Brand Audit of Minute Maid by Usman Anwar Sheikh

Brand Audit

Minute maid

BRAND AUDIT OF

MINUTE MAID BY

USMAN ANWAR SHEIKH (05108002) GIFT UNIVERSITY

Usman Anwar Sheikh

[email protected] [email protected]

1

Brand Audit

Minute maid

2

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 phenylalanine-based artificial sweetener in place of sugar of sugar



Diet Coke Caffeine-Free



Diet Coke with Lime (2004)



Cherry Coke (1985)



Diet Coke Sweetened with Splenda (2005)



Diet Cherry Coke (1986)



Coca-Cola Zero (2005)



Coke with Lemon (2001)



Coca-Cola Black Cherry Vanilla (2006)



Diet Coke with Lemon (2001)



Diet Coca-Cola Black Cherry Vanilla (2006)



Vanilla Coke (2002)



Coca-Cola BlāK (2006)



Diet Vanilla Coke (2002)



Diet Coke Plus (2007)



Coca-Cola C2 (2004)



Coca-Cola Orange (2007)



Coke with Lime (2004)



Kinley Drinking Water.



Aquarius Mineral Water (2004)



Minute Maid.

Usman Anwar Sheikh


Brand Audit

Minute maid

3

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 : I NBOUND 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

Usman Anwar Sheikh


Brand Audit

Minute maid

4

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 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

Usman Anwar Sheikh


Brand Audit

Minute maid

5

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 m inute 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.

Usman Anwar Sheikh


Brand Audit



Minute maid

6

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 pr ograms 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.

W EAKNESS : 

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 Wo rk

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.

Usman Anwar Sheikh


Brand Audit



Minute maid

7

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

Usman Anwar Sheikh


Brand Audit



Minute maid

8

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.

Usman Anwar Sheikh


Brand Audit



Minute maid

9

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



Disposable income.

(Especially Taste)



Inflation.



Price



New Regulation.



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.

Usman Anwar Sheikh


Brand Audit

Minute maid

10

SEGMENTATION BASES: 

Socio Economic Base.



Education.



Density.



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



Malee



Fresh juices



Rani

I NDIRECT COMPETITORS : 

Shezan



Golden



Twist



Best



Benz

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.

Usman Anwar Sheikh


Brand Audit

Minute maid

11

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.

Usman Anwar Sheikh


Brand Audit

Minute maid

12

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.

B ASIS 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 IFFERENTIATION STRATEGY OF COMPETITOR: NESTLE: Nestle is the Leader of the Market and is Positioned as the quality product. This has c reated it as an ideal product in the mind of the customers. It is using the product differentiation strategy by providing 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

Usman Anwar Sheikh


Brand Audit

Minute maid

13

mind of customer is Nestle, Nestle, as it is at the top of Brand Ladder. It differentiates its products 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 seaso nal 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 C OMPETITION : 

Availability



Service



Trade Discounts



Promotional Activities

Usman Anwar Sheikh


Brand Audit

Minute maid

COMPETITORS ANALYSIS ON PORTER’S SCALE : Scale 1,2,3,4 or 5 where 1 = poor and 5 = extraordinary

Competitor # 1 Nestle

Competitor # 2

Competitor # 3

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

Sales promotion

1

1

Usman Anwar Sheikh

1 1


14

Brand Audit

Minute maid

ADDED VALUE FACTORS Competitor # 1

Competitor # 2

Nestle

Malee

Competitor # 3 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 Competitor # 1

Competitor # 2 Competitor # 3

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: status : upper class and Middle Class. Usman Anwar Sheikh


15

Brand Audit

Minute maid

16

I NITIATORS 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

Usman Anwar Sheikh


Brand Audit

Minute maid

17

FINAL DECISION MAKERS: Internal Factors: Impulse Purchaser External Factors: Teenagers and the Thirsty person. 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.

Usman Anwar Sheikh


Brand Audit

Minute maid

18

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.

Usman Anwar Sheikh


Brand Audit

Minute maid

19

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 i s 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 art ificial 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.

Usman Anwar Sheikh


Brand Audit

Minute maid

20

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 Usman Anwar Sheikh


Brand Audit

Minute maid

21

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

Minute Maid Pulpy Orange

400 ML

980/12 = Rs81.66 765/24 =Rs31.87

Distributor Rate Minute Maid Pulpy Orange

1.25 Liter

Minute Maid Pulpy Orange

400 ML

864/12=Rs72 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.

