Tropicana Twister

เปรี้ยวหวานลงตัวเป๊ ะ

Nattaporn A. 4817103 Napat P. 4815778

Navapun C. 4817110 Yanin N. 4815912
AD3101 Natwarut R 4817078 Chalermpol C. 4837441
Principles of Marketing Communications Nate-Chanok N. 4825112 Shun Wye W. 4855407
Semester 1/2008 Benjawan K. 4826875
Section.4 Panupong A. 4916547
 Product Introduction

• Sermsuk Co., Ltd. from Pepsi-Cola Co.

• Launched in Jul, 2006
• Highly successful in the U.S.
Target audience
 Demographic

male and female, Young generation

Mostly women in age of 17-35 years old
Occupation: High school Student, University Student
(in faculty of Arts, Communication Arts, BBA, etc),
Working in entertainment and creative field and office
women.
 Psychographic

• Healthy people who care about well-fines

• Housewife who always buy stuff for the family
• Teenager who always play sport and hang out with friends.
• People who always going out to shopping
• People who want to be beautiful like celebrity
• Women who has self confident, and self- esteem
• People who can’t stand on strongly taste of juice.
• People who love to take care of their health because Tropicana
doesn’t put preservation added.
• People who want to pay less but get fashionable style.
• Sweet or Party (non alcohol) Girls because Orange juice has a brand
recognition as typical main Thai Soup opera actress or “น้ำนางเอก”
• Women who Concern about health, Good looking, party girl and
sweet type (compare with artistic women who graduate from architect
or engineering , they will prefer M150 than Tropicana)
 Behavior

• People like to drink juice in the morning with meal

• People dink juice when they get thirsty and need
some refreshment
• They will drink because of their celebrity
presenter’s drink it
 Lifestyle
• Love to hang out with friend, Shopping on Big Sale
Period
• at Paragon, central world, central ladprao, JJ mall
sometime
• Love to buy cosmetic, supplementary food, Go to
Spa at least once a month
• Women who have to go outside during the day.
• Health conscious
Market share
Flavor of Fruit Juice in the Market

40%
60% Orange Juice
Others

Market net value approximately 8 billion Baht

 Fruit Juice by Segment

100% Fruit Juice Market

3.3 billion Baht

Less than 100% Fruit

Juice Market
(include 40% and 25%)
4.5 billion Baht
 Under 25% Orange Juice Market Share

TROPICANA TWISTER

Others
15%
43% 20% Splash

22%
Tropicana Twister
Splash
Green Spot
Green Spot
Others
 Growth in market share

15%

10%

previous year present year

SWOT
Analysis
Strength
• Provides the taste of “Perfect
Balance” between sweet and
sour – “เปรี้ ยวหวานลงตัวเป๊ ะ”
• 360-degree media coverage
• Use 2 of the hottest soap-
opera stars as their
presenters
• Stylish and practical new
design
• Heap price, easy to buy
Weakness
• Presenters are not known to everyone,
especially to the elderly and the young, as
well as the foreigners
• Inconvenient new packaging type – return
bottle
• Feminine image doe not appeal to men.
Some prefer the previous presenter –
Pancake
• Over-budgeting
Opportunities
• Positive word-of-mouth
• Health conscious consumers increase
sales
Threat
• Negative word-of-mouth / perception about
the brand
• Extremely high competition
• Economic crisis
Competitive Analysis
 Splash
• Main competitor
• Belongs to Minute Maid Co. –
the world's largest marketer of
fruit juices and drinks since
1960, which is now owned by
the Coca-Cola Co.
• Market share: 20%
• Uses the method of
concentrating orange juice into
a power using “high-vacuum
process,” as if the juice was
freshly squeeze out of a real
orange.
• Covers restaurants and
grocery stores
 Green Spot
• Well-known brand that has
been in the market for decades
• The first under 100% orange
juice in Thai market
• Excellent taste that provides
good source of vitamin C
• The first non-carbonated drink
to be sold in the same vending
machine with other carbonated
drinks
Marketing Communication
Objective
 Marketing Communication
Objective

• To attract customer at mass market and

want to be leading brand instead of Splash
• To increase growth driver in the orange
juice business
Strategies &
Tactics
 Strategy
• “Magic Price Point” Pricing strategy by launching the
new returnable glass bottle package 250 ml. only for
10 baht
 
• Twister still focusing on orange because orange
juice is still being a main market 60% and mix juice
40% of a whole 40% of juice market which worth
8,000 millions

• They use the celebrities for endorser as you have

been familiar with the first presenter “Pancake-
Khemanit” and it was really successful. Now using 2
celebrities “App-Rome”
 Tactics

• the new package by launching the new returnable

glass bottle 250 ml. so they can get through traditional
media
• The design of the package and the lid, they design as
the concept “twister” by twist the bottle makes it look
attractive.
• They provide the Cooler and menu of its brand for
retailer and restaurants.
• They have been using the proper name “Tropicana
Twister” for long time and it is hard to remember the
name so the change to “Twister” only instead.
• They also add more values from Vitamin A, C, and E
in this orange juice which is the strength of this brand.
IMC Plan (timeline)

IMC Plan (timeline)

Jan Fe Mar Apr May Jun Jul Aug Sep Oct Nov De
b c
Presente
r
TVC
Poster
PR
Radio
 Advertisement

• Tropicana Twister launched the new

advertising under the title is “Perfect
Balance” through television, radio and
poster etc. The purpose is to fulfill the
attitude of the customer about orange juice
involve with Tropicana maintain better
quality than another brands.
 Celebrity

• Tropicana used the celebrity people to

be the presenter. For example, the new
advertisement “Perfect Balance”, AFF and
Lorm becomes the presenter in these ads.
Both of them are the famous actors in
Thailand. In addition, the old
advertisement “I Love You”, Pancake
became the first presenter for this brand.
Thank you