2011

MARKET RESEARCH ON - TROPICANA

IMG 5, GROUP 8 THE SIX MARKETEERS FORE SCHOOL OF MANAGEMENT SUMITTED TO S.K PANDEY

Contents
ABOUT OUR COMPANY: PEPSICO ................................................................................................................. 4 About OUR BRAND: Tropicana ...................................................................................................................... 4 ENVIORNMENT ANALYSIS ............................................................................................................................. 4 DEMOGRAPHIC ENVIRONMENT ............................................................................................................... 4 ECONOMIC ENVIRONMENT ...................................................................................................................... 6 LEGAL ENVIRONMENT AND GOVERNMENT POLICIES .............................................................................. 7 TECHNOLOGY ENVIRONMENT .................................................................................................................. 8 SOCIO-CULTURAL ENVIRONMENT ............................................................................................................ 8 Integrated Marketing Communications Mix................................................................................................. 9 I. II. PRODUCT........................................................................................................................................... 9 PRICE................................................................................................................................................ 10

III. PLACE ............................................................................................................................................... 10 1. 2. 3. 4. Kirana stores ................................................................................................................................... 10 Hypermarkets .................................................................................................................................. 10 Bars and Restaurants ....................................................................................................................... 10 Hotels. ............................................................................................................................................. 10

IV. PROMOTION ................................................................................................................................... 10 1. 2. 3. 4. 5. 6. ADVERTISING .............................................................................................................................. 10 PRINT ADVERTISEMENTS ........................................................................................................ 10 TELEVISION ADVERTISEMENTS......................................................................................... 10 VIRAL MARKETING ............................................................................................................... 11 PACKAGING ............................................................................................................................. 11 SALES PROMOTION.................................................................................................................... 11 PUBLIC RELATIONS AND PUBLICITY .................................................................................... 11 COMMUNITY RELATIONS .................................................................................................... 11 DIRECT AND INTERACTIVE MARKETING ............................................................................ 12 WORD-OF-MOUTH MARKETING ............................................................................................. 12 PERSONAL SELLING .................................................................................................................. 12

SWOT ANALYSIS .......................................................................................................................................... 13 MARKET ANALYSIS ...................................................................................................................................... 13

FINANCES OF TROPICANA ........................................................................................................................... 14 Porters Five Force Analysis ........................................................................................................................ 16 COMPETITORS ANALYSIS ............................................................................................................................ 16 Strengths and Weakness......................................................................................................................... 16 MAJOR MARKET PLAYERS: PROFILES AND STRATEGIES ......................................................................... 17 CONSUMER BEHAVIOUR: SURVEY ANALYSIS .............................................................................................. 19 OBJECTIVE ............................................................................................................................................... 19 INTRODUCTION ....................................................................................................................................... 19 METHODOLOGY ...................................................................................................................................... 19 OBSERVATIONS ....................................................................................................................................... 20 RESULTS AND IMPLICATIONS .................................................................................................................. 20 MARKETING STRATEGIES ............................................................................................................................ 21 ANSOFFS MARKET EXPANSION .................................................................................................... 22 COMPETITIVE STRATEGIES .......................................................................................................................... 22 CHOSEN CAMPAINGN: Lets make breakfast 100% ................................................................................ 22 I. II. III. OBJECTIVES OF THE CAMPAIGN ........................................................................................... 22 TARGET AUDIENCE ................................................................................................................... 23 COMMUNICATION TOOLS USED ........................................................................................ 23

TELEVISION MEDIA ....................................................................................................................... 23 PRINT ADVERTISEMENTS ............................................................................................................ 23 PUBLIC RELATIONS ....................................................................................................................... 24 RECOMMENDATIONS ................................................................................................................................. 24 MARKETING MIX SUGGESTIONS ............................................................................................................. 25 1. 2. 3. 4. PRODUCT..................................................................................................................................... 25 PRICE ........................................................................................................................................... 25 PLACE .......................................................................................................................................... 25 PROMOTION ............................................................................................................................... 25

