MARKETING MANAGEMENT PROJECT

A brief Research on-

Coca Cola’s Minute Maid

By Group 8-
Bhavesh Budhani
Muskan Kayal
Prashant Singh
Swizel
Tanish Garg
Table of Content
Executive Summary
 Introduction
Coca Cola or Coke, a carbonated soft drink
manufactured by The Coca Cola Company,
originally intended as a patent medicine, was
invented in the late 19th century by John Stith
Pemberton and was bought out by
businessman Asa Griggs Candler. Soon Coca
Cola became the leading market producer of
soft drinks in USA.
In 1950 the company expanded in India. But in
1977 coco cola had to close all its operations in
India because the central government focused
more on agriculture & rural industries. Seeking
to promote economic self-reliance and
indigenous industries, the government wanted
multi-national corporations to go into
partnership with Indian corporations.

At that time coca cola was India’s

leading soft drink when the government ordered the company to dilute at least 60%
of its stake in its Indian unit as required by the Foreign Exchange Regulation
Act(FERA) of 1973 and also turn over its secret formula of Coca-Cola. The policy
proved controversial, diminishing foreign investment and led to the exit of high-
profile corporations such as Coca-Cola and IBM from India.
The Coca-Cola Company re-entered the Indian market through its wholly owned
subsidiary, Coca-Cola India Private Limited and re-launched Coca-Cola in 1993 after
the opening of the Indian economy to foreign investment in 1991.
It acquired the ownership in the Parel Group which gave the company instant
ownership to the popular brands like Thumps Up, Goldspot, Limca & Mazza. All these
efforts made Coca-Cola the leading soft drink companies by 2010.
Minute Maid
On December 30,1960. The Coca-Cola Company took a giant leap in becoming a total
beverage company. That’s the date the company completed the acquisition of the
Minute Maid Company. Minute Maid at that time was usually associate with
lemonade or orange juice.
In Feb 2019 Coca-Cola India launched its Minute Maid brand of orange juices for the
first time in India. It was mostly targeted at young adults in the 20-34 range, whose
preferences are shifting from carbonated soft drinks to healthy fruit juices.
Minute Maid is a drink company owned by The Coca-Cola Company. Minute Maid makes
juices, lemonade and other soft drinks. Minute Maid was the first company to make orange juice from
concentrate. It makes an orange drink called 'Minute Maid Pulpy'. It contains juice with a lot of orange
pulp. Now 'Minute Maid Pulpy' came in four variants, orange, tropical, o'mango (orange mango) and
lemon. Now 'Minute Maid Pulpy Aloe Vera' contains juice with a lot of aloe vera pieces. It came in white
grape.

On 30th December, 1960 Coca Cola made a successful acquisition of the Minute Maid Comapny, which was
launched by Florida Food Corporations in 1945, and took a giant leap becoming a total beverage company.
Minute Maid was into making juices, lemonade and various other soft drinks. It became the first company who
made orange juice from the concentrate. This acts as the Unique Selling Proposition of Minute Maid. For instance,
one of its drink named Minute Maid pulpy was a fruit juice with high level of orange pulp in it. It also came in
various other variants like tropical, lemon and o’mango i.e. orange mango. Other varieties like Aloe Vera and
grape flavoured were also launched to carter consumer’s changing taste and preferences. Minute Maid juice
was launched at the Food Forum India 2011 by Shri A. K. Sinha, Secretary, Ministry of Food
Processing Industry, Government of India along with Mr. Atul Singh, President & CEO, Coca-
Cola India and South West Asia and Chairman, Food Forum India 2011, Samir Kuckreja, MD
and CEO, Nirula's and Damodar Mall, Group Customer Director, Future Group at the Food
Forum India 2011. Atul Singh, the former CEO and President of Coca Cola India believed that there was
enormous opportunity in the packaged beverage industry and as a company their focus was on offering value and
choice to their target customers.