Brand Audit of Minute Maid by Usman Anwar Sheikh

Brand Audit Minute maid

Usman Anwar Sheikh [email protected]

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BRAND AUDIT

OF

MINUTE MAID

BY

USMAN ANWAR SHEIKH

(05108002)

GIFT UNIVERSITY



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BRAND INVENTORY

SITUATION ANALYSIS

HISTORY OF COCA COLA:

The Coca-Cola Company is the world's largest beverage company, largest manufacturer, distributor and

marketer of non-alcoholic beverage concentrates and syrups in the world, and one of the largest

corporations in the United States. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers

nearly 400 brands in over 200 countries or territories and serves 1.5 billion servings each day.

According to the 2005 Annual Report, the company sells beverage products in more than 312 countries

or territories. The report further states that of the more than 50 billion beverage servings of all types

consumed worldwide every day, beverages bearing the trademarks owned by or licensed to Coca-Cola

account for approximately 1.5 billion. Of these, beverages bearing the trademark "Coca-Cola" or "Coke"

accounted for approximately 78% of the Company's total gallon sales.

PRODUCTS AND BRANDS:

The Coca-Cola Company offers nearly 400 brands in over 200 countries, besides its namesake Coca-Cola

beverage. This includes other varieties of Coca-Cola such as:

Diet Coke (introduced in 1982), which uses aspartame, a synthetic phenylalanine-based artificial

sweetener in place of sugar

Diet Coke Caffeine-Free

Cherry Coke (1985)

Diet Cherry Coke (1986)

Coke with Lemon (2001)

Diet Coke with Lemon (2001)

Vanilla Coke (2002)

Diet Vanilla Coke (2002)

Coca-Cola C2 (2004)

Coke with Lime (2004)

Aquarius Mineral Water (2004)

Diet Coke with Lime (2004)

Diet Coke Sweetened with Splenda (2005)

Coca-Cola Zero (2005)

Coca-Cola Black Cherry Vanilla (2006)

Diet Coca-Cola Black Cherry Vanilla (2006)

Coca-Cola BlāK (2006)

Diet Coke Plus (2007)

Coca-Cola Orange (2007)

Kinley Drinking Water.

Minute Maid.

http://en.wikipedia.org/wiki/Coca-Cola

http://en.wikipedia.org/wiki/Coca-Cola

http://en.wikipedia.org/wiki/Diet_Coke

http://en.wikipedia.org/wiki/Aspartame

http://en.wikipedia.org/wiki/Phenylalanine

http://en.wikipedia.org/wiki/Artificial_sweetener

http://en.wikipedia.org/wiki/Artificial_sweetener

http://en.wikipedia.org/wiki/Sugar

http://en.wikipedia.org/wiki/Diet_Coke_Caffeine-Free

http://en.wikipedia.org/wiki/Coca-Cola_Cherry

http://en.wikipedia.org/wiki/Diet_Cherry_Coke

http://en.wikipedia.org/wiki/Coca-Cola_Vanilla

http://en.wikipedia.org/wiki/Diet_Vanilla_Coke

http://en.wikipedia.org/wiki/Coca-Cola_C2

http://en.wikipedia.org/wiki/Diet_Coke_Sweetened_with_Splenda

http://en.wikipedia.org/wiki/Coca-Cola_Zero

http://en.wikipedia.org/wiki/Coca-Cola_Black_Cherry_Vanilla

http://en.wikipedia.org/wiki/Coca-Cola_Bl%C4%81K

http://en.wikipedia.org/wiki/Diet_Coke_Plus

http://en.wikipedia.org/wiki/Coca-Cola_Orange



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MINUTE MAID:

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 is sold under Cappy

brand in Central Europe and under Fruitopia in Germany.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.

Brand Name: Minute Maid.

Product Line: Beverages

Minute Maid: Minute Maid Pulpy Orange has been one of the most successful product innovations by

the Coca-Cola Company.

Available in the following flavor: Pulpy Orange flavor and Minute maid splash.

Available in: Sialkot, Lahore, Islamabad, Karachi, Multan, Rahim Yar Khan, Hyderabad, Islamabad,

Gujranwala, Gujrat, Wazirabad, Daska, Sheikhupura, Faisalabad and Many Other but main Cities.

Introduced in Pakistan: 13 June, 2008

Sale of Minute Maid: Minute Maid sale is depended on Demand. Currently the sale is not much. But the

brand manager of Minute Maid is working on increasing the sales of Minute maid

VALUE CHAIN ANALYSIS: IN THE FORM OF STRENGTHS AND WEAKNESS:

INBOUND LOGISTICS:

Strengths: Coca Cola have created Superior Value delivery Network (supply chain). They have

extraordinary Relations with there Suppliers of Raw Materials. They receive there Raw Materials on time

and all are tested in terms of the Quality. There suppliers include those business partners who supply

the system with materials including ingredients, packaging, and machinery, as well as goods and

services. The company has been successful in handling the Suppliers and is involve in continuous process

of training and Motivating. At a minimum, all authorized and direct suppliers must comply with all

applicable laws and regulations, including those concerning child labor, forced labor, abuse of labor,

freedom of association and collective bargaining, discrimination, wages and benefits, working hours and

overtime, health and safety, and environmental practices. Thus Coca-Cola Company gives a lot of



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importance to its suppliers because they in return provide quality goods and quality services. And thus

these rules have made more strong bonds.

Weakness: With the on Going Political and Economical Crisis, Coca Cola Pakistan Beverage Industry is

Facing Problems in Dealing with there Suppliers. With an increasing trends in Inflation, over past 2 year

the Growth of Inflation had been 200%, which has made it there relations weakened with supplier. Over

past 5 months many times the raw materials were not provided on time.

COMPANY OPERATIONS:

Strengths: Coca cola Posses high tech Machines with effective Operation strategies which have the 90%

of Efficiency rate. There Operations are executed through the constant moving Assembly line and with

the Tact Time that have no Harm on the employee’s performance. They have the share value based on

the Value of People and Winning with there Employees. Coca Cola Company possesses highly trained

employees and has the manufacturing competence. They have the Cost Effective techniques, which

provide them the specific measures for reducing the wastage cost (Wastage of Materials, Employees

and Time).

Weakness: 2008 has been the most destructive year for the Company. With the Increasing

Manufacturing rates and Energy crisis, Coca Cola Many times have lacked to achieve there target

operational goals. The increase in manufacturing cost has also impacted the Sales and so has altered the

Production.

OUTBOUND LOGISTICS:

Strengths: Coca Cola Company has the largest Distribution network in Pakistan. They have very Good

and Everlasting relations with Distributors and Retailers. They are Reliable and Coca Cola handle them

with Relaxed Policies.

Weakness: Besides having the extensive distribution. Having very relaxed policies also have

Disadvantages. Minute Maid is available in almost all Distribution Channels of urban areas. The Coca

Cola company has binding there Distribution or Retail Chains in a strict policy to Keep there whole

Product line. The Coca Cola Distributors are utilizing there distribution channel effectively, its brand

Minute maid is present in almost all the urban areas where coca cola is present.

MARKETING AND SALES:

Strengths: Coca Cola Company has the most experienced Marketing and Sales Department. They are

well trained by the training schedules held at Coca Cola. Beside this they are highly motivated through



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the HR policies. They Posses very good Marketing Skills which helps them to tackle any problem they

face.

Weakness: In Pakistan Minute maid is having the less Advertisement or promotional Activities. Besides

its introduction in 2008 still minute maid has not much achieved its Marketing Objectives. Although the

Marketing and Sales Department are very Skilled but they lack the Management Skills. They haven’t

focused on many of there brands. They are more likely facing the Brand Myopia in which there focus is

limited to the Major brands.

SERVICES:

Strengths: In an increasingly complex retail environment, Coca Cola work with customers to improve

shopper marketing and supply chain collaboration and to accelerate innovation in order to provide

superior beverage selections to every consumer on every shopping trip.

SWOT ANALYSIS OF COMPANY:

STRENGTHS:

Corporate Brand reputation in front of customers is very good.

Powerful Trade Mark.

Coke had targeted national accounts. Because they are competing chains and working

worldwide.

Attractive Packaging of Minute maid,

Experienced & Highly Trained Employees who are Working on minute maid,

Good Acceptance of Products by Customers,

Assured product Quality

Pulp present in Minute maid give experience of Real Orange.

Financially stable and very Strong to finance any project. They have incredibly trustworthy and

efficient Financial Management team.

Coca Cola have the Largest Distribution Chain. They have Wide Spread Distribution Channel,

provides a ready made base for Minute maid in Distribution Perspective.

The have the ability to manage the Change according to the situations. Employees are trained

how to adopt changes rather then showing resistance.

They have a very good control and check & Balance system for the employees and there

Objectives.



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The Organizational structure is Decentralized and every one (Upper and Middle Managers) is

given the chance to communicate any of there innovative ideas.

The Management style matches the organizational Structure. Coca Cola Follow the Laissez-faire

and Permissive Democrat: (Makes decisions participatively; gives subordinates latitude in

carrying out their work).

Coca Cola possess the most advanced communication channel through out the Organization and

with there Suppliers, Distributors, with there other branches, Head Office in Karachi and Lahore

and also with the International Branches. They can discuss any of there problems with the

international branches or the Branches within Pakistan. This provides them the edge to come up

with the most effective innovative strategy.

The Human Resource management has the keen interest in the training and development of the

employees. Company provides its employees training which helps them to cope up with existing

needs as well as focuses on employees’ development programs which helps them to meet their

future needs. They know if their employees are happy and motivated then ultimately it will

show as quality and innovative products.

WEAKNESS:

The Political and Economical destructive trend in Pakistan has made it difficult for Coca Cola

Company to decrease there manufacturing cost. The Inflationary Growth of 200%, it has made

for more difficult for the Managers to lower there cost.

Although it’s the Policy of the company to not let politics intervene in the Coca Cola Work

Premises, but still there is strong negative Professional jealousy which is inherited by employees

from the Pakistani Culture.

(ATL) Promotional Activities: In Pakistan the company ignores the most important element

which is promotion. Nestle runs it’s Advertisement and other Promotional Activities on large

base whereas Minute maid advertisement is not much effective as compared to Nestle and

other competitors.

Taste Differentiation: Minute maid taste is not good compared to the Nestle and Shezan. There

is a sour taste which makes consumer to shift to other brands; the pulp present in Minute maid

is not same as oranges have.



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Poor Portfolio management skills: Coca Cola Company is very good in promoting its major

brands but they are giving less attention to the other brands like Minute maid. Due to which

Sales of Minute maid is much less its competitors.

The most effective source for initiating the Purchase is the Word of Mouth (WOM). But Coca

Cola Company is not able to create a Positive WOM. There is very Less WOM about the Minute

maid.

OPPORTUNITIES AND THREATS THROUGH PEST ANALYSIS:

OPPORTUNITIES:

Expansion - The Company has the potential to expand to smaller towns and other geographies.

