Marketing Report on Mountain Dew

8655 Words Apr 22nd, 2011 35 Pages
Report Of Mountain Dew

Introduction:
Company Description
PepsiCo, Inc. is among the most successful consumer products companies in the world, with 1999 revenues of over $20 billion and 116,000 employees. The company consists of: Frito-Lay Company, the largest manufacturer and distributor of snack chips; Pepsi-Cola Company, the second largest soft drink business and Tropicana Products, the largest marketer and producer of branded juice. PepsiCo brands are among the best known and most respected in the world and are available in about 190 countries and territories. Some of PepsiCo's brand names are 100 years old, but the corporation is relatively young. PepsiCo, Inc. was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.
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As of 2007, Mountain Dew was the fourth-best-selling carbonated soft drink in the United States, behind only Coca-Cola Classic, Pepsi-Cola, and Diet Coke. Diet Mountain Dew ranked ninth in sales in the same year. In October 2008, it was announced that Pepsi would be redesigning their logo and re-branding many of their products.
Ingredients
Mountain Dew lists its ingredients as: • Carbonated water • Sugar • Citric acid • Sodium benzoate (preserves freshness) • Caffeine (55 mg per 12 oz. [approx 330ml]) • Sodium citrate • Emulsifiers • Natural Flavors • Ascorbic Acid • Color (Tartrazine)
Marketing efforts, 2002–2007
Today’s target demographic is radically different. The drink is mainly marketed to people in the 16-18 year old demographic group, creating a connection to activities like extreme sports and to the video game culture. The name Mountain Dew was first trademarked by two brothers, Barney and Ally Hartman, who ran a bottling plant in Knoxville, Tennessee.
Market Analysis
Whether you are starting a new business or launching a new product, conducting a marketing analysis is the first step in determining if there is a need or audience for your idea. Knowing the market's needs and how it is currently serviced provides you with key information that is essential in developing your product/service and marketing plan. Too often, businesses spend

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