Marketing Strategy

MARKETING PLAN OF MOUNTAIN DEW

Pakistan Beverages Co (PEPSICO)

11/30/2011

PAF KIET (CITY CAMPUS)

Presented to:

Mr. Tariq Jalees

Presented to:

Mr. Tariq Jalees

Prepared by:

Fahad Khan

Jebran Khalid 52803

Jahanzaib

Prepared by:

Fahad Khan

Jebran Khalid 52803

Jahanzaib

Table of Contents

Introduction 2

Objective 3

Industry Analysis 3

Company Analysis 3

Competitor Analysis 4

Climate Key Trends (PEST) 4

Political factor: 4

Economical factor: 5

Social factor: 5

Technological factor: 5

SWOT Analysis 5

STRENGTH 5

WEAKNESS 6

OPPORTUNITIES 6

THREATS 6

Market Segmentation: 6

Age: 6

Lifestyles: 6

Income Level: 6

Targeting: 6

Positioning: 7

Segmentation Table: 7

Marketing Mix 7

Product: 8

Product Mix and Product Line Analysis 10

Price 10

Setting the Price: 11

Distribution: 11

Promotion 12

Advertising: 12

Sales Promotion 13

Events and Experiences 13

Plan for the Next 1 year 14

Product 14

Price: 14

Promotion 14

Conclusion 15

Introduction

Marketing Plan is a basic concept which is required to make a product successful. It consists of company’s strategy based on industry and targeted customers trends to make that product successful. Marketing plan analysis is done because companies want to distinguish the relevancy of their marketing plan in current scenario. This analysis comprises of industry analysis, company analysis, product analysis, competitor analysis and products 4Ps. As part of our academic work we have to analysis a product’s marketing plan and we choose Mountain Dew because it’s in soft drink industry in which every youth is interested.

Objective

1. To understand the concept of marketing and marketing strategy and market planning.

2. To understand how key trend affects the product and industry and how consumer buying behaviour affects the product.

3. To understand the concept of market...