› Marketing by Tropicana
Tropicana is an American multinational which is known for producing fruit base beverages and has been around since the year 1947.It was founded by an American named Anthony T. Rossi in Bradenton, Florida.
Since 1998, it has been owned by the FMCG giant PepsiCo.Tropicana’s headquarters are in Chicago.The most loved product of this company is the Orange Juice.
In the year 1952, Rossi bought a Grapefruit Canning Company in Bradenton which majorly created fruit boxes. However, this was shortly discontinued as the orange juice and fruit segment business was extremely successful.
Rossi developed a process called as ‘flash pasteurization’ in the year 1954 which helped in maintaining the freshness of fruits in the juice.This was the USP of the brand as it was very different than the concentrated juice which people in America were used to drinking.
The juice, Tropicana Pure Premium, became the company’s flagship product.
The company has its headquarters in Chicago but has spread throughout the six continents where it has an impressive market share and customer base.In the year 2016, the brand had a 41.5% market share in 100% juice category.
› Creation of Tropic-Ana
Tropic-Ana was the company mascot. It was a cartoon character created by the brand and was named ‘Tropic-Ana’.
This was a very cute cartoon of a Hawaiian girl wearing a tropical skirt and lei and carrying oranges on her head.She was on all the juice cartons and juice carrying trucks prominently till the year 1980.
› Product Line of Tropicana
Tropicana is known to have more than 70 types of juices under their brand of which, most prominent is the Tropicana Orange Juice.
Other than this, Mango, Blackberry, Lemon, Grape, Watermelon, Banana and Pineapple are most fast-moving juices across the globe made from this brand.
#DidYouKnow – Tropicana not only makes juices, but also makes Smoothies!
Due to its large variety in a specific product category, it has marked a space in the minds of the people who love to drink juice and want a good and a safe brand with nutrition.
Coming to the pricing strategy of Tropicana, they are very affordable and have always focused on low pricing strategy. This can be seen even on their promotion lines. They have always been very subtle but on point on their product pricing level. The low-level pricing strategy was adopted by the brand in the year 2004 where in it saw a drop in purchase of their juices and wanted to penetrate in various markets across the globe.
As a result of this pricing strategy, the company has been registering better revenues thanks to the fact that more people are buying and at a higher frequency than before.
Keeping the health aspect in mind of majority of the people and millennials, juices are something people love to sip on.Tropicana has always maintained this and they have only marketed their products as fresh and healthy juices.
Tropicana even in its advertising, showcases that one can drink a glass of the juice made by this brand in breakfast and feel healthy and fresh from the beginning of the day!
This gave birth to their tag line – ‘Have a Tropicana Morning’ which was remembered by many for a long time.
#DidYouKnow – The brand Tropicana has been around since the year 1947 but was only launched in India in 2004!
› Marketing by Tropicana in India
The current brand ambassador of this juice giant is Katrina Kaif for the India market.
The campaign designed by the brand with this star actress is #MyHealthMyWay which has received a tremendous response in the market.The campaign was released 5 months ago.
The ads focus on the health aspect which an individual seeks in the busy lifestyle one leads today.These ads also focus on the vital nutrients which are required by the body and which Tropicana has in the form of juices.Made from fresh fruits and vegetables, these juices are 100% natural and loved by people of any age group.
This campaign was launched in the year 2016 and was loved and is still a memorable one.
The ads were very unique and was created to launch the ‘Mosambi Delight’ juice in India.
Tropicana did not have a brand ambassador for this particular campaign but had a lot of engaging activities done for it and the ads too were created in a very unique way. It was a mix of animation and life imagery.
#Have a Fruitful Start to Your Day
This campaign was released by the brand in the year 2015 promoting the fact that a glass of Tropicana juice in the morning with breakfast is a very healthy habit.
Many ads and promotions were done to promote this angle of the brand.They wanted to promote the juice as a healthy and fresh option.
Tropicana is owned by PepsiCo and is a very powerful brand in the company’s kitty. Known for its varied product range and superior quality of products, this brand is loved by people in all the continents of the globe.
Available in various sizes and to go packs, it is very easy to find this particular juice at your nearby grocery store and you can choose from the many flavor options the brand makes.
This year, PepsiCo announced that they want to double the business of Tropicana by the year 2020 as there is a drastic fall in the aerated drinks business as the consumer has shifted to drinking and staying healthy.
Deepika Warrier, vice president (nutrition category), PepsiCo India said “We’ll aim to make Tropicana available across 250,000 retail outlets, 2.5 times of 100,000 now by the end of this year. From less than 100 towns, Tropicana will be made available across 300 towns. Besides, we’ll utilize our coolers (used primarily for carbonated drinks at retail points) for Tropicana so that it’s sold chilled even in smaller markets.”
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