An integrated marketing campaign for Minute Maid Fresh

Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Marketing Communications


Ramon V. Del Rosario College of Business


Marketing and Advertising

Thesis Adviser

Donald Patrick Lim


This study was commissioned to create awareness for Minute Maids new ready-to-drink juice called Minute Maid Fresh and further reinforce the new variant as a better alternative juice drink for kids. Lastly this research aims to create excitement and convince moms on the healthy benefits of the new Minute Maid Fresh.

This research draws attention to the fact that the juice drink industry reported the most robust growth in the category (ready to drink beverages) during 2013. Total volume sales of juice drinks (up to 24% juice) increased by 11% after contracting by 4% in the previous year. The categorys upbeat performance was driven by the growing demand from schoolchildren for brands like Zest-O and Big 250. Juice drinks (up to 24%juice) are among the most affordable products in juice, and are popular snacks items among kids. Since most of the products are fortified with vitamins and minerals, parents often favor these products to carbonates. Moreover, manufacturers advertising campaigns have also stimulated demand for the category.

Currently, Filipinos prefer fruit juice to vegetable juice. The proportion of vegetable juice variants to fruit juice remained negligible in 2013. In 100% juice, pineapple is the most popular juice flavor followed by orange and grape. Meanwhile, orange is the most favored flavor in juice drinks (up to 24% juice) and nectars (25-99% juice). Other popular flavors include sour-sop, apple and calamansi. Four seasons, which is a fusion of four tropical fruits, is also very popular. During recent years, manufacturers have been coming up with fruit combinations to excite consumers and give more alternatives to local buyers. An IMC campaign will be developed to help Minute Maid Fresh achieve its general and specific business objectives of (1) Create awareness to the New Minute Maid variant (2) Communicate to parents the healthy value add benefits of Minute Maid Fresh (3) Increase category awareness for the new

Minute Maid juice variant by 30%; (4) increase brand trial for Minute Maid Fresh by 30% all at the end of the six month campaign. The campaign will also prioritize brand building that will further strengthen loyalty of current Minute Maid fanatics and invite both product switchers and new consumers.

The proposed IMC campaign will utilize effective marketing communication tools that would ensure seamless transition from the development of the overarching strategy, creative conceptualization, identification of relevant communication touch points, media planning and scheduling, on-ground sales activities, partnership building, marketing activations, and up to the preparation of the proposed IMC campaign budget.

The final output of this marketing research paper is an Integrated Marketing Communication (IMC) plan that will be presented to the honorable faculty members of the Marketing and Advertising Department of De La Salle University (Manila) and to the respective company representative from Coca-Cola FEMSA Philippines.

Abstract Format






Accession Number


Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer optical disc. 4 3/4 in.

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