In recent years sales for orange juice have been declining while prices were rising due to many substitutes and competition in the juice market. Resulting, in Minute Maid’s core product, orange juice to be at risk of facing the decline stage of the product life cycle. The real question here is can Minute Maid recover its lost market share?

Coca-Cola then answers that they will start ramping up advertising to support their Minute Maid juices to bring young adults and men into the picture. Despite the atypical approach, which generally targets the primary grocery shopper (moms), Charles Torrey, VP-marketing at Minute Maid states that “consumption data shows that men and young adults are also purchasing and consuming plenty orange juice”.

Minute Maid is now branching out their target market by creating advertisements specified to men but how would the influence of male generate more sales to regain their lost? Statistics shows that the highest volume growth of where men make their purchases are at gas stations and convenient stores. At these locations men are looking for quick and easy purchases, so if juices are more accessible and purchasable, then this channel may result more male purchasers than female. In addition, these locations are typically where men make their OWN purchases without any other social or family factors affecting their buying decisions.

However, focusing on men won’t completely help recover the lost of market shares but what Minute Maid is really looking to do is to gain share by increasing consumer consumptions. Thus, there’s much more opportunities to grow the brand by increasing its demand during different time of the day other than breakfast itself. What about drinking Minute Maid after workouts as a substitute to water?

Overall, it’s a brilliant idea for Minute Maid to expand their target demographics. If they succeed in regaining their lost shares, it’s because they have found a method to keep a balance when targeting the two groups of consumers (male and female) without alienating one or the other.

ARTICLE:

http://adage.com/article/news/minute-maid-taps-quirky-campaign-mom-buyers/148560/