The Marketing mix of Mountain Dew analyses the 4Ps of Mountain Dew, which includes the Product, Price, Place, and Promotion of Mountain Dew. Mountain Dew, currently referred to and styled as Mtn Dew, is of American origins. It is a soft carbonated drink and is associated with the beverage industry. Mountain Dew was introduced in 1940 by Ally and Barney Hartman. In 1964, the production rights and brand Mountain Dew were acquired by PepsiCo from Tip Corporation. It occupies 6.7% of the US market share of the food and beverage sector related to carbonated soft drinks. Some of its competitors in the global consumer market are as follows –
About Mountain Dew
- Type: Soft drink
- Industry: Beverages
- Founded: 1940
- Founders: Barney and Ally Hartman
- Headquarters: Purchase, New York, United States
- Area served: Worldwide
- Key people: Vivek Ramaswamy, CEO
- Number of employees: Over 274,000
Table of Contents
Mountain Dew Product Strategy
Mountain Dew is a trendy soft drink with its main ingredients being carbonated water, orange juice, fructose, caffeine, added flavors, and yellow 5. It does not contain alcohol and is available in several variants, colors, and flavors. It is accessible in pet bottles, cans, and glass bottles in different sizes of: 2L, 1.25L, 1L, 500ml, and 250ml. Some of the popular brands and current Mountain Dew flavors and variants in its diversified product portfolio are as follows-
- Original Mountain Dew
- Throwback Mountain Dew
- Kickstart Water Melon Mountain Dew
- Kickstart Blueberry Pomegranate Mountain Dew
- Baja Blast Mountain Dew
- Kickstart Blood Orange Mountain Dew
- Sangrita Blast Mountain Dew
- Voltage Mountain Dew
- Kickstart Pineapple, Orange-Mango Mountain Dew
- Electric Apple Mountain Dew
- Diet Mountain Dew
- Kickstart Midnight Grape Mountain Dew
- Caffeine-Free Diet Mountain Dew
- Kickstart Strawberry Kiwi Mountain Dew
- Diet Code Red Mountain Dew
- Kickstart Limeade Mountain Dew
- Caffeine-Free Mountain Dew
- Code Red Mountain Dew
- Live Wire Mountain Dew
- Diet Mountain Dew
- White Out Mountain Dew
- Kickstart Fruit Punch Mountain Dew
- Black Label Mountain Dew
- Game Fuel Citrus Cherry Mountain Dew
- Kickstart Black Cherry Mountain Dew
- Pitch Black Mountain Dew
- Kickstart Orange Citrus Mountain Dew
- Original Mountain Dew: The classic, original formula with a citrus flavor.
- Diet Mountain Dew: A low-calorie version of the original Mountain Dew.
- Mountain Dew Zero Sugar: A no-calorie version of Mountain Dew, similar to Diet but with a slightly different taste profile.
- Mountain Dew Code Red: A variation of Mountain Dew with a cherry flavor.
- Mountain Dew LiveWire: An orange-flavored version of Mountain Dew.
- Mountain Dew Voltage: A raspberry citrus and ginseng-flavored Mountain Dew.
- Mountain Dew Baja Blast: Originally exclusive to Taco Bell, this is a tropical lime-flavored variant.
- Mountain Dew Game Fuel: Aimed at gamers, this line offers various flavors and includes caffeine and taurine for enhanced alertness.
- Mountain Dew Kickstart: A line that blends the taste of Mountain Dew with fruit juice, caffeine, and electrolytes, positioned as a morning or early afternoon energy drink.
- Mountain Dew Throwback: Made with real sugar instead of high-fructose corn syrup, mimicking the original recipe’s sweetener.
Mountain Dew Place Strategy
Mountain Dew has acquired an international presence as its products are available in most countries like the United States, India, Canada, United Kingdom, Philippines, Singapore, Australia, New Zealand, Germany, and Malaysia. It is continuously improving because of its R&D facilities with the latest technological advantages for improvisation. Mountain Dew has a severe marketing approach and a solid and widespread distribution network because of the digital marketing move of its owner, PepsiCo.
