For my final project, I am choosing to focus on the PepsiCo company. I chose this company because I have a passion for food photography, and they have thousands of brands of foods and beverages that reflect how varied consumer tastes are around the globe. A few of the major brands represented include Pepsi, Doritos, Tropicana, Quaker Oats, and Gatorade. The brand that I will keep my focus on is the Mountain Dew soda line.
Mountain Dew was first formulated in 1940 by Barney and Ally Hartman of Tennessee, United States. The brand was taken over by PepsiCo in 1964. Mountain Dew is the second most valuable soft drink brand of PepsiCo behind Pepsi. With its one-of-a-kind citrus taste, Mountain Dew excites and quenches with every sip. The permanent DEW product line includes Mountain Dew Code Red, Mountain Dew LiveWire, Mountain Dew Real Sugar, Mountain Dew Voltage, and Mountain Dew White Out. Nineteen of their flavors you can buy at any retailer. Five of their flavors are sold at only certain retailers. The Baja Blast is only available at Taco Bell and the Maui Burst is only available at Doller General. The Game Fuel line, as well as Typhoon, is only available at select online retailers.
Forest Moon Brew
Just in time for the latest Star Wars movie, meet Forest Moon Brew, and ZERO SUGAR Forest Moon Brew, our exciting new take on the classic strawberry kiwi flavor you love. Every Ewok and human alike will have this new flavor in hand at every summer event this year.
This is not a drill! The newest additions to the DEW lineup are available now, nationwide. And the best part? It’s here to stay, so you can keep the summer vibes going even when the temps drop.
Our research objective is to determine the appeal of a new flavor that teams up with a blockbuster hit Disney movie release. The marketing primary research process will begin with exploratory research, we’ve got to get some baseline information in place before we begin the launch. To begin gathering the information we will focus on the target audience being millennial men that spend their time outdoors and enjoy adventures. Mountain Dew was a huge following on Facebook with 7.8 million followers and they actively post and respond to comments on their page. They already create hype on their social media platforms introducing new flavors, so this will be the same route we go with the new product. Partnering up with Disney will allow us to expand our target audience to families and the zero-sugar line will appease health-conscious families.
Reference:
Our products. PepsicoUpgrade. (n.d.). Retrieved June 29, 2022, from https://www.pepsico.com/our-brands/creating-smiles/our-products
Babin, B. J. (2018). Essentials of Marketing Research. [MBS Direct]. Retrieved from https://mbsdirect.vitalsource.com/#/books/9780357463703/
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