I.

Introduction of Marketing

Marketing is the science of meeting the needs of a customer by providing valuable products
to customers by utilizing the expertise of the organization, at same time, to achieve
organizational goals.
Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large.
With this definition, it is important to realize that the customer can be an individual user, a
company, or several people who contribute to the purchasing decision. The product can be a
hard good, a service, or even an idea – anything that would provide some value to the person
who provides an exchange. An exchange is most often thought of as money, but could also be
a donation of time or effort, or even a specific action. A producer is often a company, but
could be an individual or non-profit organization.

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 II. Importance of Marketing

Marketing helps to increase awareness. By raising awareness through marketing, you’ll build
an audience of potential customers who know who you are, know what you can offer, and
know exactly where to find you when they are ready to purchase your products or services.

Marketing create trust. When you start marketing of your products and highlights special
importance or use of your business, people builds a trust once your business can establish this
trust with your clients, it creates customer loyalty.

When your customer comes to know the existence of your brand then it tends to increase
sales. It acts as a great source of income.

Marketing creates employments. The major marketing functions are buying, selling,
financing, transport, warehousing, risk bearing and standardization, etc. In each such function
different activities are performed by a large number of individuals and bodies.

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 III. Importance of Marketing to Consumer

Provides information:

Marketing provides information about the product and services to the ultimate consumers.
It is the primary objective of marketing. It helps to increase in the knowledge of product or
services relating to their benefits and using techniques of them. Marketing provides
information about how to get the product. Getting information by the marketing about the
product, customers take advantage of them.

Provides satisfaction:

It provides satisfaction to the consumers by supplying information and goods and services
according to their demand and taste. Thus, marketing helps to improve the quality of life for
consumers. After getting detail information by the marketing about the product, consumers
can take advantage of them in terms of satisfaction. Consumers feel satisfaction when they
are full of information about any product.

New Product:

Marketing also provides about the knowledge of the new product and their benefits to the
consumers. So they can take the benefits of those products using them.

Selection facility:

in today’s competitive business age, various producers produce different types of products of
different varieties, designs, colors, and sizes. So marketing provides the selection facility to
the consumer out of those products according to their price and quality.

The rise in the living standard:

Marketing helps to provide the right product to the consumer at right time by means of
advertising publicity and sales promotion. So it helps to rise in the standard of living of
customers.6. Information about the new product:

Each and every day new products are launched and introduced. It is not possible for us to
memorize and remember each of them their functions their price. Marketing here plus the
vital role. There is various form of marketing nowadays. Digital marketing is playing the
major role. There are marketing in the media’s like TV and newspaper.

Thus any form of marketing provides the detailed information about the new relevant
products including their price their functions the accessories they come with the guarantee
that is being provided all. So we can filtrate the information and choose.

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 IV. Importance of Marketing to Business Firm

Marketing is all around us. It is vital concerning the link between producers and consumers.
So it has been playing important role in each and every sector of the society. It is primarily
responsible for keeping the wheels of production and consumption constantly moving or
running at their optimum speed.

Helpful in planning:

Marketing provides information to management related to planning for future programmers.

Helpful in making a profit:

Marketing can generate revenue at a cost which will leave some surplus in the form of net
profits. Through marketing system firms can earn revenue by selling goods and services to
the consumers. It earns profit through the creation of time, place and possession utilities.

Helpful in distribution:

In the business organization, the marketing department provides information about the
quantity, time, means and medium of transportation etc. of delivery of goods in different
places. It provides reliable information for distribution of finished goods.

Helpful in exchanging information:

Marketing plays an important role in exchanging information among consumers and firms.
That exchange is essential for business success because management can make effective
plans and policies by using those pieces of information.

Formation of goodwill:

Through marketing activities business organization can serve its customers according to their
demand, taste, and habits at a reasonable price. So, the firm can form its goodwill.

Money management

At first, business should spend its 30% on marketing sector but it will come back with
interest and it is profitable as well.