Usman Anwar Sheikh


Brand Audit

Minute maid

22

PROMINENT BRAND THEMES IN COMMUNICATION : Yellow and orange colours are used in the ads t o 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

Q UALITIES UALITIES 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

Usman Anwar Sheikh


Brand Audit

Minute maid

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 questions used. From the raw data relevant information regarding Minute Maid is collected; Quantity or No. of time Minute Maid Occurred

Variables Unaided Recall Question Sequence of Products used for Drinking

1

Aided Recall Questions Beverages Name Associations (Unaided)

2 Thirsty

2

freshness

1

soft drink

Favorite Brands

Usman Anwar Sheikh

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 15


Brand Audit

Minute maid

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 Freshnes s

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. ______________

Usman Anwar Sheikh


Brand Audit

Minute maid

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 Associations

Possible Cues (Breadth of Recall) List Beverages Name Thirsty freshness soft drink refreshing drink tasty drink Juices Fun Natural Juice Fresh Juice Orange Juice Tasty Juice Refreshing Juice Pulpy orange Low Price Juice Healthy Juice Packed Juice

Quantity or No. of time Minute Maid Occurred 2 2 1 0 3 4 2 1 2 4 8 1 1 14 2 4 3

Percentages (Depth of Recall of cues) % 4 4 2 0 6 8 4 2 4 8 16 2 2 28 4 8 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 o f 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



M_l_e

_ est_e R_ _ i

Usman Anwar Sheikh


Brand Audit

26

Minute maid

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 c lears out that strength of association of for minute maid is very weak.

Questions

Sub- Parts

Fill the Blanks

Where is the Pulp (Mind game)

Quantity of Occurrence

Percentages %

Minute Maid

32

64

Nestle

50

100

Rani

48

96

Malee

47

94

Pulpy Orange Minute Maid Rani Could not answer

23 10 8 9

44 20 16 18

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

Usman Anwar Sheikh


Brand Audit

27

Minute maid

OTHER METHODS TO CHECK THE LEVEL OF AWARENESS :

Quantity

Percentages %

Heard about MM

32

64

Have you ever drunk MM

29

58

Last week Within Two Weeks

10 3

20

Months a ago

15

30

Heard but never Drunk

3

6

Questions

When you Last drink MM

6

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. UANTITATIVE ANALYSIS : Q UANTITATIVE

Frequency Valid

Percent

Valid Percent

Cumulative Percent

yes

77

77.0

77.0

77.0

no

23

23.0

23.0

100.0

100

100.0

100.0

Total

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 Freshnes s

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. ______________ ______________

Usman Anwar Sheikh


Brand Audit

Minute maid

Fresh Juice

1. _______________ _______________ 2. ______________ ______________ 3. ______________ ______________

Orange Juice

1. _______________ _______________ 2. ______________ ______________ 3. ______________ ______________

Tasty Juice

1. _______________ 2. ______________ 3. ______________

28

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. _______________

3. _______________

2. _______________

4.

_______________

What is Common between Minute maid and other juices (Nestle, Rani, Malee)? 1. _______________

3. ______________

2. ______________

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_______________________________________________________

Usman Anwar Sheikh


Brand Audit

29

Minute maid

Number of times MM Occurred

Percentages%

Questions

Associations

Possible associations

Thirsty

2

4

freshness refreshing drink tasty drink Juices Fun Natural Juice Fresh Juice Orange Juice Tasty Juice Refreshing Juice Pulpy orange Low Price Juice Healthy Juice

1 3 4 2 1 2 4 8 1 1 14 2 4

2 6 8 4 2 4 8 16 2 2 28 4 8

Packed Juice

3

6

Questions

Associations

Quantity

Percentage

What is MM?

