This document provides an overview of PepsiCo's Mountain Dew product line in Pakistan. It discusses how Mountain Dew was initially unsuccessful when launched in 1994 but became hugely popular after being re-launched in 2003 with major promotional campaigns. Mountain Dew currently holds a 95% market share in the citrus carbonated soft drink category. The presentation describes Mountain Dew's target demographic of male teenagers, its distribution channels, pricing strategy, and use of promotions like sponsoring music events to build brand awareness among youth.

1. PRESENTATION ON
MARKET SEGEMENTATION OF DEW
PRODUCT BY PEPSICO
BY SHENILA LADHANI
BS IV
REPRESENTING SAIMS

2.  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
market.
 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
worldwide.
ABOUT MOUNTAIN DEW

3.  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
taste .
Popularity of mountain dew

4. PRODUCT:
 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.
PROMOTION:
 Through it’s promotion it creates attractiveness in the buyers.
 They mostly use direct marketing, huge advertising techniques.
MARKETING MIX
PRODUCT AND PROMOTION

5. PLACE:
 In direct distribution channel, there are no middle-men or
intermediaries. The sequence of direct distribution channel is as follows:
Producer-Retailer-Consumer (P-R-C)
PRICE:
 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

6. 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
sizes.
DIFFERENT SIZES

7. 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
enthusiastic entertainer.
 they also conduct events like rock
concerts in which teenagers
participate with full energy, patience
and enjoy with there full potential.

8. 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.

9. THANK YOU