Brand Audit of Minute Maid by Usman Anwar Sheikh
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Transcript of Brand Audit of Minute Maid by Usman Anwar Sheikh
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
1
BRAND AUDIT
OF
MINUTE MAID
BY
USMAN ANWAR SHEIKH
(05108002)
GIFT UNIVERSITY
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
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 artificial
sweetener in place of sugar
Diet Coke Caffeine-Free
Cherry Coke (1985)
Diet Cherry Coke (1986)
Coke with Lemon (2001)
Diet Coke with Lemon (2001)
Vanilla Coke (2002)
Diet Vanilla Coke (2002)
Coca-Cola C2 (2004)
Coke with Lime (2004)
Aquarius Mineral Water (2004)
Diet Coke with Lime (2004)
Diet Coke Sweetened with Splenda (2005)
Coca-Cola Zero (2005)
Coca-Cola Black Cherry Vanilla (2006)
Diet Coca-Cola Black Cherry Vanilla (2006)
Coca-Cola BlāK (2006)
Diet Coke Plus (2007)
Coca-Cola Orange (2007)
Kinley Drinking Water.
Minute Maid.
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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:
INBOUND 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
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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 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
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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 minute 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.
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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 programs 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.
WEAKNESS:
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 Work
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.
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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 Cola Company
has the Opportunity to go in Acquisition process for the Local Companies.
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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.
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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
(Especially Taste)
Price
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.
Disposable income.
Inflation.
New Regulation.
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SEGMENTATION BASES:
Socio Economic Base.
Density.
Education.
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
Fresh juices
Malee
Rani
INDIRECT COMPETITORS:
Shezan
Twist
Benz
Golden
Best
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.
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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.
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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.
BASIS 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 STRATEGY OF COMPETITOR:
NESTLE:
Nestle is the Leader of the Market and is Positioned as the quality product. This has created it as an ideal
product in the mind of the customers. It is using the product differentiation strategy by 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
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mind of customer is Nestle, as it is at the top of Brand Ladder. It differentiates its 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 seasonal 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 COMPETITION:
Availability
Service
Trade Discounts
Promotional Activities
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COMPETITORS ANALYSIS ON PORTER’S SCALE:
Scale 1,2,3,4 or 5 where 1 = poor and 5 = extraordinary
Competitor # 1 Competitor # 2 Competitor # 3
Nestle 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 1
Sales promotion 1 1 1
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ADDED VALUE FACTORS
Competitor # 1 Competitor # 2 Competitor # 3
Nestle Malee 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: upper class and Middle Class.
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INITIATORS 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
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FINAL DECISION MAKERS:
Internal Factors: Impulse Purchaser
External Factors: Teenagers and the Thirsty 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.
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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.
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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 is 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 artificial 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.
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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
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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 980/12 = Rs81.66
Minute Maid Pulpy Orange 400 ML 765/24 =Rs31.87
Distributor Rate
Minute Maid Pulpy Orange 1.25 Liter 864/12=Rs72
Minute Maid Pulpy Orange 400 ML 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.
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
22
PROMINENT BRAND THEMES IN COMMUNICATION:
Yellow and orange colours are used in the ads to 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
QUALITIES 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
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
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 used. From the
raw data relevant information regarding Minute Maid is collected;
Variables Quantity or No. of time Minute Maid Occurred
Unaided Recall Question
Sequence of Products used for Drinking 1
Aided Recall Questions
Beverages Name 2
Associations (Unaided) Thirsty 2
freshness 1
soft drink
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
Favorite Brands 15
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
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 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. ______________
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
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 Possible Cues (Breadth of Recall)
Quantity or No. of time Minute Maid Occurred
Percentages (Depth of Recall of cues) %
Associations List Beverages Name 2 4
Thirsty 2 4
freshness 1 2
soft drink 0 0
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
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 of 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
_ est_e
R_ _ i
M_l_e
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
26
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 clears out that strength of association of for minute maid is very
weak.