Existing markets are not fully tapped and the company can increase presence by penetrating

further. With Pakistan demographic profile changing in flavor of the consuming class, the per

capita consumption of most FMCG products is likely to grow. Minute maid will be having the

inherent advantage of this trend. There is a whole chance for the company to exploit the new

market segments.

Product offerings: The Company has the option to expand its product folio by introducing more

brands and more flavors in Pakistan Market. Minute maid in different Flavored could be

encouraged in Pakistan as India is on it.

Possible growing demand with the Population Growth.

Awareness in people to use Fruit juices.

More Marketing Tools for Creating Awareness and Creating Brand Purchase Intention.

Beverage industry is experiencing a growing trend in the market.

Technological: Internet promotion such as banner ads and keywords can increase their sales,

and more computerized manufacturing and ordering processes can increase their efficiency and

Pakistan is also becoming Technology Adopters. Coca Cola is providing financial assistance and

technological know how to their employees and trainees.

Competition: Many new entrants are coming in the Beverage industries but the local companies

lack the Quality of Product and Advertisement. With the High Quality Difference it has made

easy for the huge well established companies to create the distinctive image of there brand in

the mind of the customer on the Bases of Quality. Besides new Entrants, the Coca Cola Company

has the Opportunity to go in Acquisition process for the Local Companies.



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Political: The New Democratic Government is providing Healthy Beneficial policies for the

companies to Grow. There is the perception in the market that after long era of Darkness of

Martial Law, Democracy would have deep roots.

Legal/Regulatory Bodies: In Pakistan there are no such working bodies to check over the quality

issues. So Company has the opportunity to look over the Ethical Backgrounds.

Cultural: Pakistani are Shifting to the Global Culture. They are adopting more of the Western

Culture and are becoming more Quality Conscious then ever before. It has become more then

Open Market which provides the Opportunity for the company to bring up the product backed

by the Western Culture, Quality and Health Conscious Facts.

Market has potential for new entrants because lot of people in Pakistan still not buying mineral

water and their focus is now shifting towards it.

Growing Economy.

THREATS:

Competition - The Company faces immense competition from the organized as well as the

unorganized sectors. Many Competitors are rising and Nestle have the 48% of the Market Share.

Minute Maid faces more bad Competition with the Local Companies Compared to that of the

established Brands.

The aggressive strategy of the competitors is causing the decline in the share of the Minute

maid in the Market.

Price Cutting Strategy by competitors is also most devastating for Minute Maid because Minute

Maid is new in the market.

Nestle, Fresh Juices, Malee and Shezan are having the constant growth in there market share.

Nestle Market Share have risen to about 50% where as the market share of Shezan is 15%

Politically Instable- Politically Pakistan Has been unstable through out the period from its

Independence. But still it has survived. But still it has a huge impact on the corporate brand and

Individual Brands.

Changing consumer trends - Trend of increased consumer spends on consumer durables

resulting in lower spending on FMCG products. In the past 2-3 years, the performance of the

FMCG sector has been lackluster. Although, off late the situation has been improving, the

dependence on monsoon is very high.



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Sectored woes - Rising prices of raw materials and fuels, and in turn, increasing packaging and

manufacturing costs. But the companies’ may not be able to pass on the full burden of these

onto the customers.

Technological: Computer breakdowns, viruses and hackers can reduce efficiency, and must

constantly update products or other competitors will be more advanced. Especially with the

ease of Availability local Competitors are also using the new Technological Improvements.

MARKET ANALYSIS:

MARKET SIZE:

Minute Maid Pulpy orange is targeting youngster which is the biggest segment of Pakistani market and

company is focusing on the Middle and High Income class of the people which live in urban areas. Total

market size is 56%.

MARKET TREND:

The Market is Growing based on the education, awareness and Socio Economic Status of the Citizens of

Pakistan.

Market Share of Minute Maid: 4 – 5%. (It’s growing)

MAJOR INFLUENCER OF DEMAND:

Quality of the Product

(Especially Taste)

Price

Seasons

Norms

Display (Catchy Packaging and Shelf

Space)

Social Economic Class (SEC)

Competitors Brand Strategy

Awareness level.

Promotional Activities and the

availability.

Family and reference group influence.

Discretionary income.

Disposable income.

Inflation.

New Regulation.



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SEGMENTATION BASES:

Socio Economic Base.

Density.

Education.

Benefit.

PLC STAGE: Introductory stage.

COMPETITIVE ANALYSIS:

COMPETITORS SERVING THE MARKET.

Minute Maid has many direct competitors who are in the field of providing the Fruit juices in different

flavor and different sizes. Nestle one of the competitor of Minute maid is providing Juice in large pack as

well.

DIRECT COMPETITORS:

Nestle

Fresh juices

Malee

Rani

INDIRECT COMPETITORS:

Shezan

Twist

Benz

Golden

Best

INTERNAL ANALYSIS OF THE COMPETITORS:-

Nestle Fruit Drinks:

Strengths:

Parent support: Nestle Pakistan has a strong support from its parent company, which is the world’s

largest processed food and beverage company, with a presence in almost every country. Nestle is not

only Leader in Fruit drinks but in many other products which have a very positive image on Nestle Fruit

drinks.

Brand strength: In Pakistan Nestle have some very strong brands like Nescafe, Maggi and Cerelac. These

brands are almost generic to their product categories.

Product innovation: The Company has been continuously introducing new products for its Pakistan

customers on a frequent basis, thus expanding its product offerings.



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Strong Quality Controls: Nestle Fruit Dinks became trade mark in beverage industry because it was the

first mineral water launched in Pakistan having best quality and taste so people have lot of trust on it.

Most market share is captured by nestle in Pakistan. Nestle built a good image on consumer mind.

Packaging in all it facts: Packaging is an essential protection. It guarantees product safety and quality

from manufacturing through warehousing and distribution up until the end consumer. It is particularly

crucial in preserving water’s original purity over time. And nestle innovative and transparent packing

helps it in retaining its market shares.

Emotional Binding with the customers

Benefiting from the largest distribution channels.

Positioned as the Prior Brand

Backed up by the Market Share.

Weakness:

Supply chain: The Company has a complex supply chain management. The food industry requires high

standards of hygiene, quality of edible inputs and personnel. The fragmented nature of the Pakistan

market place complicates things more.

Rani and Malee:

Strength:

Taste: It has a good taste which provides customers with a good experience.

Packaging: Packaging is attractive which help in

Recognition.

Recall.

Positioning

Differentiation.

Staff: They have highly trained employees with experience.

Weaknesses:

Advertisement: Less expenditure on Malee Advertisement that is not appealing the customers as much

as it is required having such a brand name behind it.

Focus: Company is paying less attention and focus on Malee due to which sales are low as compared to

their competitors.



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Fresh Juices:

Strengths

Local: Local Company which is more grounded in Pakistan.

Price: They charge less price and have they are providing best value to the customers. Availability: It is

highly available in Pakistan.

High Quality: Fresh juices are high quality products if they are made in homes.

Weakness

Unhygienic: Some time they are germ infested and contain dirt particles, due to which disease can

easily occur. This factor would be present if Fresh juices are made in unhygienic environment.

Brand name: They are not sold under any brand name. So loyalty with the brand would be difficult.

Advertisement: There is no advertisement of Fresh juices due to which many of the people are unaware

and don’t have Knowledge about the product.

BASIS OF COMPETITION:

From Cross analysis of different variables, the main competition is on Quality and perceived

differentiation. All Companies are in the war of creating the Brand image and selling the product

through Soft sell rather then hard sell. Competition is based on superior quality products and main focus

is to keep customers loyal and make them delighted by providing them not only a product but also a

great experience.

Second Competition is also on the price but quality matters a lot due to educated Customers. Customer

wants to take good taste product. They are concerned about the hygienic factor involve. As the bottle

are disposable so this factor not matter that much.

POSITIONING AND DIFFERENTIATION STRATEGY OF COMPETITOR:

NESTLE:

Nestle is the Leader of the Market and is Positioned as the quality product. This has created it as an ideal

product in the mind of the customers. It is using the product differentiation strategy by providing the

superior quality products. Their main focus is to keep the customers loyal. They bought shelve space in

different departmental stores to attract the customers. They tried to reach each group of people in

which they have succeeded. When ever the name of Fruit Drinks has taken the first brand name in the



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mind of customer is Nestle, as it is at the top of Brand Ladder. It differentiates its products by others by

promoting the Brand not the product. It has generated the Brand into Personality. Its packaging style is

also unique and attractive.

MALEE AND RANI:

Malee and Rani Fruit juice has positioned on the bases of Quality. Malee claims 100 %fruit juice which is

healthy. The company claims its brand with the positioning statement of “So healthy, so refreshing 100%

fruit Juice”. The company also claims that they are providing delicious juices and seasonal fruits all year

around. Where as Rani Fruit Juice differentiated by the Fruit pieces present in the Juice. One can enjoy

Seasonal fruit all year around and the pulp in Rani Orange juice more like original one. Company has

differentiated its brand by providing real pieces of fruit and Vitamin C enriched juice.Duration of there

Presence in Market and Market Share:

Nestle Orange Juice: Started in 1996, now it’s having Market share of 50%Malee: market share is 6 to

7%.

Fresh Juices: Launched From decades and market share is 12 to 13 %\

VULNERABLE COMPETITION:

Availability

Service

Trade Discounts

Promotional Activities



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COMPETITORS ANALYSIS ON PORTER’S SCALE:

Scale 1,2,3,4 or 5 where 1 = poor and 5 = extraordinary

Competitor # 1 Competitor # 2 Competitor # 3

Nestle Malee Rani

Target Market Strategy 5 4 3

Positioning Strategy 4 4 4

PRODUCT AND/OR SERVICE

Minute Maid Competitor 1 Competitor 2 Competitor 3

Nestle Malee Rani

Quality 4 4 4

Selection 5 4 4

Price 3 3 3

Appearance 5 5 5

Availability 3 2 2

Reputation 5 5 5

Image 5 4 4

Distribution channel 4 3 3

Advertisement 3 1 1

Sales promotion 1 1 1



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ADDED VALUE FACTORS


Nestle Malee Rani

Pre and post Sales 5 3 3

Service 4 3 3

Experience 4 4 4

Expertise 4 4 4

Reputation 5 5 3

Image 5 5 4

COMMUNICATION ANALYSIS


Nestle Malee Rani

Distribution Channel 5 3 3

Advertising 4 2 2

Sales Promotions 3 2 2

Trade Promotions 3 3 2

CONSUMER BEHAVIOR ANALYSIS:

CURRENT CONSUMER BEHAVIOR AND CHARACTERISTICS:

Middle and High Income people who are educated and living in urban Areas of Pakistan and who can

differentiate between the unmatched real Pulp and taste of the product.

