Brand Positioning of Tropicana

With Today’s Trends

By : Abhishek khurana
 • In terms of demographics, the brand
caters to people of all ages as well as
those with a middle or higher income. It
is targeted at those who are health-
conscious who prefer to drink juice
Segmentation instead of coffee or soda, according to
psychographic segmentation.
• Customers that are looking for healthier
options and making proactive measures
to take care of themselves are the
target market.
 Targeting
• Adults between the ages of 21
and 30 who are more worried
about their health and who pick
a nutritious diet and are
concerned about their outlook .
• The elderly is another target
market, as they are more
concerned with their health
than with their future prospects.
 • Tropicana has a global strategy that focuses
on beverages that are healthier and more
nutritious. It's being marketed as a pleasant
drink that people should drink if they don't
want to drink sugary drinks and want to
lower their cholesterol and improve their
heart health.
Positioning • With Katrina Kaif as the brand ambassador,
PepsiCo India reinvented Tropicana.
Tropicana was formerly a well-known
international brand, but it now seeks to
appeal to time-pressed millennials who
develop their own nutrition and health hacks
to fit their busy schedules.
 • Mrs. Deepika Warrier, PepsiCo India Vice
President - Nutrition, expressed that
Tropicana has an objective of opening 2.5
lakh shops in 330 towns. Tropicana has a
purposeful intend to develop its business by
Development 2020, as indicated by her.
• Tropicana's most prominent procedure was to
Strategy: give Premium conveyance of items to
purchasers through refrigerated juice
walkways, as well as elevating Tropicana Pure
Premium to increment buyer mindfulness.
• This kind of procedure has assisted with
laying out a place of uniqueness in the jam-
packed drink area.
 • Tropicana, a PepsiCo brand, has sent
off a mission called 'Goodness Jo
Dikhti Hai' (goodness that should be
visible) to advance its new transparent
Current PET bundling.
Campaign: • The film, which was made by
Wunderman Thompson, attempts to
associate with youngsters by exhibiting
how awful circumstances might be
turned around by taking advantage of
one's internal generosity.
 Tropicana's informing is especially
youth-situated, with Katrina Kaif as the
brand's face highlighted in the "My
Health, My Way" promotion.
Situating
Strategy: The repositioning was done after broad
examination and get-together shopper
criticism. The repositioning exertion has
paid off for the organization, since it has
become more interesting to youngsters.
 In the refreshment classification, Tropicana is
perhaps of PepsiCo's quickest developing brand. In
India, per capita squeeze utilization is extending,
and the juice market is encountering quick
BCG development.

framework:
PepsiCo India needs to twofold Tropicana's
development by 2020, and is upgrading item
circulation by zeroing in on more modest towns
and rustic regions. The brand situating plan has
additionally been refreshed. The parent firm puts
vigorously in showcasing and brand improvement.
 Brand equity:
• Tropicana's image guarantee is to give
customers with top caliber, genuine
organic product drinks while likewise
uplifting them to carry on with a superior
way of life. The circulation foundation is
all around associated, guaranteeing that
the brand guarantee is kept up with.
• Tropicana is tied in with giving youngsters
the opportunity to carry on with a better
way of life the manner in which they
want.
 Contender's technique:

• Tropicana's essential rivals in India incorporate

Minute Maid Orange Juice and Real Fruit Juices,
as well as Simply Orange, which is possessed by
the Coca-Cola Company. These organizations
guaranteed that their juices were 100% juice.
• Tropicana's critical separation from its rivals is
the estimating of its juice. Genuine expanded
2.5 percent concerning both worth and volume,
while Tropicana dropped 5% regarding both
worth and volume.
• B Natural by ITC and Paper Boat by Paper Boat
have both obtained portion of the overall
industry.
Distribution in India
Sales

North India
Rest of India
 Client Analysis:

• Tropicana's greatest clients are wellbeing cognizant

young people who would prefer to drink Tropicana
than undesirable soft drinks like Coke or Pepsi. As
indicated by study, shoppers who have had past
Tropicana experiences are bound to pick the
beverage r¬ight away; be that as it may, in the event
that they haven't, they are bound to carry out
outside or online groundwork.
• At the point when a survey of Tropicana consumers
was embraced, it was found that they favor the
beverage since it is better, has a lot of Vitamin D,
and is a pleasant method for beginning the day.
 
 • Tropicana sells itself by stressing two focuses: first,
that it is a 100% unadulterated beverage, and
second, that each jug contains an enormous
measure of natural product. These points were
decided to arrive at their objective segment of 21-
Advancement 30-year-olds productively.
• Tropicana advances the item's medical advantages
technique: to increment deals. To connect with the crowd, it
utilizes a reliable subject of wellbeing benefits and
humor in their promoting.
• Tropicana has a sizable internet based presence
and utilizes online entertainment stages like
Google+, Twitter, and LinkedIn.
• Commercials can be tracked down on boards,
radio, distributions, and different media.
Thank You!