REFERENCES ................................................................................................... Error! Bookmark not defined. REFERENCES ................................................................................................................................................ 25

ABOUT THE COMPANY: PEPSICO

PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo entered India in 1989 and has grown to become the countrys largest selling food and Beverage Company. PepsiCo has since expanded from its namesake product Pepsi to a broader range of food and beverage brands, the largest of which include an acquisition of Tropicana in 1998 and a merger with Quaker Oats in 2001. The group has built an expansive beverage, snack food and exports business and to support the operations are the groups 42 bottling plants in India, of which 13 are company owned and 29 are franchisee owned. PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands like Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade.

ABOUT THE BRAND: TROPICANA

Tropicana Products Inc. is the world's only global citrus juice business. On August 25th, 1998 it was incorporated by PepsiCo in a big $3.3 billion acquisition which gave more strength to the company (The PepsiCo Family). Hoping to get a bigger share of the estimated `1000 crores Indian branded fruit juice market, in late 2008, Food and Beverages major PepsiCo relaunched its Tropicana Premium Gold as Tropicana 100 %. It was done to highlight the brand's strength as a complete fruit juice devoid of any artificial color, preservatives and sugar and to expand the health brand portfolio. The juice is made of hand-picked fruits picked from the finest farms from across the world that are squeezed within 24 hours of getting plucked. The product is available in Apple, Mixed fruit, Orange and Grape flavors. It is available in 1 litre and 200ml packs.

ENVIORNMENT ANALYSIS
DEMOGRAPHIC ENVIRONMENT
The main demographic force that marketers monitor is population. Marketers are keenly interested in the size and rate of population in cities, regions, and nations; age distribution and ethnic mix; educational level; household patterns; and regional characteristics and movements.

Indias Population Growth With about 2.4 % of the worlds surface area, India accounts for 16.7 % of the worlds population. As per Census 2001, Indias population is 1028.7 million constituting of 532.2 million males and 496.5 million females. Taking into account that Indian population has shown a positive growth trends over the past years, Indias projected population is 1339.8 million by the year 2026. Of the total population, rural population constitutes 72.2% and 27.8% is urban population. The ` 100 crore packaged fruit juice market is estimated to be growing at 20% to 25% annually, which is mainly due to the expected growth is urban population of India. There are 300 million upper-and-middle-class consumers of processed and packaged food in the country, and another 200 million are expected to shift by 2010. Population Age Mix National populations vary in their age mix. As per the Census of India 2001, 23.2% of the population is nine years of age or less. Among people who are 10 years or above, 39.8% are less than 25 years of age. Another 19.9% of this population belongs to the age bracket of 25 to 34 years. People who are above the age of 54 years constitute only about 14% of the population. India is an attractive market for packaged fruit juices as unlike other countries India has quite a young population which form a large share of target consumers for the players in this industry. Literacy Levels of Population India has about 52% of the population consisting of males. Out of the total male population, 36% are illiterate while 55% of the total female population is illiterate. Literacy levels also vary according to age groups. It is noted that 76% of the people between the age group of 15-24 are literate. There is a considerable decrease in literacy rate viz. 64.5% for the age group 25-24, and stands at 35.6% for the 65-plus age group. The high literacy levels of younger members of the society also aid the marketers as they act as consumers, and as influencers of family consumption decisions. With the increase in literacy levels of the consumer, the demand for packaged fruit juices is going to increase owing to the fact that consumers will become more aware of healthier substitutes for aerated drinks.