Demographics of segment:

Life style; busy life style (face shortage of time) and mobile generation

Family; dependent on their family

Occupation; students and family oriented people

Nature; Educated, Rational, Emotional and Risk Averse.

Socio economic status: upper class and Middle Class.



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INITIATORS OF THE BUYING PROCESS:

Internal Initiator: Thirst, Need of energy, Impulse.

External Initiator: Teenagers in Universities and Collages, House Wife in the Family and Purchaser

during traveling.

EVENTS OR FACTORS THAT STIMULATE THE NEED TO PURCHASE:

Weather

Displays

Occasion.

Situation of the user.

CRITERIA FOR EVALUATING THE PRODUCT:

Perception

Liking/Disliking

Brand Image

Color of Packaging

Displays

Freshness.

Price.

Quality.

Taste

Availability

WHAT CRITERIA ARE MOST IMPORTANT AND WILL THEY CHANGE OVERTIME?

Following are the three things that changes over time

Price.

Availability.

Design of the bottle

Perception and Brand Image



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FINAL DECISION MAKERS:

Internal Factors: Impulse Purchaser

External Factors: Teenagers and the Thirsty person.

Consumer of Product/user: Purchaser, Family and Thirsty person.

User of the Product: Teenagers, Families and thirty people who want to get energy and reduce thirst.



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MARKET SEGMENTATION STRATEGY:

Basis of Segmentation Data

GEOGRAPHIC

World region Asia

Country Pakistan

Cities All major cities of Pakistan

Density Urban

Climate Hot and dry

Demographics

Age 16 to 25

Gender Male and Female

Family life Cycle Married, Unmarried

Occupation Middle class and Upper Class

Education School, College and Universities

Religion All Religions

Race Asian

Psychographic

Social Class Middle & Upper Class.

Life Style Actualizes, Fulfilled, Believers, Achievers, Strivers,

Experience’s maker & Struggler

Behavioral

Occasion Parties, Sports and Regular Occasion

Benefits Taste, Quality

Readiness Stage Aware, Interested

SELECTED SEGMENTS:

The Segmentation of Minute maid is done on the basis of Socio Economic Behavior, Density, Benefits, Situation

of Buyer, and occasion. On the bases of density company has targeted urban areas.



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POSITIONING:

Minute Maid is the world’s largest juice beverage brand with more then 100 products and all of them have

unique identity and positioning strategy.

Minute Maid has launched two products Minute Maid Orange and Minute maid Splash. The positioning

Strategy of Minute Maid Pulpy Orange is

“Refreshingly Orange surprisingly Pulpy”

INTENDED POSITIONING:

“Pulpy Orange” specifies the Purity and Nature of the Drink that it is the Pure Orange Juice without

the Artificial Flavor.

Where is the Pulp? Idea shown by empty oranges.

Refreshingly orange surprisingly Pulpy.

Every day is the chance to live well and feel healthy.

Just any where you find people with a thirst for good living.

Shake it and see the difference.

Feel the Orange, taste the pulp.

DESIRABLE ASSOCIATION:

Superior taste.

Pulp

Refreshing.

Parent company Coca cola.

100% Pure.

Vitamin C

POPs: Fruit Drink, Orange colour, energy drink, Reduces Thirst, Disposable Bottle, Vitamin C and Pulp

PODs: Parent brand Coca cola, with out artificial flavor, Plastic Bottles

Brand Element: Following are the brand elements minute maid are using:

Name (minute Maid )

Slogans (Where is the Pulp, 100% pure Orange Juice).

Packaging: white blue and orange colour is used for the Packaging.

Brand Structure: Corporate brand.



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BRANDING

There are a number of branding strategies: Generic brand strategy, Individual brand strategy, Family brand

strategy, Manufacturer’s brand strategy, Private brand strategy and Hybrid brand strategy. Coca cola utilizes

the Individual brand strategy as Coca cola major products are given their own brand names

For example:

Minute maid, Sprite, Coca cola etc although they maybe presented as different lines they operate under the

name of Coca cola.

PRODUCT STRATEGY:

CORE BENEFIT:

Minute Maid is a product line of beverages, usually associated with orange juice, gives experience of real Pulp;

its other brand Minute maid splash gives Vitamin E and Calcium

ACTUAL PRODUCT:

Brand Name: Minute Maid

Quality Level: Good

DESIGN & PACKAGING:

Minute maid Pulpy orange is Available in 400 ML and 1.25 ML Bottle whereas Minute maid Splash is only

present in 250 ML SKU. Minute Maid is using transparent plastic bottle that increase the beauty of the

packaging and it has good design that is easy to grip while the other competitors are offering product in the tin

packs.

FEATURE:

Minute maid Pulpy orange is in orange colour where as Splash is in yellow colour.

AUGMENTED PRODUCT

Removes thirst

Provides energy

PRICING STRATEGY:

Pricing Objectives: Maximizing the Sales Growth through price penetration.

Competitors Pricing Strategy: Maximizing Revenues through Price Skimming.

Price Signal: good Quality

http://en.wikipedia.org/wiki/Drink

http://en.wikipedia.org/wiki/Orange_juice



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The pricing strategy of minute maid is for the maximization of the revenues and sales growth. The pricing

strategy of the minute maid is supporting to the positioning of the minute maid in the mind of the customers

by experiencing them in low price because the price of minute maid 400 ml is 35Rs which is less than its

competitors like Rani and Malee etc.

Retailer Rate

Minute Maid Pulpy Orange 1.25Liter 980/12 = Rs81.66

Minute Maid Pulpy Orange 400 ML 765/24 =Rs31.87

Distributor Rate

Minute Maid Pulpy Orange 1.25 Liter 864/12=Rs72

Minute Maid Pulpy Orange 400 ML 700/24=Rs 29.16.

DISTRIBUTION STRATEGY:

Current Distribution Strategy: Exclusive

Competitor Differentiation and Positioning Strategy: Extensive as well as exclusive.

The distribution strategy is Of Rani and Malee is Exclusive where as Nestle has Extensive distribution. Minute

maid is using exclusive distribution strategy in which minute maid is being sold on the retail stores

departmental stores and university and college cafés. It has covered the whole market segment. The main

issue in gaining maximum revenues and for this the important factor is availability.

Channels of Distribution targeted for each Customer: Direct and Indirect Channels.

Market Coverage: 56%.

COMMUNICATION STRATEGY:

Brand Message Communication:

Real Pulps and its good taste are shown in the ads. Company claims Minute maid’s purity and quality by using

tagline “Refreshingly Oranges surprisingly Pulp”. ENRICHED with real orange pulp- Minute Maid Pulpy Orange,

a new juice drink launched by Coca-Cola. It is a naturally refreshing juice drink which offers an unmatched

taste experience to consumers

Communication Mix: For the selection of communication Mix, communication objectives are considered.

Advertisement through TVC, websites and print ads are used to create brand knowledge, awareness and to

persuade sale for increasing sales.



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PROMINENT BRAND THEMES IN COMMUNICATION:

Yellow and orange colours are used in the ads to show Pulpy orange. These colours show healthy and enriched

life. Fun and entertainment has been created by empty Oranges without Pulp and slogan “Where is the Pulp”

is used

QUALITIES OF MEDIA:

Grasp Intention.

High GRPs.

Targeting young

MEDIA VEHICLES:

TVC.

Magazines.

Bill Boards.

Websites

BRAND ASSOCIATION WITH OTHER BRAND:

Reduce Thirst

Provides energy.

Original Pulp

EVENTS SPONSORED BY THE BRAND:

Seminars, Parties and sports day.

SOURCES:

Interviews with Company Personnel: Ayesha Brand Manager

Company Documents: Questionnaire

Business Publications, Trade Journals: Online Publication and journals



23

BRAND EXPLORATORY

Qualitative research was carried out to measure the brand awareness of the Minute maid. For analyzing the

Brand awareness, Brand Recall and Brand recognition would be determined. Brand Salience:

BRAND AWARENESS:

Brand Awareness measures the accessibility of the brand in the memory. Brand awareness can be measured

through brand recall and brand Recognition. Research shows that consumer decisions get changed at the time

of point of purchase. So recall and recognition is important for purchase decision.

BRAND RECALL:

To demonstrate the brand recall, in the qualitative questionnaire there were several questions used. From the

raw data relevant information regarding Minute Maid is collected;

Variables Quantity or No. of time Minute Maid Occurred

Unaided Recall Question

Sequence of Products used for Drinking 1

Aided Recall Questions

Beverages Name 2

Associations (Unaided) Thirsty 2

freshness 1

soft drink

refreshing drink 3

tasty drink 4

Juices 2

Fun 1

Natural Juice 2

Fresh Juice 4

Orange Juice 8

Tasty Juice 1

Refreshing Juice 1

Pulpy orange 14

Low Price Juice 2

Healthy Juice 4

Packed Juice 3

Favorite Brands 15



24

UNAIDED RECALL:

From the above data we can interpret that there was one question for unaided recall, which was:

List down the Sequence of Products that you use for the Drinking:

1. _______________ 2. ______________ 3. ______________ 4. ______________ 5.____________

Five options were given and audience was put through the task of recognizing the five strong brands in there

mind. Unfortunately from the 50 questionnaires only one person was able to remember the Minute Maid. So

the percentage of Unaided recall is = 1/50 X 100 = 2%.

Results:

Only 2 % of the consumers think of Minute maid when need to drink. That means the Dept of unaided Recall is

2% only.

AIDED RECALL:

For the aided recall there were several cues that were put forward to the customers and the associations were

measured. The data below explains lists the cues that were asked through Qualitative Questionnaire.

List down all the Beverages that you know: Soft Drinks/ Juices/ Carbonated Drinks.

1. _______________ 2. ______________ 3. ______________ 4. ______________ 5.____________

Fire Questions. What comes into your mind when you think about?

Thirsty 1. _______________ 2. ______________ 3. ______________

Freshness 1. _______________ 2. ______________ 3. ______________

Soft Drink 1. _______________ 2. ______________ 3. ______________

Refreshing Drink 1. _______________ 2. ______________ 3. ______________

Tasty Drink 1. _______________ 2. ______________ 3. ______________

Juices 1. _______________ 2. ______________ 3. ______________

Fun 1. _______________ 2. ______________ 3. ______________

Natural Juice 1. _______________ 2. ______________ 3. ______________

Fresh Juice 1. _______________ 2. ______________ 3. ______________

Orange Juice 1. _______________ 2. ______________ 3. ______________

Tasty Juice 1. _______________ 2. ______________ 3. ______________

Refreshing Juice 1. _______________ 2. ______________ 3. ______________

Pulpy Orange 1. _______________ 2. ______________ 3. ______________

Low Price Juice 1. _______________ 2. ______________ 3. ______________

Healthy Juice 1. _______________ 2. ______________ 3. ______________

Packed Juice 1. _______________ 2. ______________ 3. ______________



25

The first question was to analyze the memory of the consumer that which Beverage is priority and what is the

rank of Minute Maid. The preceding questions for the different possible associations that could be there with

Beverages and they were put in Questionnaire to analyze that with which cue consumers associate the Minute

Maid. The results are as follows from the 50 Qualitative Questionnaires.