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
Questions Sub- Parts Quantity of Occurrence Percentages %
Fill the Blanks Minute Maid 32 64
Nestle 50 100
Rani 48 96
Malee 47 94
Where is the Pulp (Mind game) Pulpy Orange 23 44
Minute Maid 10 20
Rani 8 16
Could not answer 9 18
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
27
OTHER METHODS TO CHECK THE LEVEL OF AWARENESS:
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.
QUANTITATIVE ANALYSIS:
Frequency Percent Valid Percent Cumulative Percent
Valid yes 77 77.0 77.0 77.0
no 23 23.0 23.0 100.0
Total 100 100.0 100.0
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 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. ______________
Questions Quantity Percentages %
Heard about MM 32 64
Have you ever drunk MM 29 58
When you Last drink MM Last week 10 20
Within Two Weeks 3 6
Months a ago 15 30
Heard but never Drunk 3 6
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
28
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. ______________
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. _______________
2. _______________
3. _______________
4. _______________
What is Common between Minute maid and other juices (Nestle, Rani, Malee)?
1. _______________
2. ______________
3. ______________
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_______________________________________________________
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
29
Questions Associations Number of times MM
Occurred Percentages%
Possible associations 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
Questions Associations Quantity Percentage
What is MM? Pulpy Orange Juice 18 36
Orange Juices 6 12
Juice 8 16
Come in Mind when think of MM 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
Good Things about MM 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
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
30
Refreshing 6 12
Natural Juice 1 2
Quality 6 12
Price 2 4
Color 2 4
Energizing 2 4
Refined 1 2
Bad Things of MM 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
Frame of Reference
POP 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
POD Nice 1 2
Taste 12 24
Fruity 1 2
Maza 1 2
Packaging 6 12
Price 4 8
Pulpy Orange 13 26
Purity 1 2
Freshness 4 8
Quality 7 14
Natural Juice 1 2
Energetic 2 4
Where is the Pulp Pulpy Orange 16 32
MM 5 10
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
31
ALL POSSIBLE ASSOCIATIONS OF MINUTE MAID:
Questions Associations Number of times MM
Occurred Percentages%
Possible associations 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
Questions Associations Quantity Percentage
What is MM? Pulpy Orange Juice 18 36
Orange Juices 6 12
Juice 8 16
Come in Mind when think of MM 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
Good Things about MM Fruity 1 2
Juicy 1 2
Packaging 7 14
Taste 12 24
Pulpy Orange 6 12
Price 2 4
Color 2 4
Energizing 2 4
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
32
Refined 1 2
Bad Things of MM 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
Frame of Reference
POP 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
POD Nice 1 2
Taste 12 24
Fruity 1 2
Maza 1 2
Packaging 6 12
Price 4 8
Pulpy Orange 13 26
Purity 1 2
Freshness 4 8
Quality 7 14
Natural Juice 1 2
Energetic 2 4
Where is the Pulp Pulpy Orange 16 32
MM 5 10
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
33
Minute Maid
Relaxation
Thirsty Freshness
Refreshing Drink
Tasty Drink
Juices
Fruity
Fun
Natural Juice
Fresh Juice
Orange Juice
Tasty Juice
Refreshing Drink
Pulpy Orangelow
price Juicehealthy
JuicePacked
Juice
Packaging
Mazawaste of Money
Bad taste
Ganda
New Juice
Good Ad
Rich
Chill
Energizing
Price
Refined
Low Availability
PulpQuality
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
34
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:
Rate on the following scale
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 ______
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 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) %
Percentage (Some what agree, neutral, somewhat disagree)%
Percentage (Disagree, Strongly Disagree)%
1 Natural Juice 22% 49 29
2 Fresh Juice 24 47 29
3 Great Taste 27 48 25
1 2 3 4 5 6 7
Strongly Disagree Neutral Strongly Agree
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
35
4 Quench Thirst 22 50 18
5 Satisfy Need 26 51 23
6 Premium Price 22 56 22
7 Refreshing 26 50 24
8 Consistent Quality 28 48 24
9 Attractive 31 44 25
10 Youngsters 25 45 30
11 Rich Drink 30 47 23
12 Morning Drink 22 47 31
13 All Time drink 21 53 26
14 Parties and Functions
20 51 29
15 Fun 21 48 31
16 Exciting 23 49 28
17 Available 25 48 27
18 Health Drink 28 49 23
19 Energetic 33 51 16
20 My friends drink it 30 48 22
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 of 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
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
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.
