An integrated marketing communications campaign for Minute Maid Pulpy

• Main Author: Magsino, Lizcel
• Format: text
• Language: English
• Published: Animo Repository 2014
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5000
• Institution: De La Salle University

The fruit/vegetable juice drink category in the Philippines improved from its slightly off-trade value growth in 2012 because of the increasing consumer awareness on health benefits of fruit/vegetable juices and strong advertising campaigns of juice brands. The awareness was brought about by the desire of consumers to be health-conscious most prevalent on professionals aged 21 and above. Del Monte Philippines leads the category with 26% volume share and 34% value share. The company is also aggressive in advertising, having the biggest expenditure share in the RTD juice category with 45%. Minute Maid is a global leader in the fruit juice industry which is highly associated with high quality, natural, and healthy. Minute Maid Pulpy is the nutrition-based ready-to-drink juice of the Coca-Cola Bottlers Philippines. It has consistently gained 1% share in the fruit/vegetable juice industry since 2009 to 2012. Minute Maid Pulpy is currently offered in four flavours (Orange, Mango Orange, Four Seasons, and Pineapple) and is generally available in supermarkets and convenience stores. In 2013, there were minimal investments on advertisements and merely focused on digital marketing especially during the launch of Pineapple flavour. The brand positions itself as a refreshing drink with the citrus fruitiness taste that gives excitement especially during the stale moments of a busy day. It targets young professionals with active and fun lifestyle. The company introduced the Pineapple flavour because according to the Consumer Beverage Landscape in 2009, juice is consumed four to five times a week, with pineapple as the most popular flavour after orange, with 40% share. Since Coca-Cola Bottlers Philippines Inc. would like to focus on the stills category especially on the RTD juice, the pineapple variant was introduced in the market in 2012 by highlighting its uniqueness, the only pineapple juice drink with orange pulp. The company would like to get a share from the market captured by the market leader, Del Monte Pineapple Juice wherein its category, 100% juice drink, has the highest Compound Annual Growth Rate for the 2016/2017 forecast in the RTD juice industry. An evaluation of the brands internal strengths, weaknesses, external opportunities and threats served as the groundwork for the Integrated Marketing Communication plan created for Minute Maid Pulpy. It focuses on the consumer insight of RTD juice drinkers specifically young Filipino professionals who work in key cities in the Philippines. Although there is a high level of awareness among the consumers, it is still not the top of mind brand when it comes to RTD juices. The marketing plan aims to strengthen brand preference, increase trial, grow the RTD juice category of Coca-Cola Bottlers Philippines, and translate brand awareness to actual purchase. It highlights the refreshing fun and excitement that Minute Maid Pulpy brings through the high quality orange pulp sacs aside from having the right taste of juice flavour. It brings the consumers closer to the real fruit through the orange pulp in all its flavours.