Aided Recall Components Possible Cues (Breadth of Recall)

Quantity or No. of time Minute Maid Occurred

Percentages (Depth of Recall of cues) %

Associations List Beverages Name 2 4

Thirsty 2 4

freshness 1 2

soft drink 0 0

refreshing drink 3 6

tasty drink 4 8

Juices 2 4

Fun 1 2

Natural Juice 2 4

Fresh Juice 4 8

Orange Juice 8 16

Tasty Juice 1 2

Refreshing Juice 1 2

Pulpy orange 14 28

Low Price Juice 2 4

Healthy Juice 4 8

Packed Juice 3 6

From the above data we can analyze that from 16 different cues the breath of recall for Minute maid is very

wide. But the depth of cues is very shallow. Only 28% of consumers think of Minute maid when they are asked

about the pulpy orange, whereas 16% of consumers associate orange juice with minute maid. The average

depth of recall from 16 cues is Sum of all percentages/no. of cues = 108/16 = 6.75%.

BRAND RECOGNITION:

Brand recognition reflects the ability of consumers to confirm prior exposure to the brand. It was important to

take the task as realistic as possible. For that purpose 2 questions in the Qualitative questionnaire were used

to analyze the awareness level through brand recognition. 2 questions used were.

Complete the following words

M_nu_ _ Ma _ d

_ est_e

R_ _ i

M_l_e



26

What comes into your mind when we say “Where is the Pulp”_________________________________

The response of questionnaire explains that only 64% of the consumers were able to recognize the Minute

maid compared to that of Nestle with 100%. It clears out that strength of association of for minute maid is very

weak.

For the next questions which say that where the Pulp is is the slogan of Minute maid (Brand Element) and

according to the analysis only 20% of people remembered the minute maid. And 44 percent of the people said

it Pulp orange. Although Pulp orange is also the Brand Element of Minute Maid which predicts that the

association of minute maid with its slogan is very weak whereas the two brand elements have more strong

association. Rani on other hand had never used the slogan of “Where is the pulp” but still 16% of consumer

believes that “Where is the pulp” is Rani Slogan

Questions Sub- Parts Quantity of Occurrence Percentages %

Fill the Blanks Minute Maid 32 64

Nestle 50 100

Rani 48 96

Malee 47 94

Where is the Pulp (Mind game) Pulpy Orange 23 44

Minute Maid 10 20

Rani 8 16

Could not answer 9 18



27

OTHER METHODS TO CHECK THE LEVEL OF AWARENESS:

The above data provide a more depth analysis of the awareness level of Minute maid. According to data only

64 percent of consumers have heard about the minute maid. 58% of the target consumers have drunk minute

maid which shows that 42% of target consumers have not even tried minute maid for once. The worst case is

the only 20% of the target audience Drunked minute maid in last week and more then 30% of the target

consumer’s drunk minute maid months ago. They no longer use minute maid. This shows the low brand equity.

QUANTITATIVE ANALYSIS:

Frequency Percent Valid Percent Cumulative Percent

Valid yes 77 77.0 77.0 77.0

no 23 23.0 23.0 100.0

Total 100 100.0 100.0

ASSOCIATIONS PREVAILING IN THE MIND OF THE CONSUMERS:

Different questions were asked for analyzing the associations in the mind of the target customers. Questions

asked are as below.

Thirsty 1. _______________ 2. ______________ 3. ______________

Freshness 1. _______________ 2. ______________ 3. ______________

Soft Drink 1. _______________ 2. ______________ 3. ______________

Refreshing Drink 1. _______________ 2. ______________ 3. ______________

Tasty Drink 1. _______________ 2. ______________ 3. ______________

Juices 1. _______________ 2. ______________ 3. ______________

Fun 1. _______________ 2. ______________ 3. ______________

Natural Juice 1. _______________ 2. ______________ 3. ______________

Questions Quantity Percentages %

Heard about MM 32 64

Have you ever drunk MM 29 58

When you Last drink MM Last week 10 20

Within Two Weeks 3 6

Months a ago 15 30

Heard but never Drunk 3 6



28

Fresh Juice 1. _______________ 2. ______________ 3. ______________

Orange Juice 1. _______________ 2. ______________ 3. ______________

Tasty Juice 1. _______________ 2. ______________ 3. ______________

Refreshing Juice 1. _______________ 2. ______________ 3. ______________

Pulpy Orange 1. _______________ 2. ______________ 3. ______________

Low Price Juice 1. _______________ 2. ______________ 3. ______________

Healthy Juice 1. _______________ 2. ______________ 3. ______________

Packed Juice 1. _______________ 2. ______________ 3. ______________

What comes into your mind when you think of Minute Maid Juice?

1. _______________ 2. ______________ 3. ______________

What is Minute Maid? __________________________________________________________________

Identify Three Good and three Bad things about Minute Maid.

Good Bad

1. ___________ 1. ___________

2. ___________ 2. ___________

3. ___________ 3. ___________

What is difference between Minute Maid and other Juices? What is unique in Minute Maid?

1. _______________

2. _______________

3. _______________

4. _______________

What is Common between Minute maid and other juices (Nestle, Rani, Malee)?

1. _______________

2. ______________

3. ______________

4._____________

What comes into your mind when we say “Where is the Pulp”________________________________

I drink Minute Maid Because___________________________________________________________

I did not drink minute maid because_____________________________________________________

When I drink minute maid I feel_______________________________________________________



29

Questions Associations Number of times MM

Occurred Percentages%

Possible associations Thirsty 2 4

freshness 1 2


tasty drink 4 8

Juices 2 4

Fun 1 2

Natural Juice 2 4

Fresh Juice 4 8

Orange Juice 8 16

Tasty Juice 1 2


Pulpy orange 14 28

Low Price Juice 2 4

Healthy Juice 4 8

Packed Juice 3 6

Questions Associations Quantity Percentage

What is MM? Pulpy Orange Juice 18 36

Orange Juices 6 12

Juice 8 16

Come in Mind when think of MM Orange Juices 3 6

Fruity 1 2

Maza 1 2

Waste of Money 1 2

Bad taste 3 6

Ganda 1 2

Pulpy Orange 13 26

New Juice 1 2

Its Ad 4 8

Fresh Juice 6 12

Rich 2 4

Natural Juice 1 2

Quality 2 4

Refreshing 4 8

Tasty 7 14

Chill 1 2

Packaging 1 2

Healthy Juice 5 10

Energizing 3 6

Good Things about MM Fruity 1 2

Juicy 1 2

Packaging 7 14

Taste 12 24

Pulpy Orange 6 12

Healthy Juice 6 12

Rich 2 4

Fresh 6 12



30

Refreshing 6 12

Natural Juice 1 2

Quality 6 12

Price 2 4

Color 2 4

Energizing 2 4

Refined 1 2

Bad Things of MM Pricing (Expensive 6 12

Availability 7 14

Taste 10 20

Quality 5 10

Pulp 1 2

Size 2 4

Company 1 2

Bottle 1 2

Frame of Reference

POP Juicy 1 2

Taste 5 10

Nice 1 2

Fruity 1 2

Refreshing 3 6

Color 3 6

Pulp 2 4

Price 1 2

Costly 1 2

Natural Juice 5 10

Healthy Juice 4 8

Freshness 5 10

Fun 1 2

Quality 2 4

Flavor 1 2

energetic 1 2

Packaging 2 4

POD Nice 1 2

Taste 12 24

Fruity 1 2

Maza 1 2

Packaging 6 12

Price 4 8

Pulpy Orange 13 26

Purity 1 2

Freshness 4 8

Quality 7 14

Natural Juice 1 2

Energetic 2 4

Where is the Pulp Pulpy Orange 16 32

MM 5 10



31

ALL POSSIBLE ASSOCIATIONS OF MINUTE MAID:




freshness 1 2


tasty drink 4 8

Juices 2 4

Fun 1 2

Natural Juice 2 4

Fresh Juice 4 8

Orange Juice 8 16

Tasty Juice 1 2


Pulpy orange 14 28

Low Price Juice 2 4

Healthy Juice 4 8

Packed Juice 3 6



Orange Juices 6 12

Juice 8 16


Fruity 1 2

Maza 1 2

Waste of Money 1 2

Bad taste 3 6

Ganda 1 2

Pulpy Orange 13 26

New Juice 1 2

Its Ad 4 8

Fresh Juice 6 12

Rich 2 4

Natural Juice 1 2

Quality 2 4

Refreshing 4 8

Tasty 7 14

Chill 1 2

Packaging 1 2

Healthy Juice 5 10

Energizing 3 6


Juicy 1 2

Packaging 7 14

Taste 12 24

Pulpy Orange 6 12

Price 2 4

Color 2 4

Energizing 2 4



32

Refined 1 2


Availability 7 14

Taste 10 20

Quality 5 10

Pulp 1 2

Size 2 4

Company 1 2

Bottle 1 2

Frame of Reference

POP Juicy 1 2

Taste 5 10

Nice 1 2

Fruity 1 2

Refreshing 3 6

Color 3 6

Pulp 2 4

Price 1 2

Costly 1 2

Natural Juice 5 10

Healthy Juice 4 8

Freshness 5 10

Fun 1 2

Quality 2 4

Flavor 1 2

energetic 1 2

Packaging 2 4

POD Nice 1 2

Taste 12 24

Fruity 1 2

Maza 1 2

Packaging 6 12

Price 4 8

Pulpy Orange 13 26

Purity 1 2

Freshness 4 8

Quality 7 14

Natural Juice 1 2

Energetic 2 4


MM 5 10



33

Minute Maid

Relaxation

Thirsty Freshness

Refreshing Drink

Tasty Drink

Juices

Fruity

Fun

Natural Juice

Fresh Juice

Orange Juice

Tasty Juice

Refreshing Drink

Pulpy Orangelow

price Juicehealthy

JuicePacked

Juice

Packaging

Mazawaste of Money

Bad taste

Ganda

New Juice

Good Ad

Rich

Chill

Energizing

Price

Refined

Low Availability

PulpQuality



34

The tables show Percentage of all possible association present in the minds of the Consumer. The consumer

associate Minute maid with 15 variables which is comes out through aided recall. Out of 5o Respondents, only 8

respondents have associated, Orange Juice with Minute maid and 28 % of the respondents said that they linked

Pulpy orange with Minute maid Juice. Respondents think Minute maid is Healthy, Refreshing, and Fresh Juice.

The Qualitative Analysis shows that 24 % of the respondents consider Minute maid as a tasty juice and 12% said it

is a quality Juice with an attractive packaging. According to the Analysis 12% of the Consumer thought that Minute

maid is an expensive Juice and 14% of the respondents replied that they don’t drink minute maid due to its

availability issue.