4. QUALITY:
12% of the consumers attach quality with minute maid when they remember Minute maid. 12% of the consumers
believe that quality is a good in the minute maid. Where as 14% of consumers 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 Average 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.
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
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 much 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 Parity 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 5 6 7 Tasty Boring 1 2 3 4 5 6 7 Refreshing Artificial 1 2 3 4 5 6 7 Natural Poor Quality 1 2 3 4 5 6 7 High Quality Style less 1 2 3 4 5 6 7 Stylish Low Price 1 2 3 4 5 6 7 High Price Artificial Pulp 1 2 3 4 5 6 7 Real Pulp Not Healthy 1 2 3 4 5 6 7 Healthy Not Energetic1 2 3 4 5 6 7 Energetic Not Fresh 1 2 3 4 5 6 7 Fresh
The data was collected from the 100 consumers and using the SPSS tool, strength of every association is
determined.
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
38
RESULTS:
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 Pulpy 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 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 in the Quantitative questionnaire
which was divided into the 7 liker scale:
Rate on the following scale: Favorability: Note: If you drink minute maid then answer the question below or else proceeds to next question.
Q4: I drink minute maid because of; Taste ______ It is Refreshing ______ Natural ______ High Quality ______
Attractive/stylish _____ Price ______ Pulpy ______ Healthy ______
Energetic_____
It is Fresh ____
Sr. no
Strong Associations Percentage (Strongly Agree and Agree) %
Percentage (Some what agree, neutral, somewhat disagree)%
Percentage (Disagree, Strongly Disagree)%
1 Taste 35 46 19
2 Refreshing 28 55 17
3 Natural 19 63 18
4 Quality 23 55 22
5 Style 26 57 17
6 Prices 31 55 14
7 Pulp 27 55 18
8 Healthy 25 58 17
9 Energetic 27 55 18
10 Freshness 32 54 14
1 2 3 4 5 6 7
Strongly Disagree Neutral Strongly Agree
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
39
The data was collected from the 100 consumers and using the SPSS tool, Favorability of every association is
determined.
RESULTS:
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
Sr. no Favorable Associations Percentage (Strongly Agree and Agree) %
Percentage (Some what agree, neutral, somewhat disagree)%
Percentage (Disagree, Strongly Disagree)%
1 Taste 35 47 18
2 Refreshing 35 51 14
3 Natural 24 58 18
4 Quality 35 45 20
5 Style 29 55 16
6 Prices 24 58 18
7 Pulp 39 46 15
8 Healthy 32 52 16
9 Energetic 35 50 15
10 Freshness 35 51 14
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
40
Boring Refreshing Only natural drink---------------- 1 2 3 4 5 6 7
Artificial Natural Best Quality--------- ---------------- 1 2 3 4 5 6 7
Low Quality High Quality Most Attractive Packaging-------- 1 2 3 4 5 6 7
Boring Attractive Most Economical------------------- 1 2 3 4 5 6 7
Expensive Economical Best pulp ---------------------- --- 1 2 3 4 5 6 7
Artificial Pulp Natural Pulp Very Healthy------------------------- 1 2 3 4 5 6 7
Not healthy Healthy Only fresh juice------------------ 1 2 3 4 5 6 7
Not Fresh Fresh Very Energetic------------------ 1 2 3 4 5 6 7
Lethargic (tired) Energetic
The data was collected from the 100 consumers and using the SPSS tool, Favorability of every
association is determined.
