EXECUTIVE SUMMARY
Tropicana, a brand from PepsiCo, is the world’s only global citrus juice business. Tropicana is the top juice producer in the United States for over fifty years now. It has now expanded to Asian and European countries. Tropicana has almost all flavors of juice except Pomegranate.It is planning to launch a new flavor of Pomegranate juice- “pomlife” in Toronto, Canada. Their plan is to cover at least 75% of the market. Pomlife will not be priced too much. Pomlife would be marketed based on the following grounds:-
• Canadians spend a lot on juices.
• Besides being very tasty, pomegranate juice is also very nutritious, has less calories, aids in controlling cholestrol and protects against cancer.
• The only competition is “Pom …show more content…
Latest Tropicana’s TV commercial which states that “HAVE A TROPICANA MORNING” is very successful and conveys smart message that consumers should have Tropicana juice every morning at breakfast. According to Tropicana’s website, Tropicana has over 70 different types of juices. Tropicana has an impressive track record of continuous innovation in it’s main business of producing, packaging, marketing and distributing chilled juice drinks in the United States in 2004. Tropicana has 8 different lines, which appeal to the taste of different consumers and this wide range of product is in continuous …show more content…
25-30 Taste drinkers, nutrition alternative drinkers. Professionals. On the go parents.
HEALTH CONSCIOUS Health, nutrition, less calories, controls cholesterol 18+ Diet and health conscious drinkers, long life oriented. Dieters. Health professionals.
YOUTH Trendy taste 14-18 Trendy drinkers, taste drinkers. Not a child yet not an adult.
MARKET NEEDS:-
The following are the major needs of the different target segments are as follows:
• Health:- Consumers have become increasingly health conscious creating a demand for healthier products. They are aware of the fact that soft drinks do not provide essential nutrients, this causes them to choose fruit juices.
• Convenience:- Customers demand proper packaging for separate activities.
• Taste:- Taste is essential for all consumers as that is the important reason why they purchase the product.
• Age appropriate:- Youth is one of the major segment for beverage consumption and also adults who are more of health conscious.
SWOT ANALYSIS:-
The following SWOT analysis captures the key strengths and weaknesses of Pomlife and identifies the opportunities and threats facing it.
STRENGTHS:-
Fresh
Tropicana, a brand from PepsiCo, is the world’s only global citrus juice business. Tropicana is the top juice producer in the United States for over fifty years now. It has now expanded to Asian and European countries. Tropicana has almost all flavors of juice except Pomegranate.It is planning to launch a new flavor of Pomegranate juice- “pomlife” in Toronto, Canada. Their plan is to cover at least 75% of the market. Pomlife will not be priced too much. Pomlife would be marketed based on the following grounds:-
• Canadians spend a lot on juices.
• Besides being very tasty, pomegranate juice is also very nutritious, has less calories, aids in controlling cholestrol and protects against cancer.
• The only competition is “Pom …show more content…
Latest Tropicana’s TV commercial which states that “HAVE A TROPICANA MORNING” is very successful and conveys smart message that consumers should have Tropicana juice every morning at breakfast. According to Tropicana’s website, Tropicana has over 70 different types of juices. Tropicana has an impressive track record of continuous innovation in it’s main business of producing, packaging, marketing and distributing chilled juice drinks in the United States in 2004. Tropicana has 8 different lines, which appeal to the taste of different consumers and this wide range of product is in continuous …show more content…
25-30 Taste drinkers, nutrition alternative drinkers. Professionals. On the go parents.
HEALTH CONSCIOUS Health, nutrition, less calories, controls cholesterol 18+ Diet and health conscious drinkers, long life oriented. Dieters. Health professionals.
YOUTH Trendy taste 14-18 Trendy drinkers, taste drinkers. Not a child yet not an adult.
MARKET NEEDS:-
The following are the major needs of the different target segments are as follows:
• Health:- Consumers have become increasingly health conscious creating a demand for healthier products. They are aware of the fact that soft drinks do not provide essential nutrients, this causes them to choose fruit juices.
• Convenience:- Customers demand proper packaging for separate activities.
• Taste:- Taste is essential for all consumers as that is the important reason why they purchase the product.
• Age appropriate:- Youth is one of the major segment for beverage consumption and also adults who are more of health conscious.
SWOT ANALYSIS:-
The following SWOT analysis captures the key strengths and weaknesses of Pomlife and identifies the opportunities and threats facing it.
STRENGTHS:-
Fresh