MOUNTAIN DEW MARKETING PLAN

Badua, Karlo Elyce

Basilio, Debrizze
Mariano, Caroline
Manglal-lan, Jennilyn
Trillanes, Aaron
CURRENT MARKETING SITUATION ANALYSIS
 INDUSTRY STUDY
The whole Philippines Food and Beverages market revenue has reached over USD 100
billion in 2020 and is expected at a 7.16% CAGR during the forecast period of 2021 to
2027. Carbonated soft drink is the only segment that has remained constant in the
Philippine beverage market. The pandemic in 2020 had a substantial impact on dining
out, which was the preferred celebration in family celebrations. However, the market
showed a positive growth rate in 2020, owing to increased consumption of heated foods
and beverages and home-based food preparation, as well as direct purchasing in retail
 stores. The beverage industry is set to experience a few changes in 2021 due to the
increased consciousness of consumers. This inclination could be a sustainable,
regenerative, plant-based drink, and the demand for immunity-boosting ingredients is
driving the need for these products and their constituents. It appears that the settings and
contexts in which young adults socialize, such as at restaurants, bars, movie theatres and
shopping centers, act as strong social ‘triggers’ for the purchase and consumption of
caloric soft drinks. In particular, it appears that within social settings in which alcohol is
usually consumed, such as at bars and parties, young adults are consuming large volumes
of caloric soft drinks. As such, participants described how they frequently consume
caloric carbonated soft drinks, energy drinks and fruit-based drinks as mixers with
alcoholic beverages. Mountain Dew is a carbonated soft drink (CSD) brand produced and
owned by PepsiCo. The drink is yellow green, citrus-flavored, and high caffeinated. The
product sells to male teens and young adults who embrace excitement, adventure and fun.
Pepsi-Cola Products Philippines Inc. (PCPPI) is the exclusive manufacturer of PepsiCo
beverages in the Philippines, with a relationship spanning 70 years. PCPPI's principal
stockholders are Lotte Corporation, Lotte Chilsung Beverage Co. Ltd., and Quaker
Global Investments B.V. PCPPI manufactures and sells well-known beverage brands:
Pepsi-Cola, Mountain Dew, 7-Up, Mirinda, Mug, Gatorade, Tropicana, Lipton, Sting,
Premier, Milkis, and Aquafina. It has established 13 regional operations sites across the
country, serving around 20,000 direct customers that reach 740,000 outlets, and
providing livelihood and employment through its extensive distribution network.
 CURRENT PRODUCT/ BRAND SITUATION

 COMPETITIVE SITUATION
The coca-colas Beverages Philippine inc. is one of the most well-known companies in the
country. Due to their product name called "Coca-Cola “the popularity has rose to victory,
it is considered as one of the most respected brands in the country and also in some parts
of the world. But in the corporate world the organization will not somehow considered as
organization without or rivals that why there is a Company also of PepsiCo with different
Beverages. The biggest and closest competitor of Coca Cola; its arch rival PepsiCo was
formed after the merger of Pepsi and Frito lay in 1965. The brand has seen growth in
organic revenue in 2017. It has 20-billion-dollar brands in its product portfolio. The two
brands compete across several categories including sod beverages, health and energy
drinks as well as bottled water and juices. In fact, Pepsi is the toughest competitor of
Coca Cola and their rivalry has come to be termed as Cola wars. Coca-colas is without a
doubt one of PepsiCo formidable Competitors. One of the reasons both businesses are
competing tooth and nail is how they both have excellent distribution and advertising and
marketing policies. Mountain dew is a light-colored carbonated beverage manufactured
by PepsiCo. Mountain dew is well known for its clear beverage but it is also offering a
kickstart line of product. Between Mountain dew and jumpsuit, the brand has a total 40
flavor on the market, all of those are contending with colas. Mountain dew trails Sprite
due to the significant distribution advantage which Sprite enjoys as a coca-colas brand in
the Philippines.

SWOT ANALYSIS
  STRENGTHS
1. Strong Brand Name
2.Citrus flavor
3.Positioning
4.Well established parent company
5.Distribution Network
6. Aggressive TV Commercials

WEAKNESS
1.Weak Target Market
2.Less ROI
3.Market Penetration
4.Sales Cannibalization

 OPPORTUNITIES
1.Innovate Product
2.Blue Ocean

 THREATS
1.Competition is high
2.Parent Brand Concerns

GOALS AND OBJECTIVES

The objectives of the new marketing strategies is to penetrate new market and for the survival of
Mountain Dew product. This is to maintain the sales of mountain dew or increase it even more in
order to penetrate new market, this is for the reason of the survival of Mountain dew product.