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Brand Analysis Project- Mountain Dew

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Submitted By uchechijoshua
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Pages 8
UCHECHI JOSHUA
AUGUST 5, 2014
PROFESSOR CARBERRY – MKTG 300
BRAND ANALYSIS PROJECT
MOUNTAIN DEW I. REVIEW OF SUB-CATEGORY
A soft drink is a beverage that contains water or carbonated water, a sweetener (sugar, high-fructose corn syrup, or a sugar substitute), as well as a flavoring agent. Sometimes, soft drinks may contain caffeine, too.
Carbonated soft drinks are the largest players in the beverage category. Within the carbonated soft drink sub-category, the leading three companies—Coca-Cola, PepsiCo and Dr Pepper Snapple Group—make up 90.6% market share for the year ending February 2014. In the United States from 2004 to 2013, the Coca-Cola Company was the leading soft drink company. In 2013, its market share amounted to 42.4 percent. This is followed by PepsiCo, which owns Mountain Dew, at 27.7%. All three national brands and the private label sector saw declines in sales ending February 2014.
Due to the category of carbonated soft drink being the highlight of a lot of negative press, American consumers are becoming more concerned with obesity and the high sugar content of many of these drink, as well as the safety of artificial sweeteners. Due to innovation in other beverage categories offering flavorful, healthy, and functional drinks, competition has increased even more outside of the carbonated soft drink category. The interest is moving away from carbonated soft drinks. This has resulted in the downward trajectory of the consumption and demand for carbonates. Although the carbonated soft drink market saw $42.4 billion in sales in 2013, it was still a decline of 3.6%. This is the lowest level of sales volume seen since 1995. Meanwhile, juices, energy drinks, bottled teas and enhanced waters have increased their market share.
Carbonated soft drink manufacturers have tried to remedy the decline in sales by changing retail prices, aggressive

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