DEPTH OF THE ASSOCIATIONS:

Depth of the associations means how easily consumers recognized the brand. It was calculated from the

quantitative questionnaire. The following question was asked for analyzing the depth all possible associations:

Rate on the following scale

Minute maid is natural juice ______

Minute maid is fresh juice ______

Minute maid has a great taste ______

Minute maid quench my thirst ______

Minute maid satisfy my needs ______

It is as worth as Premium price ______

Minute maid is Refreshing ______

Minute maid has a consistent quality _____

Minute maid bottle is attractive ______

Minute maid is Drink for youngsters ______

Minute maid Drink is rich _______

Minute maid is a morning drink _______

Minute maid is all time drink _______

It is drink for parties and functions _______

Drinking Minute maid is a fun _______

Drinking Minute maid is exciting _______

Minute maid is easily available _______

Minute maid is a health drink. _______

Minute Maid is Energetic _______

Most of my friends drink Minute maid ______

The questions were measured on the scale of 7 starting from Strongly Disagree to Strongly Agree. As mentioned

before the sample for the Quantitative was 100 and by using the SPSS tools following are the degree of

Agreeability of the consumers.

Results:

Sr. no Associations Percentage (Strongly Agree and Agree) %

Percentage (Some what agree, neutral, somewhat disagree)%

Percentage (Disagree, Strongly Disagree)%

1 Natural Juice 22% 49 29

2 Fresh Juice 24 47 29

3 Great Taste 27 48 25

1 2 3 4 5 6 7

Strongly Disagree Neutral Strongly Agree



35

4 Quench Thirst 22 50 18

5 Satisfy Need 26 51 23

6 Premium Price 22 56 22

7 Refreshing 26 50 24

8 Consistent Quality 28 48 24

9 Attractive 31 44 25

10 Youngsters 25 45 30

11 Rich Drink 30 47 23

12 Morning Drink 22 47 31

13 All Time drink 21 53 26

14 Parties and Functions

20 51 29

15 Fun 21 48 31

16 Exciting 23 49 28

17 Available 25 48 27

18 Health Drink 28 49 23

19 Energetic 33 51 16

20 My friends drink it 30 48 22

Explanation:

30% of the Consumers agree that minute maid is a rich Drink, whereas 47% are neutral and 23 % disagree with

the statement. 33% of the respondents agree that Minute maid is Energetic drink whereas 51 % are neutral and

16% disagree with the statement. After evaluating the whole association and remarks of the respondents, the

conclusion is Total Depth of the Associations: 506/20 = 25.3%. This figure shows that association in the minds of

the consumer is too shallow because very few respondents have the desired association.

10 ASSOCIATIONS SELECTED:

The qualitative data provided much different kind of associations in the mid of the consumers. But 10 associations

were selected on the basis of the Quantity or occurrence. These associations were further tested in quantitative

questionnaire to analyze the Strength, Favorability and uniqueness of the associations. The 10 selected

associations are:

1. TASTE

There were two categories of answers. Some wee satisfied with the taste of Minute maid and some dislike minute

maid because of Minute Maid mentioned in Qualitative questionnaire. 8% people thought it as tasty drink

whereas 2 % thought it as tasty juice. 14% people associates tasty juice when the think of Minute maid. 6% of the

consumers associate Bad Taste when the Think of Minute maid. 24% of the consumers have mentioned taste as



36

the good think about the minute maid but on the other hand 20% of consumer dislikes taste of Minute maid. 24%

of the consumers count taste of Minute maid as its differentiation from other brands.

2. REFRESHING

As with the taste, same case was with refreshing. 6% of the consumers believe the Minute maid is Refreshing

drink and 2% of the Consumers think minute maid as refreshing juice. 8% of the consumers associate refreshing

while thinking of Minute maid. 12% of the consumers are rating refreshing as the good thing in Minute maid and

finally 6% of audience believe that refreshing juice is the Point of parity for minute maid and other brands of

juices.

3. NATURAL

16% of the consumers associate Natural drink with minute maid. And 10% of the consumers remember natural

juice when they are asked about Minute maid. 10% of the consumers think that natural juice is the uniqueness in

the Minute maid.

4. QUALITY:

12% of the consumers attach quality with minute maid when they remember Minute maid. 12% of the consumers

believe that quality is a good in the minute maid. Where as 14% of consumers believe tat quality is the point of

difference for minute maid. On the other hand 10% of the audience believes that quality of minute maid is poor

and thus counts it as a bad thing for minute maid.

5. ATTRACTIVE/STYLISH PACKAGING

14% of the people count packaging stylish and consider it as an adding positive value in the minds of the

customers. On the other side 4 % of the respondents consider Packaging as a bad thing. Where as in the question

of Point of Parity and Point of Difference, 4 % of the respondents consider it as POP whereas 14 % of the

respondents consider it as a Point of difference among other Juices

6. PRICING

12 % of the respondents considered Minute maid as a high price juice which the considered as bad thing. Whereas

out of 50 respondents, 9 said they consider minute maid price as high, 4 said Average and 1 said it is Low Price.

7. PULP

When question was asked about the slogan of the Minute maid that’s where is the Pulp? Only 10 % of the

respondents associate this thing with minute maid. On the hand 4 % of the respondents consider Pulp of the

Minute maid as Point of Parity with its competitors Rani and Malee. These figures show Lack of strong association

and shallow depth and width.



37

8. HEALTH

10% of the respondents associate Healthy juice with Minute maid where as 12% of the respondents said that

Health Juice is quality of minute mid while 4 % of the consumer thinks that it is too much thick which is associating

bad value to it. Despite the fact that 8% of the respondent linked this variable as Point of Parity means which is

similarity with the competitors.

9. FRESH

Same like Healthy Juice, respondents thought that Freshness as a variable in Minute maid is good thing in it

whereas 10% of the respondents consider it Point of Parity and 8% linked it with Point of difference (Uniqueness

in minute maid).

10. ENERGETIC

4 % of the consumer associate minute maid with energetic Juice. While 2% believe that it is Point of Parity and 4 %

said that it is Point of Difference.

These figures are less then 50 % which shows that 10 extracted associations are not as strong as it should be to

create positive image in the minds of the consumer.

STRENGTH OF ASSOCIATION:

The more deeply a person thinks about minute maid information and relates it to existing brand knowledge, the

stronger the resulting association is. To check the strength of the associations we developed a question in the

Quantities questionnaire which was divided into the 7 liker scale:

Q3: What do you think of minute maid? Tasteless 1 2 3 4 5 6 7 Tasty Boring 1 2 3 4 5 6 7 Refreshing Artificial 1 2 3 4 5 6 7 Natural Poor Quality 1 2 3 4 5 6 7 High Quality Style less 1 2 3 4 5 6 7 Stylish Low Price 1 2 3 4 5 6 7 High Price Artificial Pulp 1 2 3 4 5 6 7 Real Pulp Not Healthy 1 2 3 4 5 6 7 Healthy Not Energetic1 2 3 4 5 6 7 Energetic Not Fresh 1 2 3 4 5 6 7 Fresh

The data was collected from the 100 consumers and using the SPSS tool, strength of every association is

determined.



38

RESULTS:

EXPLANATION:

From the above table, 35% of the respondent agrees that minute maid has a good taste where as 46% are neutral

and 19% are disagree. 55% of the respondents show neutral attitude toward the price of the Minute maid and

55% of the respondent show neutral attitude towards the Pulp that is better then other Pulpy juices. These figures

show that more than 60% of the respondent doesn’t have direct experience with the brand attributes and

benefits. This is due to less awareness and knowledge of minute maid Juice, People are more familiar with the

word Pulpy orange not with its brand name.

FAVORABILITY OF ASSOCIATION:

Favorability of association of minute maid is created by satisfying the needs of the consumers by giving those

benefits. To check the Favorability of the associations we developed a question in the Quantitative questionnaire

which was divided into the 7 liker scale:

Rate on the following scale: Favorability: Note: If you drink minute maid then answer the question below or else proceeds to next question.

Q4: I drink minute maid because of; Taste ______ It is Refreshing ______ Natural ______ High Quality ______

Attractive/stylish _____ Price ______ Pulpy ______ Healthy ______

Energetic_____

It is Fresh ____

Sr. no

Strong Associations Percentage (Strongly Agree and Agree) %



1 Taste 35 46 19


3 Natural 19 63 18

4 Quality 23 55 22

5 Style 26 57 17

6 Prices 31 55 14

7 Pulp 27 55 18

8 Healthy 25 58 17


10 Freshness 32 54 14

1 2 3 4 5 6 7

Strongly Disagree Neutral Strongly Agree



39

The data was collected from the 100 consumers and using the SPSS tool, Favorability of every association is

determined.

RESULTS:

EXPLANATION:

The above table shows favorable association of the minute maid in the minds of the customers. These above

associations satisfy the needs of the consumers. The analysis of the above table shows that more and more

respondents are in Neutral stage where as less respondents’ shows positive attitude towards the need

satisfactions. 39% respondents believe that Pulp of the Minute maid satisfy the need of the consumers where as

46 % are on the neutral stage and 15 % disagree that it satisfy the need. This analysis shows consumer favorability

toward other brand is more then towards minute maid.

UNIQUENESS OF ASSOCIATION:

Uniqueness shows the sustainable competitive advantage or unique selling proposition that gives a compelling

reason towards the minute maid. To check the Favorability of the associations we developed a question in the

Quantitative questionnaire which was divided into the 7 liker scale:

Q6: Compared to all the juices in the market, Minute Maid is (Encircle Your option)

Has best taste---------------------- 1 2 3 4 5 6 7 Tasteless Tasty

Most refreshing ------------------ 1 2 3 4 5 6 7

Sr. no Favorable Associations Percentage (Strongly Agree and Agree) %



1 Taste 35 47 18


3 Natural 24 58 18

4 Quality 35 45 20

5 Style 29 55 16

6 Prices 24 58 18

7 Pulp 39 46 15

8 Healthy 32 52 16





40

Boring Refreshing Only natural drink---------------- 1 2 3 4 5 6 7

Artificial Natural Best Quality--------- ---------------- 1 2 3 4 5 6 7

Low Quality High Quality Most Attractive Packaging-------- 1 2 3 4 5 6 7

Boring Attractive Most Economical------------------- 1 2 3 4 5 6 7

Expensive Economical Best pulp ---------------------- --- 1 2 3 4 5 6 7

Artificial Pulp Natural Pulp Very Healthy------------------------- 1 2 3 4 5 6 7

Not healthy Healthy Only fresh juice------------------ 1 2 3 4 5 6 7

Not Fresh Fresh Very Energetic------------------ 1 2 3 4 5 6 7

Lethargic (tired) Energetic

The data was collected from the 100 consumers and using the SPSS tool, Favorability of every

association is determined.

