whether Minute Maid achieves its objectives through the strategic coordination of the marketing mix factors

whether Minute Maid achieves its objectives through the strategic coordination of the marketing mix factors

Minute Maid company has a history of providing quality beverages and soft drinks around the world. The company processes over 100 different flavors of juice using the freshest ingredients. Minute maid is owned by the coca-cola company with its headquarters in Sugar Land, Texas. The success of a company depends on the demand for its products and services. Consequently, the demand for a product depends on its quality and marketing mix to reach its consumers. The marketing mix of a company involves a combination of factors that a company adopts to influence customers to purchase its products. Therefore, this essay will explore whether Minute Maid achieves its objectives through the strategic coordination of the marketing mix factors.

The marketing mix is usually centered around product, place, price, package, positioning, people, and promotion. Minute maid uses four strategies, namely product, price, place, and promotion. Each of these strategies plays an important role and utilizes various techniques in the promotion of the company’s product. The product strategy of this company has given it worldwide recognition in multiple markets. The company serves multiple markets following the market prerequisites. This strategy helps it to identify markets with gaps in beverages and market its products in these markets accordingly. For instance, the company marketed healthy bottled juices when the worldwide market was concentrated with aerated drinks and soft drinks. The company also improves and diversifies its products when the market gets concentrated with similar products. For instance, when other companies began to manufacture fresh bottled juice, minute maid introduced its Pulpy Orange Drink that was contained pulp and concentrated orange to provide its consumers with real orange flavor. Besides, the company introduced Minute Maid 100%, which is a concentrated formula of actual squeezed fruit juice. The benefits associated with the pulpy drink, such as the provision of Vitamin E and Calcium is also a part of the product strategy. Besides, the association of this company with other organizations such as the Mayo Clinic and Coca-Cola helps build its brand as a healthy drink.

The product offerings of Minute Maid complement each other by providing healthy options without unnecessary duplication. Each product offers unique benefits to consumers. For example, the Minute Maid Orange Juice and the Home squeezed Orange juice are rich in Calcium and Vitamin D. Also, the Minute Maid low acid orange juice provides a reduced acid and mild-tasting orange juice for consumers who prefer smooth citrus juice. This type of juice contains pure filtrated water and concentrated orange juice to retain the taste of orange. The Minute Maid kids orange juice is enriched with nutrients such as vitamins A, C, B1, and E, and it had a pulp-free taste that is preferred by most children. This juice contains premium concentrated orange juice and pure filtrated water, which are suitable for young ones.

The zero sugar Minute Maid drinks have flavor variety of mango, cherry, passion, lemonade, and fruit punch. Under the zero-sugar drinks, there is another category called ‘Just 15 calories.’ This brand contains 15 calories per serving but retains a distinct taste of the flavors. Besides, the company also manufactures frozen juice bars in various flavors. The shelf life of these products range between 7 to 10 days after being opened but can last up two to three months when stored by refrigeration.

Minute Maid faces pressures to eliminate its pulpy products due to competition from the Tropicana Twister company. This company launched a superior fruit juice product, which is three times juicier and 40% cheaper than Minute maid products. The company hired local celebrities to market this product, and this threatened the market advantage of Minute Maid. The customer satisfaction offered by Minute maid relies on the variety of the products it provides to suit various preferences of its consumers. Minute Maid addresses its customer service issues through customer service phone numbers, emails, and the GetHuman platform, where customers are free to share their experiences.

Minute maid uses a pricing strategy called price skimming, whereby the initial price is set to be relatively high at first and then lowered over time. This strategy enables the company to ride down the demand curve. This strategy gives the company a means of exploiting a monopolistic position by first satisfying the demand of its first customers and later on attracting a more price-sensitive segment. Therefore, Minute maid sells its products at affordable prices after some time as part of its pricing strategy. For instance, its products in international markets are lesser than the cost of actual squeezed fruit juice. However, the price of its products matches the quality and image of the company in areas with a competitive advantage. Minute maid faces competition from Nestle and Shezan. However, it places its products in such a way that consumers at the average level can be able to purchase the products.

The placing strategy of this company includes the distribution system of the company’s products. The distribution channel for Minute Maid is indirect whereby from the manufacturer; the product passes through a wholesaler and a retailer before reaching the consumer. The distribution is usually dense in tier 1 and tier 2 cities, which are the residence for tier consumer bases. Also, the company distributes its products at popular tourist locations to cater for consumers who like to travel. Its products are available at online retail markets, and delivery to consumers is offered via retail aggregators.

The indirect distribution channel gives Minute Maid a competitive advantage since they can be able to gain access to an increased consumer base. The physical distribution facilities of Minute Maid are aided by Coca-Cola that physically distribute the packaged products to wholesalers. The areas where Minute Maid products are distributed are strategic and accessible to their target markets, and it also places them in a position to get more target customers. The Minute Maid products are available throughout the year since it is a brand that provides healthy choices of juice.

The basis of Minute Maid’s promotional strategy is a being brand that cares for its consumer’s health. The health benefits from this beverage are clear from the ingredients used in the processing of this drink. The various brands of Minute Maid all offer a healthy choice to suit its consumers’ needs, such as orange juice, lemonade, zero/low-sugar drinks, and pulpy drinks. Minute maid advertises its product through newspapers, the internet, billboards, TV commercials, and radio advertisements. The company concentrates on digital marketing to reach young people who often prefer soft drinks and help them settle for healthier beverage options.

In conclusion, the coordinated marketing strategies of Minute Maid promote the success of the company. The products of this company cater to the various needs of its customers and have enabled it to penetrate the market of fresh juices.