...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...
Words: 5584 - Pages: 23
...Report by: Submitted to: Marketing Management Fruit Juice Industry Analysis of Brands Sana Waqar Wajih Zafar Wasae Shahid Saad Sultan Kayani Ali Zaheer Bilal Siddiqi Aleena Ahmed Chaudhry Zeeshan Syed Mehr Ali Ms. Arsala Stanley Contents Research Objective 3 Area of Focus 3 Brand 1: Minute Maid Pulpy Orange 4 The Minute Maid Marketing Mix 5 Product 5 Price 5 Placement 6 Packaging 6 The Mix 7 Brand 2: Fresher Juice 8 The Fresher Marketing Mix 9 Product 9 Price 9 Placement 10 Packaging 10 The Mix 11 Brand 3: Nestle Fruita Vitals 12 The Nestle Marketing Mix 13 Product 13 Price 14 Placement 14 Packaging 14 The Mix 15 Research Objective In a modern competitive environment, price is not the only differentiating factor between products in a category. The rational consumer seems to have become a thing of the past. Such an environment breeds way for more competition, branding and increased creativity. The aim of this research is to understand and analyse the variety of marketing mix used by different brands and how they help position the product, eventually adding to the brand image and translating into revenue. Area of Focus This report will focus on three players in the Fruit Juice Industry: * Minute Maid Pulpy Orange * Fresher Juices * Nestle Brand 1: Minute Maid Pulpy Orange Minute Maid is a product line of beverages, usually associated with lemonade or orange juice, but now extends...
Words: 2409 - Pages: 10
...1. Executive summary Coca-Cola have a great ambition to China market and plan to invest 20 billion dollar in develop the biggest market in the world. Since Chinese government blocked its acquisition bid of buying Huiyuan, Coca-Cola is now figuring out the strategies of going on growing in China without juice giant Huiyuan. Coca-Cola will develop its existing business, especially fruit juice products. The keystone of promotion in the near future is to popularize “Minute Maid ” fruit juice beverage brand. In the following sections, detail study will be researched, including listing its strategic focus and plan, analysing varities of situation Coca-Cola is facing with, figuring out their marketing strategy as to gain more market share in China market and put marketing mix forward to implement it better. 2.Company description That Company of Coca-Cola is established in 1892, with the headquarter is located in USA (Atlanta) now. Coca-Cola Company owns the whole world 48% marketplace proportion and it is the first among the whole world first three big drink. Coca-Cola also owns 160 kinds drink brands in 200 countries , is a maximal the whole world juice drink dealer (include the Minute Maid brand) including that soft drink , motion drink , milk kind drink the product , juice , tea and coffee, before first Coca-Cola of USA row be that the person gets the market share over 40% , Sprite is that the quickest developing drink , other brand include Berk then grow up, the fruit...
Words: 3669 - Pages: 15
...categories, milks, baby food and juices. Fresh milk volume grew by 29% over the same period last year; however, this was still not sufficient to meet production requirements for the year. The increasing sales trend (CAGR of 28% during FY03-FY07) is primarily attributed to continued focus on sales and marketing efforts, innovative strategies and a sound distribution network. This robust growth in sales translated into a solid increasing operating profit of Rs 3.53 billion, an increase of 33%. However, this primarily relates to higher fixed cost absorption from inventory that led to lower profitability in FY'06. In addition, efforts in 2007 include a favorable movement in sales mix and rigorous fixed cost control. The literature search helped us in gathering data regarding the competitors. On the web we found out who are the competitors of nestle in its juices line and more precisely in its orange juice. Literature search revealed that a few of our major competitors are: * Shezan All pure * Haleeb Good Day * Minute Maid Minute Maid One of the leading competitors of Nestle juice is Minute Maid launched by Coca Cola. Sales of still beverages, such as Powerade and Minute Maid fruit juices, jumped 14 percent by volume, far outpacing a four percent rise by sparkling beverages, such as Coke and Sprite. Haleeb...