Pulpy Orange Juice Orange Juices Juice

18 6 8

36 12 16

Come in Mind when think of MM

Orange Juices Fruity Maza Waste of Money

3 1 1 1

6 2 2 2

Bad taste Ganda Pulpy Orange New Juice Its Ad Fresh Juice Rich Natural Juice Quality

3 1 13 1 4 6 2 1 2

6 2 26 2 8 12 4 2 4

Refreshing Tasty Chill

4 7 1

8 14 2

Packaging Healthy Juice Energizing

1 5 3

2 10 6

Fruity Juicy Packaging Taste Pulpy Orange Healthy Juice Rich Fresh

1 1 7 12 6 6 2 6

2 2 14 24 12 12 4 12

Good Things about MM

Usman Anwar Sheikh


Brand Audit

30

Minute maid

Refreshing Natural Juice Quality Price Color Energizing Refined

6 1 6 2 2 2 1

12 2 12 4 4 4 2

Pricing (Expensive Availability Taste Quality Pulp Size Company Bottle

6 7 10 5 1 2 1 1

12 14 20 10 2 4 2 2

Juicy Taste Nice Fruity

1 5 1 1

2 10 2 2

Refreshing Color Pulp Price Costly Natural Juice Healthy Juice Freshness

3 3 2 1 1 5 4 5

6 6 4 2 2 10 8 10

Fun Quality Flavor energetic Packaging

1 2 1 1 2

2 4 2 2 4

POD

Nice Taste Fruity Maza Packaging Price Pulpy Orange Purity Freshness Quality Natural Juice Energetic

1 12 1 1 6 4 13 1 4 7 1 2

2 24 2 2 12 8 26 2 8 14 2 4

Where is the Pulp

Pulpy Orange MM

16 5

32 10

Bad Things of MM

Frame of Reference POP

Usman Anwar Sheikh


Brand Audit

31

Minute maid


Percentages%

Questions

Associations


Thirsty

2

4

freshness refreshing drink tasty drink Juices Fun Natural Juice Fresh Juice Orange Juice Tasty Juice Refreshing Juice Pulpy orange Low Price Juice Healthy Juice

1 3 4 2 1 2 4 8 1 1 14 2 4

2 6 8 4 2 4 8 16 2 2 28 4 8

Packed Juice

3

6

Questions

Associations

Quantity

Percentage

What is MM?

Pulpy Orange Juice Orange Juices Juice

18 6 8

36 12 16


Orange Juices Fruity Maza Waste of Money Bad taste Ganda Pulpy Orange New Juice Its Ad Fresh Juice Rich

3 1 1 1 3 1 13 1 4 6 2

6 2 2 2 6 2 26 2 8 12 4

Natural Juice Quality Refreshing Tasty Chill Packaging Healthy Juice Energizing

1 2 4 7 1 1 5 3

2 4 8 14 2 2 10 6

1 1 7 12 6 2

2 2 14 24 12 4


Fruity Juicy Packaging Taste Pulpy Orange Price Color OF MINUTE MAID 2 : AnwarASheikh AUsman LL POSSIBLE SSOCIATIONS Energizing

4 [email protected] usman.anwar01 @gmail.com 2

4

Brand Audit

32

Minute maid

Refined

1

2

Pricing (Expensive Availability Taste Quality Pulp Size Company Bottle

6 7 10 5 1 2 1 1

12 14 20 10 2 4 2 2

Juicy Taste Nice Fruity Refreshing Color Pulp Price Costly Natural Juice

1 5 1 1 3 3 2 1 1 5

2 10 2 2 6 6 4 2 2 10

Healthy Juice Freshness Fun Quality Flavor energetic Packaging

4 5 1 2 1 1 2

8 10 2 4 2 2 4

POD

Nice Taste Fruity Maza Packaging Price Pulpy Orange Purity Freshness Quality Natural Juice Energetic

1 12 1 1 6 4 13 1 4 7 1 2

2 24 2 2 12 8 26 2 8 14 2 4

Where is the Pulp

Pulpy Orange MM

16 5

32 10

Bad Things of MM


Usman Anwar Sheikh


Brand Audit

33

Minute maid

Relaxation Thirsty

Quality

Freshness

Pulp Low Availability

Refreshi ng Drink Tasty Drink

Refined Price

Juices

Energizing

Fruity

Chill

Fun

Minute Maid

Rich

Natural Juice

Good Ad

Fresh Juice

New Juice

Orange Juice

Ganda

Tasty Juice

Bad taste waste of Money

Maza Packaging

Usman Anwar Sheikh

Packed Juice

healthy Juice

low price Juice

Pulpy Orange

Refreshing Drink


Brand Audit

34

Minute maid

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: 1

Rate on the following scale

2

3

Strongly Disagree

         

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

______ ______ ______ ______ ______ ______ ______ _____ ______ ______

4

5

6

Neutral

         

7 Strongly Agree

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 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) %

