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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and different online platforms. For the merchandising strategy, Tropicana is also working with
hypermarkets and retailers with intent of increasing the Pure Premium product range visibility
and display on shelves of different stores across the Canadian retail market. Different sized
packages of Pure Premium are easily available in nearby stores of the consumers while they go
out in cafes or while buying their weekly groceries. It has also been observed that Tropicana’s
Pure Premium product range has lesser competition at this growth stage other than the newly
launched Minute Maid Pulpy orange drink under the brand Coca-Cola. Although, the advantage
of leading the market share is still enjoyed by the Pure Premium product. With PepsiCo starting
investments into more modes of advertisings, there has been a significant increase in awareness
about the product amidst the broader population. In addition to this, the market launch of more
new flavours also synchronizes the growth of Pure Premium product’s success. The company has
recently added Red Grapefruit into the range of its Tropicana’s Pure Premium. With not much
competition in introduction stage, Pure Premium price was somewhat higher, with limited
markets while for its maturity phase, an entire new range of mix has been launched for stable rise
in market share. The product is yet to reach its declining stage.
Tropicana’s branding strategies includes promotion through TV/radio commercials, newspaper
and magazine advertisings, hoardings etc. product (launched different size plastic bottle
containers/cartons with clear nutrition information, and distribution channel –super/hypermarkets
and discounters, convenience stores, online delivery. Tropicana’s website runs a separate section
dedicated for bloggers “TropiMamma” where consumers are invited into sharing their
experiences about motherhood as well as discussing related subjects such as healthy eating
benefits, bargain hunting and healthy family. This initiative run by the company shows the brand
PepsiCo’s genuine concern about the interests of its consumers. Such blogs are promoted not
only for reaching out to the consumers, but also sharing ideas about living a healthy life. In
addition to this, Tropicana also focuses on reaching out to the wider audience with the help of its
different social media platforms such as Facebook, Instagram, Twitter and YouTube etc. to
welcome the consumers’ incentives and feedbacks.
PepsiCo, which owns Tropicana, pays ardent heed in continuously improving the methods of
making the brand visible (e.g. high-definition billboards advertising) thus, the level of brand
equity provided by PepsiCo is robust. Moreover, with e-commerce platforms, the company is
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also looking for boosting the brand equity. It has been observed that with the help of Tropicana’s
Pure Premium product range, the company has been bringing in a significant change, possibly
for keeping up with the modern times or keeping the look fresh and youthful. The new packaging
for the product, giving the bottles a bold swirl and elevated profile reflect Tropicana’s youthful
spirit.
References
Sharma, S. (2017). The efficacy of product strategy in the formulation of marketing strategy in
small scale industries. IUP Journal of Entrepreneurship Development, 14(2), 35-64.
Retrieved from https://search.proquest.com/docview/1920625861?accountid=30552
Tropicana. (2019). Featured Products. Available at: https://www.tropicana.com/products
Accessed on 12/4/2020.
According to Tropicana (2019),
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