MARKET SEGEMENTATION OF DEW
PRODUCT BY PEPSICO
BY SHENILA LADHANI
Mountain dew is the brand of PEPSI.
It was first launched in Pakistan in the year 1994 but it was a
failure. In the year 2003 it was re- launched along with massive
promotional campaigns, it was a huge success.
Mountain dew enjoyed the status of the only citrus carbonated
soft drink in the beverage market until sprite 3g entered the
The total market share of citrus CSD’s is 14% out of which 95% is
held by mountain dew and the rest 5% by others.
Mountain dew is the fastest growing carbonated soft drink in
Pakistan and it is also the fastest growing brand of Pepsi cola
ABOUT MOUNTAIN DEW
The mountain dew is the
first preference in thirst,
softdrink amoung the
youth of pakistan because
this popular drink is
known for it’s caffeine,
yellow color and fruity
Popularity of mountain dew
The product mostly targets the male teenagers who are about to
embrace excitement,adventure,fun,energy and enthusiasm
The employees who are involved in manufacturing process
checking the product’s quality throughout the process.
Through it’s promotion it creates attractiveness in the buyers.
They mostly use direct marketing, huge advertising techniques.
PRODUCT AND PROMOTION
In direct distribution channel, there are no middle-men or
intermediaries. The sequence of direct distribution channel is as follows:
The brand uses “value based price”.
It means consumer is not only buying the beverage but it’s image too
which goes with it.
Sometimes prices fluctuates due to competition and rising prices
of raw material.
PLACE AND PRICING
Mountain dew is available in
different sizes 500 ml,
1.5litre and 2.5 litr mostly are the
common sizes of it’s bottles.
They are available in canes and
bottles both, followed by different
PULL STRATEGY OF MOUNTAIN DEW
“Pull” selling strategy is one that
requires high spending on advertising
and consumer promotion to build up
consumer demand for a product”.
FOR EXAMPLE :
mountain dews sponsoring “living on
the edge” on the ARY Musik channel
featuring VJ Waqar who is an icon for
teenager and is himself an aggressive
they also conduct events like rock
concerts in which teenagers
participate with full energy, patience
and enjoy with there full potential.
STRENGHT : Since the mother brand is so strong , it helped mountain dew
a lot in creating its name in the beverage market.
WEAKNESS : The increasing inflation rate in Pakistan can cause an
upcoming weakness for mountain dew.
OPPORTUNITY : One of the best opportunity for mountain dew is that the
people are now fed up of ordinary cola’s and other existing CSD’s, hence
strongly moving their interest towards the citrus segment like mountain dew.
THREAT :The biggest threat for mountain dew is form its competitors Sprite
3G and other energy drinks like red bull etc.