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Mountain Dew: Reasons For Failure In Pakistan, Marketing Analysis, Strategies, Usp, Pricing Strategy, Competitive Analysis, Market Segmentation, Target Market, Etc.

8497 words - 34 pages

Marketing Management INCLUDEPICTURE "D:\Ahtesham\Assignments\Mkt\Mm2\wh_dew_logo.gif" \* MERGEFORMATINET

Marketing Management
Term Report On
"Mountain Dew failure in Pakistan"

Submitted to:Samer S amirSubmitted By:Geeta KhianiMBA-RegularDate: 18-12-2006PrefaceThe report in your hand is entirely based on the experiences we went through during the course of Marketing Management. This report is a result of unanimous efforts of group members.It will provide the information of the soft drink industry, which is relaunching its product to the local market in the month of February. By the end of the report will learn about Current Market Situation the firm and of the product, Marketing Strategy, distribution Strategy, Advertisement and Competitive Situations.We have tried to portray the fact we have observed during this research process for the product, although this information may lack somewhere in the journey ahead.We were assigned the job of relaunching a product in the market. The product we are relaunching in the Market is Mountain Dew with a new image and new packaging which is unique to the market.AcknowledgementAll the group members would like to thank the people who filled our questionnaires regarding the relaunch of Mountain Dew and were further co-operative in enlightening us of their opinions and suggestions. We are thankful to people at Pepsi Cola Inc who gave us the information about the product.We are also very thankful to all those shop owners who informed us of the consumer choices and their likes and dislikes and last but not the least our greatest thanks to our Marketing Management facilitator Mr. Karim.A.Khan whose support and knowledge helped in completing this report.Table Of Content
Content

Page No.

Executive Summary

5

History Of Mountain Dew

6

Mountain Dew Pakistan

11

Reasons of Failure of Dew

12

Mission Statement

16

Strategic Planning

17

Market Targeting Strategy

25

Customer Satisfaction Value & Retention

28

Nature Of High Performances Business

31

Value Delivery Netwok

38

Scanning Marketing Environment.

40

Analyzing Consumer Market & Buying Behavior

45

The Buying Decision Process

53

Buying Behaviors

54

Competition

55

Coca Cola

57

7 UP

60

Competitive Strategy OF Mountain Dew

63

Market Segmentation

65

Positioning through Life Cycle

68

Content

Page No

Marketing Strategy for Mountain Dew

75

Product Lines & Branding

78

Price Quality Strategy

85

Pricing Method

87

Distribution Channel

89

Developing & Managing Advertising

92

Advertising Message

95

Media & Measuring Effectiveness

97

Sales Promotion

100

Suggestion & Comments

101

Executive Summary:This report contains information and facts about the Mountain Dew, which was, launched in back 1994by Pepsi Cola Inc. Mountain Dew was launched nation without a research of the markets and without the supports of the Promotions. Mountain...

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