RESULTS:

EXPLANATION:

Strong and unique associations are critical for the success of the Minute maid. The above table shows

that 26%of the respondent believes that minute maid has a unique Pulp where as 61% show neutral

Sr. no

Unique Associations Percentage (Strongly Agree and Agree) %



1 Taste 21 61 18


3 Natural 17 67 16

4 Quality 18 71 11

5 Style 21 66 13

6 Prices 17 68 15

7 Pulp 26 61 13

8 Healthy 18 63 19





41

attitude and 13% respondents believe that its pulp is not Unique. 27% of the respondent said that

energetic juice is uniqueness of the minute maid while 58% are neutral and 15% are disagree with the

statement. This analysis shows that there is no Point of difference in the minute maid juice that attracts

more and more customers towards it.

ASOCIATIONS WITH THE BRAND ELEMENTS:

ASSOCIATIONS WITH MINUTE MAID:

Questions Asked in qualitative questionnaire:

What is Minute Maid? __________________________________________________________________

What comes into your mind when you think of Minute Maid Juice?

2. _______________ 2. ______________ 3. ______________

RESULTS:

Questions Associations Quantity Percentages


Orange Juices 6 12

Juice 8 16


Fruity 1 2

Maza 1 2

Waste of Money 1 2

Bad taste 3 6

Ganda 1 2

Pulpy Orange 13 26

New Juice 1 2

Its Ad 4 8

Fresh Juice 6 12

Rich 2 4

Natural Juice 5 10

Quality 6 12

Refreshing 4 8

Tasty 7 14

Chill 1 2

Packaging 1 2

Healthy Juice 5 10

Energizing 3 6

EXPLANATION:

The above table show that 36% of respondent associate minute maid with the pulpy orange juice. 12 %

considered it an orange juice and 16% consider it a juice. 26% People believe that when they think of



42

minute maid they consider pulpy orange. The analysis shows the association is much weaker as

compared to other competitor’s brand.

ASSOCIATIONS WITH WHERE IS THE PULP:

Questions asked:

What comes into your mind when we say “Where is the Pulp”________________________________

RESULTS:

Questions Associations Quantity Percentages


MM 5 10

Rani 5 10

EXPLANATION:

Association with the Brand elements should be strong enough for favorable attitude. The People are not

much aware of slogan of Minute maid juice. Only 10% of the respondents said they think about Minute

maid when we say “Where is the Pulp”. This shows that Brand elements of Minute maid don’t have

much Memorability, Likeability and adaptability. These things should be present for creating equity of

the brand.

BRAND PERFORMANCE

CONSUMER PERCEPTIONS ABOUT PRODUCT:

To evaluate the product different variables from both the questionnaires could be identified.

FROM QUALITATIVE QUESTIONNAIRE:

The quality of Minute maid is____________________________________________________________

How reliable is minute maid? ____________________________________________________________

How stylish is minute maid? _____________________________________________________________



43

RESULTS:

Questions Answers Quantity Percentage

Quality of MM is Good 10 20

Average 15 30

Bad 20 40

Reliability of MM Good 4 8

Average 5 10

Bad 9 18

Stylish Packaging Good 8 16

Average 4 8

Bad 8 16

EXPLANATION:

The above table shows that 40 % of the respondent considers Minute Maid as a bad quality product.

And only 20% of the respondent believes it to be good, where as 18% of the customers don’t think

Minute maid is a reliable Juice while 8% of the respondents believe Minute maid is reliable. People think

that Minute maid is not tasty Juice and it has sour taste. Customer perception about the Minute maid is

not very much good because there is no Uniqueness about the Minute maid, and its pulp is consider to

be artificial.

CONSUMER PERCEPTIONS ABOUT PROMOTION:

To evaluate the Promotion different variables from both the questionnaires could be identified.


When was the last time you saw the Ad of Minute Maid?______________________________________

Through Which Medium:

o TV

o Radio

o Newspaper

o Web

RESULTS:


when u last say Ad of Mm With in week 12 24

Within Two Weeks 8 16

Month a ago 6 12

never 8 16

Ad on Which Medium TV 34 68



44

EXPLANATION:

Promotion of the Minute maid through TV is much better because consumer has a strong association with the

Pulp. But the problem has been created through ad that is it is not creating strong association with the Minute

maid (brand name). This shows the lack of clarity of the Ad and problem with the Communicability. 68% of the

respondents said that they have watched minute maid through TV.

CONSUMER PERCEPTIONS ABOUT PRICE:

To evaluate the Price different variables from both the questionnaires could be identified.


The prices of Minute maid are High Average or Low? Explain your answer_______________________

____________________________________________________________________________________

RESULTS:


Price of MM High 15 30

Average 13 26

Low 4 8

EXPLANATION:

The Perception of the consumer about Minute maid is not very much good. 30% of the respondents consider its

price as high due to its Plastic Bottle. Plastic bottle are consider to be average quality product. Minute maid

position itself as Rani and Malee are but they both have Tin Packaging. People consider Tin as a high quality

product and can pay more for it. 26% of the respondents believe Minute maid has average pricing.

CONSUMER PERCEPTIONS ABOUT DISTRIBUTION:

For the distribution there was not such question in any of questionnaire but still respondents responded in the

bad things about minute maid and why the consumers don’t drink Minute Maid.

RESULTS:

Questions Answers Quantity Percentages

I don’t drink MM Because Awareness 2 4

Bad Taste 10 20

Bad Smell 1 2

Availability (Not Available) 10 20

Artificial Pulp 1 2




45

Availability (Not available) 15 30

Taste 10 20

Quality 5 10

Pulp 1 2

EXPLANATION:

Distribution is the channel through which Minute maid is available to the people. People consider Minute maid

has less availability due to which they don’t consider it for drinking. 30% of the respondents said that that less

availability of minute maid is a bad thing which is creating negative value to the Minute maid. This issue can be

solved by extensive distribution.

BRAND IMAGERY

PERCEIVED PURCHASE AND USAGE SITUATION:

Questions asked in the questionnaire

I drink Minute Maid Because___________________________________________________________

I drink minute maid when______________________________________________________________

Under what situation you would use minute maid___________________________________________

RESULTS:

Questions Answers/Associations Quantity Percentages

I Drink MM Becaz Tasty 6 12

Energetic 8 16

Thirsty 4 8

Freshness 5 10

I drink MM When (Situation) Thirsty 15 30

Want to Relax 8 16

Energy 5 10

Usage Situation of MM Thirsty 10 20

Energy 4 8

When Nothing is available 5 10

Every Situation 3 6

EXPLANATION:

Percieved Purchase depends on the extrinsic properties of the product or services including the way in which

brand attempts to meet customers psychological or social needs. This association of minute maid was created

through direct experience or indirectly through advertisement. 30% of the respondents said that when they feel

thirsty they think minute maid, 10% believe that when nothing is available, then they think of Minute maid. The

percentage of Purchase situation shows that Brand imagery of Minute Maid is not much.



46

IMAGE OF THE USERS OF THE BRAND:

Questions Asked:

What kind of person uses Juices? ________________________________________________________

What kind of person uses Minute Maid?___________________________________________________

_____________________________________________________________________________________

RESULTS:


What kind of person use Minute Maid Students 5 10

Teenagers 8 16

All 5 10

Upper Class 6 12

Middle Class 4 8

Refreshing People 3 6

EXPLANATION:

The above table shows the nature of the People that uses Minute maid. When the question was asked, which kind

of people uses Minute maid. 10% of the respondents said students, 16% said Teenagers, 10% said all, 12% said

upper class, and 8% said middle class and 6% said refreshing people.

BRAND FEELINGS:

FROM QUALITATIVE QUESTIONNAIRE

Questions asked:

When I drink minute maid I feel_________________________________________________________

RESULTS

Questions Answers/ associations Quantity percentages

Feelings Fresh 5 10

Good 2 4

tasty 4 8

Refreshing 3 6

EXPLANATION:

Brand Feeling is the customer emotional response and reaction towards the Brand. These type of Feeling evoked

from direct experience and indirect experience that is advertisement. Only 10% of the respondents believe that

they feel Fresh when they drink Minute maid,4% said they feel good and 6% said they feel refreshing.



47

FROM QUANTITATIVE QUESTIONNAIRE:

Question asked in the Questionnaire:

Q7: Does Minute maid provide you the feelings of?

Warmth ____ Security ____ Fun ____ Excitement ____

Social Approval _____ Self Respect _____ Pleasant Memories _____ Status Symbol _____

RESULTS

EXP

LAN

ATI

ON:

The

abo

ve

tabl

e shows that 58% of respondents show neutral attitude that have a feeling of warmth and peacefulness

where as 17% agree with the Statement. 23% of the respondents believe that drinking minute maid is

Status symbol.

BRAND JUDGMENT:

CREDIBILITY AND QUALITY:

Questions Asked:

What do you think about the manufacturer of minute maid? __________________________________

The quality of Minute maid is____________________________________________________________

RESULTS:


Manufacturer of MM (Credibility) Good 12 24

Sr. no

Feelings Percentage (Strongly Agree and Agree) %



1 Warmth 17 58 25

2 Security 12 55 33

3 Fun 17 61 22

4 Excitement 31 49 20

5 Social Approval 20 56 24

6 Self Respect 22 57 21

7 Pleasant memories 22 61 17

8 Status Symbol 23 51 26



48

Innovative 15 30

Bad 6 12

Quality of MM is Good 10 20

Average 15 30

Bad 20 40

EXPLANATION:

Credibility shows the extent to which customers see brand as credible in terms of three dimensions: Perceived

expertise, trustworthiness and likeability. 30% of the respondents believe that Manufacturer of the Minute maid

is innovative and competent where as 24% consider it Good in terms of satisfying customers needs. while 12% of

the customers believe manufacturer as bad in terms of not satisfying the needs of the customers.

BRAND RESONANCE


Questions asked in questionnaire:

For the next three times which brand or juice you would be using: (for all three answer could be same)

1.___________ 2. ___________ 3. ____________

If minute maid is not available I will _____________________________________________________

Do you like talking about Minute maid? ___________________________________________________

Would you recommend the Minute maid to others?__________________________________________

RESULTS


Energy 5 10

For the next three times which brand Minute maid 3 6

If MM not Available Then I Will Buy other brand 40 80

I will go to other Store 3 6

WOM of MM (Talk about MM) Yes 3 6

No 47 94

Recommendation of MM Yes 3 6

No 47 94

EXPLANATION:

Brand Resonance consists of Behavioral Loyalty, Attitudinal Attachment, and Sense of community and Active

Engagement. The above table shows the behavioral loyalty in terms of Repeat purchases and the amount or

shares of category volume attributed to the brand. This table also shows brand image in the minds of the



49

customers and resonance in terms Word of mouth and Recommendation. 94% of the respondents said that they

don’t want to recommend and only 6 % of the respondents don’t want to recommend to other people. This shows

that minute maid customers are not loyal. And only 94% of the respondents talk about minute maid

FROM QUANTITATIVE QUESTIONNAIRE:

Questions asked in the questionnaire:

Rate on the following scale:

I drink minute maid ______ I recommend minute maid to others ______

RESULTS:

I talk about minute maid ______ I Visit the website of minute maid ______

EXPLANATION:

The above table shows that 10% of the respondents said that they most of the time talk about minute maid

where as 25% sometimes talk about Minute maid and 41% of the respondents never Talk about Minute maid.

