What statement did Mountain Dew develop to guide their marketing mix decisions?

Mountain Dew developed a positioning statement to guide their marketing mix decisions because the positioning statement encapsulates how the brand wants to be seen in the marketplace and how it differentiates itself from competitors. It provides a clear message to the target audience about the unique value and attributes of the brand. This statement serves as a foundation for all marketing activities, ensuring that product development, pricing, promotion, and distribution strategies align with the brand's identity and target consumer perceptions.

In contrast, while a targeting strategy focuses on identifying and defining the specific segments of the market that the brand aims to attract, a marketing plan encompasses the overall strategy including various elements such as objectives, budget, and timelines. A sales forecast estimates future sales performance based on historical data and market analysis, but it does not directly influence marketing mix decisions in the same strategic way a positioning statement does.