An example of success achieved through product positioning is offered by PepsiCo and their Mountain Dew drink. The marketing strategy targeted the youth particularly and assimilated the product with doing something energetic, wild and something that would be appreciated by the teenagers and young adults. The extreme sports presented in the Mountain Dew commercials have attracted the interest of the audience and sales boosted.
3. There are four stages of product life: introduction, growth, maturity and decline, when the item has reached maturity, several companies will extend its life. However in most cases it is best to let the product 'die' and focus on a new one and more desirable one, there are some strategies to avoiding decline. A first one is that of reinventing the product by offering it a more modern design that will attract larger customers. Companies can also try to reduce costs as to reduce the...
Finally, they can improve it as to meet more needs.
Coca Cola remains up to today the most drank soft beverage. Along their existence however they have faced strong competition from PepsiCo. When the latter registered increased success, the Coca Cola Company thought it was time for a change - and after 90 years of following the same recipe, they changed it. The outcome was not the one initially expected, but the results were undoubtedly successful. The population did not like the new recipe, so they rushed to the stores and purchased large amounts of the old Coke. Sales increased significantly.
The main idea behind the strategy was that of reinventing the product, but it turned out that it only reminded the customers the reasons why the preferred coke in the first place.
Works Cited
Chapter 9: Identifying Market Segments and Targets