These figure shows that none of respondent show loyalty towards the Products.

Always Most of the time Sometimes Occasionally Never

Sr. no

Loyalty Always Most of the Time Sometimes Occasionally Never

1 I drink Minute maid 6 17 46 13 18

2 Recommend minute maid 10 13 30 12 35

3 Talk about minute maid 5 10 25 19 41

4 Visit web of Minute maid. 2 1 10 10 77



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ANALYSIS:

AN OVERVIEW OF MINUTE MAID:

Minute maid is an orange juice by Coca Cola Company. It is a new brand which is hardly striving to gain some

market share. Minute maid is facing many problems throughout 2 years beginning from its introduction stage.

Minute maid has failed to capture a good and distinctive image in the mind of the customers. They have failed

to achieve any unique Point of difference, not only in the Positioning but also in the product. They are not clear

in there brand elements. Our research indicates that the Minute maid have less associations compared to

there slogan of Pulpy orange. They didn’t came up with any distinctive association instead they tried to make

some POP’s as there POD’s. They also don’t have the SMART Marketing program. Especially there

communicability is very poor. There Advertisement is creative but they have focused on product attributes and

have communicated there name “minute maid” less compared to there slogan. Consumers don’t recognize

minute maid but do recognize Pulpy Orange. Minute maid is facing sever competition. And its main

competitors are Rani and Malee. Our research indicates that only 6% of the consumers are willing to talk about

and recommend minute maid to others. Rest of 94% of the consumers shows no interest. The consumers have

negative association with minute maid on the base of the sour taste. The new perception emerging these days

that the pulp in the minute maid is artificial. This new association in the mind of the customers would lead to

negative image of Minute maid. Creating a positive brand image takes marketing program that links strong

favorable and unique association to the brand in memory but minute maid team has failed to identify any

unique, favorable and unique brand element and associations that can create positive brand image and hence

positive brand equity. Hence Minute maid has successfully adopted and imitated the Competitive and

Category point of Parity which will have a positive brand image. But in order to gain market share it has to

identify its Desirable and deliverable associations which can create a positive image in the mind o Customers.

POPS:

All these POPs are extracted from the Qualitative questionnaire researches which are as following.

Juicy

Taste

Fruity

Refreshing

Natural Juice

Healthy

Quality

Freshness



51

PODS:

All these PODs are extracted from the Qualitative research and consumers have following perceptions for the

Minute maid brand.

Packaging style

Pulpy Orange

Price

Superiority in Energetic (More Energetic)

STRONG, FAVORABLE AND UNIQUE:

For the analysis of the strong favorable and unique the Quantitative research procedure was followed. All the

Pods and POPs were evaluated under the 7 point likert scale and were analyzed through the consumer

responses.

STRENGTH OF THE ASSOCIATIONS:

POPS:

EXPLANATION:

According to the above data 35% of the respondents have agree that minute maid has good taste. Where as

28% of the respondents believe that minute is refreshing. The figures of the above data indicate that the pops

are not strong with the Minute maid. Most of the data lies in the neutral side. This also indicates that

consumers are not very clear about the intended Point of parity. This could be due to lack of awareness or

ambiguity in the communication channels. They figure also shows that minute maid have failed to negate the

Competitor point of Difference. For the brand to achieve the point of Parity on the particular attribute or

Sr. no

Strong Associations Percentage (Strongly Agree and Agree) %



1 Taste 35 46 19


3 Natural 19 63 18

4 Quality 23 55 22

5 Healthy 25 58 17




52

benefit a sufficient number of consumers must believe that the brand is good enough on that dimension.

Where as on the basis of the figures approximately 70% of the consumers do not agree with the current

associations the Minute maid. So this lead to the very weak image of Minute maid in the mind of the

consumers. The brand does not have to be seen as literally equal to competitors but consumers must feel that

it does sufficiently well on that particular attribute or benefit so that they do not consider it to be a negative or

a problem.

PODS:

PODs are the attributes or benefits that consumers strongly associate with the brand positively evaluate and

believe that they could not fined to the same extent with the competitive brand.

EXPLANATION:

From the above data 26% of the consumers agree that minute maid has stylish packaging and 27% of the

consumers thinks that energetic and pulp are associated to minute maid But when we talk about the strong

association we also talk about the depth to which a person thinks about the product information. From the

above data we cannot say that any of the 4 POD’s has strong associations with the brand. Two factors that

strengthen associations to any piece of information are its personal relevance and the consistency with which

it is presented over time. More then 70% of the data predicts that the consumers are not even aware of the

associations or are not communicated about them. The communication by the minute maid teams is weak and

they have failed to create strong associations. These associations are also not effectively communicated

through marketing program.

Sr. no

Strong Associations

Percentage (Strongly Agree and Agree) %



1 Style 26 57 17

2 Prices 31 55 14

3 Pulp 27 55 18




53

FAVORABILITY:

POPS:

EXPLANATION:

From the data in the table all the associations are rated with not more then 35% of the consumer response for

the favorable response. More then 70% of the consumer response shows that they don’t drink minute maid or

if they drink then these are not the factors. The favorable association are very weak. POPs are not favorable.

The problem lies in the desirability. As Minute maid has failed to comply with the believability issue. They have

not been able to be desirable to customers. The main issue also lies in the deliverability issue. They have not

been able to communicate there POPs effectively and efficiently.

POD’S:

EXPLANATION:

From the above data the pulp weights 39% which shows consumers feels that on the basis of pulp they buy the

Minute maid.. But when analyzing the data of style and prices, the consumer response shows that Minute had

failed to attract consumers towards there juice. 35% of the consumers buy minute maid on the basis of energy

benefit. Measuring on the deliverability and desirability criteria, The Pulp is the only association that is

Sr. no

Favorable Associations




1 Taste 35 47 18


3 Natural 24 58 18

4 Quality 35 45 20

5 Healthy 32 52 16


Sr. no

Favorable Associations




1 Style 29 55 16

2 Prices 24 58 18

3 Pulp 39 46 15




54

favorable enough to be perceived as the point of differentiation Energetic on the other hand with the 35% of

the consumer rating is also some how favorable, but when we think of desirability it is not distinctive. Nestle

and Rani also provides energy.

UNIQUENESS:

POP’S:

EXPLANATION:

From the above data it is clear that none of the associations is perceived by the consumers as better then

competitors. But as they are POPs so they don’t need to be unique. But still they need to be superior. 70% of

the consumers think that they are not good compared to others this means that 70% of the consumers are not

even counting the minute maid in there preference. Minute maid need to have shared associations which can

help them to establish category membership and define the scope of competition.

Sr. no

Unique Associations




1 Taste 21 61 18


3 Natural 17 67 16

4 Quality 18 71 11

5 Healthy 18 63 19




55

POD’S:

EXPLANATION:

From the above data the pulp weights 27% which shows consumers feels that on the basis of pulp minute maid

differentiate it self from competitors. But when analyzing the data of style, price, pulp and Energetic

comparatively then more then 70% of the consumers believe that minute maid have nothing to differentiate. ,

the consumer response shows that Minute had failed to differentiate it self its desired Point of Difference.

STRENGTHS OF MINUTE MAID:

Brand of the Coca Cola Company

Only juice to have just orange flavor juice

Attractive Packaging of Minute maid, as for the first time a juice is in plastic bottle, not in cane

Creativity in the Ad and the nice use of Pulp Orange.

WEAKNESS OF THE MINUTE MAID:

(ATL) Promotional Activities: In Pakistan the company ignores the most important element which is

promotion. Nestle runs its Advertisement and other Promotional Activities on large base whereas

Minute maid Brand Manger is not much effective as compared to Nestle and other competitors.

Brand elements are not very memorable and meaningful. The word “Minute maid” is not memorable

as it has been proved in the research. It is also not meaningful to the target audience.

The communication through ads is more concentrated on the brand attributes rather then brand

benefits and they promote the Slogan of Pulpy orange more compare to the minute maid which has

made people to recognize the Pulpy orange not the minute maid.

Sr. no

Unique Associations




1 Style 21 66 13

2 Prices 17 68 15

3 Pulp 26 61 13




56

Taste Differentiation: Minute maid taste is not good compared to the Nestle and Shezan. There is a

sour taste which makes consumer to shift to other brands; the pulp present in Minute maid is not

same as oranges have.

Rani is perceived as premium brand due to tin packing and so satisfy its high prices where as Minute

maid is in the Plastic packing so it does not satisfy the high prices.

DESIRED POSITIONING OF THE BRAND:

The brand manager of the minute maid is striving to create the positive image of the

brand on the basis of the Refreshing, Natural and health.

There desired positioning is to promote the orange juice on the bases of Natural by

promoting the pulp, healthy and refreshing through the oranges nature.

Positioning statement is as under:

“Refreshingly Orange, Surprisingly Pulpy. Minute Maid Pulpy Orange”

DESIRED POP:

Fresh Drink

Juice

Healthy Drink

Tasty Juice

Quality Juice

DESIRED POD:

Natural Drink

Pulpy Orange

Refreshing through oranges

Purity, Pure Drink

FUN through Surprisingly

STRONG, FAVORABLE AND UNIQUE DESIRED POPS AND PODS:

POPS Strong Favorable Unique

Juice

Fresh Juice

Healthy Juice

Tasty Juice

Quality Juice



57

PODs Strong Favorable Unique

Natural Drink

Pulpy Orange

Refreshing

Pure Juice

Fun

COMPARISON WITH COMPETITORS:

The main or direct competitors of minute maid are Rani and Malee but due to the power of Nestle brands,

nestle juice is also a competitor. The associations of consumers with the Rani and Malee are as following.

Competitors Associations in mind of Consumers Quantity

Percentages

Rani and Malee Juicy 2 4

Quality 5 10

Pulpy 5 10

Thirst Puncher 5 10

Cans 1 2

Yummy 2 4

Economical 1 2

Energetic 8 16

Stylish 5 10

Fruity 2 4

Tasty 3 6

Maza 1 2

Fresh 3 6

Healthy Juice 10 20

Sweeter 4 8

Tasty 15 30

Above are the associations that consumers have with Rani and Malee when they were asked to tell three

things that come in there mind when they think of Rani and Malee. The above data suggest that all the

Desired POD”S of the Minute maid are basically not unique. They are already the associations of there

competitors. This is why minute maid has not able to capture large market Share. Even they most strongest

association on minute Maid that is Pulpy is also the association of Rani. So Minute maid have no distinctive

associations.



