Muhammad

shafique
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

Mountain Dew used to be positioned as

the hillbilly soft drink.

They didn’t change the formula of the

drink, they simply changed its
packaging and marketing.

Now you can’t keep Mountain Dew

stocked in any soft drink machine
patronized by kids.
 MOUNTAIN DEW

Mountain Dew A Product of PEPSI CO

Mountain Dew has grown a staggering

74.1% over the last five years.

Mountain Dew has a 6.3% market

share

Recently become the #4 soft drink in

world.

Mountain Dew is the first non-cola to

reach to 1 billion gallon mark in one
year.
 MARKETING PLAN CONTENT

We Have Covered The Following For Our

Marketing Plan

RETAIL SURVEY

CONSUMER SURVEY

SWOT ANLYSIS

MARKETING MIX

ACTION PLAN

MARKETING STRATERGY
 SURVEY FINDINGS

SURVEY FINDINGS

RETAILER
 FOCUS GROUP
TOP OF MIND

When asked what is the first thing that

comes to the mind when we hear the word
Mountain Dew What comes to your mind
we got the below answers
 SURVEY FINDINGS

In which business you are in?

Which soft drink brands you sell? (Tick the

appropriate)?
 SURVEY FINDINGS

Do you have refrigeration system available (if “No”

then proceed to 9)

Refrigerators for soft drink provided by the

company
 SURVEY FINDINGS

Refrigerators for soft drink provided by the company

Soft drink users in term of gender

 SURVEY FINDINGS

Out of thirty (30) days, how many times you face “Out Of
Stock” issue?
Perceptual Map
Survey Findings For
Consumer
 SURVEY FINDINGS

Which drink you preferably choose?

If you choose soft drink then which soft drink you drink most?
 SURVEY FINDINGS

Reason of choosing the above drink

Alternate brand if your favorite brand is not available?

 SURVEY FINDINGS

From where you mostly purchase the soft drink

Your age
 SURVEY FINDINGS

Your current title is

 SURVEY FINDINGS

Your current salary (in Pakistani rupees)

How many family members you have

 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
 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

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

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

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.
 KEY ISSUES
Strengths

the mother brand is so strong, it helped Mountain Dew

a lot in creating its name in the beverage industry

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. 

Stronger built image by COKE in local market in recent years

Effective distribution network by competitors

Change in consumer preferences and taste

Increased costs/ disruption of supply and shortage of raw materials

Unfavorable economic conditions due to global financial crises

High quantity of caffeine may be taken as negative

Internal hit on the sales of parent brand PEPSI

Brands like Mecca Cola trying to create an image of an Islamic brand.

 FUTURE OBJECTIVES

We are continuing with the same campaign

along with adding the new potential
segment age 12-29 
Demographics
The new target segment would be:
Age Group
12-29
Gender
Male and Female
 FUTURE OBJECTIVES
Geographic:

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:

It is medium probably because of the high level of caffeine it has

POPULATION PYRAMID
FOR PAKISTAN 2007
 GOALS & OBJECTIVES

CURRENT

Total annual sale of soft drink in Pakistan 120 million

Pepsi annual sales in Pakistan 75 million

Market share of Pepsi 65%

Market share of Mountain Dew is 22.1% (30% within Company)

Consumption growth 1.7 % per year

TARGET

 Our sales target for the coming year is to increase sales up to 30 million.

Achieve at least 38% of the Share within the company.

Whereas increasing total market share by 2.9% (22.1% to 25%).

 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
 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
Thanks