RESULTS:
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
Sr. no
Unique Associations Percentage (Strongly Agree and Agree) %
Percentage (Some what agree, neutral, somewhat disagree)%
Percentage (Disagree, Strongly Disagree)%
1 Taste 21 61 18
2 Refreshing 15 67 18
3 Natural 17 67 16
4 Quality 18 71 11
5 Style 21 66 13
6 Prices 17 68 15
7 Pulp 26 61 13
8 Healthy 18 63 19
9 Energetic 27 58 15
10 Freshness 22 65 13
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
41
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 Quantity Percentages
What is MM? Pulpy Orange Juice 18 36
Orange Juices 6 12
Juice 8 16
Come in Mind when think of MM 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 5 10
Quality 6 12
Refreshing 4 8
Tasty 7 14
Chill 1 2
Packaging 1 2
Healthy Juice 5 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
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
42
minute maid they consider pulpy orange. The analysis shows the association is much weaker as
compared to other competitor’s brand.
ASSOCIATIONS 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 16 32
MM 5 10
Rani 5 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.
FROM QUALITATIVE QUESTIONNAIRE:
The quality of Minute maid is____________________________________________________________
How reliable is minute maid? ____________________________________________________________
How stylish is minute maid? _____________________________________________________________
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
43
RESULTS:
Questions Answers Quantity Percentage
Quality of MM is Good 10 20
Average 15 30
Bad 20 40
Reliability of MM Good 4 8
Average 5 10
Bad 9 18
Stylish Packaging Good 8 16
Average 4 8
Bad 8 16
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 the questionnaires could be identified.
FROM QUALITATIVE QUESTIONNAIRE:
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 Quantity Percentage
when u last say Ad of Mm With in week 12 24
Within Two Weeks 8 16
Month a ago 6 12
never 8 16
Ad on Which Medium TV 34 68
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
44
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 through TV.
CONSUMER PERCEPTIONS ABOUT PRICE:
To evaluate the Price different variables from both the questionnaires could be identified.
FROM QUALITATIVE QUESTIONNAIRE:
The prices of Minute maid are High Average or Low? Explain your answer_______________________
____________________________________________________________________________________
RESULTS:
Questions Answers Quantity Percentage
Price of MM High 15 30
Average 13 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 Quantity Percentages
I don’t drink MM Because Awareness 2 4
Bad Taste 10 20
Bad Smell 1 2
Availability (Not Available) 10 20
Artificial Pulp 1 2
Bad Things of MM Pricing (Expensive 6 12
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
45
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___________________________________________
RESULTS:
Questions Answers/Associations Quantity Percentages
I Drink MM Becaz Tasty 6 12
Energetic 8 16
Thirsty 4 8
Freshness 5 10
I drink MM When (Situation) Thirsty 15 30
Want to Relax 8 16
Energy 5 10
Usage Situation of MM Thirsty 10 20
Energy 4 8
When Nothing is available 5 10
Every Situation 3 6
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.
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
46
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 5 10
Teenagers 8 16
All 5 10
Upper Class 6 12
Middle Class 4 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 QUESTIONNAIRE
Questions asked:
When I drink minute maid I feel_________________________________________________________
RESULTS
Questions Answers/ associations Quantity percentages
Feelings Fresh 5 10
Good 2 4
tasty 4 8
Refreshing 3 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.
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
47
FROM QUANTITATIVE QUESTIONNAIRE:
Question asked in the Questionnaire:
Q7: Does Minute maid provide you the feelings of?
