Pepsi Limon was launched on May 20 2015 by PepsiCo, it is one of the new cola with a lot of real lime juice. The product was launched specifically in order to attract the Hispanic people who are well known to be among the major consumers of the Carbonated Soft Drinks (CSD)(Bailey, para 1). The problem which the company is now facing is finding the shared interest across various facets of culture that align with the company’s brands. In addition, the increased sensitization of people to avoid sugary food and drinks are some of the problem facing the marketing of mountain dew among the Hispanic Population. Besides, the increased completion among the other players in the CSD industry is posing a great challenge to the marketing of mountain dew among the Hispanic.
The market research shows that in future the Hispanic population will account for the lion’s share of the future growth in a number of CSD categories. This has directed the marketing plan of PepsiCO from packaging and innovation to communication to come up with strategies to rip much from this future potential market. Some of the strategies which have been used by PepsiCo to attract the Hispanic population to consume more of its products such as mountain dew is through partnering with chef Aaron Sanchez, one of the rising stars on the Food Network, he is very relevant to the Hispanic at the same time appealing to the general market.
The production of mountain dew across American has been growing due to the growing demand of this product by the Hispanic population. The Hispanic population has been known to be spending a higher proportion of their total income on drinks than the non-Hispanic (Bailey, para 10). The Hispanic in the year 2015 had $1.5 trillion in the buying power which was a 50 % increase as compared with 2010 buying power. The increase in the mountain dew brand has also been associated with the increasing population of the Hispanic population in the United States. The Hispanic population is expected to account for 19.0% of the total United States population by the year 2020.