Harvard Marketing Plan

2. To understand how key trend affects the product and industry and how consumer buying behaviour affects the product.

4. With the revenue of more than 390 $ million PepsiCo is global leader in convenient snacks CITATION Bra22 1033 (BrandZ Top 100 Most Valuable, 2009)

5. International brand, innovative capabilities, strong distribution network.

6. Pepsi is market leader in making of snacks, sports drink and bottled water.

7. One of major strength of PepsiCo that it has developed into a large, strong organization because of its good franchise system.

8. Strong advertising campaign and marketing policy for promoting brands.

11. Offer and increase new healthy food and beverage because people are moving towards healthy food.

14. 250ml (can)

15. 300ml

17. Basic Product: Basic product is the vital features of that product. Basic product for mountain dew is carbonated water with some added flavours.

18. Expected Product: Expected product for mountain dew is a soft drink which gives more energy and taste to consumer.

19. Augmented Product: It is the extra features provided by company to their customer. It is giving more energy and taste to their customer by providing them more caffeine in their offering.

22. Product Line Analysis: In product line analysis we can classify mountain dew in ‘specialties’ because lower sales with higher promotion.

24. Determining the Demand: The customer which mountain dew are targeting are less price sensitive and also it is a low price product so price do not effect so much to demand. It is in a segment where price is inelastic and change in price doesn’t lead to a big change in demand CITATION Fiz08 1033 (Fizz goes flat: Non-colas have slipped, 2008).

25. Estimating Costs: Before establishing the cost companies have to count its own expenses. Mountain dew has several costs in his production and distribution process like intergradient, bottle, packaging, promotion and advertising, carriage etc.

26. Analysis of competitor’s price: A company should also take a look over its competitor’s price because it also helps to determine price. Mountain dew has the same price as its rivals.

27. Selecting the pricing methods: PepsiCo has selected value pricing method for its cola products because it wants customer loyalty with low price and high quality CITATION Pep09 1033 (PepsiCo India).

29. We will launch more variant of mountain dew like caffeine free mountain dew for the consumers who are more health conscious, flavoured mountain dew which can be lemon, orange etc. We will also like to launch an energy drink variant of Dew which made of coconut water.

30. Mountain dew’s differentiation strategy is good at the time and it has made an image in customer’s mind. We will also like to differentiate it on the basis of social awareness issues like pollution, poverty, population, corruption etc. with this strategy we segment market on the basis of psychographic. Price:<br />Mountain dew is available at different price range in India. All prices at which it is available are reasonable and less marginable because of intense competition in market. All the soft drinks in Indian market are available at same price range so it can’t hike its price also it can’t cut down prices because already there are less margins. But there are very less discount offer are provided by mountain dew so it can give some discounts on a bundle purchasing like 5rs. Off on the purchase of two 2liter Bottles.<br />Promotion<br /> There is no brand ambassador for it so we will like to select a brand ambassador to endorse and promote mountain dew. We will like to select Narayanan Karthikeyan as the brand ambassador for it because he is from F1 racing and suitable for the brand image of mountain dew.<br />We will to promote it mostly near colleges and BPO centres because most of the people there are young. In beverage industry personal selling is not applicable. Instead of this we like to sponsor more adventurer program and associate with them. We can also advertise on the social and public issues like pollution and corruption because today’s youth is so sensitive about these issues and he will associate themselves very soon with these advertisements. <br />Place<br />Indian soft drink industry is estimated to grow at 8% per year so it is important to secure good supply throughout country. For this we will apply Pepsi Bottling Group (PBG) in India because it has successfully managed PepsiCo’s distribution in USA. Also we will make some strategic partnership as already with pizza hut. India has a lowest per capita consumption of cola so there are a lot of possibilities to do in rural area. <br />Strategy on the basis of competitor -<br />Coca cola’s market share is greater than PEPSICO. As we can see that the market share of mountain dew is 6.8% is less than his main competitor sprite 15.6% and ThumsUp is 16.4(AC Nielson). In terms of taste and same kind of product sprite is main competitor of mountain dew, but sprites main target is collegians as it is indicated by Sprite ad “Seedhi Baat” USP by coming out with the Ghumo Ghumao Sprite Express TV ads”. ThumsUp is also eating the market share of Mountain Dew as its ad is also targeting the adventures and young promoted by Akshay Kumar. So seeing the both competitor we will spend more money on advertisement to make it more attract and adventures.<br />For designing a communication strategy we will use creative strategy. In which we will use transformational appeals as a communication. To defeat both competitors we would like to organize some adventures events and road show.<br />Conclusion<br />After analyzing and describing the whole marketing strategy of mountain dew we can conclude that mountain dew is doing well in market. We want to conclude that practices makes improved but not ideal so we hope that this report will help PepsiCo to improve results. With the best marketing plan a product can’t be successful because outside forces will affect it but with the marketing plan process you can achieve success because then you are also adopting conditions. <br />References<br /> BIBLIOGRAPHY 1033 Analytics, B. (2009). Press Release for Energy drink. <br />Analytics, B. (2009). Store-Bought Non-Alcoholic Beverages in India. <br />Arens, W. F. (2006). Contemporary advertising. New Delhi: Tata McGRAW Hill Publishing Company Limited.<br />Babaria, M., & Dharod, M. (2009). Fizz is back. Mumbai: Ghalla Bhansali Stockbrokers Private Limited.<br />Babu, V. (2006). 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