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 V. Introduction of Product

Mountain Dew (stylized as Mtn Dew) is a carbonated soft drink brand produced and owned
by PepsiCo. The original formula was invented in 1940 by Tennessee beverage bottlers
Barney and Ally Hartman. A revised formula was created by Bill Bridgforth in 1958. The
rights to this formula were obtained by the Tip Corporation of Marion, Virginia. William H.
"Bill" Jones of the Tip Corporation further refined the formula, launching that version of
Mountain Dew in 1961. In August 1964, the Mountain Dew brand and production rights were
acquired from Tip by the Pepsi-Cola company, and the distribution expanded across
the United States and Canada.

Between the 1940s and 1980s there was one variety of Mountain Dew, which was citrus-
flavored and caffeinated in most markets. Diet Mountain Dew was introduced in
1988, followed by Mountain Dew Red, which was introduced and discontinued in 1988. In
2001, a cherry flavor called Code Red debuted. This product line extension trend has
continued, with expansion into specialty, limited time production, region-specific, and
retailer-specific variations of Mountain Dew.

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 VI. Pricing of Product

Market segmentation, positioning and competitor’s pricing strategy plays a major role in defining a
product’s pricing strategy.

In shaping price of a product a company should analyze the consumer’s buying behaviour to purchase that
product on the basis of price (Kotler, Keller, Koshy, & Jha, 2009). So company has to think 3 important
aspects-

 Reference prices: It means what the other brands are charging for the same. It is available at the same price
as the others products of the same category are available in market (our market research).

 Price-Quality inferences: Many consumers take price as a quality indicator. Dew is a product of PepsiCo
which has an image of good quality at low price in consumer’s mind.

 Price cues: Perception of consumers plays an important role in price setting. In the beverage industry
consumers have a perception to give money in round figure so most of the prices in this industry end with
the digit of 5 or 0.

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 VII. Promotion of Product

For advertising different kind of media is being used by mountain dew which is as follows:
Television
Radio
Internet
Newspaper
Others
The main product of PepsiCo is Pepsi but they are spending 75% of its advertising budget on mountain
dew advertising.

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 VIII. Distribution of Product

After company manufacture the product, it has to decide that from how many and which type of channels
through product will reach to customer.

Mountain dew is PepsiCo’s product and PepsiCo has a huge supply channel network for its entire product.
Through these channels it distributes mountain dew. So instead of analyzing supply channels of mountain
dew we are analyzing Pepsi’s supply chain management and distribution systems (Our History, 2008).

Mountain dew is available through intensive distribution because it is easily available at everywhere. It has
implemented this intensive distribution to supply saturation exposure of the market by using all accessible
channels. That’s why Mountain Dew is available in all parts of rural and urban area at all the miniature and
large retails stores, supermarkets, departmental stores.

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 IX. Conclusion

After analyzing and describing the whole marketing strategy of mountain dew we can conclude that
mountain dew is doing well in market. We want to conclude that practices makes improved but not ideal so
we hope that this report will help PepsiCo to improve results. With the best marketing plan a product can’t
be successful because outside forces will affect it but with the marketing plan process you can achieve
success because then you are also adopting conditions.

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 X. Bibliography

 [Link]
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in+dew+in+nepal&gs_l=img.3...45915.53769..54802...4.0..0.165.2034.0j14......1....1..
gws-wiz-img.5-G03muuJ2k#imgrc=_
 [Link]
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XzejgAhVBr48KHU5rDLQQ_AUIDigB&biw=1366&bih=695
 [Link]

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Contents
I. Introduction of Marketing ................................................................................................................... 1
II. Importance of Marketing .................................................................................................................... 2
III. Importance of Marketing to Consumer ............................................................................................. 3
IV. Importance of Marketing to Business Firm ...................................................................................... 4
V. Introduction of Product ...................................................................................................................... 5
VI. Pricing of Product ............................................................................................................................. 6
VII. Promotion of Product ...................................................................................................................... 7
VIII. Distribution of Product................................................................................................................... 8
IX. Conclusion ........................................................................................................................................ 9
X. Bibliography..................................................................................................................................... 10

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