Words: 1595 - Pages: 7
...Marketing Assignment Nguyen Le Anh Nanyang Business School Nanyang Technological University Marketing assignment Introduction Needless to say, value proposition, market segmentation, differentiation and positioning are closely related concepts and play an indispensable role in marketing strategy of any companies. But more importantly, businesses must decide how they can apply these concepts in their situations, because using mechanically without research can lead them to terrible results. All of the issues related to these concepts discussed in the article “Being unique is good, isn’t it?” by C.J. Hayden brought to us challenges which businesses have to take into account when implementing their marketing strategies. Challenges related to marketing concepts In this article, the author mentioned two main challenges which affect companies’ decisions in marketing. The first challenge starts with a question: “These are all reasons why being different can be good. But how different should you be?”. After that the authors illustrated his question by providing an example of failure strategy when a student decided to advertise for management consultants in his local Yellow Pages and no customers came to him. All of us know that differentiation is “distinguishing our offerings from competitors to attract potential customers” (Wikipedia). The student in this case chose a special way to stand out in management consultants market, but why was he failed? The answer is...
Words: 1189 - Pages: 5
...EXECUTIVE SUMMARY The research study was conducted to learn the localization strategy of the global beverage company Coca-Cola in terms of two of its marketing mix variables, namely, the product line and the distribution process. In the process detailed information was collected on products launched, sales and distribution practices followed by the company, the working style of the retail outlets that stocked and retailed Coca-Cola products, and to a limited extent the psyche of the consumers. In addition the study also uncovered initiatives taken up by the top level management and the strategies they laid out to enhance the company’s market share and sales turnover. INTRODUCTION Definition of product line: A product line is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges. The major product line decision involves product line length- the number of items in the product line. Product line length is influenced by company objectives and resources. Introduction of the company: “Atlanta Beginnings 1886-1892” It was 1886, and in New York Harbor, workers were constructing the Statue of Liberty. Eight hundred miles away another great American symbol was about to be unveiled. Like many people who change history, John Pemberton, a Civil War veteran and Atlanta pharmacist, was...
Words: 7137 - Pages: 29
...need to decide whether they want to associate their fruit drink line with their carbonated beverage line. NAA Bottling Company needs to ensure that their drinks are not too expensive, because in today’s economy, people aren’t as willing to spend a lot of money. NAA Bottling Company is already an established bottling company, and with this they have instituted a way to produce the product in a less expensive way. They also have affective relationships with their retailers and suppliers. 2.1 Market Summary In 2003, the low-carb and beverage market grew over 100%. (Nutrition Business Journal, 2004) The market for the health drinks and juices is a growing industry. It is filled with many different beverage companies, including Minute Maid, Hi-C, Sunny Delight, and others. Like NAA Bottling Company, many of the main competitors for the fruit drinks are sub-divisions of other carbonated beverage companies, such as Coca-Cola and Pepsi. This is a growing market. A main factor in the rise of demand for the juices and low-carb drinks is that an increasing number of consumers are becoming more health conscious. The majority of consumers are trying to purchase healthier foods and drinks, and are trying to cut down their consumption of carbs. Carbonated...
Words: 1731 - Pages: 7
...CASE STUDY : COLA WARS CONTINUE : COKE AND PEPSI IN 2006 The case study “Cola Wars Continue: Coke and Pepsi in 2006” focuses on describing Coke and Pepsi within the CSD industry by providing detailed statements about the companies’ accounts and strategies to increase their market share. ‘ Cola war’ is the term used to describe the campaign of mutually targeted television advertisement & marketing campaigns between Coke & Pepsi. Furthermore, the case also focuses on the Coke vs. Pepsi goods which target similar groups of costumers, and how these companies have had and still have great reputation and continue to take risks due to their high capital. Both Coke & Pepsi have segmented the soft drink industry into two divisions, via – 1.Production of soft drink syrup. 2.Manufacturing & distribution of soft drinks at retail level. Coke & Pepsi have chosen to operate primarily on the production of soft drinks syrup,while leaving independent bottlers with more competitive segment of the industry.The purpose of this report is to gain insight into the possible strategies that can be applied, in order to expand the overall throat share in the future. History revealed that a highly competitive strategy that was utilized in the past by both companies resulted in cannibalization. Because of this, the report is described from the perspective of both Coca-Cola and Pepsi. This report focuses on increasing the overall share and finding new opportunities in the unrevealed...
