Chapter 11 - Developing and Managing Products

Coca-Cola's Minute Maid Pure Squeezed Orange Juice

On October 17, 2011 a press release stating Coca-Cola's New Minute Maid Pure Squeezed Orange Juice was released.  This product is an extension of their original orange juice and comes in 4 new flavors:

• No Pulp 100% Orange Juice
• No Pulp 100% Orange Juice with Calcium and Vitamin D
• Some Pulp 100% Orange Juice
• Light Orange Juice Beverage with Calcium and Vitamin D

The report states that Minute Made Pure Squeezed will be supported with an integrated marketing campaign which includes media, coupons, sampling, and public relations. Part of their marketing strategy was to conduct surveys asking respondents which of the 4 types listed above were their favorite.

Coupon

Ty Burell, an actor on ABC's Modern Family
is involved in advertising this new product

As I have researched this new product, I've realized that a majority of the techniques discussed in my marketing book were deployed here in order to market, advertise, promote and introduce this new product into the market.  Some of their techniques were market surveys, coupons, a famous actor to help advertise, integrated marketing communications, & brand line extensions.

In conclusion, this is definitely a new product and is passed the idea generation, idea screening, business analysis, development, test marketing, & commercialization stages.  In the PLC, Product Life Cycle, I would say that this is in the introductory stage and not the growth, maturity, or declining stage because it has just gotten started.