MKTG1101: Assignment 2 | Marketing Mix- 4ps Analysis

MKTG1101: Assignment 2
Marketing Mix- 4Ps Analysis
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2. Product Strategy
According to Tropicana (2019), Pure Premium is classified into Orange (No Pulp), Homestyle,
Gorvestand, Calcium + Vitamin D, Calcium + Vitamin D (Grovestand), Low Acid, Healthy
Heart, Healthy Kids, Antioxidant advantage, Vitamin C + Zinc, Orange Strawberry Banana,
Organe Tangerine, Orange Pineapple, and Red Grapefruit.
(Source: Author-made)
According to Sharma (2017), Pure Premium is in the growth stage of its product life cycle, with
fixed price as it is in the market for quite some time now. Increased competition has lead to more
supply; wider market appeal due to higher product awareness; lower production cost due to
economies of scale. This saving is forwarded to consumers. In this product’s growth stage,
Tropicana is intending for building it as a brand preference amongst the consumers, which will
eventually be contributing into increasing the market share. At the same time, the quality of the
product Pure Premium is maintained besides adding more varieties that depends on the
prevailing situation and needs. It has been observed that the product’s price is continued, with
Tropicana still enjoying rise in demand with limited competition. Moreover, with increasing
demand as a result of growing product acceptance amidst consumers, distribution channels are
added beside promotions aiming to reach the wider population by making use of multiple media
channels such as print and electronic advertising, social media etc. for reaching a broader
segment. Tropicana’s Pure Premium product range, which at current is the growth stage, has
emerged as one of the favourite bottled drink in the market of Canada despite of it subtle entry
into the market few years ago. Today, this product is easily available in most of the food and
beverage point of sales, grocery stores, super and hypermarkets, discount and convenience stores
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