1. Group Members
Ubair Fa12-Mbt-063
M.Awais Ajmal Fa12-Mbt-051
Zulkifal Raza Fa12-Mbt-093

3. Table of contents
 History of Coca-Cola and Minute Maid.
 Marketing mix strategies.
 Segmentation, targeting and positioning.
 Sustained competitive advantages.
 Product related issues.
 Opportunities to avail.
 Recommendations.

4. History of Coca-Cola
 Coca-Cola was incorporated in may 1886.
 John Pemberton (Pharmacist) invented Coca-Cola.
 Asa Candler bought the formula in just for $2300.
 In 1985 Coca-Cola renewed its Formula.
 In 1986 Coca-Cola was introduced in Pakistan.
 It is one of the largest beverage manufacturer all over the
world.

5. Minute Maid
 The brand name came out from a name of a famous city
“Minutemen Militia”.
 Jack Fox started campaign for a flavorful juice powder from
real delicious oranges developed by (NRC) in 1945.
 In this way Minute Maid came into being.
 In 1960 it was purchased by Coca-Cola.
 Minute Maid was introduced in Pakistan in 2008.

6. Products Offering
 Minute Maid Pulpy offers a variety of fruit flavors juices.
 Apple
 Orange
 Mango
 Lemon
 Tropical

7. Line extension
 Minute maid extended their line through some favorite fruit
flavors.
I. Orange
II. Tropical
III. Nimbu
IV. Apple
V. Mango

8. Pricing Strategies
 Minute Maid uses Market Skimming price strategy.
 They are charging higher prices then other substitutes are
charging.

9. Distribution Channels
 It uses Indirect channel of distribution.
Manufacturer
Retailer
User
Wholesaler

10. Promotion
 Minute maid uses different promotional channels like :
I. Electronic media
II. Billboards
III. internet

11. Take a Minute to get Fresh:

12. Segmentation
 Minute Maid brand is for people who want some refreshment
through natural Fruit flavored juices.
 They have segmented market on following factors:
I. Income level
II. Behavioral bases

13. Positioning Statement
 For people who want a juice drink, Minute Maid is the ideal
beverage for healthy, hassle-free refreshment anytime. That’s
because Minute Maid is a good source of calcium, contains a
full day’s supply of vitamin , is made with real fruit juice and
has low calories.

14. Physical and Perpetual positioning
Healthy fruits pulp good for
health
Perpetual
positioning Take a minute to get fresh

15. Targeting strategy
 They are using Niche Marketing strategy for targeting the
market.
 They charge high prices for products.
 They are serving only high income segment.

16. Product life cycle

17. Applied growth strategy
 Minute maid uses Flanker strategy.
 They are leader in quality fruit juice market.
 They keep on introducing new and newer products in
market.

18. Sustained competitive advantages
 Minute maid pulpy has been successful in sustaining several
competitive advantages over competitors.
1. Special ingredients.(pulps)
2. Brand preference in customer mind.
3. Sufficient resources
4. Parental brand advantage.

19. Opportunities to avail
 Minute maid can increase awareness in potential customers
through advertising.
 It can expand toward other cities where now there is no
availibity
 It can introduce a new brand with different positioning and
less price.
 It can use promotional tools to increase sales volume.

20. Product related issues
 Pulpy spends less on advertising so most of people are
unaware .
 It is only accessible in urban areas.
 It has higher price in country like Pakistan where income
level is low.
 People don`t know process and quality ingredients used in
manufacturing.
 Many other beverage manufacturers have more shares due
to less prices.

21. Recommendations
 Increase promotions to get more customer awareness.
 Enter into new segments.
 Develop another brand with lesser price with different
positioning.
 Continue product modification and improvement effort to
increase customer benefits.

22. Recommendations
 Use trade promotion to gain more extensive retail coverage
and maintain shelf facing.

24. Source:
 Internet
 Waqar javaid (Channel Manager Coca-Cola Beverages PK
LTD).
 5-E2, Gulberg-3 Lahore.