Published by MBA Skool Team, Last Updated: December 02, 2017
Marketing Strategy of Minute Maid analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Minute Maid marketing mix, help the brand succeed.
Minute Maid marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Minute Maid Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Minute Maid Product Strategy:
The product strategy and mix in Minute Maid marketing strategy can be explained as follows:
Minute Maid is a fruit-based beverage which serves customers worldwide. Minute Maid has spread its wings across the globe & it serves various markets on the basis of that market’s needs. The brand has smartly recognized gaps in various markets and has marketed its various products accordingly. When Minute Maid was established, the market was concentrated with soft drinks and aerated drinks, hence it marketed healthy bottled juices as a part of its marketing mix product strategy. Most highlighted product is the Minute Maid Pulpy Orange Drink. The drink is made from concentrated orange and further pulp is added to provide the flavour and feel of a freshly squeezed orange juice. Further offerings are Minute Maid Lemon Drink, Apple Juice etc. It also has an offering of Minute Maid 100% which too is concentrated with freshly formula of actual squeezed juices. They have got into an association with the Mayo Clinic recently, which further nurtures the Minute Maid brand’s image as a healthy drink.
Minute Maid Price/Pricing Strategy:
Below is the pricing strategy in Minute Maid marketing strategy:
The price at which most Minute Maid products are offered is pretty affordable.
In international markets the price might possibly be lesser than an actual squeezed glass of orange juice. For the segment it is present in, Minute Maid is quite competitively priced. This difference is very well met with quality and image that the product comes with. The pricing strategy in its marketing mix is designed so every consumer above the average level is able to afford Minute Maid juices and the penetration of the brand is maintained in urban houses. Minute Maid wants its products to be sold in volume. These juices can be easily stored in refrigerators by customers and hence can be bought in bulk, reducing price per unit.
Following is the distribution strategy in the Minute Maid marketing mix:
Minute Maid juices are made to be available at every local retail outlet in cities. The target consumer base resides heavily in the urban areas and hence the distribution is rich in tier 1 and tier 2 cities. Moreover, the products are made available at various tourist locations so the brand can cater to consumers that move away from urban areas and are travelling to these locations.
Online retail markets also serve Minute Maid juices and soft drinks which can be delivered to houses through these retail grocery aggregators & ecommerce players.
Minute Maid Promotion & Advertising Strategy:
The promotional and advertising strategy in the Minute Maid marketing strategy is as follows:
Minute Maid has promoted itself as a health oriented brand that cares for your health. The beverages have a number of health benefits which one gets out of a glass of Minute Maid, because there is a clear description of all the healthy ingredients that went into making of this juice. Minute Maid has practiced many vanilla marketing means like newspaper advertisements, TV commercials, radio advertisements. Further, Minute Maid concentrates heavily on digital marketing, reaching out to young customers and helping them choose healthier options to drink. Hence this completes the marketing mix of Minute Maid.
About Minute Maid:
Minute Maid is a line of fruit based beverages and healthy to drink fruit juices. The brand is ideally associated with health and nutrition. Minute Maid came into existence nearly 7 decades back in the year 1945, when the national Research Corporation of Boston, Massachusetts designed a method of concentrating orange juice into powdered form, which eventually led to them selling bottled orange juice to world over. Minute Maid, is best known in India for the pulpy orange juice it provides in bottles.
This is how it resembles freshness. The brand currently operates under the Coca-Cola banner and today is the biggest spender in terms of Marketing and advertising.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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