ECONOMIC ENVIRONMENT
The available purchasing power in an economy depends on current income, prices, savings, and debt and credit availability. Purchasing power parity By applying the purchasing power parity (PPP) method, Indias GDP is estimated to be about $3.319 trillion, making India the fourth largest economy in the world. GDP has been growing at 7.4% per annum. However, due to the large Indian population, the per capita GDP is quite low, making India only the 128th country in the world. But the trends of its growth provide a strong reason to invest in India. There is an increasing market for packaged juices in the country. GDP As per the World Bank data, the GDP of South Asia is estimated at $1.1 trillion, though this constitutes just about 2.3% of the worlds GDP. The South Asian economy has seen a dip in GDP growth rate from 8.9% per annum in 2007 to about 6.3% per annum in 2009, owing to the global economic recession. But the recovery has been faster as compared to the countries in the East. Amongst all South Asian countries, India has 7.4% GDP growth rate. South Asia is an emerging market for packaged fruit juices and India is an unresisting option amongst all, owing to the rapid growth rates. Inflation India's annual food inflation rate cooled to single digits at 9.67% (July 2010) for the first time in the current year, while it was hovering above 16% for most part of the last few months before beginning to ease since mid-June. This indicates that India in particular has strong economic fundamentals that suggest a positive climate for business growth. The control of RBI and its policies have helped India survive and perform well even in tough times. Lower costs of essential commodities provide high disposable income for the consumers, therefore providing a good base for packaged juices industry. Income distribution Indian consumers can be classified into 5 categories:

Destitutes: annual household income of ` 16000. These are not active participants in market exchange for a wide range of goods. Aspirant: annual household income of ` 16000-22000. These are new entrants into the consumption systems due to increase in their income. Climbers: annual household income between ` 22000-45000. They have a desire and willingness to buy but have limited cash at hand. Consuming Class: Annual household income of ` 45000-215000. These form the majority of consumers and they have money to spend. Rich: Those who have money and own a wide range of products. Players in packaged juices industry can segment their market and target different segments with emphasis on price, quality, nutrition, flavours etc. As the changes in GDP, Inflation rate, per capita income and various other factors take place there is a huge impact on the companies in packaged juices market. For example if there is an increase in the inflation rate then the consumption will decline. Therefore in a volatile economic environment companies should be vigilant about these changes and take measures and strategies accordingly.

LEGAL ENVIRONMENT AND GOVERNMENT POLICIES

It consists of laws, government agencies and pressure groups that influence and limit various organizations and individuals. Business legislation has four main purposes: to protect companies from unfair competition, to protect consumers from unfair business practices, to protect the interests of society from unbridled business behavior, and to charge business with a social costs created by their products or production processes. There are various food laws applicable to food and related products in India: The Prevention of Food Adulteration Act (PFA), 1954 focuses primarily on the establishment of regulatory standards for primary food products, which constitute the bulk of the Indian diet. The Standards of Weights and Measures Act, 1976 and Standards of Weights and Measures (Packaged Commodities) Rules, 1977 are legislative measures designed to establish fair trade practices with respect to packaged commodities. The rules prescribe that the basic rights of consumers regarding vital information about the nature of the

commodity, the name and address of the manufacturer, the net quantity, date of manufacture, and sale price are provided on the label. Fruit Products Order (FPO), 1995 contains specifications and quality control requirements on the production and marketing of processed fruits and vegetables, sweetened aerated water, vinegar, and synthetic syrups. All such processing units are required to obtain a license under the FPO and periodic inspections are carried out.

TECHNOLOGY ENVIRONMENT
One of the most dramatic forces shaping peoples lives is technology. Below are some of the technological advancements in the packaged juices industry. Aseptic Processing and Packaging is considered as the single most important innovation for food products in the last half-century; it involves producing shelf-stable products by sterilizing the product and the packaging material or container separately and filling in a sterile environment. High Pressure Technology can quickly pasteurize, or in some case sterilize, food products with little or no heat treatment. This results in products that have a good natural taste and texture, while retaining those nutritional factors that would otherwise be degraded by heat e.g. vitamins.

SOCIO-CULTURAL ENVIRONMENT
India is a land of diversities, which is reflected not just in the topography but also in languages, cultures as well as religious beliefs. Indian culture has always stressed on healthy living. So, Indian consumers like fresh foods but due to prevailing unhygienic conditions at juice vendors, packaged juices are preferred over extracted juices. Since Indians like to see the product they would be consuming beforehand, there is a growing preference for PET bottles over cartons. Due to the community structure being close-knit, buying behaviour is influenced by family, friends and relatives at large. Opinion leaders in the family, usually elders having inclination towards natural drinks, influence the choices of the rest of the family. Consumers also cited that they get added options to offer to guests apart from tea, coffee and aerated drinks.

