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Mountain Dew Marketing Strategy

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Mountain Dew (currently stylized as Mtn Dew in the United States) and Mountain Dew in United Kingdom) is a carbonated soft drink brand produced and owned by PepsiCo. It is a soft drink that exhilarates like no other because of its active, high-energy, extreme citrus taste. The idea of daring, challenges, a ‘can do’ attitude, adventure and exhilaration are deeply entrenched in its brand DNA. The brand has always celebrated the bold, adventurous and rebellious spirit of youth. This is reflected in the high-adrenaline advertising of the brand and its connection to outdoor adventure. 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 …show more content…

With Mountain Dew, you can stay alert and keep going even when you haven’t been able to get a good night’s sleep.” As this is a drink that portrays itself with vigor and attracts young and adventurous minds. Mountain Dew, for its thunderous marketing strategy has mainly targeted the youth. This can be identified by viewing videos of its advertisements which portrays by mostly youth, teenagers. The image portray by MD (Mountain Dew) is extreme, by using youth and teenagers doing dangerous actions in the advertisement, this segment provides inputs of a consumer’s personality that is it shows the product is daring and adventurous. Once consumers bought and consume it, it signifies customers as a daring person who does not fear anything. This is also evident in the advertisement. And the positioning of MD is focusing of exhilaration, energy and the enjoyment of finding new passions. Mountain Dew is heavily marketed on the basis of usage rate. Dew portrays itself as a drink for people who like adventurous sports. Thus is has come up with new types of packaging. For example, the grip …show more content…

The new flavor seems like new in this country, yet familiar flavor to local people that is the reason, targeting adults they are easily accepted the flavor. Based on geographic segmentation is selling the products or service specific to a certain community , state, region, country or group of countries. The company operates nationally able to save by delivering the same marketing messages to a national audience through on media for example online media using local celebrity to promote the new flavors limeade and citrus even can be made the similar billboard advertisement to bring into local culture and as adults they started knowing how to differentiate the standard quality of the product to become a reliable carbonated drink. Mountain Dew is one of the choices for all adults having at it for anytime whatever they having their activities because of the drinks that gives people more energy than any other

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Matthew Ferguson BUSI 400 June 15, 2015 After reading 20 of the latest press releases from PepsiCo, that Pepsi is actually pursuing is product development, market development, and finally forward integration. Pepsi focuses on performing near and long term investments, having future plans on making global investments. The first strategy that Pepsi is pursing is product development, a strategy used by a company to increase sales by modifying or upgrading a product. This entails a lot of research and development expenditures and a main reason being to be major competitors offering better quality products (David & David, 2015, p 138).

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The ad’s appeal to logos is entertaining and subtle. The many visual effects and vibrant background music provide the viewer with a palatable visual and auditory experience. The thematic elements of fire in the commercial will illustrate the experience of spicy when one eats a bag of Doritos “Blaze.” Correspondingly, the visual experience of Morgan Freeman in a icy palace exemplifies the cool, refreshing experience of enjoying a bottle of Mountain Dew “Ice”.

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