58

Minute maids none association is unique but can be valuable if communicated through proper channel.

Minute Maid can make Pulpy orange as the prior place in the market and can make the drink valuable through

creating positive possible associations with natural ingredients which are deliverable and distinctive.

BRAND MANAGEMENT:

Brand management involves the design and implementation of Marketing Programs and activities to built and

manage brand equity. The company of Minute maid conducted brand management to create the desired POPs

and PODs through the following four Steps.

Identifying and establishing brand positioning.

Planning and implementing brand marketing Programs.

Measuring and interpreting brand Performance.

Growing and sustaining Brand equity.

First the Parent Company of the minute maid identifies and establishes Brand positioning of Minute maid juice

through mental map and Identifies competitive frame of reference. Then they establish POPs and PODs

through Advertisement of Minute maid. Then the company Plan and implement Marketing Programs by mixing

and matching of Brand Elements. For Minute maid juice Company has used Slogan, Brand Name and

Packaging.

CONSISTENCY OF BRAND MANAGEMENT ELEMENT:

For Minute maid, company didn’t selected desired and relevant Logo. The customers don’t have any

association with the Corporate Brand and Actual Brand name. Customer has strong association with the Slogan

“Where is the Pulp” and Brand Mantra “Pulpy Orange”. There is no consistency of Brand management

Element. Because they haven’t conveyed the desired or intended association. The Recognition and recall of the

Minute maid is very weak. The elements of the Brand are not Memorable, Meaningful, Likeable, Adaptable,

and transferable.

PLANNING AND EXECUTION:

The planning and execution of the marketing program didn’t support the desired Brand Association because

there is problem with the following

Brand Element( problem with the Logo, Recall of Brand name and Packaging)

Integrating the Brand into Marketing Activities and the supporting marketing Program: The

advertisement that was used for the Minute maid has created strong image and Knowledge about the



59

Slogan that is “where is the Pulp”. While the Brand name don’t have any recall. There is the Flaw with

the Marketing Program of minute maid that is not creating desired or intended positioning.

Leveraging Secondary Association: Brand association is linked with other entities like Company Name.

This association became the strength of the Minute Maid.

SECONDARY ASSOCIATION:

Minute maid has secondary association with the Corporate Brand Coca Cola. Leveraging with the brand

may not always be useful. Sometimes it create problem for the brand. But in terms of Minute Maid,

Secondary association with Parent company has created good image in the minds of the customers.

Because the coca cola company, parent company of Minute maid are innovative and establish brand as

well. They are

DESIRED BRAND AWARENESS:

The Brand doesn’t have Desired brand awareness. Because the company wants to associate it with natural

Pulp, Where as people consider it as having Artificial Pulp. Most of the Consumer don’t associate Minute

maid with Fresh, Healthy and Refreshing Juice. Some of the consumer think Minute maid as Thick Juice.

Which is not the desired Association? The company wants to create image of Minute maid as “Minute

Maid Pulpy orange” where as customers consider it as only Pulpy Orange and they have depth of recall

with the Pulpy orange not with the Minute maid. The Slogan of the Minute Maid is not providing intended

Brand awareness .The Slogan Is

“Surprising Pulpy Refreshingly Orange, Minute Maid, Pulp Orange”

CLEAR IMAGE OF THE BRAND:

Consumer don’t have clear image of the Brand. Because the associations are not Strong, Favorable and Unique

enough that create clear image.



60

ALL POSSIBLE ASSOCIATIONS OF MINUTE MAID

Minute Maid

Relaxation

Thirsty Freshness

Refreshing

DrinkTasty Drink

Juices

Fruity

Fun

Natural Juice

Fresh Juice

Orange Juice

Tasty Juice

Refreshing DrinkPulpy

Orangelow price Juicehealth

y JuicePacked

Juice

Packaging

Maza

waste of Money

Bad taste

Ganda

New Juice

Good Ad

Rich

Chill

Energizing

Price

Refined

Low Availability

Pulp

Quality



61




freshness 1 2


tasty drink 4 8

Juices 2 4

Fun 1 2

Natural Juice 2 4

Fresh Juice 4 8

Orange Juice 8 16

Tasty Juice 1 2


Pulpy orange 14 28

Low Price Juice 2 4

Healthy Juice 4 8

Packed Juice 3 6



Orange Juices 6 12

Juice 8 16


Fruity 1 2

Maza 1 2

Waste of Money 1 2

Bad taste 3 6

Ganda 1 2

Pulpy Orange 13 26

New Juice 1 2

Its Ad 4 8

Fresh Juice 6 12

Rich 2 4

Natural Juice 1 2

Quality 2 4

Refreshing 4 8

Tasty 7 14

Chill 1 2

Packaging 1 2

Healthy Juice 5 10

Energizing 3 6


Juicy 1 2

Packaging 7 14

Taste 12 24

Pulpy Orange 6 12

Healthy Juice 6 12

Rich 2 4

Fresh 6 12



62

Refreshing 6 12

Natural Juice 1 2

Quality 6 12

Price 2 4

Color 2 4

Energizing 2 4

Refined 1 2


Availability 7 14

Taste 10 20

Quality 5 10

Pulp 1 2

Size 2 4

Company 1 2

Bottle 1 2

Frame of Reference

POP Juicy 1 2

Taste 5 10

Nice 1 2

Fruity 1 2

Refreshing 3 6

Color 3 6

Pulp 2 4

Price 1 2

Costly 1 2

Natural Juice 5 10

Healthy Juice 4 8

Freshness 5 10

Fun 1 2

Quality 2 4

Flavor 1 2

energetic 1 2

Packaging 2 4

POD Nice 1 2

Taste 12 24

Fruity 1 2

Maza 1 2

Packaging 6 12

Price 4 8

Pulpy Orange 13 26

Purity 1 2

Freshness 4 8

Quality 7 14

Natural Juice 1 2

Energetic 2 4


MM 5 10



63

ASSOCIATIONS THAT ARE STRONG, FAVORABLE AND UNIQUE:

COMPARISON OF DESIRED AND ACTUAL POSITIONING:

DESIRED POSITIONING:

POPS Strong Favorable Unique

Juice

Fresh Juice

Healthy Juice

Tasty Juice

Quality Juice

Associations Strong Favorable Unique

Tasty Juice

Refreshing Juice

Natural Juice

High Quality

Stylish Packaging

Economical Prices Pulp

Healthy Energetic Fresh

PODs Strong Favorable Unique

Natural Drink

Pulpy Orange

Refreshing

Pure Juice

Fun



64

ACTUAL POSITING OF ASSOCIATIONS:

From all the tables given above we can easily analyze that what the company desired to position does not exist

in the real life or on actual basis. On the Actual basis they have no uniqueness. Company wanted to establish

POD on natural, pulpy, purity and fun. But from the audit it showed that consumers differentiate the Minute

maid with other juices on the basis of the energetic, pulpy and style. So it is the clear that the associations that

the company wanted to be there in the minds of customer does not exist. And if some of the desired

associations exist, then they are not much strong, favorable and unique. Minute maid is not in the desired

position as they wanted. They wanted to position on the Refresh ness, fresh, natural and pulpy orange (Pure

and natural) but the existing POPs and PODs states that although these associations are there, but are not

deep enough to penetrate the mind of customer for the desired action.

BRAND MANAGEMENT GAP:

Brand Management gap is basically the loop wholes left while building and maintaining the brand equity.

Brand management Gap could possibly in three areas.

1. Brand Elements

2. Marketing Program

3. Secondary Association

BRAND MANAGEMENT GAP DUE TO BRAND ELEMENTS:

Brand Name “Minute Maid” is not memorable and meaningful for the consumers of Pakistan.

Associations Strong Favorable Unique

Tasty Juice

Refreshing Juice

Natural Juice

High Quality

Stylish Packaging Economical Prices Pulp

Healthy Energetic

Fresh



65

No aesthetical appeal of the brand

The Slogan of “Pulp Orange” is more prominent compared to the Brand Name Minute Maid. People do

not recognize minute maid but do recognize “pulp orange”.

No symbols. Minute Maid has no symbols and that is why It is difficult to recognize minute maid. The

Brand Name minute maid itself is not an attention getting element. It is not easily recognizable and not

easily recalled.

BRAND MANAGEMENT GAP DUE TO MARKETING PROGRAM:

Advertisements are emphasizing more on the Slogan of “Pulpy orange” and emphasizing less on the

Brand Name “Minute Maid”.

The marketing communication vehicle use only TV and they are not using any other medium to attract

and aware the consumers. Due to this more then 40% of the target consumers are unaware of the

minute maid.

The performance and the reliability of the Minute maid is very low. The research indicates that over

70% of the consumers are dissatisfied from the quality and taste of the Minute maid.

The advertisements are more focused on the brand attributes compared to functional, process and

relationship benefits.

The consumer perceives that the Minute maid is expensive. They believe that the company charges

more then the value it provides. This is due to the plastic packaging which indicates low price bottle.

Consumers have strong association between the Cane packaging and premium pricing.

Availability issue: From our research we have analyzed that most of the customers dislikes minute

maid and are not able to drink minute maid because of the low availability of Minute maid.

BRAND MANAGEMENT GAP DUE TO SECONDARY ASSOCIATIONS:

Minute maid has only one association with the Coca Cola Company, although it is providing Positive

image in the minds of the customer. But they still need to have more secondary association. Because

secondary brand knowledge is quiet important to create strong favorable and unique association or

positive responses.

They haven’t used any character or spokesperson for positive response and more likeability.



66

RECOMMENDATIONS:

According to the research the Brand Name “Minute Maid” is less prominent in the Ads:

o Promote the name Minute Maid in the Advertisement

o Can also go for to change the Brand Name to “Pulpy Orange”

Advertisements have less focus on the Relationship benefits or brand benefits. They should work on

making associations with Brand Benefits in the Ads.

The company should use other Marketing tools and mediums for the promotion of the product like

experience marketing. They should also focus on the sales promotion for making brand awareness.

They should bring sweetener taste in the Minute maid as several students have marked Minute maid

as a Sour Taste Juice.

They should associate the Minute maid with the Character like McDonald’s and KFC did, to strong

recognition and recall in the minds of the customers.

They should use other secondary associations with spokesperson who has association with fun,

Freshness and energy. Means they should use Spokesperson whose characteristics matches with the

Minute maid.

Minute Maid doesn’t have an aesthetic appeal. So the company should improve packaging, So that

more and more people like that Packaging and Bottle. New designs of the bottles would promote the

product.



67

APPENDIX

Brand Audit of Minute Maid by Usman Anwar Sheikh

Documents

socio economic

usman anwar

brand management

minute maid

individual

brand management

minute maid

recognize