BTEC HND Business Unit Assignment: Tropicana Marketing Report

This report provides a comprehensive analysis of Tropicana's integrated marketing communications strategy. It begins with an introduction to integrated marketing communications and its significance in business, followed by an overview of Tropicana's marketing mix and objectives, including the launch of their new product, Tropicana Coco. The report evaluates various marketing channels employed by Tropicana, such as retail, direct marketing, and advertising, examining how they serve the company's communication objectives. It delves into the integration of these channels within the organization, highlighting how they add value and maximize resources. The report also discusses the different types of marketing communication, including advertising, sponsorship, and personal selling, and how these elements are connected on a global level. Through an examination of Tropicana's strategies, the report offers insights into channel selection, content creation, and the overall effectiveness of the company's marketing efforts, supported by organizational examples and case studies. The report concludes with a critical evaluation of Tropicana's communication strategy, channel choices, and creative content, providing a well-rounded view of their approach to integrated marketing communications.

THE MILLENNIUM UNIVERSITY COLLEGE
BTEC Higher National Diploma
HND Business Unit #
Assignment front sheet
Qualification Unit number and title
Pearson BTEC Level 5 HND Diploma
Business Integrated Marketing Communications
Student name Assessor name
Junaid Kamran Sir Rao Anees
Date issued Completion date Submitted on
19-09-2018 28-09-2018
Assignment title Integrated Marketing Communications
Hand-in Policy
You must complete this assignment on time. If you experience difficulties,
you must inform your tutor accordingly.
Late Work Policy
Consideration will be given to students who have valid reasons for late submission (e.g,
illness).
Plagiarism
In cases of plagiarism, college regulations will be applied. You must declare that
this assessment is your own work by signing the following statement:
Learner declaration
I certify that the work submitted for this assignment is my own and research sources are fully
acknowledged.
Student signature: Date:

Table of Contents
Introduction ..................................................................................................................................... 3
Evaluate Different Marketing Channels and how they serve communication objectives .............. 5
Devise Communication objectives and justify appropriate channel selection and integration .... 11
Design and Produce content appropriate to the channel and communication objectives ............. 18
Demonstrate the ability to critically evaluate a case study involving communication strategy,
channel choice and creative content ............................................................................................. 23
References ..................................................................................................................................... 26

Introduction
Integrated marketing communications is an important
aspect for every business. The term marketing
correspondence can be comprehended as the advertising
endeavors put by an association with the end goal of
advancement of their items or administrations in the
market (Kitchen, 2010). The thought process behind
utilizing promoting correspondence is to upgrade their execution and improve the client base of
the business by making the clients mindful about the items or administrations. It is a type of
messages or media utilized by the business for speaking with the clients and the potential clients.
This report will be executed by covering the different perspectives identified with incorporated
promoting correspondence and its job in a business. The report will talk about the promoting
channels which the organization utilizes, vital showcasing correspondence plan arranged or built
by the business and an advertising correspondence procedure and the way in which the
components of the correspondence procedure are connected at the worldwide level (Kitchen,
2010).
“Tropicana is one of the world’s leading food and beverage companies comes under PepsiCo,
with over $66 billion in net revenue in 2014 and a global portfolio of diverse and beloved
brands” (PepsiCo, 2016). Tropicana has developed a strong marketing mix with a variety of
strategies and developments that promote to what they call performance with a purpose. By
establishing products across the world, understanding the mechanisms of pricing, creating safety
procedures in the supply chain process, integrating marketing communications globally, and
promoting products with interactive advertisements and social media outlets Tropicana will
continue to show competitive advantage amongst other food and beverage businesses.
Logo of the organization
The logo has a name and an orange leave symbolling the fresh fruit. The present logo is of green
color with simply typed the brand name with the leave in the top.
Objective of marketing communication plan
Tropicana anticipates bringing the product awareness to our target market through its
promotional mix scheduled to start in the beginning of 2018. As the market for the health-