1 2 3

Natural Juice Fresh Juice Great Taste

22% 24 27

Usman Anwar Sheikh

Percentage (Some what agree, neutral, somewhat disagree)% 49 47 48

Percentage (Disagree, Strongly Disagree)% 29 29 25


Brand Audit

Minute maid

4 5 6

Quench Thirst Satisfy Need Premium Price

22 26 22

50 51 56

18 23 22

7

Refreshing

26

50

24

8 9

Consistent Quality Attractive

28 31

48 44

24 25

10 11 12 13 14

25 30 22 21 20

45 47 47 53 51

30 23 31 26 29

15

Youngsters Rich Drink Morning Drink All Time drink Parties and Functions Fun

21

48

31

16 17 18 19

Exciting Available Health Drink Energetic

23 25 28 33

49 48 49 51

28 27 23 16

20

My friends drink it

30

48

22

35

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 o f 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

Usman Anwar Sheikh


Brand Audit

Minute maid

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. U ALITY: 4. Q UALITY

12% of the consumers c onsumers attach quality with minute maid when t hey remember Minute maid. 12% of the consumers believe that quality is a good in the minute maid. Where as 14% of consumers believe 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 A verage 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.

Usman Anwar Sheikh


Brand Audit

Minute maid

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 m uch 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 Par ity 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 Boring 1 2 3 4 Artificial 1 2 3 4 Poor Quality 1 2 3 4 Style less 1 2 3 4 Low Price 1 2 3 4 Artificial Pulp 1 2 3 4 Not Healthy 1 2 3 4 Not Energetic1 2 3 4 Not Fresh 1 2 3 4

5 5 5 5 5 5 5 5 5 5

6 6 6 6 6 6 6 6 6 6

7 7 7 7 7 7 7 7 7 7

Tasty Refreshing Natural High Quality Stylish High Price Real Pulp Healthy Energetic Fresh

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

Usman Anwar Sheikh


Brand Audit

38

Minute maid

RESULTS: Sr. no

Strong Associations


Percentage (Disagree, Strongly Disagree)%

35 28 19


1 2 3

Taste Refreshing Natural

4 5 6

Quality Style Prices

23 26 31

55 57 55

22 17 14

7

Pulp

27

55

18

8 9

Healthy Energetic

25 27

58 55

17 18

10

Freshness

32

54

14

19 17 18

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 P ulpy 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 AVORABILITY 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 question in the Quantitative questionnaire which was divided into the 7 liker scale:

1

Rate on the following scale:

2

3

Strongly Disagree

4

5

6

Neutral

Strongly Agree

Favorability: Note: If you drink minute maid then answer the question below or e lse proceeds to next question.

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

Attractive/stylish Price Pulpy Healthy

_____ ______ ______ ______

7

Energetic_____ It is Fresh ____


Brand Audit

Minute maid

39

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

RESULTS: Sr. no

Favorable Associations



35 35 24


1 2 3


4 5 6


35 29 24

45 55 58

20 16 18

7

Pulp

39

46 46

15

8 9

Healthy Energetic

32 35

52 50

16 15

10

Freshness

35

51

14

18 14 18

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 Usman Anwar Sheikh [email protected] [email protected]

Brand Audit

Minute maid

Boring Only natural drink---------------- 1 2 Artificial Best Quality--------- ---------------- 1 2 Low Quality Most Attractive Packaging--------1 2 Boring Most Economical--------------Economical---------------------- 1 2 Expensive Best pulp ---------------------- --- 1 2 Artificial Pulp Very Healthy------------------------Healthy------------------------- 1 2 Not healthy Only fresh juice------------------ 1 2 Not Fresh Very Energetic----------------Energetic------------------1 2 Lethargic (tired)

3

4

5

6

3

4

5

6

3

4

5

6

3

4

5

6

3

4

5

6

3

4

5

6

3

4

5

6

3

4

5

6

40

Refreshing 7 Natural 7 High Quality 7 Attractive 7 Economical 7 Natural Pulp 7 Healthy 7 Fresh 7 Energetic

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

RESULTS : Sr. no

Unique Associations



21 15 17


1 2 3


4 5 6


18 21 17

71 66 68

11 13 15

7

Pulp

26

61

13

8 9

Healthy Energetic

18 27

63 58

19 15

10

Freshness

22

65

13

18 18 16

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

Usman Anwar Sheikh


Brand Audit

41

Minute maid

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

What is MM?

