Also read Tropicana SWOT Analysis, STP & Competitors Tropicana Place & Distribution Strategy:įollowing is the distribution strategy in the Tropicana marketing mix:įrom the late 1980’s Tropicana has grown tremendously as a brand both in its product range as well as its geographical boundaries of the United States. Tropicana Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. In the recent years, Tropicana sales have been increasing, as more and more people have become health conscious and prefer consuming healthy fruit juices instead of carbonated drinks. It also offers value packs which are a combination of 3 different flavors in 1000 ml tetra packs each priced at Rs.360. The 200 ml tetra pack is priced at Rs.30 whereas the 1000 ml tetra pack is priced at Rs. However, the price of Tropicana products is not too expensive and they can be consumed by middle-income group families on a daily basis. Its products are costlier compared to similar products offered by other fruit juice brands, because, it uses the best quality fruits, and manufactures high quality juices with innovative processes. Tropicana adopts a value based pricing strategy. Freshness is the guiding principle of the brand and it positions itself as a breakfast beverage.īelow is the pricing strategy in Tropicana marketing strategy:

Tropicana aims at helping the consumers maintain a healthy lifestyle by ensuring that its products are naturally nutritious and provide the daily benefits that one needs. Tropicana selects the best fruit to manufacture the best quality juices, develop innovative processes and explores new markets for its products.

Some of its well-known products are Tropicana Farmstand which is a 100% juice blend with fruits and vegetables, Trop50 which is orange juice with 50% less sugar and calories, Probiotics which is a 100% juice blend containing 1 billion probiotics per 8 ounce with no added sugar or artificial flavors, Tropicana Pure Premium which is a 100% orange juice with no added sugar, water or preservatives and the Premium Lemonades and Drinks. It has a total of 70 different juice kinds and also offers smoothie products in its marketing mix. Tropicana mainly specializes in orange juice but it also has a number of other flavors like apple, grape, mango, guava, and cranberry. The product strategy and mix in Tropicana marketing strategy can be explained as follows:

Tropicana apple juice prices