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. "Bill" Jones of the Tip Corporation further refined the formula, launching that version of Mountain Dew in 1961. The rights to this formula were obtained by the Tip Corporation of Marion, Virginia. A revised formula was created by Bill Bridgforth in 1958. The original formula was invented in 1940 by Tennessee beverage bottlers Barney and Ally Hartman. Indian actors Salman Khan and Hrithik Roshan along with Indian Wrestler Sushil Kumar have been appointed as its brand ambassadors so as to increase its brand awareness.Mountain Dew, stylized as Mtn Dew, is a carbonated soft drink brand produced and owned by PepsiCo. The company has roped in celebrities from sporting events like racing car, mountain bikers and skaters to act in its campaigns because it realises the impact of star power on the mindset of common masses.
It has been associated with several games and events as part of its promotional strategy like ESPN Games in the year 2005. Gimme Dat is sung by Christian Rapper KJ-52 and is all about the singer’s fascination for Mountain Dew. This jingle has been used in several ad campaigns. Good Old Mountain Dew is its popular tune and has been recorded by artists like Willie Nelson and Grandpa Jones. It has paid special emphasis on packaging, labels, designing and built-in-grip. Mountain Dew has projected itself as a cool drink for outdoorsy, fun-loving and younger generation. Promotion in the Marketing Mix Of Mountain Dew : It has also adopted a promotional marketing policy and offers freebies and incentives to garner further sales at periodic intervals like product packages, clothing accessories and games. Mountain Dew has adopted a competitive pricing policy and has kept its prices in close proximity to the product prices of its competitors. The brand wants to improve its market share and survive successfully in this cut-throat industry. Moreover, pricing is heavily dependent on competitors pricing if it has several rival brands in the market. Mountain Dew has adopted a customization strategy as expectations vary from region to region. Price in the Marketing Mix Of Mountain Dew : It includes services of a distributor, retailer, wholesaler to reach consumer via corner shops, discount stores, cafes, restaurants, fast-food centres, hotels, convenience stores, supermarkets and hypermarkets. Mountain Dew has a strong and widespread distribution network because of its owner PepsiCo. It is continuously improving itself because of its R&D facilities that have a latest technological advantage for improvisation. Mountain Dew has acquired an international presence as its products are available in most countries of the world like United States, India, Canada, United Kingdom, Philippines, Singapore, Australia, New Zealand, Germany and Malaysia. Place in the Marketing Mix Of Mountain Dew : Kickstart Pineapple, Orange-Mango Mountain Dew.