The document discusses the Minute Maid brand of fruit juices owned by Coca-Cola. It provides details on the history and market share of Minute Maid in India. It then focuses on the launch of a new Minute Maid Pulpy Orange juice product, including target markets, production details, marketing strategies, and expansion plans. It ends with an economic analysis and suggestions for the brand.

1. Presented by:- Dhanraj Koli P-16 Jay Lodaya P-19 Nahush Mhaskar P-20 Rohit Mundhara P-21 Sneha Sharma P-41

2. The World’s most recognized Trademark & one of the largest non alcoholic beverage companies. Minute Maid – A 62 year success story History of the Minute Maid brand Acquired by Coca-Cola Company Information

3. Brands of

4. Total Fruit Juice Market 1200 crores Fruit Juice Market 480crores Packaged Juice Market 720crores Unpackaged Juice Market 85% Mango Base 15% Other Fruits

5. Distribution of Packaged Juice Market 480 Crores Market 50 Million Cases 40% 24% 12% 4% 20%

6. Product Introduction A Naturally refreshing Juice Real Orange Pulp One of the world’s largest juice and juice drink brands Minute Maid-Pulpy Orange “ Refreshingly Orange,Surprisingly Pulpy”

7. Why this Product? Users perceive fruit juice as a healthy drink. Users drink fruit juice as a refreshing alternative to carbonated drinks. Users willingly spend on products related to health and lifestyle. Users enjoy fruit juice not only as a means of healthy life, but as an intrinsically enjoyable activity in itself. Reason for Launch Fruit drinks growth @ 30% - 40% Carbonated soft drinks growth @ 4% - 6% Users perceive fruit juice as a healthy drink. Users drink fruit juice as a refreshing alternative to carbonated drinks. Fruit Drinks Soft Drinks

8. More than 60 % of sales happen through unorganized route - juice centers, street corner shops and so on. Increase the current market share of Coca-Cola by introducing Orange base fruit juice. Reason for Launch

9. Product Launch In Phased Manner Uttar Pradesh 31 st Aug Delhi,Mumbai 3 rd Sep Punjab,Haryana, Himachal Pradesh 4 th June Bangalore,Chennai 9 th March Hyderabad 19 th Feb

10. Target Audience The focus initially would be to target young adults in key cities and then move into the rest of the country Brand Ambassador -Nikhil Chinnappa (V.J)

11. Operations :- Ingredients Orange Pulp Orange Juice Concentrate Acidity Regulator Antioxidants Preservatives

12. Production Orange Pulp is imported from Florida,USA. Orange Juice Concentrate is imported from Brazil. Bottling plant at:- Wada - Maharshtra Dasana – Uttar Pradesh Bareilly – Uttar Pradesh Chitoor – Andhra Pradesh

13. Distribution Sales Hub (Depot) Distributors Direct Channel Retailers Consumers Manufacturing Unit

14. Marketing Strategies Adopted 360 degree marketing: Road Shows Contests Television Commercials Sampling

15. Survey Report

16. 69% 11% 8% 12%

17. Pricing Pulpy Orange is almost priced at par compared to its peer. Rates: 400ML PET bottle @25/- 1000ML PET bottle @60/- Priced on the base of single pricing strategy. Priced taking into consideration its niche quality.

18. Pros Orange Juice Thirst Quencher Sweet Compared to other readymade Juices Real Pulp Non-Carbonated Healthy Drink Ready to Drink

19. Cons Not Sweet as Natural Orange Juice Coca-Cola Controversy of pesticides. High Priced . It tastes like Tang/Rasna. Fresh fruit juice more preferable

20. Expansion :- has already invested $1.2Bn & are aggressively adding for further expansion of Pulpy Orange a sum of $ 250Mn. Targeting 13 Mn young adults only in southern states of India. To distribute 5.5 lakh bottles through 25000 outlets in span of 30 days. Launch of MMPO Express

21. Economic Logic HCCB pvt ltd – Profits. 3 % of Total Revenues. To squeeze more out of the 1200 Cr market of Fruit Juices in India. 1350 Cr 2007 1650 Cr 2008 Cr 2006

22. Economic Logic To convert unorganized fruit juice market in to branded juice market. To increase its market share. To take advantage of growing market. To create a different identity of product compared to other branded fruit juices

23. Suggestions New Flavours should be introduced. Smaller packs should be introduced for smaller towns & tier two cities. Can be given as free take away in Big Retail outlets in order to popularize. Source the Orange pulp from India . Cut down on rates.

24. Ms.Ekta Shukla -Asst Manager public affairs & Communication. Hindustan coca cola beverages pvt ltd, Gurgaon. Mr.Prasad Shivalkar -Competent Authority. Hindustan coca cola beverages pvt ltd, Mumbai Our Sincere Thanks to….

25. BIBLIOGRAPHY... WEBSITES:- www.coca-colaindia.com www.minutemaid.com www.google.com www.pulpy.in NEWSPAPER ARTICLES:- Economic times Financial times DNA money

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