Pepsi Uncorks Mountain Dew In Mumbai

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Mumbai: : To announce its new launch ‘Lehar Mountain Dew’, PepsiCo India Holdings Private Ltd is planning to roll out an aggressive marketing plan which includes experiential marketing techniques. After launching the new product in Goa last month, PepsiCo introduced ‘Mountain Dew’ in Mumbai on Thursday.

According to PepsiCo chairman Rajeev Bakshi, the company will complete the national roll-out of this product by February this year. “After this we have a constant supply of innovative new products and promotions over the next few weeks leading up to the World Cup,” he adds.

Prior to the formal launch of this product, the company carried out an extensive market research to know the response for this neon coloured drink with a citrus taste. Priced at Rs 15 (500 ml) and Rs 8 (300 ml), the new product is available at all Pepsi outlets, pubs, restaurants and eateries across Mumbai.

According to the company, the new launch will be supported by a multi-media communication package which includes three television commercials designed by JWT India.”To begin with three ad spots will be launched on all mainline television channels. Also, we will launch sampling activities to give the real experience of our new product to consumers,” informs the company spokesperson.

In addition, the company is planning to roll out a host of ground promotions across all major cities in the country.