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Marketing Plan of Mountain Dew - 2009-2010

Marketing Plan of Mountain Dew - 2009-2010

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Published by: Sudip Dutta on Jun 29, 2011
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MARKETING PLAN OF MOUNTAIN DEW (PEPSI CO.) DURING THE YEAR 2009  2010 : Learning Group A10
1
Table of Contents
Introduction ................................................................................................................... 2
 
Objective......................................................................................................................... 2
 
Executive Summary ....................................................................................................... 2
 
Industry Analysis ........................................................................................................... 2
 
Company Analysis ......................................................................................................... 3
 
Competitor Analysis ...................................................................................................... 3
 
Climate Key Trends (PEST).......................................................................................... 4
 
SWOT Analysis .............................................................................................................. 5
 
Market Segmentation: ................................................................................................... 6
 
Marketing Mix ............................................................................................................... 7
 
Price ...............................................................................................................................10
 
Distribution: ..................................................................................................................11
 
Promotion ......................................................................................................................12
 
Plan for the Next 1 year ................................................................................................13
 
Conclusion .....................................................................................................................15
 
Bibliography: .....................................................................
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MARKETING PLAN OF MOUNTAIN DEW (PEPSI CO.) DURING THE YEAR 2009  2010 : Learning Group A10
2
Introduction
M
arketing Plan is a basic concept which is required to make a product successful. It consists of company¶sstrategy based on industry and targeted customers trends to make that product successful.
M
arketing plananalysis is done because companies want to distinguish the relevancy of their marketing plan in currentscenario. This analysis comprises of industry analysis, company analysis, product analysis, competitor analysisand products 4Ps. As part of our academic work we have to analysis a product¶s marketing plan and we choose
M
ountain Dew because it¶s in soft drink industry in which every youth is interested.
 
Obje
ctiv
e
 
y
 
To understand the concept of marketing, marketing strategy and market planning.
y
 
To understand how key trend affects the product and industry and how consumer buying behaviour affects the product.
y
 
To understand the concept of market segmentation, market positioning and targeting.The main objective of this report is to understand how and what the strategies are used by PepsiCo to overcomethe competitors.
Ex
e
cutiv
e
Summary
This report is the marketing plan analysis of 
M
ountain Dew in India. It is a product of PepsiCo which is a well-known food and beverage company worldwide. This report emphasize on how
M
ountain Dew establish itself inIndian market and also how it has make a good brand image among its target customer. This report is alsoanalysing mountain dew¶s 4Ps which are important to understand when we are analysing product. We alsoincluded the competitor¶s analysis of 
M
ountain Dew and analyse them. For all this process we used credible andreliable sources and based on these sources we recommended plan for next one year.
Industry Analysis
 Non-alcoholic market can be divided into soft drink and fruit juice. Some common soft drinks are flavouredwater, sweet tea, iced tea, squash, fruit punch and lemonade. Noncarbonated and carbonated is further part of 
 
MARKETING PLAN OF MOUNTAIN DEW (PEPSI CO.) DURING THE YEAR 2009  2010 : Learning Group A10
3
soft drink. Carbonated drinks are cola, oranges, lemon while non-carbonated drink mango drinks(India AgroIndustry, 2009).The total size of food industry in India is almost $ 65.6 billion and soft drinks (juices and carbonated beverage)contain $ 1 billion. Indian soft drink market consumption in a year is 284 million crates. Soft drink market ishighly seasonal; consumption in during off-season is 15 million crates and in peak season is around 25 millioncrates per month. In urban area consumption of soft drinks is 75% of whole market. Indian soft drink market isdominated by
M
 NC companies Coca-Cola and PepsiCo(Non-alcoholic beverage market in India, 2009).The consumption of Soft drink in India has a share of 46.8% within the non alcoholic drink industry. In 2004the total market value of soft drink was 307.2 $ billion and expected to grow 367.1 $ billion in 2009(Analytics,Press Release for Energy drink, 2009)
C
ompany Analysis
The business of PepsiCo is based on its vision of making tomorrow better than today(PepsiCo India).
 
In 1989 PepsiCo entered in Indian market and became one of the leading food and beverage companies in India.PepsiCo India and its partners have invested almost 1 billion U.S. dollar to growing their business. Includingsupplier and distributor it provides more than 1, 50,000 Job for people in India.In India it provide diverse rangeof brands that includes such- Pepsi,
M
irinda,
M
ountain Dew and 7UP, low calorie product such as Diet Pepsi,Aquafina drinking water and fruit juice based drinks- Slice, Tropicana. There are some local brands Lehar and
M
angola. Frito-Lay is market leader in salty snacks market, which is free of trans-fat. It manufacturestraditional snacks under Lehar and Kurkure brands. For supporting operations in India it has 43 bottling plants,of which 15 are owned by company and remaining 28 are owned by franchisee(Our History, 2008).
C
omp
e
titor Analysis
PepsiCo has a good market share in India but facing tough competition from Coca-Cola Company.Products of Coca Cola Company such as sprite, Coca Cola, Limca and ThumsUpare the competitor of PepsiCoin soft drink market(Bhushan, 2008). The most important drawback of its competitor is their promotion andadvertisement. Coca-Cola has less number of brand ambassadors as compare to PepsiCo(Baxter, 2009).

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