INTEGRATED MARKETING COMMUNICATIONS MIX

I. PRODUCT
Tropicana uses the best in fruit to give you great tasting, nutritious juice and juicebased beverages. It includes the following benefits: Made with fresh oranges Tropicana pure premium is 100% juice that comes from the best real fresh juices. Devoid of artificial colour, preservatives and sugar. Available flavors - Apple, Mixed Fruit, Orange, Grape, mango, pineapple, guava, litchi Packaging 1 litre and 200 ml Naturally nutritious- with 100% vitamin C in every 8 ounce glass, Tropicana pure premium is something good you can do for yourself every day. And with no water, sugar or preservatives added, you dont have to worry about anything but the goodness. A good source of folic acid folic acid helps to reduce the risk of certain birth defects of the brain or spinal cord. Contains potassium that helps to control the balance of fluid in our body and may help in maintaining a healthy blood pressure.

PRODUCT LINE, DEPTH AND WIDTH

II.

PRICE
A 1-litre Tropicana orange juice pack, for example, is priced at Rs 72. A 200ml tetra pack is priced Rs 15 to 18 depending upon the flavour.

III. PLACE
1. 2. 3. 4. Kirana stores Hypermarkets Bars and Restaurants Hotels.

IV. PROMOTION

1. ADVERTISING

PRINT ADVERTISEMENTS

Tropicana followed an aggressive print media campaign which saw print advertisements in extremely large number of national and regional language newspapers.

TELEVISION ADVERTISEMENTS

On launch in 2008, Tropicana 100% television campaign comprised of innovative advertisements emphasising on brand's strength as a complete fruit juice devoid of any artificial colour, preservatives and sugar. The advertisements enticed customers with an option of a high pulp content juice and had advertisements featuring half cut oranges being joined to make full oranges etc. connoting the 100 % complete pulp juice. In 2010 the new campaign focuses on Tropicana 100% fruit juice as an integral part of a complete breakfast. The television commercial communicates that Lets Make Breakfast 100% which reinforces the wonders of a warm, nutritious and fulfilling breakfast.

VIRAL MARKETING

Tropicana has allowed all its TV advertisements to be posted on YouTube to take advantage of the growing viewership of internet savvy young consumers.

PACKAGING

The brand has revamped its Back of Pack Graphics to highlight the nutritional benefit that Tropicana 100% Juices bring to ones Rushed Breakfast.

SALES PROMOTION

Its recent sampling exercise included an interactive quiz reaching out to 200,000 students from 150 schools in Delhi.

2. PUBLIC RELATIONS AND PUBLICITY

In 2008, the company had launched a Doctor Detailing campaign under which 1,500 doctors in metros and tier-I cities took part as part of its promotion programme to highlight the health benefits of the brand. To target the people who feel health as The Most Important factor to purchase a drink, Tropicana took on the health awareness and from now on The Indian Medical Association (IMA) will endorse PepsiCos Tropicana fruit juices - partnership for health

3. COMMUNITY RELATIONS
a) Tropicana was the official partner of the Yuvraj Singh Foundation and Make A Wish Foundation (MAWF) Event in 2009 which saw the wishes of 20 under-privileged kids being fulfilled by Indian and Sri Lankan cricketers. Tropicana gave away juice packs to all the kids present at the event.

b) In India, the PepsiCo Foundation is helping to change the lives of an increasing number of people through our support of organizations that are focused on building

sustainable water practices and domestic solid waste management, including the Energy and Resources Institute and Exnora International in India.

4. DIRECT AND INTERACTIVE MARKETING

The Tropicana nutrition institute serves as an interactive medium between consumers and Tropicana where consumers can clarify their doubts as well as get to know more about the product. This website aims at becoming a rich resource on fruit, vegetable and juice nutrition.

