Published by MBA Skool Team, Last Updated: November 26, 2017
Marketing Strategy of Tropicana analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Tropicana marketing mix, help the brand succeed.
Tropicana marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Tropicana Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Tropicana Product Strategy:
The product strategy and mix in Tropicana marketing strategy can be explained as follows:
Tropicana mainly specializes in orange juice but it also has a number of other flavors like apple, grape, mango, guava, and cranberry. It has a total of 70 different juice kinds and also offers smoothie products in its marketing mix. Some of its well-known products are Tropicana Farmstand which is a 100% juice blend with fruits and vegetables, Trop50 which is orange juice with 50% less sugar and calories, Probiotics which is a 100% juice blend containing 1 billion probiotics per 8 ounce with no added sugar or artificial flavors, Tropicana Pure Premium which is a 100% orange juice with no added sugar, water or preservatives and the Premium Lemonades and Drinks. Tropicana selects the best fruit to manufacture the best quality juices, develop innovative processes and explores new markets for its products. Tropicana aims at helping the consumers maintain a healthy lifestyle by ensuring that its products are naturally nutritious and provide the daily benefits that one needs. Freshness is the guiding principle of the brand and it positions itself as a breakfast beverage.
Tropicana Price/Pricing Strategy:
Below is the pricing strategy in Tropicana marketing strategy:
Tropicana adopts a value based pricing strategy.
Its products are costlier compared to similar products offered by other fruit juice brands, because, it uses the best quality fruits, and manufactures high quality juices with innovative processes. However, the price of Tropicana products is not too expensive and they can be consumed by middle-income group families on a daily basis. The 200 ml tetra pack is priced at Rs.30 whereas the 1000 ml tetra pack is priced at Rs. 120. It also offers value packs which are a combination of 3 different flavors in 1000 ml tetra packs each priced at Rs.360. In the recent years, Tropicana sales have been increasing, as more and more people have become health conscious and prefer consuming healthy fruit juices instead of carbonated drinks.
Following is the distribution strategy in the Tropicana marketing mix:
From the late 1980’s Tropicana has grown tremendously as a brand both in its product range as well as its geographical boundaries of the United States. Tropicana being headquartered in Chicago has its products being sold in many countries throughout the world including Canada, UK, Ireland, France, Germany, Argentina, Japan and Panama. Post 1990’s, Tropicana expanded more internationally in Latin American countries, Hongkong, China and India as well. Today, Tropicana products can be found everywhere ranging from super-markets, grocery stores, convenience stores and general and provision stores. The product mainly targets the urban youth aging from 21-35 years as well as population above 50 years of age as this is the segment of consumers that is most health conscious and value quality over the price of the product. It is consumed in urban cities in a much greater volume as compared to smaller rural areas. Tropicana is also available on various e-commerce platforms like Amazon, Bigbasket, Grofers etc.
They have a strong distribution network and their products are easily available through many local retailers.
Tropicana Promotion & Advertising Strategy:
The promotional and advertising strategy in the Tropicana marketing strategy is as follows:
Tropicana promotes its products through television commercials, print media and social media platforms like Facebook, Twitter, Instagram, LinkedIn and YouTube. It also undertakes sales promotion in supermarkets by setting up stalls and offering the customers with free samples whenever they introduce a new product in the market, thereby increasing product awareness. The target market of Tropicana includes health conscious people, so the brand advertises in lifestyle and health magazines which are likely to be read by such a segment. The company has also launched various campaigns. One such campaign is the ‘It’s good to be alive’ campaign which was kick-started in India. It’s a global campaign which shows that when you add Tropicana 100% to your mornings, you are bound to have a great start to your day. The campaign emphasizes on everyday mornings, motivating the viewers to have a healthy beginning to their day. Another campaign is their ‘Little glass’ campaign which was recently launched in 2016. It highlights the nutritional benefits that a little glass of 100% fruit juice can have, encouraging viewers to enjoy it as a part of a balanced diet. It also sponsors various sports and cultural events promoting the importance of having a healthy lifestyle which falls in line with their product. There is also a stadium named after Tropicana called the Tropicana Field Stadium. It is located in St. Petersburg in Florida and hosts baseball games, sporting events and concerts. The stadium has an entertainment center, shopping plaza and a food court where many Tropicana products are offered for sale. Tropicana also participates in health awareness programs to educate children in schools. This completes the marketing mix of Tropicana.
Tropicana is an American company founded in the year 1947 in Bradenton, Florida by Anthony T. Rossi. It specializes in not from concentrate fruit juices.
In the year 1998, it was taken over by PepsiCo. Tropicana has its headquarters in Chicago, Illinois but its products are sold all over the world.
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