Warmth ____ Security ____ Fun ____ Excitement ____
Social Approval _____ Self Respect _____ Pleasant Memories _____ Status Symbol _____
RESULTS
EXP
LAN
ATI
ON:
The
abo
ve
tabl
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 QUALITY:
Questions Asked:
What do you think about the manufacturer of minute maid? __________________________________
The quality of Minute maid is____________________________________________________________
RESULTS:
Questions Answers Quantity Percentage
Manufacturer of MM (Credibility) Good 12 24
Sr. no
Feelings Percentage (Strongly Agree and Agree) %
Percentage (Some what agree, neutral, somewhat disagree)%
Percentage (Disagree, Strongly Disagree)%
1 Warmth 17 58 25
2 Security 12 55 33
3 Fun 17 61 22
4 Excitement 31 49 20
5 Social Approval 20 56 24
6 Self Respect 22 57 21
7 Pleasant memories 22 61 17
8 Status Symbol 23 51 26
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
48
Innovative 15 30
Bad 6 12
Quality of MM is 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 QUALITATIVE QUESTIONNAIRE:
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?__________________________________________
RESULTS
Questions Answers 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
WOM of MM (Talk about MM) Yes 3 6
No 47 94
Recommendation of MM Yes 3 6
No 47 94
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
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
49
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 QUANTITATIVE QUESTIONNAIRE:
Questions asked in the questionnaire:
Rate on the following scale:
I drink minute maid ______ I recommend minute maid to others ______
RESULTS:
I talk about minute maid ______ I Visit the website of minute maid ______
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 maid.
These figure shows that none of respondent show loyalty towards the Products.
Always Most of the time Sometimes Occasionally Never
Sr. no
Loyalty Always Most of the Time Sometimes Occasionally Never
1 I drink Minute maid 6 17 46 13 18
2 Recommend minute maid 10 13 30 12 35
3 Talk about minute maid 5 10 25 19 41
4 Visit web of Minute maid. 2 1 10 10 77
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
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 association instead they tried 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 attributes and
have communicated there name “minute maid” less compared to there slogan. Consumers don’t recognize
minute maid but do recognize Pulpy Orange. Minute maid is facing sever competition. And 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 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.
POPS:
All these POPs are extracted from the Qualitative questionnaire researches which are as following.
Juicy
Taste
Fruity
Refreshing
Natural Juice
Healthy
Quality
Freshness
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
51
PODS:
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:
POPS:
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 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
Sr. no
Strong Associations Percentage (Strongly Agree and Agree) %
Percentage (Some what agree, neutral, somewhat disagree)%
Percentage (Disagree, Strongly Disagree)%
1 Taste 35 46 19
2 Refreshing 28 55 17
3 Natural 19 63 18
4 Quality 23 55 22
5 Healthy 25 58 17
6 Freshness 32 54 14
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
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.
PODS:
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.
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 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.
Sr. no
Strong Associations
Percentage (Strongly Agree and Agree) %
Percentage (Some what agree, neutral, somewhat disagree)%
Percentage (Disagree, Strongly Disagree)%
1 Style 26 57 17
2 Prices 31 55 14
3 Pulp 27 55 18
4 Energetic 27 55 18
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
53
FAVORABILITY:
POPS:
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:
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
Sr. no
Favorable Associations
Percentage (Strongly Agree and Agree) %
Percentage (Some what agree, neutral, somewhat disagree)%
Percentage (Disagree, Strongly Disagree)%
1 Taste 35 47 18
2 Refreshing 35 51 14
3 Natural 24 58 18
4 Quality 35 45 20
5 Healthy 32 52 16
6 Freshness 35 51 14
Sr. no
Favorable Associations
Percentage (Strongly Agree and Agree) %
Percentage (Some what agree, neutral, somewhat disagree)%
Percentage (Disagree, Strongly Disagree)%
1 Style 29 55 16
2 Prices 24 58 18
3 Pulp 39 46 15
4 Energetic 35 50 15
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
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:
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.
Sr. no
Unique Associations
Percentage (Strongly Agree and Agree) %
Percentage (Some what agree, neutral, somewhat disagree)%
Percentage (Disagree, Strongly Disagree)%
1 Taste 21 61 18
2 Refreshing 15 67 18
3 Natural 17 67 16
4 Quality 18 71 11
5 Healthy 18 63 19
6 Freshness 22 65 13
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
55
POD’S:
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 the data of style, price, pulp and 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 time 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 not 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 target 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.