5. WORD-OF-MOUTH MARKETING
Pepsis Tropicana has tied up with equestrian sports and polo clubs to build bridges with the well-heeled young adults.

6. PERSONAL SELLING
PepsiCo has launched health conscious cafe stalls to state that it is a healthy food company. The cafe will offer a range of choices for consumers recipes like Quaker muffins, Tropicana 100% smoothies, Nimbooz, coconut mint mocktails, all of which are served at the cafe as a health alternative.

SWOT ANALYSIS

MARKET ANALYSIS
The Indian food market is poised to grow from US$ 155 billion in 2005 to US$ 310 billion by 2015 and US$ 344 billion in 2025 - at an approximate compounded annual growth rate of 4.1%. The development of the food industry in India stems from the consistently increasing agricultural output. With the second largest global arable land area, India is one of the key food producing countries in the world, second only to China. Currently, India ranks second in fruit production and third in vegetable production in the world.

Food processing is a large sector that covers activities such as agriculture, horticulture, plantation, animal husbandry and fisheries. However Government of India has defined the following segments within the Food Processing industry: Dairy, Fruits and Vegetable Processing; Grain Processing; Meat and Poultry Processing; Fisheries; Consumer foods including packaged foods and beverages. The share of organised sector for Packaged Fruit Juices stands at 77%. There are 6 major players and their market share is shown below:

Market Share of players in Packaged Fruits Juices Market

Others, 14% Leh Berry, 4% Tropicana, 25% Real, 57%

FINANCES OF TROPICANA
900 800 700 600 500 400 300 200 100 0 2008 2009 2010 pepsi trop

The above graph shows the net sales of Pepsico and the related share of Tropicana.
35 30 25 20 15 10 5 0 2008 2009 2010 grth_pp tp 26 28

31

Above graph shows the % increase in sales of pepsi( blue bar ) and Tropicana ( red bar ). It is quite evident that % sales of Tropicana have increased more than the overall sales of PepsiCo.

PORTERS FIVE FORCE ANALYSIS

COMPETITORS ANALYSIS
Strengths and Weakness
The below table shows the results of a survey carried out by us that asked consumers to rate the players in the packaged juices market on 4 attributes. Sample Size: 44 Competitor Real Tropicana Leh Berry Fresh Gold Safal Xs ProductQuality E G G F F F CustomerAwareness E E F P F P ProductAvailability E Availability E F F F P AssistanceFromSellingStaff G Staff G F F P P

E Excellent, G Good, F Fair, P - Poor

From the above table it is evident that the Real turns out to be well known and respected for producing high quality products sold by good sales force. Tropicana is also good across the board excellent in customer awareness and product availability. Fresh Gold is weak when it comes to customer awareness and thus is vulnerable to attack from other competitors. Safal needs to devise a good marketing strategy for its distributors as it is now famous among the staff selling its product. Xs seems to be in a bad shape when talking customer awareness, availability and selling staff. Xs needs to be aggressively marketed if it needs to stay in the competition. The below table lists parameters like Share of Mind and Share of Heart, which are calculated as per responses received. Competitor Real Tropicana Leh Berry Fresh Gold Safal Xs Others Share of Mind 54.5 25 9.1 4.5 6.8 0 0 Share of Heart 40.9 34.1 11.4 4.5 4.5 2.3 2.3 where Share of Mind is calculated by asking questions like, Name the first brand that comes to your mind when you hear Packaged Juices? and Share of Heart is calculated by asking question like, Name the

brand which you would prefer to Apart from the above parameters, questions like Name the brand in Packagedsee "the most on buy which you Juices? display" when you go to buy Packaged Juices? were also put forward which entailed responses in favour of Tropicana(16), followed by Real(15), Leh Berry(5) and Safal(5). Also, for another question, For which of the below brands do you encounter most advertisements/promotions? we got responses in favour of Tropicana (19) and Real (15).

