In the contemporary world
The beverage industry is dominated by few companies which continually struggles to attain the largest market share. The essence of this aspect is brought about by the demand, and types of products produced in regards to the provision of marketing skills on the brand advert to the targeted customers (Senge, 2014). Therefore, it is essential to understand the coca cola brands and how the adverts of the products produced by the company are conducted to share the interest of the company and meet the demands of the customer. There are over 500 types of beverages produced by the company making it the most valuable and recognized brands in the world. However, this paper will highlight more on minute maid as one of the products which will be evaluated in regards to its general ambiance of advertisement.
Minute Maid as a brand of Coca Cola
Minute Maid is a brand of coca cola which is part of the product line that has variety regarding its production of lemonade and orange juice which have an extension to soft drinks in Coca Cocal company. This extension of soft drinks consist of Hi-C and are sold under different brand names of companies in different regional markets. The advert of the minute maid has a different description in different markets of the world. The essence of this is due to the availability of similar types of products which acts as its competitor. For an instant, the advert below indicates the relationship between the parents and their children when using minute maid juice (Neves, and Neves, E1999, 20). Most of the parents often are believed to underestimate their skills in parenting in regards to how their children view them. As a result, the premise in the advertisement used by minute maid campaign in breaking the belief. On the other hand, the perspectives of the kids are also explained by the advert. Primarily this entails a mix of ages from teenagers to elementary school children. The visual and written elements of the advert describe that sometimes it can be difficult to please the whole family members. Therefore, this is why minute maid have got a hundred different reasons to enjoy the drink so that everyone can feel something they love.
Minute Maid advert
The figure used in the advert consist of a man, and children with a happy facial expression. Further, the mood of individuals involved in the advert is excitement since there is a need to share something they all love. The background of the advert is based in the kitchen where the father of the children is preparing the juice while the children are playing withier toys and ball (Neves, and Neves, E1999, 21). The action which takes place in the advert is majorly the preparation in setting up the minute maid for the family. Notably, the advert does not have a lot of space given the fact that it contains a lot of graphics. These graphics entails the description of the kitchen and the place where the family would share the minute maid.
Competition in the beverage industry
The competition in the beverage industry is very stiff among the companies participating in developing different drinks. The major competitor of the minute maid is the PepsiCompany's Tropicana especially in the united states of America. According to cash flow analysis, there is an indication that the minute maid from Coca-Cola is significantly valuable that its rival Tropicana juice (Falbe, Rojas, Grummon, and Madsen, 2015, 2198). The essence of this is that minute maid has gain recognition in the international market compared to Tropicana which is mainly known locally. The estimate stock price and demand for Coca Cola’s minute maid is about 8% which generates nearly 130 billion dollars (Tedlow, 2014, 30). Tropicana on the other side also constitutes close to 9% of the Pepsi company stock with the worth of the business being about 8.5 billion dollars. Another international competitor of Minute Maid in the Dabur which exist in Asia markets.
Growth and success of Minute Maid
The growth of the product has significantly increased and join the arrays of minute maid and Tropicana. The success of Dabur has grown to cover nearly half of the Asian market with the other competing for an equal share. The development of this brand has been due to the belief and viral campaign on the use of healthy products for future wellbeing that hindered the share mart growth of minute maid. However, the advantage in which minute maid has is that it possesses a significant share internationally given that fact Dabur is based in Asian markets alone. Research conducted in determining the success of minute maid is that it has ties with the marketplace in various aspects (Shashank, 2014). The brand is linked and active with the chains that attribute to the underlying desired consumer needs in different places. As a result, this has improved the connection regarding feedback from the customers and the company development.
Importance of the Minute Maid brand
The establishment of the brand as part of the coca cola company products has been significant to the operations and development success. There are various reasons why this minute maid as a brand is essential to the development of the company. The need to enter into the globalization of the business activities has led to several achievements in the coca cola. The minute maid has increased the market portfolio of coca coal where the level of competition has been stiff in regards to customer satisfaction in meeting their demands (Anders, 2011). Minute maid as a brand has increased the market share of coca cola globally with its diversity. The essence of this was to capture the juice sector which had considerable potential for an opportunity as well as increasing the stock production and sales to the company.
