Group MembersUbair Fa12-Mbt-063M.Awais Ajmal Fa12-Mbt-051Zulkifal Raza Fa12-Mbt-093
Table of contents History of Coca-Cola and Minute Maid. Marketing mix strategies. Segmentation, targeting and positioning. Sustained competitive advantages. Product related issues. Opportunities to avail. Recommendations.
History of Coca-Cola Coca-Cola was incorporated in may 1886. John Pemberton (Pharmacist) invented Coca-Cola. Asa Candler bought the formula in just for $2300. In 1985 Coca-Cola renewed its Formula. In 1986 Coca-Cola was introduced in Pakistan. It is one of the largest beverage manufacturer all over theworld.
Minute Maid The brand name came out from a name of a famous city“Minutemen Militia”. Jack Fox started campaign for a flavorful juice powder fromreal delicious oranges developed by (NRC) in 1945. In this way Minute Maid came into being. In 1960 it was purchased by Coca-Cola. Minute Maid was introduced in Pakistan in 2008.
Products Offering Minute Maid Pulpy offers a variety of fruit flavors juices. Apple Orange Mango Lemon Tropical
Line extension Minute maid extended their line through some favorite fruitflavors.I. OrangeII. TropicalIII. NimbuIV. AppleV. Mango
Pricing Strategies Minute Maid uses Market Skimming price strategy. They are charging higher prices then other substitutes arecharging.
Distribution Channels It uses Indirect channel of distribution.ManufacturerRetailerUserWholesaler
Promotion Minute maid uses different promotional channels like :I. Electronic mediaII. BillboardsIII. internet
Segmentation Minute Maid brand is for people who want some refreshmentthrough natural Fruit flavored juices. They have segmented market on following factors:I. Income levelII. Behavioral bases
Positioning Statement For people who want a juice drink, Minute Maid is the idealbeverage for healthy, hassle-free refreshment anytime. That’sbecause Minute Maid is a good source of calcium, contains afull day’s supply of vitamin , is made with real fruit juice andhas low calories.
Physical and Perpetual positioningHealthy fruits pulp good forhealthPerpetualpositioning Take a minute to get fresh
Targeting strategy They are using Niche Marketing strategy for targeting themarket. They charge high prices for products. They are serving only high income segment.
Applied growth strategy Minute maid uses Flanker strategy. They are leader in quality fruit juice market. They keep on introducing new and newer products inmarket.
Sustained competitive advantages Minute maid pulpy has been successful in sustaining severalcompetitive advantages over competitors.1. Special ingredients.(pulps)2. Brand preference in customer mind.3. Sufficient resources4. Parental brand advantage.
Opportunities to avail Minute maid can increase awareness in potential customersthrough advertising. It can expand toward other cities where now there is noavailibity It can introduce a new brand with different positioning andless price. It can use promotional tools to increase sales volume.
Product related issues Pulpy spends less on advertising so most of people areunaware . It is only accessible in urban areas. It has higher price in country like Pakistan where incomelevel is low. People don`t know process and quality ingredients used inmanufacturing. Many other beverage manufacturers have more shares dueto less prices.
Recommendations Increase promotions to get more customer awareness. Enter into new segments. Develop another brand with lesser price with differentpositioning. Continue product modification and improvement effort toincrease customer benefits.
Recommendations Use trade promotion to gain more extensive retail coverageand maintain shelf facing.