MAJOR MARKET PLAYERS: PROFILES AND STRATEGIES

Dabur India Ltd. (Real) Dabur India Limited is the fourth largest FMCG Company in India with Revenues of ` 3416 Crore & Market Capitalisation of over ` 16,000 Crore. Building on a legacy of quality and experience of over 125 years, Dabur operates in key consumer products categories like Hair Care, Oral Care, Health Care, Skin Care, and Home Care & Foods. Dabur has 17 ultra-modern manufacturing units spread around the globe with Products marketed in over 60 countries. Dabur enjoys wide and deep market penetration with 50 C&F agents, more than 5000

distributors and over 2.8 million retail outlets all over India. Some of the marketing strategies actively adopted by Dabur are as follows: Dabur has forayed into the fruit drink segment with the launch of Real Twist. Segmentation of product categories like 'Real Twist' in the fruit drinks segment, 'Activ' and 'Coolers' has widened its appeal in the market Its flagship brand 'Real' offers consumers 11 variants like Orange, Mango, Pineapple, Mixed Fruit, Grape, Guava, Tomato, Litchi, Cranberry, Mausambi and now Apple. Enhancing distribution and visibility: In line with the changing retail scenario and the new profile of 'on-the-go' consumers, Dabur Foods has scaled up its presence in the Indian market by making its brands available at an arm's length. The company focuses on driving distribution in smaller towns and cities through introduction of innovative channels Building capacities across supply chains: Dabur, at all times, ensures that the freshest product reaches the consumer. Knowledge centre for all fruit product categories: The company has built a strong R&D knowledge database providing information on all fruits and vegetables, processing & packaging technology while building in house competencies to prepare their own special blends. Ladakh Foods (Leh Berry) The Indage Group of Companies is known by its major concern - Champagne Indage Limited (CIL), incorporated in 1985. Consequent to merger with its sister company Champagne Vineyards Limited (CVL), CIL is the leading manufacturer and seller of wine in India today. With this great aim in mind, CIL came out with the first offering from the rich Seabuckthorn basket. A range of fresh juices and nectars under the umbrella brand name - LEH BERRY marked the beginning of this great venture that includes 8 Superjuice variants (Seabuckthorn, Mixed Fruit, Orange, Mango, Guava Blackcurrant, Litchi and Peach). Some of the marketing strategies followed by Leh Berry Juices are as follows: Leh Berry has also launched jam and sauce through 20,000 retail outlets It has tied-up with Godrej Food for manufacturing and packaging Leh Berry fruit juice

Ladakh Foods has also launched Leh Berry jam in 20 ml sachets priced at Rs 2 and Leh Berry sauce in 12 gm sachet priced at Re 1 which will cater mainly to the youth.

It has tied-up with railway canteens, canteen store departments and the Indian Navy to promote its products.

CONSUMER BEHAVIOUR: SURVEY ANALYSIS

OBJECTIVE
To analyse the consumers behaviour in the purchase of packaged juices and draw implications for marketing decisions.

INTRODUCTION
Packaged drinks are one of the quintessential segments in the FMCG Category and cover a wide variety in India .They can be further bifurcated into packaged juices, butter milk, pro-biotic drinks and citrus beverages etc. We have chosen packaged juices among them. Packaged Juices are produced by extraction of juices from fruits with addition of flavours, sweeteners and preservatives. Packaged Juice is a fast growing market in India and is popular for various reasons, health being the more prominent among them.

METHODOLOGY
We selected a varied sample of consumers on the basis of age, sex, income, profession etc. We circulated questionaires, trying to know the reasons for their purchase of the selected product, how they came to know about it, the stages in the purchase process and if there was any post purchase dissonance. Also, we have substantially tried to capture all the waves of transformation that facilitate the consumer in buying the product. Based on the survey, we have drawn marketing implications.

