Marketing Management: A Case Study on Tropicana
- 1. Marketing Management: A Case Study on Tropicana By: Bhanu Arora
- 3. INTRODUCTION • Tropicana Products, Inc. is an American multinational company which primarily makes fruit-based beverages. It was founded in 1947 by Anthony T. Rossi in Bradenton, Florida.
- 4. Need & Objective of the product • This brand provides the richest taste of a real fruit that you can get, its a worth product though its costly as compared with its competitors . • But if consider the packing of this product which is a Tetra pack, which is a very strong and safe packaging.
- 5. Levels of Product • Thirst & Refreshment • To inform people that the product is composed of 100% natural ingredients and to portray the product as a healthy drink. Core Benefits
- 6. • It is very good in taste and it has no added sugar or colors, so this is the best and good drink for those who don't added sugar. • Diabetics also can drink this juice because it has no added sugar. This makes the Tropicana juices healthy and good for human body. Basic Product
- 7. • It is committed to fostering healthy lifestyles by ensuring that its products are naturally nutritious and provide the daily benefits that one needs. Expected Product
- 8. • Excellent branding & advertising • Excellent distribution & availability • Considered to be healthy as compared to aerated drinks Augmented Product
- 9. • In India, Tropicana comes in two categories: 100% Juices (sold as Tropicana 100%) and Juice Beverages (sold as Tropicana). Potential Product
- 10. Product Classification Tropicana is a type of Convenience Goods: • As it is frequently Purchased • Little effort is needed to purchase
- 11. Product Differentiation • In order to attract the kids segment, Tetra packs have animated cartoon characters made on the packaging. • For many consumers, flavor is the deciding order. While mango, apple and orange are the most selling one, other flavors are also available
- 12. Comparison with Competitors S. No. Tropicana Real 1. Tropicana is a member of vast Pepsi Family Dabur’s flagship brand Real Fruit Juice is a leader in packaged fruit juice. 2. The company sources orange juice concentrates from Brazil Real Activ orange carrot fruit juice is the India’s first fruit + vegetable fruit juice 3. Pepsi, in India association with HLL has launched Lipton Ice Tea Spread over 11 acres and process 150 tonnes of fruit per day
- 13. Product Mix • Product mix, also known as product assortment, is the total number of product lines that a company offers to its customers. The product lines may range from one to many, and the company may have many products under the same product line as well.
- 14. • Tropicana Pure Premium • Premium Lemonades & Drinks • Trop50 • Farmstand • Tropicana Drinks • Tropics • Twister Product Line
- 15. Product Width • Probiotics • Juices • Smoothies
- 16. Product Map Not Fruity Fruity High Energy Low Energy Tropicana 100% Slice Pepsi Red Bull
- 17. SWOT Analysis
- 18. Market Share
- 19. Product Life Cycle • Currently Tropicana is at its Growing Stage
- 20. Thank You