TROPICANA

ASSIGNMENT

VARGHESE JOSE
B2361
ABOUT TROPICANA
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. Since 1998, it has been owned by PepsiCo.
Tropicana's headquarters are in Chicago. The company specializes in the
production of orange juice.
The Tropicana story begins with Anthony T. Rossi, who arrived in the
U.S. with just $25 in his pocket. He founded Tropicana in 1947 with the
mission of making the goodness of the finest fruit accessible to everyone.
Anthony T. Rossi (1900–1993) was born in Italy on the island of Sicily.
He had the equivalent of a high school education and immigrated to the United
States when he was 21 years old. He drove a taxi, was a grocer in New York,
farmed in Virginia, and then moved to Florida in 1940 where he farmed and
was a restaurateur. His first involvement with the Florida citrus industry was
fresh fruit gift boxes sold by Macy's and Gimbels department stores in New
York City, New York.
In 1947, Rossi settled in Palmetto, Florida and began packing fruit gift
boxes and jars of sectioned fruit for salads under the name Manatee River
Packing Company. As the fruit segment business grew, the company moved to a
larger location in east Bradenton, Florida and changed its name to Fruit
Industries. The ingredients for the fresh fruit salads on the menu of New York’s
famed Waldorf-Astoria Hotel were supplied by Fruit Industries. At the east
Bradenton location, Rossi began producing frozen concentrate orange juice as a
natural extension of the fruit section business.
In 1952, with growth of the orange juice business in mind, Rossi
purchased the Grapefruit Canning Company in Bradenton. The fresh fruit
segments and orange juice business were so successful that he discontinued
production of fruit boxes. He developed flash pasteurization in 1954, a process
that rapidly raised the temperature of juice for a short time to preserve its fresh
taste. For the first time, consumers could have the fresh taste of pure not-from-
concentrate juice in a ready to serve chilled package. The juice, Tropicana Pure
Premium, became the company’s flagship product.
The company developed a trademarked cartoon mascot for the brand
called Tropic-Ana, a barefoot young girl carrying oranges on her head and
wearing clothing that resembles a Hawaiian grass skirt and lei. She appeared
prominently on the juice cartons and even the train cars used to transport the
juice. Her image was diminished and finally phased out during the 1980s.
Ed Price was hired as executive vice president and director in 1955 and
represented the company as chairman of the Florida Citrus Commission. In
1957, the company’s name was changed to Tropicana Products, Inc. to reflect
the growing appeal of the Tropicana brand.

PRODUCTS AND SERVICES

Featured Products
 Tropicana Pure Premium Original (No Pulp)
 Trop50 No Pulp Calcium + Vitamin D
 Premium Drinks Watermelon
 Essentials Probiotics Pineapple Mango
Tropicana Pure Premium
 Original (No Pulp)
 Homestyle (Some Pulp)
 Grovestand (Lots of Pulp)
 Calcium + Vitamin D (No Pulp)
 Calcium + Vitamin D (Grovestand)
 Low Acid
 Healthy Heart
 Healthy Kids
 Antioxidant Advantage
 Vitamin C + Zinc (No Pulp)
 Vitamin C + Zinc (Some Pulp)
 Orange Strawberry Banana
 Orange Tangerine
 Orange Pineapple
 Golden Grapefruit
 Red Grapefruit
Premium Drinks
 Lemonade
 Raspberry Lemonade
 Peach Lemonade
  Tangerine Lemonade
 Watermelon
 Pineapple Mango with Lime
 Strawberry Peach
 Coco Blends Pineapple with Coconut Water
 Coco Blends Peach Passion Fruit with Coconut Water
Trop50
 No Pulp
 No Pulp Calcium + Vitamin D
 Some Pulp
 Vitamin C + Zinc
 Pomegranate Blueberry
 Farmstand Apple
 Lemonade
 Orange Mango
 Orange Peach
Essentials Probiotics
 Mango Lemonade
 Pineapple Limeade
 Pineapple Mango
 Strawberry Banana
 Peach Passion Fruit
 Orchard Green
Tropicana Kids
 Apple
 Fruit Punch
 Mixed Berry
 Watermelon
Tropicana Drinks
 Apple
 Grape
 Cranberry
Tropics
 Orange Peach Mango
 Orange Pineapple
 Orange Strawberry Banana
Twister
 Orangeade
 Grape Punch
 Tropical Punch
 Peach Orchard Punch
 Berry Punch
 Fruit Punch
 Apple Harvest Punch
 Lemonade
 Watermelon
 Light Fruit Punch
 Light Lemonade
 Orange Berry Banana Blast
 Grape Strawberry Splash
Tropicana
 100% Orange Juice
 100% Orange Juice with Calcium
 100% Apple Juice
 100% Grapefruit Juice
 100% Juice - Strawberry Kiwi Juice Blend
 Ruby Red Grapefruit
 Cranberry
 Grape
 Pineapple Orange
 100% Strawberry Orange
 100% Fruit Medley
 100% Juice - Ruby Red Grapefruit Juice Blend
Twister
 Strawberry Kiwi Cyclone
  Orange Strawberry Banana Burst
 Blue Raspberry Rush
 Tropical Fruit Fury
 Cherry Berry Blast

SEGMENTATION
The segmentation strategy used by Tropicana is very smart as it tries to reach
the highest profit levels for the company. The stress has always been on the fact
that the juices are 100% natural and this has been labeled everywhere on their
website.
Under demographics, the brand targets all the age and people with middle
or higher income. Under psychographic segmentation, it targets those health
conscious and those who prefer to drink juice instead of coffee or soda.
The segment it caters to are those customers who look for healthier
options and take proactive efforts to take care of themselves.

TARGET
The main target customers are the adults who are between the ages 21-30 and
are more concerned about their health and who choose a nutritious diet and are
concerned about their outlook. The other target customers are the elderly who
are more concerned about their health than their outlook.
To effectively target the consumers Tropicana has a section of the
website dedicated to informing the consumers about the benefits of Tropicana
Juices.

POSITIONING
Tropicana has a global strategy to focus on healthier and nutritious beverages. It
has been positioned as a refreshing drink that consumers should choose if they
don’t want sugar-based beverages and want to take care of their cholesterol and
their heart condition.
PepsiCo India repositioned Tropicana with Katrina Kaif as the brand
ambassador. Earlier Tropicana was seen international brand but now it wants to
cater to the time-pressed millennials who find their own nutrition and health
hacks to suit their lifestyles.
UNIQUE SELLING PROPOSITION
Tropicana promotes itself based on two facts, first that it is 100% pure drink and
second is that it contains a large amount of fruit in each bottle. These themes
have been selected to effectively reach their target audience of 21-30 years old.
In its promotions, Tropicana highlights health benefits to increase sales of the
product. It uses consistent themes in their advertisements with health benefits
and humor to engage the audience.
Tropicana has a good number of web presence and uses networking sites
such as Google+, Twitter, LinkedIn, etc. The advertisements are presented in
billboards, radio, magazines, etc. Tropicana is seen using good promotion
strategy and the main focus has been on the packaging of the product. On the
packaging, Tropicana promotes the value of the product through “never from
concentrate” testimonies.