OBSERVATIONS
PARTICULARS Age FINDINGS What are the triggers of purchase? CONSUMER CATEGORY I 30-44 yrs. - Natural sounds healthier - Packaging gives a healthy connotation - Information Search Other stores and Advertisements - Evaluation of alternatives Citrus Drinks, Probiotic Drinks - Pricing - Nutritional Facts - Flavours Considerably less, since the product was impulsively bought at the store. No CONSUMER CATEGORY II 45-60 yrs. - Hygiene Concerns - Taste - Substitute for fruits and fresh fruit juices - Paucity of time - Information Search Samples distributed by freelancers - Evaluation of alternatives Mother Dairy Milk & Butter Milk - Nutritional Facts - Pricing 2-3 days approx. (in total) CONSUMER CATEGORY III 15-29 yrs. - Taste - Health supplement after work-out

What were the stages in the purchase processes?

What inputs were sought in each of these stages? Approximately how much time was taken in each stage? Was there any post purchase dissonance?

- Information Search - Print Media, Internet, word-ofmouth - Evaluation of alternatives Energy Drinks like Gatorade, Red Bull etc. - Nutritional Information - Flavours Immediate

The market in the country isnt mature for fresh juices and the ones available arent 100% pure.

Not much variety in terms of flavours.

RESULTS AND IMPLICATIONS

Consumer Behaviour is influenced a variety of factors. We have categorised the responses from our study under following heads: CULTURAL FACTORS: Indian culture has always stressed on healthy living. So, Indian consumers like fresh foods but due to prevailing unhygienic conditions at juice vendors packaged juices are preferred over extracted juices. Since Indians like to see the product they would be consuming beforehand, there is a growing preference for PET bottles over cartons.

SOCIAL FACTORS: Due to the community structure being close-knit, buying behaviour is influenced by family, friends and relatives at large. Opinion leaders in the family, usually elders having inclination towards natural drinks, influence the choices of the rest of the family. Consumers also cited that they get added options to offer to guests apart from tea, coffee and aerated drinks. PERSONAL FACTORS: As age increases, consumers opt for healthier options while the young consumer attaches more importance towards flavour and trends among peers. No conclusive difference was found between buying behaviour between males and females. Due to the paucity of time consumers prefer to buy packaged juices because of their convenience. PSYCHOLOGICAL FACTORS: There is a perception among consumers that packaged juice is more hygienic, healthy, good substitute for fruits and safer than carbonated drinks due to the recent reports of them containing toxins and pesticides. A certain section of consumers had a different perception that the packaged juices dont offer real vitamins as they contain artificial supplements.

MARKETING STRATEGIES
The marketing strategies adopted by PepsiCo for its Tropicana Juices products are as follows: Tropicana has come up with a new orange drink Tropicana Twister, which was pitched against Coca-Cola's Minute Maid Tropicana Twister drink, which has been introduced in returnable glass bottles (RGB). Tropicana has come forward with the launch of vegetable-based drinks in the market. Tropicana has also introduced various flavours like Tropicana Lychee & Peach Twirl juice drinks.

ANSOFFS MARKET EXPANSION

COMPETITIVE STRATEGIES
CHOSEN CAMPAINGN: Lets make breakfast 100%
The new Tropicana 100% juice communication, aims to unlock the juice category in India, by positioning it as a critical constituent of the breakfast menu. With the growing lifestyle trend of rushed breakfast, nutrition often tends to get compromised. The new campaign introduces the powerful functional benefit of nine natural fruit nutrients in the juice.

I.

OBJECTIVES OF THE CAMPAIGN

1. Fortify Tropicana as a brand that is all about nutrition. 2. Aims to educate consumers about the effect of cutting short breakfast & how Tropicana with its 9 Fruit nutrients can add back nutrition to ones breakfast. 3. Increasing the market share of Tropicana 100% significantly by positioning it as a health drink.

II.

TARGET AUDIENCE

The primary audience in our opinion is the youth and the working class who lead a fast lifestyle and have rushed breakfasts which do not supply them with the required nutrients. The secondary audience can be those consumers (in all age groups) who have a health conscious bent of mind and are willing to supplement their breakfasts with packaged juices.

III.

