Introduction
Diet Mountain Dew, a highly caffeinated and sweetened carbonated drink, has become one of PepsiCo’s most successful and rapidly growing brands worldwide. Since its initial launch in 1986, the brand has continued to expand its product line, offering consumers various options.
Despite not being a preferred beverage for everyone, soda has undeniably gained widespread fame and familiarity. Many individuals can easily recognize the iconic drink without looking at its label. This statement is supported by information on Wikipedia (2022). BUS 3030 Week 3 Product Analyze
Primary Target
PepsiCo has strategically focused on capturing the attention and loyalty of a younger, outdoorsy generation, particularly 18-year-old males who thrive on excitement, adventure, and fun. By appealing to this specific demographic, the company aims to increase its appeal among the age range of 20-39-year-olds while also targeting diverse ethnic groups, including white, African-American, Hispanic, and others.
Diet Mountain Dew has also tapped into the gaming community, forming a diehard fan base of gamers who share a deep affinity for the brand. Gamers have become a significant consumer segment, driving most purchases, primarily by introducing Mountain Dew flavors tied to popular video game franchises such as Halo, World of Warcraft, and Call of Duty (Kane, 2018-2022).
Branding
The iconic slogan “Do the DEW” represents more than just an advertising catchphrase; it embodies the spirit and attitude of a vibrant community that seeks to live authentically. Diet Mountain Dew has successfully positioned itself as a brand that resonates with individuals who embrace adventure and seek unique experiences.
The brand’s association with new movies and video games before their release further reinforces its connection with pop culture. Limited-time flavors have become a significant part of the brand’s strategy, generating excitement and enthusiasm among devoted fans.
Collectors and enthusiasts eagerly seek out these limited editions, often stockpiling their favorite flavors after they are discontinued. Mountain Dew’s targeted marketing efforts have established its presence within the gaming community, allowing the brand to forge a solid and loyal following. BUS 3030 Week 3 Product Analyze
Competition
Diet Mountain Dew faces challengers from several brands vying for the same consumer base in a highly competitive market. Competitors like Sprite, Surge, and 7Up offer citrus-based soft drinks that energize and quench thirst, particularly after outdoor adventures or intense gaming sessions. As the top-selling soft drink in the U.S., Sprite primarily targets Generation Z consumers, leveraging its marketing strategies to capture this market segment (Skyrim, 2019).
On the other hand, 7Up adopts a distinct approach, positioning itself as a versatile mixer for various beverages, including alcoholic drinks and baking applications (Grigg, 2022). While the competition exists, there is ample room for each brand to thrive by catering to slightly different target markets.
Strategy
PepsiCo’s comprehensive marketing and advertising initiatives have been pivotal in Diet Mountain Dew’s ongoing success. The brand has effectively utilized its abundant resources to dominate the market. Adventurous and captivating commercials, sponsorships such as the #9 car in NASCAR, and endorsements from NBA players have all contributed to its prominence. BUS 3030 Week 3 Product Analyze
Through a 360-degree marketing approach that encompasses both Above the Line (ATL) and Below the Line (BTL) platforms, PepsiCo continues to reach and engage with its desired audience. These individuals crave the energizing qualities of Diet Mountain Dew, a vibrant green citrus-based soda.
Conclusion
Although I may not fit squarely within Diet Mountain Dew’s primary target market, I am undeniably an avid brand fan. A personal experience during a work trip to San Juan, Puerto Rico, where no Pepsi products
Were available, served as a valuable lesson about the importance of conducting thorough research and preparation when venturing into unfamiliar territories. Nevertheless, despite facing competition from other brands in the industry, Mountain
Dew has maintained its position as a robust and influential player. By staying true to its target market and consistently aligning its product promotion with the interests and preferences of that demographic, the brand is likely to continue thriving in the dynamic beverage industry.
BUS 3030 Week 3 Product Analyze
As long as Diet Mountain Dew remains committed to understanding and meeting the evolving needs of its target audience while actively engaging with their interests and passions, it will undoubtedly retain its stronghold as a beloved and influential brand in the market. With its captivating branding, continued innovation, and unwavering commitment to providing an energizing experience, Diet Mountain Dew is poised to remain a leader in the carbonated beverage segment.
Reference
Diet Mountain Dew. (2022, October 18). In Wikipedia. Diet Mountain Dew – Wikipedia
TipsFolder. (n.d.). What is Mountain Dew’s target market? – TipsFolder.com
Kane, Jason. (2018-2022) Mountain Dew (History, Marketing, Flavors & Commercials) – Snack History
Advertising Row. (n.d.) Why do you think Mountain Dew is pursuing this target? –
AdvertisingRow.com | Home of Advertising Professionals, Advertising news,
Infographics, Job offers n.a. (2019, October 19). Battle Of The Brands – Sprite Vs. Mountain Dew. Syram Technologies.
https://www.skyramtechnologies.com/blog/battle-of-the-brands-sprite-vs-mountain-dew/
Darbinyan, M. (2021, October 13). Target Market of Sprite. The Social Grabber.
https://thesocialgrabber.com/target-market-of-sprite/
Grigg, C. (2022). History & Marketing Strategies Of 7up. Burban Media.
https://brandyuva.in/2019/08/marketing-strategies-of-7up.html