Words: 1192 - Pages: 5
...SUMMARY Introduction p.2 I- The carbonated soft drink industry in the US - Industry structure p.4 - Industry economics p.5 - Brands & Products p.6 - Consumption behavior p.7 II- Changes in the orange category during the period 1985-1989 - Orange category p.8 - Relation between market share & market coverage p.11 - Relation between market share & advertising share p.13 - Brands positioning p.15 III- Cadbury competitive position in the US - Swot analysis p.16 IV- Crush Positioning p.18 V- Crush advertising & promotion program - Objectives & strategies p.18 - Advertising budget p.19 - Crush advertising budget p.20 VI- Crush Pro forma Income statement p.20 VII- Conclusion p.21 Sides p.22 INTRODUCTION Cadbury Beverages, Inc. is a beverages-manufacturing division of Cadbury Schweppes PLC. It was created in 1969 by a merger of Schweppes PLC (1783, London, the first world’s soft drink maker) and Cadbury (1830, Birmingham, a major British confectionery manufacturer). In 1989, the Cadbury Schweppes PLC was one of the world’s largest multinational companies and the world’s third largest soft drink marketer (behind Coca-Cola and PepsiCo), with worldwide sales of $4.6 billion, performed in 110 countries. Beverages accounted for 60 percent of company sales and 53 percent of its operating income...
Words: 2906 - Pages: 12
...SUMMARY Introduction p.2 I- The carbonated soft drink industry in the US - Industry structure p.4 - Industry economics p.5 - Brands & Products p.6 - Consumption behavior p.7 II- Changes in the orange category during the period 1985-1989 - Orange category p.8 - Relation between market share & market coverage p.11 - Relation between market share & advertising share p.13 - Brands positioning p.15 III- Cadbury competitive position in the US - Swot analysis p.16 IV- Crush Positioning p.18 V- Crush advertising & promotion program - Objectives & strategies p.18 - Advertising budget p.19 - Crush advertising budget p.20 VI- Crush Pro forma Income statement p.20 VII- Conclusion p.21 Sides p.22 INTRODUCTION Cadbury Beverages, Inc. is a beverages-manufacturing division of Cadbury Schweppes PLC. It was created in 1969 by a merger of Schweppes PLC (1783, London, the first world’s soft drink maker) and Cadbury (1830, Birmingham, a major British confectionery manufacturer). In 1989, the Cadbury Schweppes PLC was one of the world’s largest multinational companies and the world’s third largest soft drink marketer (behind Coca-Cola and PepsiCo), with worldwide sales of $4.6 billion, performed in 110 countries. Beverages accounted for 60 percent of company sales and 53 percent of its...
Words: 2893 - Pages: 12
...brand of Belgium. | 1989 | Crush brand from Procter & Gamble for $220 million. | Cadbury Beverages, Inc., a beverage division of Cadbury Schweppes PLC acquired the Procter & Gamble brands namely Crush, Hires and Sun-drop in the year 1989. They had to re launch those brands into the market because those products were paced out by their competitors. This case especially deals with the Crush brand(an orange drink). Kim Feil who joined the division in 1989 as a Senior Product Manager for managing the re launch of Crush soft drink brand. There had been a lot of discussions regarding the crush brand. After making a thorough industry review, competitors positioning and the image which Crush has on its customers mind the senior marketing executives at Cadbury Beverages, Inc decided to focus initial attention on the Crush Brand(fruit flavoured carbonated beverage). PROBLEM DEFINITION: After acquiring the soft drink brands from Procter & Gamble in October 1989 Cadbury beverages Inc. was not able to compete with its competitors Pepsi and Coke. So it had to relaunch its Crush brand. The brands positioning was not good...
Words: 2621 - Pages: 11
...COCA-COLA CO THE, SWOT ANALYSIS, IN SOFT DRINKS (WORLD) March 2013 SCOPE OF THE REPORT Scope This global profile focuses on the industry trends in soft drinks. All values expressed in this report are retail/off-trade in US dollar terms using a fixed exchange rate (2012). 2012 figures are based on part-year estimates. All forecast data are expressed in constant terms; inflationary effects are discounted. Conversely, all historical data are expressed in current terms; inflationary effects are taken into account. Disclaimer Much of the information in this briefing is of a statistical nature and, while every attempt has been made to ensure accuracy and reliability, Euromonitor International cannot be held responsible for omissions or errors. Figures in tables and analyses are calculated from unrounded data and may not sum. Analyses found in the briefings may not totally reflect the companies’ opinions, reader discretion is advised. SOFT DRINKS OFF-TRADE RTD VOLUME 534.8 billion litres Bottled Water 192 billion litres Carbonates 169.5 billion litres Fruit/ Vegetable Juice 62 billion litres Sports and Bottled Sports and Energy Drinks Water Energy Drinks 205.1 billion15 billion litres 16.2 billion litres Concentrateslitres 43 billion litres Concentrates 43.7 billion litres RTD Tea 30.1 billion litres RTD Coffee 4.5 billion litres The Coca-Cola Company slightly underperformed the world’s soft drinks market amid the recession in Western Europe...
