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    Marketing a US Product in Another Country

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    Choose a product that is currently available in the country you live in and you want to market in another country.

    Briefly explain the country in which you have chosen to market the product and why you selected that country.
    A marketing mix and a competitive advantage for the product.

    A pricing strategy, a price, and a rationale explaining the price of each of your products. Remember to consider turnover, competition, and elasticity of demand in your strategy.

    A media strategy for marketing the product including an image and position to be developed, types of promotion to be used, and media to be used. Remember to specify the advantages of the chosen media, frequency, and continuity to be used.

    For questions 2, 3 and 4, explain how these will be similar or different from the current strategies that are being used in your home country and why there are similarities or differences.

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    Solution Preview


    PepsiCo is considering launching Mountain Dew in China following a 26% jump in its sales in China, which is its third largest market worldwide. Pepsi counts China as its fastest expanding market globally, but recognizes that the country is a tough market to open unless the company uses the correct marketing strategy.

    Marketing Mix


    One difficulty of marketing cold drinks is China's long standing tea-drinking culture which spans thousands of years and harbors a traditional dislike for cold drinks, which the Chinese believe to be unhealthy. Industry executives maintain that the average Chinese consumes only eight soft drink servings a year, versus 150 in Hong Kong. In fact, packaged teas are about 35% of the soft drinks market in China now. This trend however is beginning to shift as a younger and more affluent culture is beginning to emerge in China. Unlike the USA where the appeal of Mountain Dew is cross-generational, the Chinese soft drink market is exclusively youth-driven. Consumerism continues to flourish among the young in China as they continue to move away from long standing traditions such as hot tea drinking and move toward newer trends such as drinking cold sodas like Mountain Dew.


    Pepsi will need to price Mountain Dew at a level that ...

    Solution Summary

    This solution discusses the marketing mix for PepsiCo's new launch of Mountain Dew in China in 731 words with five references.