Product Development and Marketing Mix

Powerful Essays
Product Development
And Marketing Mix. * Mountain Dew Product in Nigeria.

. . . . . . . . . . . . . .

BY: Peter Isimhanze,

Tuesday, June 26, 2011.

Table of Content

Introduction…………………………………………………………………………. 1

Brief on Seven-up Bottling Company Plc………………………………………... 3

* Company’s Product Mix……………………………………………….. 5

* Company’s Marketing Strategies……………………………………... 6

The Product – “Mountain Dew”…………………………………………………… 7

Product Mix…………………………………………………………………………. 8

Suggested Strategies for the Product’s development/Growth………………… 8

Conclusion…………………………………………………………………………. . 9

References………………………………………………………………………….. 10

INTRODUCTION
The focus of this Paper is to present a write-up on one of the products of a company operating in Nigeria. Seven-Up Bottling Company Plc is an example of a company which has successfully leverage on core competencies towards expansion into new markets while knowing when to exploit and/or minimise the risk involved in such undertaking and thus has been chosen for this assignment. The company, like any other one that is involved in the manufacturing of goods and services, offers products or brands designed to satisfy the needs and demands of its target market. In Nigeria, Seven-Up Bottling Company Plc offers its products under the 7UP, Mirinda, Pepsi, and Mountain Dew brands. Essentially, this paper looks at the introduction and development of the Mountain Dew brand of Seven-Up Bottling Company Plc into the Nigerian soft drinks market.

As part of the build-up, this introductory section provides the outlook and theoretical framework for this paper. In the quest for market leadership and competition, companies worldwide develop their core products into brands as an innovative way to leave a lasting impression on the memory of consumers on what the product is and who manufactures it. Brands are products or service which dimensions differentiate it in



References: http://www.sevenup.org/aboutus.htm Kottler Keller, “Marketing Management ”, (New Jersey: Pearson Prentice Hall, 2009). “The Role of Product Development in the Organisational Profitability: An Overview” - Journal of Business Administration, Vol 1 No.1 & 2. http://www.sevenup.org/home.htm http://en.wikipedia.org/wiki/Mountain_Dew http://investing.businessweek.com/research/stocks/snapshot/snapshot_article.asp?ticker=7UP:NL

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