In Jeffrey’s blog post, he discussed Minute Maid’s goal to bring the brand to a more comp temporary place expand its target market in order to combat the risk of facing the decline stage of the product life cycle through advertisements.
By launching campaigns such as “Wake Up Your MMOJO,” they are trying to seek growth of their existing product by tapping into a new market segment that consist of men and younger people (market development). The advertisement features a man drinking minute maid in its newly transformed single-serve bottles, from previously half-gallon cartons.
Apart from advertisements, Minute Maid has also redesigned their packaging and brand graphics to single-serve bottles, which accounted for more than 24% increase in sales. At a consumer level, packaging their product in a way that is convenient to consumers can alter their perception of the product. The consumers looked down on the half gallon cartons displayed in “coffin-style.” This can also help retailers position their product in a more attractive aisle in the supermarket, a place that is visible from the top. Minute Maid conducted marketing research through focus groups revealed that individuals loved the lavish photomontage of fresh sliced oranges and apples in the bottle’s plastic wraps which makes the product more dependent and identifiable. It worked within its constraints of packaging the product in cans, as the printing the graphics would have been a challenge. Changing its packaging makes it more accessible to young health-consious consumers, who are the main purchasers of single-serve juice sold in bottles and cans.
https://www.youtube.com/watch?v=j5FfGNedXoM
Not only is Minute Maid trying increase consumer consumption as Jeffrey mentioned, the company ultimately want to be sustainable and create value by increasing brand equity through the marketing tactics mentioned above.
Sources
http://www.fastcompany.com/1458943/first-look-coke-juices-its-minutemaid-packaging