It includes domestic products and services of a distributor, retailer, and wholesaler to reach consumers via corner shops, discount stores, cafes, restaurants, fast-food centers, hotels, convenience stores, supermarkets, and hypermarkets.
The place strategy of Mountain Dew is as follows:
- Wide Retail Distribution: Mountain Dew is widely available in various retail outlets, including supermarkets, convenience stores, and vending machines, ensuring easy accessibility for consumers across diverse locations.
- Partnerships with Fast Food Chains: The brand has strategic alliances with fast-food chains, most notably Taco Bell, where exclusive flavors like Mountain Dew Baja Blast are offered, enhancing its presence in the food service sector.
- Global Presence with Localized Strategies: While Mountain Dew maintains a robust global presence, it often adapts its strategy to suit local tastes and preferences, offering unique flavors and marketing campaigns in different countries.
- Online Sales Channels: Mountain Dew leverages online platforms for direct sales, utilizing e-commerce websites and apps to reach consumers who prefer shopping online, thus broadening its market reach.
- Event Sponsorship and Targeted Marketing: The brand actively sponsors sports and gaming events, placing its products in the context of youth culture and lifestyle, which helps position the product strategically in the minds of its target audience.
Mountain Dew Pricing Strategy
Mountain Dew has adopted a customization strategy as expectations vary from a famous brand from region to region. Moreover, pricing heavily depends on competitors if it has several rival brands in the market. The brand wants to improve its market share and survive successfully in this cut-throat food and beverage industry.
Mountain Dew has adopted a competitive pricing policy and has kept its prices near the product prices of its competitors. It has also adopted a promotional marketing policy and offers freebies and incentives to target customers and garner further sales at periodic intervals through promotional strategies like product packages, clothing accessories, and games.
The target market price strategy of Mountain Dew is as follows:
- Competitive Pricing: Mountain Dew typically aligns its prices with significant competitors in the soft drink market. This approach helps maintain a competitive edge, ensuring that the product remains an attractive choice for consumers comparing similar beverage options.
- Psychological Pricing: The brand often employs psychological pricing strategies, setting prices slightly lower than a whole number (e.g., $0.99 instead of $1.00). This tactic makes the product appear more affordable and can encourage impulse purchases.
- Promotional Discounts and Bundling: Mountain Dew uses periodic promotional pricing, offering discounts, coupons, and bundled deals. These promotions boost short-term sales, encourage trial among new customers, and reward brand loyalty.
- Tiered Pricing for Different Sizes and Variants: The brand implements a tiered pricing structure where different sizes and product variants (such as regular, Diet, or specialty flavors) are priced differently. This approach caters to different consumption needs and preferences, allowing customers to choose based on their budget and taste.
- Regional Pricing Strategies: Recognizing the economic diversity across different regions, Mountain Dew adapts its pricing strategy to fit local purchasing power. The brand might offer smaller, more affordable packaging options in some markets to cater to price-sensitive consumers.
Mountain Dew Promotion Strategy
Mountain Dew has projected itself as a terrific drink for the outdoorsy, fun-loving, and younger generation. It has emphasized packaging, labels, design, and built-in grip. Good Old Mountain Dew is its popular tune and has been recorded by artists like Willie Nelson and Grandpa Jones. This jingle has been used in several ad campaigns. Give me Christian Rapper KJ-52 sings Dat and is all about the singer’s fascination for Mountain Dew.
Mountain Dew’s promotion conventional advertising and promotional strategy is centered around energetic, youth-oriented marketing, extensive use of social media and digital platforms to engage with its target audience, and sponsorship of extreme sports, gaming events, and music festivals to align the brand with a lifestyle of excitement and adventure.
It has been associated with several games and events as part of its promotional approach and marketing strategy, like ESPN Games in 2005. The company has roped in celebrities from sporting events like racing cars, mountain bikers, and skaters to act in its campaigns because it realizes the impact of star power on the mindset of the common masses. Indian actors Salman Khan and Hrithik Roshan, along with Indian Wrestler Sushil Kumar, have been appointed as ambassadors to increase their brand awareness.
Some Recent Video ads and Print ads of Mountain Dew are:
Liked this post? Check out the complete series on Marketing Mix