Words: 8064 - Pages: 33
...COCA-COLA CO THE, SWOT ANALYSIS, IN SOFT DRINKS (WORLD) March 2013 SCOPE OF THE REPORT Scope This global profile focuses on the industry trends in soft drinks. All values expressed in this report are retail/off-trade in US dollar terms using a fixed exchange rate (2012). 2012 figures are based on part-year estimates. All forecast data are expressed in constant terms; inflationary effects are discounted. Conversely, all historical data are expressed in current terms; inflationary effects are taken into account. SOFT DRINKS OFF-TRADE RTD VOLUME 534.8 billion litres Bottled Water 192 billion litres Fruit/ Sports and Carbonates Bottled SportsWater and Vegetable Energy Drinks 169.5 billion Energy Drinks Juice 205.1 billion15 billion litres litres litres 16.2 billion 62 billion litres Concentrateslitres 43 billion litres Concentrates RTD Tea RTD Coffee 43.7 billion 30.1 billion 4.5 billion litres litres litres Disclaimer Much of the information in this briefing is of a statistical nature and, while every attempt has been made to ensure accuracy and reliability, Euromonitor International cannot be held responsible...
Words: 8068 - Pages: 33
...SCOPE OF THE REPORT Scope This global profile focuses on the industry trends in soft drinks. All values expressed in this report are retail/off-trade in US dollar terms using a fixed exchange rate (2012). 2012 figures are based on part-year estimates. All forecast data are expressed in constant terms; inflationary effects are discounted. Conversely, all historical data are expressed in current terms; inflationary effects are taken into account. Disclaimer Much of the information in this briefing is of a statistical nature and, while every attempt has been made to ensure accuracy and reliability, Euromonitor International cannot be held responsible for omissions or errors. Figures in tables and analyses are calculated from unrounded data and may not sum. Analyses found in the briefings may not totally reflect the companies’ opinions, reader discretion is advised. SOFT DRINKS OFF-TRADE RTD VOLUME 534.8 billion litres Bottled Water 192 billion litres Carbonates 169.5 billion litres Fruit/ Vegetable Juice 62 billion litres Sports and Bottled Sports and Energy Drinks Water Energy Drinks 205.1 billion15 billion litres 16.2 billion litres Concentrateslitres 43 billion litres Concentrates 43.7 billion litres RTD Tea 30.1 billion litres RTD Coffee 4.5 billion litres The Coca-Cola Company slightly underperformed the world’s soft drinks market amid the recession in Western Europe and slow economic recovery in the US. It is actively expanding in low...
Words: 8052 - Pages: 33
...To increase its brand awareness, revenue and market share. The company has numerous top competitors not only in the vegetable juice company but entire beverage umbrella. Fruit juices, vitamin water and flavor water. A main goal of the company is to increase brand awareness amongst our target market and inform them about the benefit of our new product. A second goal of the company is to increase its overall sales. This campaign will combine traditional advertising techniques like magazines, flyers, radio, billboards along with in-store activities and social media marketing. Market Information Market Profile The Canadian Fruit/Vegetable Juice off trade volume sales increased from 1,351.5 million liters in 2009 to 1,382.7 million liters in 2010. According to Statistics Canada the total number of people in 2009 who consumed vegetables/fruits 5 or more times per day were 3,92,1549. Minute Maid Co of Canada, a Coca-Cola company, leads sales of fruit/vegetable juice in Canada, with a total volume share of 16% in 2009 A Lassonde Inc is the second leading company in fruit/vegetable juice in Canada, holding a 16% value and a 15% volume share in 2009 By the end of 2014, 100% juice is expected to reach sales of C$2.6 billion and 1.4 billion litres in off-trade channels. Brand Profile Veggie Ville distinguishes itself from the other brands based on its single flavor, 100% organic vegetable juice which offers 5 different flavors which are not cocktailed unlike...
Words: 1270 - Pages: 6
