The Most Impressionable Age Of The New Zealand Marketplace Essay

1525 Words Sep 23rd, 2015 7 Pages
their most impressionable age. The industry is therefore not likely to grow as long as the existing stigma around their negative side-effects exists.

Frucor’s main rival company, Coca-Cola Amatil, has responded to these health concerns by releasing “Coca-Cola Life” which uses stevia; a plant based and apparently “healthier” alternative to sugar. The launch of the drink was followed with a barrage of good press, which claim “the beverage contains 17 grams of sugar per 250 millilitre can, which is 18 per cent of a person 's recommended daily sugar intake, while regular Coca-Cola contains 29 per cent of a person 's recommended daily intake” (Van Benyen, 2015). Innovative steps such as these need to be adopted by the Mountain Dew brand in order to stay marketable in an industry with a changing standard and an evolving consumer.
Competitor analysis
Frucor’s’ main competitor in the New Zealand marketplace is Coca-Cola Amatil (CCA). The two brands that are most substitutable for Mountain Dew are Sprite and Lift+; Sprite sells on the soft-drink market and Lift+ on the energy drinks market. There are also indirect competitors such as Six-Barrel Soda, whose size is not significant enough to take customer from Mountain Dew, but will prevent them from returning to old buying patterns by providing a satisfying alternative. Additionally, Frucor’s unique marketing of Mountain Dew benefits CCA as it has twice the opportunity to ‘poach’ consumers from Frucor, as both Sprite and Lift+ can be…

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