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ADVERTISING AND PROMOTION Product: Minute Maid GROUP MEMBERS Faizan Saleem Raheel Alam Saad Mumtaz Submitted to: Sir Khawaja Tariq Dated :10 th Jan 2011 1

Minute Maid - Advertising & Promotion

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Page 1: Minute Maid - Advertising & Promotion

ADVERTISING AND PROMOTION Product: Minute Maid 

 

GROUP MEMBERS

Faizan Saleem

Raheel Alam

Saad Mumtaz

 Submitted to: Sir Khawaja Tariq

Dated :10th Jan 2011

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TABLE OF CONTENTS

BRAND HISTORY 3

  Minute Maid in Pakistan

PRODUCT EVALUATION 5

Swot analysis 5

SEGMENTATION 6

demographics 6

geographic: 6

psychograhics. 6

behavioural 6

POSITIONING 7

CREATIVE STRATEGY 9

COMPETITOR 12

competitive analysis 12

MEDIA STRATEGY 16

  media objectives 16

target market 16

traditional media 17

  non traditional media 17

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CONCLUSION 20

BRAND HISTORY

History of Minute Maid

The Coca-Cola Company acquired The Minute Maid Company in 1960. When the Coca-Cola Company purchased Minute Maid, it was The Company's first venture outside of traditional soft drinks. Minute Maid is the leading brand within The Coca-Cola Company's juice portfolio.

Minute Maid was originally founded as the Florida Foods Corporation by John (Jack) M. Fox in 1945. The name "Minute Maid" was selected as a brand name because the juice concentrate product was easily prepared and could be "made in a minute."

Minute Maid has a long history of product innovation and 'firsts' including:

The first frozen orange juice concentrate which allowed consumers to enjoy the taste of freshly squeezed juice all year

The first nationally available ready-to-drink chilled orange juice. The first orange juice fortified with calcium The first to nationally launch orange juice fortified with calcium plus vitamin D The first to offer a low-acid orange juice The first to introduce orange juice fortified with vitamins C and E plus zinc The first to offer orange juice fortified with naturally sourced plant sterols

In 2007, Minute Maid introduced its Enhanced Juice & Juice Drink line with products fortified to provide key nutrients to meet the needs of health-conscious consumers. Launched in September 2009 and available nationwide, Minute Maid's newest offering is Minute Maid Enhanced Strawberry Kiwi flavored juice drink. The new product combines yerba mate extract with real fruit juice to provide consumers with a delicious and natural energy boost.

With over 100 different flavors and varieties of juices and juice drinks, the Minute Maid brand is widely available in supermarkets, mass merchandisers, convenience retail, and foodservice.

 

Minute Maid in Pakistan

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.

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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 wit

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PRODUCT EVALUATION

                                                           “SWOT ANALYSIS”

Strengths:

1. The management of the Coca-Cola Company is experienced and entrepreneurial. 2. Minute Maid is a drink made of pulpy orange and such kind of drink has never

been introduced in Pakistan before; therefore, new taste will be introduced into the market.

3. Coca-cola is a strong brand and can easily incur expenditures of marketing programs planned.

4. High demand of juices and drinks in the market in Pakistan.  

Weaknesses:

1. People in Pakistan are more conscious about the freshness and as Minute Maid offers them a drink with pulpy oranges they might be hesitant to purchase the drink.

2. The presences of low priced competitors in Pakistan’s market serve as a great threat.

Opportunities:

1. The target market heartily welcomed the distinctive name and packaging used. 2. Although the competitors can duplicate the product, it would be very costly for

them to meet the quality and to be compatible to this drink manufactured by the Coca-Cola Company.

3. For drinks and fruit juices, Pakistan is a fast growing market and the major concerns of the people are health, nutrition, and convenience.

4. Minute Maid can be promoted as a healthy drink and this will be advantageous to the company because today the people are becoming more health conscious.

5. The Coca-Cola Company is well known worldwide because of which it has contracts with the big restaurants such as McDonald’s and this gives them the advantage to link the drink with the food industry that will increase the consumption of Minute Maid and this will further help in boosting sales and thus increasing profits for the company.

6. No one in the market has positioned itself on the basis of origin of the fruit pulp in the drink.

 

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Threats:

1. The premium price charged for Minute Maid may limit the mass markets to purchase the drink.

2. Many new competitors have come up in the market leading to market saturation and so the Coca Cola Company should have innovative ideas to retain the current customers and also to encourage the others to prefer Minute Maid over other drinks.

     

ADVERTISING OBJECTIVE

To create awareness of the  brand To define target Audience Defining the product and its main purpose Defining the social class, their attitudes and lifestyles Indentify consumer prefrences

               

   

 MARKET SEGMENTATION

Demographics

 Age: 10-40+

Gender: Male & Female

 Income: RS. 5000 and above

Geographic : All urban areas and some suburbs of Pakistan.

Psychographics Social class: middle class to upper class.

Lifestyle:  For young and health conscience people.  

