For many years now Mountain Dew is out of the Asian market.
I can still remember when I was still in high school drinking Mountain Dew
after my Sunday tennis club match. But
just last week I saw the business headline news in Bangkok Post (Thailand
English News Paper) that Pepsi Thailand is again launching the Mountain Dew
product in the Thai Market.
As most
market research professionals will comment regarding the market segment scope
of Mountain Dew, Dew’s market segment
for marketing and PR is smaller compared to other Pepsi’s beverage product. One PR case study reveals that Mountain Dew
PR team is targeting their PR activity with the “Xtreme” sports fans and
players.
This kind of market segment
covers only a small scope of young people who adore the sports of “Xtreme games”.
Likewise, the controversial marketing research and strategy
of Mc Café (Mc Donalds) still annoys the marketing gurus as to why Mc Donalds Company
did not put “electric suckets” for the café customers to stay longer for their
computer tasks.
Likewise, the Mc Café environment
is not the same with other cafes like True Coffee and Starbucks that the place
is quiet for people to relax and bloggers to finish their daily blogs.
Both Mountain Dew and Mc Café must consider their marketing
and PR stance according to their market segment objective. It is important for marketers today to
consider the evolution of their major and minor market segments.
Evolution of marketing segment implies to the
change of consumer behavior as time and trends will pass. As such, continues consumer market research data
gathering is always the common consumer data communication feedback strategy
for the company to know the market behavior.
Mountain Dew
Mc or Mom Cafe
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