COMMUNICATION TOOLS USED TELEVISION MEDIA

The campaign has mainly revolved around the innovative television commercial launched by Tropicana in April 2010. The TVC takes a page out of the daily life of a typical urban household, depicting a young couple rushing through breakfast, only to find food on the plate shrinking dramatically. This baffles the man but his smile returns when his wife adds a glassful of Tropicana 100 per cent juice to the breakfast. There is a clear brand repositioning done through this Ad. Tropicanas Har Din 100% tagline changed to Lets make Breakfast 100%. Creative Execution Analysis: The ad proposes that the intake of food for working people is shrinking, which makes the proposition clear and that Tropicana has nine ingredients that make up for it. However we feel that not enough emphasis was given to the nutrients aspect of Tropicana 100% which takes away a little credibility from the advertisement. Our suggestion is that visually dancing nutrients around the product like in other health drink advertisements make a deeper impression on a consumers mind rather than just plain words.

PRINT ADVERTISEMENTS
Tropicana followed an aggressive Print media campaign which saw advertisements being published in many national as well as large number of regional language newspapers. A

side objective of the campaign was to increase the overall visibility of the Tropicana brand in the increasingly important Tier-I and Tier-II cities. Creative Execution Analysis: This campaign also aimed to create awareness and educate consumers about the effect of cutting short breakfast, and how Tropicana can add nutrition to breakfast. However, we feel that the print advertisements were not creatively executed, lacking in visual appeal and any unique idea in them.

PUBLIC RELATIONS
Tropicana 100% campaign focussed on getting an endorsement from the Indian Medical Association (IMA) to get a stamp of credibility to its health drink status while it aggressively pursued a Doctor Detailing Program for the first time in India. Creative execution Analysis: The endorsement by IMA of a commercial brand is a first in India, and stamping of its seal on the packaging of the product reinforces trust in the product. This was however controversial and endorsement will be withdrawn next year.

RECOMMENDATIONS
Some of our recommendations as analysed from the study, are listed below: There is a market to introduce products in different pack sizes and price points as currently almost all products are available in tetra packs. To explore new markets in, the players need to pay more emphasis on college canteen, BPOs, service sector, religious institutions and schools. The cut throat competition in the packaged juices is rising as more players coming to market. The competitors need to constantly revamp its strategies and new means to attract the niche segment. There is a great need for Corporate Governance to be implemented in the juices market.

MARKETING MIX SUGGESTIONS

1.

PRODUCT

Realization!

Diversification of products can be done in terms of addition of new flavours like custard apple, chickoo, jamun, tender coconut. Also, products in different pack sizes and price points can be introduced. 2. PRICE Attention needed! The concept of mixed co-branding can be used to introduce bundle of packages at a price lower than the combined price of the individual packs which can help increase sales. 3. PLACE Focus on the presence of brand in public forums! Tropicana should sponsor events i.e. Management meets in B-schools. 4. PROMOTION Great success achieved!

REFERENCES
Census India 2001. (n.d.). Retrieved from Census India: http://www.censusindia.gov.in/ Food & Beverage News The Profile. (n.d.). Retrieved from FnBnews.com: http://www.fnbnews.com/ Food inflation down to single digit at 9.67 pc. (n.d.). Retrieved from IndiaReport: http://www.indiareport.com Food Safety and Standards Act raising the bar for regulations . (n.d.). Retrieved from Business Line: http://www.thehindubusinessline.com FSSA to be implemented by December 2010. (n.d.). Retrieved from FnBnews.com: http://www.fnbnews.com Group. (n.d.). Market Research on Competition in Packaged Juices Market. Retrieved from bit.ly: http://bit.ly/bXoniS http://www.censusindia.gov.in/. (n.d.). http://www.fnbnews.com. (n.d.). India Food Processing Industry. (n.d.). Retrieved from OSEC: http://www.osec.ch Tata Strategic: Health & Wellness Foods market in India to potentially reach Rs. 55,000 crore by 2015 at a CAGR of 33%. (n.d.). Retrieved from The Tata Strategic Management Group : http://www.tsmg.com/