Presented by:-Dhanraj Koli P-16Jay Lodaya P-19Nahush Mhaskar P-20Rohit Mundhara P-21Sneha Sharma P-41

The World’s most recognized Trademark & one of the largest non alcoholic beverage companies.

Minute Maid –• A 62 year success story • History of the Minute Maid brand• Acquired by Coca-Cola

Brands of

Total Fruit Juice Market1200 crores

Fruit Juice Market

480crores Packaged Juice Market

720croresUnpackaged Juice Market

85%Mango Base

15%Other Fruits

Coca-Cola

Dabur

Pepsico

Parle

Others

Distribution of Packaged Juice Market

Product Introduction

• A Naturally refreshing Juice

• Real Orange Pulp

• One of the world’s largest juice and juice drink brands

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

Why this Product?• Users perceive fruit juice as a healthy Users perceive fruit juice as a healthy

drink.drink.• Users drink fruit juice as a refreshing Users drink fruit juice as a refreshing

alternative to carbonated drinks.alternative to carbonated drinks.• Users willingly spend on products Users willingly spend on products

related to health and lifestyle.related to health and lifestyle.• Users enjoy fruit juice not only as a Users enjoy fruit juice not only as a

means of healthy life, but as an means of healthy life, but as an intrinsically enjoyable activity in itself.intrinsically enjoyable activity in itself.

Reason for Launch • Fruit drinks growth @ 30% - 40%

• Carbonated soft drinks growth @ 4% - 6%

• Users perceive fruit juice as a healthy drink.

• Users drink fruit juice as a refreshing

alternative to carbonated drinks.

• More than 60 % of sales happen through unorganized route - juice centers, street corner shops and so on.

• Increase the current market share of Coca-Cola by introducing Orange base fruit juice.

Reason for Launch

Product Launch

19th Feb Hyderabad

9th March Bangalore,Chennai

4th June Punjab,Haryana,

Himachal Pradesh

3rd Sep Delhi,Mumbai

31st Aug Uttar Pradesh

In Phased Manner

Target Audience• The focus initially would be to target

young adults in key cities

and then move into the rest of the country

• Brand Ambassador

-Nikhil Chinnappa (V.J)

Operations :-Ingredients

• Orange Pulp

• Orange Juice Concentrate

• Acidity Regulator

• Antioxidants

• Preservatives

Production• Orange Pulp is imported from Florida,USA.• Orange Juice Concentrate is imported from Brazil.• Bottling plant at:-

Chitoor – Andhra Pradesh

Bareilly – Uttar Pradesh

Dasana – Uttar Pradesh

Wada - Maharshtra

Distribution

Marketing Strategies

Adopted 360 degree marketing:

• Road Shows

• Contests

• Television Commercials

• Sampling

0102030405060708090

100

5-15. 15-25 25-35 35-45 45-55 55-65 65-75

Liked

Average

Disliked

Liked

Average

Mix Reaction

Disliked

Pricing• Pulpy Orange is almost priced

at par compared to its peer.

• Rates: 400ML PET bottle @25/-

1000ML PET bottle @60/-

• Priced on the base of single pricing strategy.

• Priced taking into consideration its niche quality.

Pros

• Orange Juice

• Thirst Quencher

• Sweet Compared to other readymade Juices

• Real Pulp

• Non-Carbonated

• Healthy Drink

• Ready to Drink

Cons

• Not Sweet as Natural Orange Juice

• Coca-Cola Controversy of pesticides.

• High Priced .

• It tastes like Tang/Rasna.

• Fresh fruit juice more preferable

Expansion :-

• has already invested

$1.2Bn & are aggressively adding

for further expansion of Pulpy Orange

a sum of $ 250Mn.

• Targeting 13 Mn young adults only

in southern states of India.

• To distribute 5.5 lakh bottles through 25000 outlets

in span of 30 days.

• Launch of MMPO Express

Economic Logic• HCCB pvt ltd – Profits.

• 3 % of Total Revenues.• To squeeze more out of the 1200 Cr market of Fruit

Juices in India.

2006 1000 Cr

2007 1350 Cr

2008 1650 Cr

Economic Logic

• To convert unorganized fruit juice market in to branded juice market.

• To increase its market share.• To take advantage of growing market.• To create a different identity of product compared to

other branded fruit juices

Suggestions

New Flavours should be introduced.

Smaller packs should be introduced for smaller towns & tier two cities.

Can be given as free take away in Big Retail outlets in order to popularize.

Source the Orange pulp from India .

Cut down on rates.

• Ms.Ekta Shukla

-Asst Manager public affairs & Communication.

Hindustan coca cola beverages pvt ltd, Gurgaon.

• Mr.Prasad Shivalkar

-Competent Authority.

Hindustan coca cola beverages pvt ltd, Mumbai

Our Sincere Thanks to….

BIBLIOGRAPHY...

WEBSITES:-

• www.coca-colaindia.com

• www.minutemaid.com

• www.google.com

• www.pulpy.in

NEWSPAPER ARTICLES:-

• Economic times

• Financial times

• DNA money