Behavioural

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Usage rate: Daily

Brand Loyalty :   High

Attitude :        Enthusiastic, positive

By benefits

         The youth and health conscious people can easily maintain their health by consuming Minute Maid while fulfilling their desire to get hold of   something quick and healthy. 

         People have a perception that juices are meant for boring health reasons because of which they don't feel good about brands but Minute Maid is reinforcing something that is not just emotional but full of nutrition and fun as well.  

 

POSITIONING Everybody feels the need to have healthy beverages due to which the advertising that has previously been done by companies that manufacture juices tend to focus more on the natural and high quality product features. Young & health conscious people normally prefer to have drinks that are 100% pure and Minute Maid has made its mark by providing its target market with color ,energy, and fun promising the consumer not just for the drink itself but as an enjoyable, 'consumable' advertising.

Minute Maid positions itself as:-

Minute Maid is a 100% pure orange drink with pulp that provides 100% natural energy.

It not a drink that is boring but it has an upbeat outlook to life. It is young and fresh.

 

Key Insight:

Refreshingly orange, surprisingly pulpy!

Positioning FAQ’s of Minute Maid

WHAT IS THAT MARKET'S MOST IMPORTANT MARKET NEED?

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 The most important need was to target all age group including childrens, young youth and old people.

HOW DOES YOUR PRODUCT MEET THAT NEED? 

Minute Maid is an orange flavored drink with orange pulp, it is a non-carbonated drink which is healthy.

 WHO ARE THE MAIN COMPETITORS?

Rani Juice , Nestle ,Tropicana, etc.

 HOW IS YOUR PRODUCT BETTER THAN THAT OF THE COMPETITION?

There is no competitor in the market in Pakistan that is manufacturing a drink like Minute Maid which is 100% pure orange juice with pulp and this makes it not just taste different from other drinks but it is also healthy and it helps in boosting energy.

                                                               COMPETITOR'S ANALYSIS

Direct competitors

Rani Juice

Tropicana

Snapple

Lacnor

Nestle

Shezan

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Real Juice  

Indirect competitors

Carbonated drinks

Tea/Coffee

Water

  DIRECT COMPETITOR :                         

   SWOT OF RANI JUICE

             Strengths:  

            Rani juice offers 6 distinct flavours

                      1) Rani Orange                      2) Rani Lemon                      3) Rani Pineapple                      4) Rani Peach                      5) Rani Mango                      6) Rani Mixed juice

  each flavor caters a different need like orange is for relaxing in hot wheather , mango for mental effort, Lemon for exertion due large amount of carbohyderate  

            Weaknesses: very little awareness caters to high income earners no tv commercial aired about the product

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            Opportunities:

health consious trend in life styles high growth rate of food industry

        Threats: it is not well- promoted

SWOT OF NESTLE JUICE  

STRENGTHS:  

Squeezed from the finest handpicked fruits, 100% pure NESTLÉ FRUITA VITALS  RANGE OF Juice has no sugar and is a good source of Vitamin C.

They are  nutritious, refreshing and wonderfully delicious. In the last few years because of its great taste, purity NESTLÉ FRUITA VITALS 

have experienced strong growth, and the business has now reached over 2.0 billion rupees in sales.

Moreover, NESTLÉ is the market leader with over 60% share of the juices and nectars segment despite the entry of various local and foreign competitors.

 

WEAKNESSES:          Its packaging as compared to other competitors juices are not very catchy, as today packaging is one of the most important element in making a product a successful product.

 

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OPPORTUNITY:          As now adays, pure fruit juices are difficult to find because majority of the juices in the market uses added sugars, artificial flavouring and nestle is a no added sugar juices because of which it has a chance to grab more market share.

 

THREATS:          There are many competitors in the market so the competition is getting intense day by day. But NESTLÉ FRUITA VITALS  have an excellent image in the market.  

Increase in foreign imports of beverage.

 

INDIRECT COMPETITOR:

Mountain dew 

 

STRENGTH      Demand of Mountain Dew is more than its competitors.

     Company has a very established name and a good reputation.

     Mountain market share is increasing with great rate than its competitors.

     As the target customers of Mountain Dew is young generation, so Mountain Dew has more brand loyal customers.

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     Mountain Dew spends a lot of budget on its advertising.

     Mountain Dew has a very vast distribution channel and it is easily available everywhere. The Distribution Channel used is same for Pepsi 

 

WEAKNESSES      Mountain Dew does not offer any sort of incentive or discount to its retailers.

     Mountain Dew target only young customers in their promotions.

     Crown of the disposable bottle is not good.

     Demand of disposal bottle is declining.

     Mountain Dew tin pack is not available in far off rural areas.

     Mountain Dew is not considering many potential outlets like hotels, college canteens etc.

 

OPPORTUNITIES      Company may start entering rural areas also.

     The company may also diversify its business in some other potential business.

     Increased interest of people in musical groups, cultural shows and sports has provided an opportunity for Mountain Dew to increase its sales through them.

     Cola drinks are not good for the health so the awareness level of the people is in creasing which is a big threat to the company.

 

THREATS      The main competitor of the company is the Sprite and Sprite 3G.

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     At the local level, Mountain Dew has a very strong competition with different type of cola and non cola products.

