Relaunching Mountain Dew       in the U.K.           Caitlin Joshua, Tom Licitra, Brea           MacIsaac, Tony Weaver, Si...
PepsiCo should launch the MountainDew brand in the U.K.             • Hybrid branding strategy makes U.K.     Will generat...
PepsiCo should launch the MountainDew brand in the U.K.             • Hybrid branding strategy makes U.K.     Will generat...
Hybrid branding strategy makes U.K.market attractive• Both U.K. energy drink and carbonated soft drink  (CSD) markets are ...
U.K. energy drink and carbonated softdrink (CSD) markets are growing16                          13.71412   11.4           ...
U.K. offers attractive growth in targetmarket of 15-34 year-olds                                18.74          15.87151050...
PepsiCo should launch the MountainDew brand in the U.K.             • Hybrid branding strategy makes U.K.     Will generat...
Mountain Dew can capture hybridmarket share• Mountain Dew has strong brand awareness• Consumers show high probability of p...
Mountain Dew has strong brandawareness       24%                          Brand Aware                          Brand Unawa...
Consumers show high probability ofpurchase of Mountain Dew       24%                 Brand Aware,                         ...
Mountain Dew can compete withexisting CSD competitors for share50%        Carbonated soft drinks’ brand U.K. market share4...
PepsiCo can compete with existingenergy drink competitors for share50%                     Energy drinks’ brand U.K. marke...
Cannibalization of existing Pepsiproducts will not occur                 Lemon Lime   Caffeine     Pepsi                  ...
PepsiCo should launch the MountainDew brand in the U.K.             • Hybrid branding strategy makes U.K.     Will generat...
PepsiCo can leverage existing assets• U.K. has largest operations of PepsiCo’s international  division• U.K. has $2.1B of ...
PepsiCo should launch the MountainDew brand in the U.K.             • Hybrid branding strategy makes U.K.     Will generat...
PepsiCo can leverage existingrelationships• PepsiCo can leverage its existing promotional ties• PepsiCo can leverage is ex...
PepsiCo can leverage its existingpromotional ties• Retail consolidation increases importance of  relationships with major ...
PepsiCo can leverage its existingvendor relationships• PepsiCo spent $2.9B on promotions in 2007• Strong relationship with...
PepsiCo can leverage its existingsupplier relationships• Collaboration is essential to the success of PepsiCo’s  supply ch...
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Relaunching Mountain Dew in the U.K

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Pepsi co presentation (1)

  1. 1. Relaunching Mountain Dew in the U.K. Caitlin Joshua, Tom Licitra, Brea MacIsaac, Tony Weaver, Sijie Xia
  2. 2. PepsiCo should launch the MountainDew brand in the U.K. • Hybrid branding strategy makes U.K. Will generate market attractive revenue • Mountain Dew can capture market share Will be cost • PepsiCo can leverage existing assets effective • PepsiCo can leverage existing relationships 2
  3. 3. PepsiCo should launch the MountainDew brand in the U.K. • Hybrid branding strategy makes U.K. Will generate market attractive revenue • Mountain Dew can capture market share Will be cost • PepsiCo can leverage existing assets effective • PepsiCo can leverage existing relationships 3
  4. 4. Hybrid branding strategy makes U.K.market attractive• Both U.K. energy drink and carbonated soft drink (CSD) markets are growing• U.K. offers attractive growth in target market of 15- 34 year-olds 4
  5. 5. U.K. energy drink and carbonated softdrink (CSD) markets are growing16 13.71412 11.4 Energy drink market has grown108642 366% Since 19960 2005 2010 2005 2010 5
  6. 6. U.K. offers attractive growth in targetmarket of 15-34 year-olds 18.74 15.87151050 2007 2012 2007 2012 6
  7. 7. PepsiCo should launch the MountainDew brand in the U.K. • Hybrid branding strategy makes U.K. Will generate market attractive revenue • Mountain Dew can capture market share Will be cost • PepsiCo can leverage existing assets effective • PepsiCo can leverage existing relationships 7
  8. 8. Mountain Dew can capture hybridmarket share• Mountain Dew has strong brand awareness• Consumers show high probability of purchase of Mountain Dew• PepsiCo can compete with existing competitors for share• Cannibalization of existing Pepsi products will not occur 8
  9. 9. Mountain Dew has strong brandawareness 24% Brand Aware Brand Unaware 76% 9
  10. 10. Consumers show high probability ofpurchase of Mountain Dew 24% Brand Aware, Would Buy Brand Aware, 57% Wouldnt Buy 19% Brand Unaware 10
  11. 11. Mountain Dew can compete withexisting CSD competitors for share50% Carbonated soft drinks’ brand U.K. market share40%30%20%10%0% 11
  12. 12. PepsiCo can compete with existingenergy drink competitors for share50% Energy drinks’ brand U.K. market share40%30%20%10%0% Red Bull Lucozade Own Brand/Other With only two large competitors, there is room for competition 12
  13. 13. Cannibalization of existing Pepsiproducts will not occur Lemon Lime Caffeine Pepsi ✓ 7Up ✓ Mountain Dew ✓ ✓ 13
  14. 14. PepsiCo should launch the MountainDew brand in the U.K. • Hybrid branding strategy makes U.K. Will generate market attractive revenue • Mountain Dew can capture market share Will be cost • PepsiCo can leverage existing assets effective • PepsiCo can leverage existing relationships 14
  15. 15. PepsiCo can leverage existing assets• U.K. has largest operations of PepsiCo’s international division• U.K. has $2.1B of PepsiCo’s long lived assets 15
  16. 16. PepsiCo should launch the MountainDew brand in the U.K. • Hybrid branding strategy makes U.K. Will generate market attractive revenue • Mountain Dew can capture market share Will be cost • PepsiCo can leverage existing assets effective • PepsiCo can leverage existing relationships 16
  17. 17. PepsiCo can leverage existingrelationships• PepsiCo can leverage its existing promotional ties• PepsiCo can leverage is existing vendor relationships• PepsiCo can leverage its existing supplier relationships 17
  18. 18. PepsiCo can leverage its existingpromotional ties• Retail consolidation increases importance of relationships with major vendors• Opportunities exist to renegotiate contracts annually 18
  19. 19. PepsiCo can leverage its existingvendor relationships• PepsiCo spent $2.9B on promotions in 2007• Strong relationship with global marketing company OmniCom• U.S. Mountain Dew strategy targets youth segment and can easily be leveraged in U.K. 19
  20. 20. PepsiCo can leverage its existingsupplier relationships• Collaboration is essential to the success of PepsiCo’s supply chain• Resources are available from a limited number of suppliers with which Pepsi has strong relationships• Greater economies of scale can be gained through higher quantity orders 20

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