Launched in 1996 as a premium beverage, Coke is repositioning Minute Maid in the mid-price range in a bid to capture the growing number of Russians thirsting for fruit juices.
Promotional activity will be handled in-house with little advertising spending, relying initially on the high awareness that the brand enjoys, according to Gallup Media data.
Coca-Cola is expecting to garner 5% share of the local juice market, a company spokesman said. The only existing competitor is Italy's Parmalat. -- Sergey Rybak
Copyright August 2001, Crain Communications Inc.