Case Study Of Cranberry Juice

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According to Mintel in 2017, Coca-Cola, the parent company of Minute Maid, is first in sales of juice with 17.2% of the market share. PepsiCo, which owns Tropicana, is second in sales with 12.5% of the market share. Ocean Spray is fourth with 6.4% of the market share. Ocean Spray’s considerable market share in the cranberry juice category indicates that no other companies pose a significant threat. Instead, Ocean Spray should focus on stimulating primary demand for cranberry juice as opposed to other types of juice to compete with larger companies that offer a variety of juice products such as orange juice, lemonade, etc. Although Minute Maid and Tropicana are not specifically in the cranberry industry, they are Ocean Spray’s biggest…show more content…
Similar to Ocean Spray, they spend the most on Cable Television. The biggest takeaway from this company is that they spend most of their ad spending capital on magazines, whereas Ocean Spray eliminated that category all together (Redbooks, 2017). Moreover, Tropicana spends more than double on advertising than that of Ocean Spray and Minute Maid. Tropicana spent around $64.5 million in 2015 and around $54 million in 2016. Similarly to Ocean Spray, they stopped spending money on radio and newspaper advertising in 2016. Additionally, Tropicana also spends around $4 million magazines which is similar to Minute Maid’s approach (Redbooks, 2017).

Advertising Agencies: Ocean Spray v. Competitors
Ocean Spray, Minute Maid, and Tropicana all use large agencies to promote their products. According to Redbooks, Ocean Spray is represented by Zenith, a company who provides them with Digital, Media, Media Planning, Media Buying, and Social Media services. Minute Maid uses BBDO for its Broadcasting, Digital, Print, Social, and Creative. And Tropicana combines services from three: Ogilvy and Mather for print, Doner for Media Buying, and UM NY for Digital, Experiential, and Social Media services (2017). All three juice companies likely owe a large portion of their popularity and notability to these agencies.

Advertising: Ocean Spray v. Competitors
Ocean Spray started
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