Pulpy Orange Juice


Quantity

Percentages

18

36

Orange Juices

6

12

Juice

8

16

Orange Juices Fruity Maza Waste of Money Bad taste Ganda Pulpy Orange New Juice Its Ad Fresh Juice Rich Natural Juice Quality Refreshing Tasty Chill Packaging Healthy Juice

3 1 1 1 3 1 13 1 4 6 2 5 6 4 7 1 1 5

6 2 2 2 6 2 26 2 8 12 4 10 12 8 14 2 2 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

Usman Anwar Sheikh


Brand Audit

42

Minute maid

minute maid they consider pulpy orange. The analysis shows the association is much weaker as compared to other competitor’s brand.

A SSOCIATIONS WITH WHERE IS THE PULP : Questions asked: What comes into your mind when we say “Where is the Pulp”________________________________

RESULTS : Questions

Associations

Quantity

Percentages

Where is the Pulp

Pulpy Orange MM Rani

16 5 5

32 10 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. UALITATIVE Q UESTIONNAIRE UESTIONNAIRE : F ROM Q UALITATIVE

The quality of Minute maid is____________________________________________________________ How reliable is minute maid? ____________________________________________________________ How stylish is minute maid? _____________________________________________________________

Usman Anwar Sheikh


Brand Audit

43

Minute maid

RESULTS : Questions

Answers

Quantity

Percentage

Quality of MM is

Good Average

10 15

20 30

Bad

20

40

Good Average

4 5

8 10

Bad

9

18

Good Average

8 4

16 8

Bad

8

16

Reliability of MM

Stylish Packaging

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 t he questionnaires could be identified. UALITATIVE Q UESTIONNAIRE UESTIONNAIRE : F ROM Q UALITATIVE

When was the last time you saw the Ad of Minute Maid? ______________________________________ Through Which Medium: o

TV

o

Radio

o

Newspaper

o

Web

RESULTS: Questions

Answers

when u last say Ad of Mm

With in week Within Two Weeks Month a ago never

Ad on Which Medium

Usman Anwar Sheikh

TV

Quantity

Percentage

12 8 6

24 16 12

8

16

34

68


Brand Audit

44

Minute maid

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 t hrough TV.

CONSUMER PERCEPTIONS ABOUT PRICE : To evaluate the Price different variables from both the questionnaires could be identified.

FROM Q UALITATIVE UALITATIVE Q UESTIONNAIRE UESTIONNAIRE :

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

RESULTS: Questions

Answers

Quantity

Percentage

Price of MM

High Average

15 13

30 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

I don’t drink MM Because

Bad Things of MM

Usman Anwar Sheikh

Quantity

Percentages

Awareness Bad Taste

2 10

4 20

Bad Smell Availability (Not Available) Artificial Pulp

1 10 1

2 20 2

Pricing (Expensive

6

12


Brand Audit

45

Minute maid

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_______________________ maid________________________________ ___________________ ___________ _

RESULTS: Questions

Answers/Associations

I Drink MM Becaz

I drink MM When (Situation)

Usage Situation of MM

Quantity

Percentages

Tasty Energetic Thirsty

6 8 4

12 16 8

Freshness

5

10

15

30

Want to Relax

8

16

Energy

5

10

10 4 5

20 8 10

3

6

Thirsty

Thirsty Energy When Nothing is available Every Situation

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.

Usman Anwar Sheikh


Brand Audit

46

Minute maid

IMAGE OF THE USERS OF THE BRAND : Questions Asked:

What kind of person uses Juices? ________________________________________________________ What kind of person uses Minute Maid? ___________________________________________________ _____________________________________________________________________________________

RESULTS: Questions

Answers

Quantity

Percentages

What kind of person use Minute Maid

Students Teenagers All Upper Class Middle Class

5 8 5 6 4

10 16 10 12 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

Q UESTIONNAIRE UESTIONNAIRE

Questions asked:

When I drink minute maid I feel_________________________________________________________

RESULTS Questions

Answers/ associations

Feelings

Fresh Good tasty Refreshing

Quantity

percentages

5 2 4 3

10 4 8 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.

Usman Anwar Sheikh


Brand Audit

47

Minute maid

FROM Q UANTITATIVE UANTITATIVE Q UESTIONNAIRE UESTIONNAIRE : Question asked in t he Questionnaire:

Q7: Does Minute maid provide you the feelings of?

