Minute Maid is not a company that is new to the market. It was founded in 1940, but it was only during the war in 1945, that the success of Minute Maid orange juice began to be felt. The U.S. soldiers used it in high quantity and the company acquired some fame thanks to J.M Fox, who was leading the company then and became the Florida Foods Corporation. “The company enjoyed popularity and grew with the establishment of a new headquarters in Boston. For “The Minutemen" Boston became the prime target of the company which also changed its name to the "Minute Maid Company" to reflect the success of his trademark.
In 1960, while the firm concentrated on orange juice, it was bought by the Coca Cola Company. Thus, the company which will be presented and analyzed is the Coca-Cola Company. We will study the product range of Minute Maid, a subsidiary of the Coca Cola Company. There are different flavors in the product range of Minute Maid, including orange, apple, tropical and tomato (very rare). These products are fruit juices which are served in bottles of varying capacities.
The generic market for our case study on the fruit juice brand Minute Maid line with products that meet the need for drinking, that is to say that of all the thirst quenching drinks taste sweet or neutral, excluding drinks alcoholic, the need to satisfy is not the same: note that the drinkers are looking for more a feeling of well being, a festive atmosphere, or to share a convivial moment, only to drink, so we subtract the market share of our analysis. The market for soups is also excluded. The generic market has more overall soft drinks.
These are all products of nature needs to drink, but of a different nature than the juice. We will include in this refreshing beverage market asking preparation (such as coffee, hot chocolate, tea), soft drinks (Coca-Cola type, Schweppes), syrup mixes with water, flavored milk (yoghurt drink, Cacolac etc). These markets are competing in the primary market by offering a range of products to meet the same expectations that the consumer demands but taking a look, flavor and taste different.
We therefore define the mainstream market, like all drinks called "flat" (not soft) fruit juice drink is a platform to start, despite the arrival on the market as Orangina soft drinks, fruit etc. and aspiring to satisfy thirst, then does not require preparation (unlike coffee, herbal teas etc. for example) is ready to be consumed directly after opening. It is therefore the water market and all the flavored mineral waters, as well as all non-carbonated beverages from fruit.
In 10 years, the volume of the fruit juice market has tripled. The French market for fruit juices and nectars is 1, 35 billion liters consumed in 2005. In France the annual consumption is 22.3 liters per capita (against 40 in Germany, 21 in the UK and 35.7 in the U.S.). The development potential of the French market is still important. Note that in 2004, 10.04 million hectoliters of fruit juices and nectars have been sold in France while 11.5 million hectoliters were sold in 2005 representing an increase of 14.6%.
Tags: soft drink market, Minute Maid – marketing strategy, Coca – Cola Company
[...] Opportunities and threats of Minute Maid Opportunities Minute Maid is owned by the Coca Cola Company which is a very good opportunity as this will enable it to engage in a campaign to boost the attractiveness of the image of Minute Maid. Moreover, the market for fruit juice is constantly changing, so it is important to seize this opportunity by stimulating the innovative pole of the company to stay ahead of the competition. Threats The main threats lie in the strong competition on the market of fruit juice which operates on Minute Maid. Thus, Minute Maid is threatened by the growth of large firms specializing in pure juices such as Tropicana III. [...]
[...] The main market We therefore define the main market as all drinks called "flat" (non- carbonated). Fruit juice drinks have a flat start despite the arrival on the market of fruit sodas etc. as Orangina designed to quench thirst. They require no preparation (unlike coffee, herbal teas etc . example), and are ready to be consumed immediately after opening. It is therefore part of the water market and includes all flavored mineral waters, as well as all non- carbonated fruit beverages. [...]
[...] Specific Skills: We cannot count the number of subsidiaries that the "Coca Cola Company" has, and its influence and sales network is spread over the world. The U.S. multinational has only one competitor, for the Pepsi group increases its turnover every year. Coca can count on its name and its diversity of production to reach almost any target. This is one of its greatest strengths. II. Presentation of the brand and the product We will study the product range of Minute Maid, a subsidiary of "Coca Cola Company". [...]
[...] Indeed, it is positioned in a market where competition is fierce for an expensive brand. Thus, it seeks increasingly to settle in the breakfast segment of French customers through the development of new media such as a bottle or "brick" of orange juice. However, people generally prefer the "pure" fruit juice and the market share will be difficult to expand. Some consumers also consider that this juice is too commercial and bear interest in "100% natural" juice which works against the brand. [...]
[...] Moreover, Minute Maid juice is prepared from concentrate. It does not have a strong reputation. The pure juices are valued by health professionals as their vitamins are more important. Its presence in supermarkets is relatively low, and the products are not emphasized compared to other fruit juices. The marketing aspect is not valued within the brand that does not make the product as "popular" as its fellow coca cola. If the membership of the Coca Cola Company offers benefits, it can also be responsible for problems. [...]
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