollywood superstars getting into the commercials the brand grew and was able to strike the chord with the target audience.
CUSTOMER
RETENTION BY MOUNTAIN DEW:
- People today are very trendy, sensitive towards the advertisement. It means people drinking Dew are fashionable and are very trendy. Taking this into account PepsiC0 targeted new generation people and they are able to differentiate between them.
- Mountain dew has segmented itself mainly on the basis of demography and lifestyle in a niche market of adventurer and extreme sport
THE KEY FEATURES OF MARKET RETENTION:
Age, Lifestyles:
- Mountain dew is targeting the consumer of age 12-28 means youth or teenagers, stage this age group falls in youth or teenage who lives with their parents and are depends on their parents economically.
- The chief and main consumers of mountain dew are the youth who are ready to take on excitement, extreme sporting and adventure. They are daring, fun loving, confident and energetic. It is targeting the consumer’s tendency of fearlessness.
Growth and Revival Of
Mountain Dew In India:
Mountain Dew, which is considered one of
the country's fastest growing brands in the carbonated soft drink space,
crossed Rs 1,000 crore sales mark in 2011. Brand ambassador of Mountain Dew
includes Bollywood actor like Hrithik Roshan & Salman Khan.
MARKETING MIX
Product:
- The basic strategy of Pepsi co. for Mountain Dew is continuous improvement and customization.
- People’s lifestyle and tastes change from time to time.
- A lot of other soft drinks are available and improved software is need of hour.
Pricing:
- SPRITE is direct competitor of mountain dew due to its citrus based flavour.
- Mountain dew has adopted going rate pricing i.e. pricing according to the price of competitors.
- Mountain dew has adopted value based pricing which means the setting of products or service’s price, based on the benefits it provides to the consumer.
PROMOTION:
- Mountain Dew is an important product for Pepsi Co. They spend a lot of money on its promotion.
- Main product of PepsiCo is Pepsi but they are spending 75% of its advertising budget on mountain dew.
- It is strongly associated with adventure and adrenaline pumping sports. Its brand ambassadors are people from various daring sports such as racing car drivers, skaters, mountain bikers.
- The various elements of promotional strategies are direct marketing, sales promotion, advertisements, public relations etc.
PLACE:
- As this drink portrays itself with vigour and attracts young and adventurous minds. PepsiCo the founder company has not segmented its product on the basis of geographic conditions.
- Mountain dew has adopted the intensive distribution strategy to provide saturation coverage of the market by using all available outlets. For example mountain dew is available at all small and large retail stores, supermarket, departmental stores and medical stores as well.
USP OF MOUNTAIN DEW :-
The USP of Mountain due is a drink that portrays itself with vigor and attracts young and adventurous mind.
The USP of Mountain due is a drink that portrays itself with vigor and attracts young and adventurous mind.
Name : Zoheb Mohammed Siddiqui
Roll No.: 1404016
PGDMM-01
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