Final Ppt Trop-mam

8/4/2019 Final Ppt Trop-mam

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PINNACLEThe Peak of Perfection

Topic

Retailer survey of TropicanaGroup membersAbhishek JainFaraz KhanKamal SainiKaran PeriwalShruti Gurha

Upasana Choudhury


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Retailer survey of Tropicana

Objectives

The product range of Tropicana

Market value of Tropicana Tropicanas positioning in different retail

sectors

Tropicanas retailing strategy Sector wise analysis of Tropicana


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Tropicana: Subsidiary of PepsiCo. family, a world class leader in foods andbeverages.

Tropicana went Public in 1969

Purchased by Beatrice in august 1978 for $490 million in cash and stock.

Sold to The Seagram Company Ltd., the Canadian alcoholic beveragemaker, for $1.2 billion in March 1988

Sold to PepsiCo in 1998

The juice business was sold to the beverage giant for $3.3 billion incash. Rodkin was then the President and CEO of the company.

Tropicana Products, Inc.: the leading producer of chilled orange juice and

claims the top spot in the overall U.S. orange juice market, with a share of33 percent

Tropicana distributes its products in 23 countries


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Product Line, Depth and Width

TROPICANAPREMIUM GOLD

TROPICANASEASON'S BEST

TROPICANATROPICS

TROPICANATWISTER

Orange juice Orange Sweet-Orange Orange

Apple Pineapple Mango

Grape Mixed Fruit Grapes

Orange-apple Tango

Tropical Fruit Juice(fruit fusion)

Mango Nectar

Litchi

Guava


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PRODUCT MARKETSHARE

PRICE MARKETINGSTRATEGY

PACKAGING Tag Line

REAL 40% Rs 15 for200ml

Caters children byintroducing real

junior.

Introduced real

active for the health

cautious customers

Introduced theschool kit.

Real juices are

available in

packs of 200ml,

1 litre

Taste likeeating a

juice

MINUTE

MAID

35 % Rs 25 for

400mlLaunched kata aam

panna in response to

the Tropicana

twister

Available in the

packs of 400ml

and 1 litre

bottle.

There is a

goodness

in every

minute

TROPICANA 30% Rs 15 for200mlChanged its tastefrom bitter to sweet

to attract Indian

consumers.

Introduced new

products like

Tropicana twister.

Launchedtwister in

returnable glass

bottles.

Others juices are

available in the

packs of 250 mland 1 litre

Tootpadega

fruit

MARKET VALUE OF TROPICANA


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SWOT ANALYSIS

Strengths

FUNDAMENTAL FINANCIALSOUNDNESS

GOOD SUPPLY CHAIN

COMPARATIVE PRICING

STARTEGY QUALITY AND QUANTITY

QUALITATIVE MANAGEMENT

Weakness

WEAK PROMOTION STRATEGY

LESS CONSUMER PREFERENCE

Opportunities

DEVELOUPMENT OF NEWPRODUCTS POSSIBLE

A WIDE MARKET STILL TO BEFULLY EXPLORED

COULD THROW LOCALCOMPETITORS OUT OF THECOMPETITION

Threats

COMPETITOR IN FORM OF COCACOLA EQUALLY STRONG

MORE TIME IN PLANING MAY KEEPTROPICANA OUT OF THECOMPETITION.


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Retail sector wise analysis of Tropicana

Kirana stores Fast moving product

High profit margins- 12%

PepsiCo offers fringe benefits to theretailers

Good supply management of the stock Easy payment facility for stock available

Hypermarkets Increases distribution network

13% profit margin per piece

Various discounting facilities offeredupon retailing in hypermarkets

Brand value

Bars & Restaurants

Close to 50% of restaurants, bars didnot stock the new variants.

- Business Standard

Hotels

Less profit margin in comparison tofresh juice

Hotels customers prefer fresh juiceand not juices with preservatives oradditives.


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SURVEY ANALYSIS OF TROPICANAS

POSITIONING

IN DIFFERENT RETAIL SECTOR


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COMPETITIVE PROFILE

REAL--Targeting every section of

society

TROPICANA-- Targeting youngsters

MINUTE MAID-- Facing tough competitionfrom others

OTHERS-- Compromise with Qualitybut nominal price

real

47%

tropicana

35%

minute

maid

15%

others

3%


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SPATIAL CONVINCE

30%

30%

15%

25%

REAL

TROPICANA

MINUTE MAID

OTHERS

SPATIAL CONVINCE

Spatial convince:The area provided by theretailer to the product on

shelf.

Real and Tropicanaprovides almostequal profit margins.


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Ratings

RealAvailable in lower

segment so high

consumption

Minute maid

Facing high competition

from other products

TropicanaHave good hold in upper

segments of consumers

survey analysis

0

1

2

3

4

5

6

real minute maid tropicana others

PRODUCT

RATINGS

Series1


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Tropicanas Retailing Strategy Tropicana in India since 1988- slow mover; as company opted for a Selective

distribution strategy.

Cornerstone of Tropicanas success- Controlled Distribution Strategy and tightmanagement of inventory

Revamped their products to suit the Indian palate.

Health awareness-The Indian Medical Association (IMA) will now endorse PepsiCos Tropicana

fruit juices-partnership for health!

Diversification of portfolioLaunch of 'Tropicana Twister - customer targeted young generation.Under Tropicana Tropics-introducing new flavours i.e. mango nectar, guava

pulp and litchi juice- tickling the Indian taste buds.

Good Planning and advertising Get People to Product

Mixing modern and traditional trade via trial generations, TV, radio, outdoorsand consumer-trade promotion.


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ANSOFFS MARKET EXPANSION GRIDEXISTING PRODUCT NEW PRODUCT

ExIsTING

CU

STOMER

NEW

CUSTOMER

MARKET PENETRATION

Tropicana penetrated the marketby introducing various fruit drinkslike oranges , apple etc .

It was mainly to cater the studentsand younger generations .

PRODUCT DEVELOPMENT

Tropicana premium Gold will soonbe rebranded as Tropicana 100%

It is to communicate the health

attributes of a brand more clearlyto customers.

MARKET DEVELOPMENT

Tropicana has entered into an

agreement with INDIANMEDICAL ASSOCIATION forendorsement of its products.

DIVERSIFICATION

Carbonated drinks were the main

product.Started manufacturing fruit drinksand fruit juices to cater the healthcautious customers.


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CONCLUSION

Tropicanas Marketing Mix Suggestion1. PRODUCT- Realization! Apt diversification of the products

2. PRICE Attention needed!!!

On combining of products and services- special offers and promotions

3. PROMOTION- Great success achieved!

Sales bound to increase- excessive publicity of Tropicana-IMA deal

4. PLACE- Focus on the presence of brand in public forums! Tropicana should sponsor events i.e. Management meets in B-schools

5. PACKAGING- Twister packaging is glamorous and a hit!

Tropicana juice needs repackaging- retention of the brand along with the bottles

6. POSITIONING- Toot Padega Fruit!

Designing Tropicanas strong presence- every recreational center, educational institutions,hospitals, corporate meets

Labor on the idea: Wholesome Drink- TROPICANA ONLY!7. PEOPLE- "got the right people on the bus, and the wrong people off the bus."JIM COLLINS

Recommended Area Sales Managers meet with the retailers for feedback get the right peoplein the right seats on the bus Good to Great, JIM COLLINS


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