Mountain Dew

Globally Introduction Mountain Dew, currently stylized as Mtn Dew , is a soft

drink manufactured and distributed by PepsiCo. The formula was made and first
marketed in Marion, VA, Knoxville and Johnson City, Tennessee, USA through the
1940s, then in Fayetteville, North Carolina by Barney and Ally Hartman. By 1964,
it was being distributed across United States. The formula still used today was
created by Bill (William) Jones. As of 2007, Mountain Dew was the 4th best
selling carbonated soft drink in the United States, behind Coca-Cola Classic,
Pepsi-Cola, and Diet Coke. Mountain Dew's Diet version ranked 9th in sales.

Dew in Pakistan: Mountain dew is the brand of PEPSI . It falls in the citrus
segment of carbonated soft drink (CSD).it was first launched in Pakistan in the
year 2001 but it was a failure . In the year 2003 it was re- launched along with
massive promotional campaigns, it was a huge success . Mountain dew enjoyed
the status of the only citrus carbonated soft drink in the beverage market until
sprite 3g entered the market. Mountain dew enjoys a good market share.

Mountain dew is the fastest growing carbonated soft drink in Pakistan and it is
also the fastest growing brand of Pepsi cola world wide. 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 October 2008 , it was announced that
Pepsi would be redesigning their logo and re-branding many of their products.

Mountain dew like its mother company Pepsi, seeks the image by focusing on
individuals and also introversive people. Mountain dew targets male teenagers
those who are ready to embrace excitement, adventure, fun, energy and
enthusiasm. As the caffeine ratio is very high in mountain dew ,it caters the
need of those who like to sleep less. It has gone through a design renaissance in
the year 2008 .The appearance of the product is eye catching with bright yellow
green color and semi opaque .

Through promotion mountain dew aims to create attractiveness for this. At the
time of its re -launched mountain dew conducted massive sampling to create
brand awareness in the year 2003 , as per their rough estimation, they reached
approximately 2 million in Pakistan with their different samples of green bags,
green T-shirts, key chains, caps etc. As per their statement people still remember
their massive sampling techniques to set their roots strongly in CSD market in
Pakistan.

Mountain dew uses PULL STRATEGY * in their promotion. Mountain dew is

strongly involved in the sponsorship of programs that exactly match the theme
and concepts of their products and which their consumers love to watch. For
example mountain dews sponsoring living on the edge on the Music channel
featuring DJ Waqar who is an icon for teenager and is himself an aggressive
enthusiastic entertainer. Previously they were sponsoring survivor series they
also conduct events like rock concerts in which teenagers participate with full
energy, patience and enjoy with their full potential.

Now in 2013 Mountain Dew is the leading brand in Pakistan, according to one
analyst third giant has emerged in Pakistani market and has taken over both the
colas.

The reason for success has been it is something different and fresh. The taste is
amazing which nobody could think of. It has citrus taste, yellow colour and
attractive packaging. Mountain Dew for the local Pakistani market was specially
developed by R&D team taking into account the requirements of young Pakistani
consumers evaluated through research.

Consumers had never seen such extreme action advertisements. Dew na piya
toh pir kiya jiya was a big hit with young customers of Pakistan specially rural
areas. Mountain Dew advertisement is the main reference point in advertisement
of brands these days.