Abstract

This dissertation is highlighting the major success factors of “Minute-Maid” and drawbacks of “Rani” drinks. Analysis will be done keeping in mind what major marketing tactics both the companies are using to sell these drinks and which one of these products are most popular among the society. The target market for this project will be the home city, Lahore. This research contains different frameworks and theories which will help in identifying the current situation of Minute-maid and Rani in the market and will highlight various strengths and weaknesses regarding their processes and strategies that are being implemented. This dissertation discusses the market trends for Soft Drinks and highlights the reasons for the failure of Rani while suggesting the ways of its effective repositioning in the market by taking in account the 4 P's of marketing in accordance with the concept of AIDA.
Introduction
Minute Maid is a product line of beverages, usually associated with lemonade or orange juice, but now extends to soft drinks of many kinds, including Hi-C. Minute Maid was the first company to market orange juice concentrate, allowing it to be distributed throughout the United States and served year-round. The Minute Maid Company is now owned by The Coca-Cola Company, and is the world's largest marketer of fruit juices and drinks. Minute Maid entered Pakistani market in 2008. Here they have used the same advertising concept as they have used in India i.e "where is the pulp?" This is a brilliant move as both countries market are similar to each other. However, the entry of Minute Maid is seen by many as late as a lot of beverages companies are already there and the market is not really growing. Thus, Minute Market has a lot of competition to deal with.[1] Rani is a Business Portfolio of Aujan Industries. Established in 1905,