market segmentation

1426 Words Nov 25th, 2013 6 Pages
MOUNTAIN DEW
Introduction
Mountain Dew (also known as Mtn Dew as of late 2008) is a soft drink distributed and manufactured by PepsiCo. The main formula was invented in Knoxville, Tennessee, named and first marketed in
Knoxville and Johnson City, TN in the 1940s, then by Barney and Ally
Hartman, in Fayetteville, North Carolina and across the United States in 1964.When removed from its characteristic green bottle, Mountain
Dew is bright yellow-green and translucent.
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 the early 1950s the formula of Mountain Dew was
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USE-RELATED SEGMENTATION
Use rate: Mountain dew has light users because it is new in market and has a unique flavor as compared to coke and Pepsi.
Awareness status: Mountain Dew is targeting young generation so that’s why it has enthusiastic users because mostly customers are looking for new and unique flavor.
Brand Loyalty: Mountain dew has some loyal customers because it has many senior competitors like coke, Fanta, Pepsi etc
USE-SITUATION SEGMENTATION
Time: rush
Objective: personal people use dew personally as they think it as an energy drink, which makes you more motivated and active.
Person: self, friends
BENEFIT-SEGMENTATION
Mountain dew provides targets its market segmentation on basis of convenience sampling system people can take Mountain dew where

ever they want like in ads they go for hiking on mountains, they go for motor boat racing etc.
HYBRID SEGMENTATION
Mountain Dew use Psychographic-demographic segmentation in hybrid segmentation scheme. Company aware the people about the product by advertising its campaigns on media.

McDONALDS
INTRODUCTION
McDonald 's Corporation is the world 's largest chain of hamburger fast food restaurants, serving nearly 47 million customers daily. At one time it was the largest global restaurant chain, but it has since been surpassed by multi-brand operator Yum! Brands (KFC, Taco Bell and others) and sandwich chain

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