Health benefits of Minute Maid
The health concerns in the beverage industry have also slowed the growth significantly given the possibility of constant discovery on the nature of harmful the products may exist within the market. As a result, the application of minute maid has regularly minimized this impact to its target customers. The essence of this is to keep the product t be healthy for the consumers. Further, the lemonade flavor is essential and considered as superfood since it contains plenty of health benefits since it has a combination of both water and a little sugar. The healthy benefits consist of assistance in the digestive system by fighting both constipation and indigestion. Additionally, this is provided by ensuring the gastrointestinal tract in breaking down the foods consumed (Sutherland, MacKenzie, Purvis, and Dalton, 2010, 2009). Similarly, it can be useful since it is positioned to contain calcium, folate, and potassium which is provided to some of the clinics such as mayo clinic to broaden the health services to the patients. Primarily this is evident in most of the associated clinics which have approved the use of minute maid as a healthy food supplement and nutrition for the patients.
Competition and market share
The pride in this development does not only have the success in health matters but also assist the society in reducing the cost associated with the high value of drugs related to nutrition. The brand is also good for this analysis since it provides the essential aspect in the global and local market necessities regarding the industry of beverage and foods (Gross, and Paul, Corp, 2012). The determination of the level of competition is necessary to understand a product provided by the company. For instance, the Minute Maid has three major types of competitors in the world. Tropicana from Pepsi company is one of the major ones which competes with it in united states of (America Kirk, and Berger, 2011, 109). The difference in the market share and possible position in regards to the total stock price can also be determined; the other competitor is Dabur from Asia which has gained ground and market share as well (Patel, 2014). Primarily this can provide essential lessons useful in developing the brand to be a future leading products with fear from its rivals.
Conclusion
The development of the beverage industry is dominated by few companies which continually struggles to attain the largest market share. The primary reason for this practice is brought about by the demand, and types of products produced in regards to the provision of marketing skills on the brand advert to the targeted customers. The brand advertisement is vital for the success of the company grew to meet and satisfy the demands of the targeted customers. A brand advert is critical for the recognition of the product produced by the company. There are various aspects which should be considered when developing a brand advert. The capacity of the general ambiance created by the brand should be determined during the process of advert development. For instance, the mood created by minute maid is happiness in connecting the family in sharing their shared values. Besides, the relationship between the written and visual elements should be well presented in an advert to describe the more about the brand. The use of the family kitchen with a father and the children waiting to be served with minute maid describe the importance of the product despite the lack of other available food. Notably, the use of this product for the advert is essential since it provides various insights regarding the product. The level of competition and market share is one of the crucial elements which can be determined from the brand advert.
Reference
listAdvert of minute maid https://www.minutemaid.com/products/
Anders, J., 2011. Coca-Cola’s Marketing Strategy: An Analysis of Price, Product, and Communication.
Falbe, J., Rojas, N., Grummon, A.H. and Madsen, K.A., 2015. Higher retail prices of sugar-sweetened beverages three months after implementation of an excise tax in Berkeley, California. American journal of public health, 105(11), pp.2194-2201.
Gross, E.M. and Paul, P., Xerox Corp, 2012. System and method for embedded addressable content within text and graphics for digital media. U.S. Patent Application 12/832,158.
Kirk, C.P. and Berger, K.A., 2011. Tropicana: Social media teach marketers a branding lesson. Journal of Critical Incidents, 4, pp.108-111.
Neves, M.F. and Neves, E.M., 1999. The orange juice distribution channels: Some characteristics, opportunities, and threats. Italian food and beverage technology: Analysis and strategic management, 18, pp.15-28.
Patel, N.G., 2014. Consumer Buying Behaviour Of Non-Carbonated Fruit Drink In Thasra And Galteshwar Talukas Of Kheda District Of Gujarat (Doctoral dissertation, AAU, Anand).
Senge, P.M., 2014. The fifth discipline fieldbook: Strategies and tools for building a learning organization. Crown Business.
Shashank, B.R., 2014. Consumer Preference for Fruit Beverages in Bangalore City (Doctoral dissertation, University of Agricultural Sciences, Bengaluru).
Sutherland, L.A., MacKenzie, T., Purvis, L.A. and Dalton, M., 2010. Prevalence of food and beverage brands in movies: 1996–2005. Pediatrics, pp.peds-2009.
Tedlow, R.S., 2014. The fourth phase of marketing: Marketing history and the business world today. In The Rise and Fall of Mass Marketing (RLE Marketing) (pp. 24-51). Routledge.