Warmth Security Fun Excitement

____ ____ ____ ____

Social Approval Self Respect Pleasant Memories Status Symbol

_____ _____ _____ _____

RESULTS Sr. no

Feelings


1 2 3

Warmth Security Fun

17 12 17


Percentage (Disagree, Strongly Disagree)% 25 33 22

ATI

4 5 6

Excitement Social Approval Self Respect

31 20 22

49 56 57

20 24 21

The

7

Pleasant memories

22

61

17

ve

8

Status Symbol

23

51

26

tabl

EXP LAN

ON:

abo

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 Q UALITY UALITY : Questions Asked: What do you think about the manufacturer of minute maid? _______________________ _________________________________ ___________ _ The quality of Minute maid is____________________________________________________________

RESULTS: Questions

Answers

Manufacturer of MM (Credibility)

Good

Usman Anwar Sheikh

Quantity

Percentage

12

24


Brand Audit

Quality of MM is

48

Minute maid

Innovative

15

30

Bad

6

12

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 FROM Q UALITATIVE UALITATIVE Q UESTIONNAIRE UESTIONNAIRE : 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?______________ others?_______________________ ___________________ __________________ _________ _

RESULTS Questions

Quantity

Percentages

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

Yes

3

6

No

47

94

Yes

3

6

No

47

94

WOM of MM (Talk about MM) Recommendation of MM

Answers

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

Usman Anwar Sheikh


Brand Audit

49

Minute maid

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 Q UANTITATIVE UANTITATIVE Q UESTIONNAIRE UESTIONNAIRE : Questions asked in t he questionnaire:

Rate on the following scale: I drink minute maid I recommend minute maid to others

Always ______ ______

Most of the time

Sometimes

Occasionally

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

Never

______ ______

RESULTS: Sr. no 1 2 3

Loyalty

Always

I drink Minute maid Recommend minute maid Talk about minute maid

6 10 5

4

Visit web of Minute maid.

2

Most of the Time

Sometimes

Occasionally

Never

17 13 10

46 30 25

13 12 19

18 35 41

1

10

10

77

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

Usman Anwar Sheikh


Brand Audit

Minute maid

50

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 distinctive association instead they tried to 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 attr ibutes and have communicated there name “minute maid” less compared to there slogan. slogan. Consumers don’t recognize

minute maid but do recognize Pulpy Pulpy Orange.

Minute maid is facing sever sever competition. And its 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 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.

POP S: All these POPs are extracted extr acted from the Qualitative questionnaire researches which are as following. 

Juicy



Natural Juice



Taste



Healthy



Fruity



Quality



Refreshing



Freshness

Usman Anwar Sheikh


Brand Audit

51

Minute maid

POD S: 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: POP S: Sr. no

Strong Associations


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


1 2 3


35 28 19

46 55 63

19 17 18

4 5 6

Quality Healthy Freshness

23 25 32

55 58 54

22 17 14

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 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

Usman Anwar Sheikh


Brand Audit

Minute maid

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.

POD S: 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.

Sr. no

Strong Associations




1 2

Style Prices

26 31

57 55

17 14

3

Pulp

27

55

18

4

Energetic

27

55

18

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 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.

Usman Anwar Sheikh


Brand Audit

Minute maid

53

FAVORABILITY : POP S: Sr. no





1 2 3


35 35 24

47 51 58

18 14 18

4 5

Quality Healthy

35 32

45 52

20 16

6

Freshness

35

51

14

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: Sr. no





1 2

Style Prices

29 24

55 58

16 18

3

Pulp

39

46

15

4

Energetic

35

50

15

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

Usman Anwar Sheikh


Brand Audit

Minute maid

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: Sr. no

Unique Associations




1 2 3


21 15 17

61 67 67

18 18 16

4 5 6

Quality Healthy Freshness

18 18 22

71 63 65

11 19 13

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.

Usman Anwar Sheikh


Brand Audit

Minute maid

55

POD’S: Sr. no

Unique Associations




1 2

Style Prices

21 17

66 68

13 15

3

Pulp

26

61

13

4

Energetic

27

58

15

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 analyzing the data of style, price, pulp pulp and Energetic 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 t ime 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 no t 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 tar get 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.

Usman Anwar Sheikh


Brand Audit



Minute maid

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.

