The Coca-Cola Company’s (TCCC) Minute Maid Pulpy became the cola giant’s 14th brand to reach $1 billion in global retail sales (in 2011). As opposed to cola carbonates, which often rely on global brand recognition and cross-generational formulas for success, Minute Maid Pulpy has relied on product development and innovations inspired by local flavors and textures. Toward the end of 2004, Minute Maid released Minute Maid Pulpy, which contained less than 24 percent actual fruit juice, but TCCC was able to retail the product at a much lower price point than products with a higher content of fruit juice. In China and throughout the Asia-Pacific region, consumer notions of freshness and health are connected much more to the consumption of actual fruit. Minute Maid Pulpy acknowledged this by including pieces of fruit in the drink, thereby creating a thicker texture that would not appeal to most North American consumers but has proven very popular in this region of the world. In customizing the
product, Minute Maid Pulpy went from the 10th most popular fruit/vegetable juice brand in China in 2004 to first by the time it had achieved $1 billion in total sales in 2011.
But isn’t the world becoming more globalized?
Do we still need large multinational corporations customizing their products to local markets?
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