     Sprite has started its advertisements more effectively to increase their demand and it is a very strong threat for Mountain Dew.

Conclusion of swot analysis.

 

we have concluded at the end of the analysis that when any company want to enter in a new market and extend its product portfolio, it should consider different aspects of the society and the taints which a society has and should manufacture the products according to the needs wants and demands of the consumers of the society.

The marketing strategy’s should executed according to marketing plans and on time execution.

To survive for a new product in a market where the it introduce for the first time is very difficulty to built his positive word of mouth and image.

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Distribution strategy :

One of the complexities of distribution in their business whether it be the sparkling business or the juice drink business is the returnable nature of the glass bottles, in the sense that the entire logistics becomes two fold for the distributor, shop keeper and the company. The added complexity is that every partner in the distribution chain has to invest in the glass bottles and plastic crates, besides the product itself, which is different from conventional FMCG distribution. In spite of this challenge, they have done well to distribute the product  especially in the urban areas.

MM already had a country wide distribution network for their sparkling brands, and they used it effectively to broaden the distribution base for Minute Maid. The next challenge of MM management is to go deep into the rural areas. They  hope to establish that in the next 12 months.

                                                                                                

 

 

                  .

     

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CREATIVE STRATEGY 

Primary aim:To create awareness and increase the consumption.

Key objectives:

 Focusing on the fact that minute maid can be consumed by any age group.

Secondary objective:

To increment Sales.

Theme of ad:

The ad is based on Slice of Life of the brand. It has a whole family breakfast theme that they are bored, and suprised when they see minute maids Pulpy Orange.

Target audience:

Physical:

GEOGRAPHIC AREA:  Urban and metropolitan cities (Defence, North Nazimabad, KDA, PECHS, Tariq Road,  

                                     Bahadarabad and Clifton).

 

1. GENDER: Both male and female 2. AGE GROUP: All ages (not for diabetic) 3. SEC: Middle-middle above(A and above)

 

 

Emotional:

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1. SPECIFIC HABITS: Health conscious, energy& freshness seeker individuals

                                                                                   

USP:   The Minute Maid Pulpy Orange juice drink comes with real orange pulp.

Rational proposition

Platform:        All age group

Tone and manner: Energetic and rejoicing, fun

 

EQUITIES:

Platform: Youth, middle age, old

 

Physical element: Minute maid pulpy orange logo in black and orange color

 

Emotional: Family members enjoying drinking minute maid pulpy orange.

 

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ABOVE-THE-LINE (ATL) AS ADVERTISING TECHNIQUE          

Television

Satellite channels like GEO, DAWN NEWS, HUM TV, MASLA TV, and AAJ TV.

Print

DAWN, THE NEWS, FASHION COLLECTION, IMAGES, THE REVIEW, AURORA, YOUNG WORLD, HOME EXPRESS.

Radio 

Non- traditional media as advertising technique

Internet Event sponsorship

 

KEY OBJECTIVES:

     Creating awareness among people of the importance of juice especially in an age where they pay little attention to their diet due to study load and due to carelessness.

     Minute maid contains the pulp of orange which has enhases its taste.

     It is extracted from real oranges

     It is less in price which doesn’t depict its compromise on quality.

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SECONDARY OBJECTIVES :

     To generate more sales and to maximize the profit.

 

TARGET AUDIENCE:

     Have targeted people of all age groups i.e. of Age: 10-40+ , males as well as females who belong to middle class and upper class.

 

UNIQUE SELLING PROPOSITION:

     The unique shape of the bottle and the only product working to provide instant energy and long-term health with pulp of orange in it to all age groups at the  same time saving the precious youth that are the only hope of our country today.

 

RATIONAL PROPOSITION :

     Physical elements of the advertisement will include the logo of minute maid , tagline of minute maid “Refreshing orange and Suprisingly pulpy”, corporate slogan of minute maid “Here is the Pulp ”.

EMOTIONAL PROPOSITION:

All members of a family sitting together but not satisfied with the food and stuff because its not refreshing and after minute maid they start enjoying as it contains real orange pulp full of energy. people nowadays have become very careless about their health and

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its important to take care about health’s in this era of competitiveness so minute maid as extracted form the real oranges contain vitamin C which will protect them.

CREATIVE CONSIDERATION:

     TONE OF THE ADVERTISEMENT:  Soft cell- touchy , positive and emotional.

BRAND IMAGE : Consistent in delivering safe and hygienic juice without compromising on quality and consumer health, for the whole family.

Tagline :

Refreshing Orange & Surprisingly pulpy ..  

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Conclusion:                  Minute Maid pulpy Orange refeshingly orange suprisingly pulpy

is a 100% pure orange juice which is made from the

                 best oranges available year round.The basic pupose of the product is to increase its market share through increase in 

                 consumption by letting its audience know that is not just a youth drink but it is also a family drink and can be enjoyed by all 

                 ages.This is the perfect choice for the whole family as it captures the flavor of the orange and its actual smell, with a

                 complete blend of vitamen C , Folate and Potassium so that they dont only taste good but are actually good.

 

 

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