DESIRED POP:

Minute

Maid

Pulpy

DESIRED POD:



Fresh Drink



Natural Drink



Juice



Pulpy Orange



Healthy Drink



Refreshing through oranges



Tasty Juice



Purity, Pure Drink



Quality Juice



FUN through Surprisingly

STRONG, FAVORABLE AND UNIQUE DESIRED POP S AND POD S: POPS

Strong

Favorable

Juice Fresh Juice Healthy Juice













Tasty Juice Quality Juice









Usman Anwar Sheikh

Unique




Orange”

Brand Audit

PODs

Minute maid

Strong

Favorable

57

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 Rani and Malee

Associations in mind of Consumers Juicy Quality Pulpy Thirst Puncher Cans Yummy Economical Energetic Stylish Fruity Tasty Maza Fresh Healthy Juice Sweeter Tasty

Percentages Quantity 2 5 5 5 1 2 1 8 5 2 3 1 3 10 4 15

4 10 10 10 2 4 2 16 10 4 6 2 6 20 8 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 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.

Usman Anwar Sheikh


Brand Audit

Minute maid

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 B rand name. Customer has strong association with t he 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 t he 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

Usman Anwar Sheikh


Brand Audit

Minute maid

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 Oran ge 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.

Usman Anwar Sheikh


Brand Audit

Minute maid

ALL POSSIBLE ASSOCIATIONS OF MINUTE MAID

Pulp

Qualit y

Relaxation Thirsty

Low Availability

Freshnes s Refreshi ng Drink

Refined Pric e

Tasty Drink Juices

Energizin g

Fruity

Chill

Fun

Minute Maid

Rich

Natural Juice

Good Ad

Fresh Juice

New Juice

Orang e Juice

Gand a

Tasty Juice

Bad taste waste of Money

Maz a Packaging

Usman Anwar Sheikh

Packed Juice

health y Juice

low price Juice

Refreshing Drink Pulpy Orange


60

Brand Audit


Percentages%

Thirsty

2

4

freshness

1

2

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

Quantity

Percentage

18

36

Orange Juices

6

12

Juice

8

16

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

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

Questions

Associations


Questions

Associations

What is MM?

Pulpy Orange Juice



Usman Anwar Sheikh

61

Minute maid


Brand Audit

Bad Things of MM

62

Minute maid

Refreshing

6

12

Natural Juice

1

2

Quality

6

12

Price

2

4

Color

2

4

Energizing

2

4

Refined

1

2

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

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

Nice

1

2

Taste

12

24

Fruity

1

2

Maza

1

2

Packaging

6

12

Price

4

8

13

26

Purity

1

2

Freshness

4

8

Quality

7

14

Natural Juice

1

2

Energetic

2

4

16

32

5

10


POD

Pulpy Orange

Where is the Pulp

Pulpy Orange MM

Usman Anwar Sheikh


Brand Audit

Minute maid

ASSOCIATIONS THAT ARE STRONG, FAVORABLE AND UNIQUE : Associations

Strong

Favorable



Tasty Juice Refreshing Juice Natural Juice

Unique

   

High Quality Stylish Packaging



Economical Prices Pulp





Healthy



Energetic





Fresh

COMPARISON OF DESIRED AND ACTUAL POSITIONING : DESIRED POSITIONING : POPS

Strong

Favorable

Juice Fresh Juice Healthy Juice













Tasty Juice Quality Juice









PODs

Strong

Favorable

Unique



Unique

Natural Drink Pulpy Orange Refreshing

















Pure Juice Fun













Usman Anwar Sheikh


63

Brand Audit

Minute maid

64

ACTUAL POSITING OF ASSOCIATIONS : Associations Tasty Juice Refreshing Juice Natural Juice

Strong

Favorable



Unique

   

High Quality Stylish Packaging





Economical Prices Pulp



Healthy Energetic





 

Fresh

 

From all the tables given above we c an 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 t hree 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.

Usman Anwar Sheikh


Brand Audit

Minute maid

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 emphasizi ng 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 pac kaging 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 likeabilit y.

Usman Anwar Sheikh


Brand Audit

Minute maid

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 B rand 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 s trong 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 doesn’t have an aesthetic appeal. 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.

Usman Anwar Sheikh


Brand Audit

Minute maid

APPENDIX

Usman Anwar Sheikh


67

Brand Audit of Minute Maid by Usman Anwar Sheikh

Recommend Documents