Product Development and Marketing Mix

2212 Words Nov 10th, 2011 9 Pages
Product Development
And Marketing Mix. * Mountain Dew Product in Nigeria.

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BY: Peter Isimhanze,

Tuesday, June 26, 2011.

Table of Content

Introduction…………………………………………………………………………. 1

Brief on Seven-up Bottling Company Plc………………………………………... 3

* Company’s Product Mix……………………………………………….. 5

* Company’s Marketing Strategies……………………………………... 6

The Product – “Mountain Dew”…………………………………………………… 7

Product Mix…………………………………………………………………………. 8

Suggested Strategies for the Product’s development/Growth………………… 8

Conclusion…………………………………………………………………………. . 9

References………………………………………………………………………….. 10

INTRODUCTION
The focus of this
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Founded in 1960, it commenced operations in Nigeria at a location in Ijora, Lagos State (which it now uses as its headquarters). The fortunes of the company has been painstakingly built over a considerable period of time mostly thanks to the profit oriented and expansion mind set of various generations of its management. Their business culture focused on effective cost control in pursuit of market share through brand awareness, development, building distribution channels, aggressive entry into new markets and calculated expansion programmes.

A Lebanese Mohammed El-khalil who came to Nigeria for the very first time in 1926 founded the company (in Nigeria with Corporate Affairs Commission Company Registration number RC 1928). The company metamorphosed from a very successful transport business [El-Khalil Transport] in a bid to diversify the then largest transport company in the entire West of Africa. On October 1st 1960, the exact day our great country Nigeria won her independents, Nigerians also experienced the birth of a soft drink giant as the first bottle of 7Up rolled out from its then factory located in Ijora. Since then, the company has grew in leap and bound. In the late 80s, it established two more plants in Ibadan and Ikeja. In the early 1990s when Pepsi International took over 7Up international, the company again got great opportunities to introduce the Pepsi brand to
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