Sr. no
Unique Associations
Percentage (Strongly Agree and Agree) %
Percentage (Some what agree, neutral, somewhat disagree)%
Percentage (Disagree, Strongly Disagree)%
1 Style 21 66 13
2 Prices 17 68 15
3 Pulp 26 61 13
4 Energetic 27 58 15
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
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. Minute Maid Pulpy Orange”
DESIRED POP:
Fresh Drink
Juice
Healthy Drink
Tasty Juice
Quality Juice
DESIRED POD:
Natural Drink
Pulpy Orange
Refreshing through oranges
Purity, Pure Drink
FUN through Surprisingly
STRONG, FAVORABLE AND UNIQUE DESIRED POPS AND PODS:
POPS Strong Favorable Unique
Juice
Fresh Juice
Healthy Juice
Tasty Juice
Quality Juice
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
57
PODs Strong Favorable 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 Associations in mind of Consumers Quantity
Percentages
Rani and Malee Juicy 2 4
Quality 5 10
Pulpy 5 10
Thirst Puncher 5 10
Cans 1 2
Yummy 2 4
Economical 1 2
Energetic 8 16
Stylish 5 10
Fruity 2 4
Tasty 3 6
Maza 1 2
Fresh 3 6
Healthy Juice 10 20
Sweeter 4 8
Tasty 15 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 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.
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
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 Brand name. Customer has strong association with the 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 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
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
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 Orange 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.
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
60
ALL POSSIBLE ASSOCIATIONS OF MINUTE MAID
Minute Maid
Relaxation
Thirsty Freshness
Refreshing
DrinkTasty Drink
Juices
Fruity
Fun
Natural Juice
Fresh Juice
Orange Juice
Tasty Juice
Refreshing DrinkPulpy
Orangelow price Juicehealth
y JuicePacked
Juice
Packaging
Maza
waste of Money
Bad taste
Ganda
New Juice
Good Ad
Rich
Chill
Energizing
Price
Refined
Low Availability
Pulp
Quality
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
61
Questions Associations Number of times MM
Occurred Percentages%
Possible associations 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
Questions Associations Quantity Percentage
What is MM? Pulpy Orange Juice 18 36
Orange Juices 6 12
Juice 8 16
Come in Mind when think of MM 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
Good Things about MM 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
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
62
Refreshing 6 12
Natural Juice 1 2
Quality 6 12
Price 2 4
Color 2 4
Energizing 2 4
Refined 1 2
Bad Things of MM 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
Frame of Reference
POP 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
POD Nice 1 2
Taste 12 24
Fruity 1 2
Maza 1 2
Packaging 6 12
Price 4 8
Pulpy Orange 13 26
Purity 1 2
Freshness 4 8
Quality 7 14
Natural Juice 1 2
Energetic 2 4
Where is the Pulp Pulpy Orange 16 32
MM 5 10
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
63
ASSOCIATIONS THAT ARE STRONG, FAVORABLE AND UNIQUE:
COMPARISON OF DESIRED AND ACTUAL POSITIONING:
DESIRED POSITIONING:
POPS Strong Favorable Unique
Juice
Fresh Juice
Healthy Juice
Tasty Juice
Quality Juice
Associations Strong Favorable Unique
Tasty Juice
Refreshing Juice
Natural Juice
High Quality
Stylish Packaging
Economical Prices Pulp
Healthy Energetic Fresh
PODs Strong Favorable Unique
Natural Drink
Pulpy Orange
Refreshing
Pure Juice
Fun
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
64
ACTUAL POSITING OF ASSOCIATIONS:
From all the tables given above we can 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 three 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.
Associations Strong Favorable Unique
Tasty Juice
Refreshing Juice
Natural Juice
High Quality
Stylish Packaging Economical Prices Pulp
Healthy Energetic
Fresh
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
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 emphasizing 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 packaging 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 likeability.
Brand Audit Minute maid
Usman Anwar Sheikh [email protected]
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 Brand 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 strong
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 have an aesthetic 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.