consciousness grows, our new product is expected to increase PepsiCo revenue and market
share. As a manager of promotions and sales for PepsiCo I am aimed to produce an ideal
marketing communication mix and develop an integrated marketing communications plan to
achieve the business objectives of the company.
Product Name and
description
Tropicana Coco the new product line by the Tropicana with
45% fruit and 10% coconut juice with no artificial sweetener.
The drink contain 40 calories per serving.
Launching Tropicana was scheduled to be launched in early in 2018.
Specification Tropicana is a health fruit juice available is mango, orange,
strawberry, black grapes and berry flavor.
Target Market The target market for the product will be male and female kids
of age 5 to 16 years.

Learning Objective 1
LO-1.1 Evaluate Different types of Marketing channels and how they serve
communication objectives of an organization.
Marketing communication
Marketing communication is a fundamental and complex part of a company’s marketing efforts.
Loosely defined, it can be described as all the messages and media you deploy to communicate
with the market.
Marketing channel of Tropicana evaluation and purpose
There are basically seven types of marketing channels:
Retail; distributing products and services through locations that you own and operate.
Retail Partners; Selling to retailers.
Franchising; distributing through retail locations that you have significant control over but
don't own. For example, a car manufacturer may sell through a network of authorized
dealers who need to meet a variety of conditions to quality.
Direct Marketing; establishing a direct relationship with customers with techniques such
as personal selling or ecommerce.
Wholesale; partnering with wholesale businesses that have their own distribution
networks.
Agents/Brokers; Using agents and brokers to represent you in distributing your product to
wholesalers, retailers or customers.
Value Added Reseller; Distributing products or services to partners that incorporate it into their own
offerings. For example, a bicycle tire manufacturer may sell primarily to bicycle manufacturers.

Marketing communication includes advertising, direct marketing, branding, packaging, your
online presence, printed materials, PR activities, sales presentations, sponsorships, trade show
appearances and more (Kimmel, 2005).
ADVERTISING
Amid our dispatch, in-store notices will be utilized to advance our new Tropicana. The
publications will delineate a mixed organic product drink in our unmistakable Tropicana bottle;
crisp natural product will encompass the container. Every one of our stores has chalkboards that
can be refreshed to any new item or occasion we are right now advancing. Our chalkboards can
be changed week by week to center around one of our super products of the soil added data to
our clients with respect to taste, medical advantages, and the numerous blenders that can be
added to alter their drink.
o Tv ad
Marketing also occupies a great space in Tropicana’s success. Everyone
remembers their TV commercials:
“Fruit farmer gives fresh orange juice to a woman who tries to find orange juice
on the supermarket’s shelf”
This commercial offers impression to shopper that Tropicana's juices are always
new. Latest Tropicana's TV
commercial which states that
"Have a Tropicana Morning"
is exceptionally fruitful and
passes on extremely smart
message that buyers ought to
have Tropicana squeeze each
morning at breakfast
(Tropicana Ads and
Promotion). Newspapers,
Figure 1; TV advertisement of Tropicana Coco

magazines and different advertisements of Tropicana's items contain similar
messages about Heath, Freshness, 100% squeeze and Tastes."
Sponsorship
Another great marketing strategy is the Tropicana's Field stadium from Lahore have football
games, shows and other donning occasions. This giant stadium has entertainment focus, strip
mall, sustenance rope and heaps of Tropicana items offered available to be purchased"
(Tropicana Sponsorship).
PERSONAL SELLING
Once our item is accessible in stores (multi week before dispatch) for testing, our accomplices
(in-store workers) will have the capacity to push our item to clients through close to home
offering. Our accomplices can give test Tropicana bottles and present the numerous advantages
every super natural product can offer. We will give enlightening leaflets to our accomplices and
have instructional courses of what we are endeavoring to achieve with our new item. The
instructional meetings will likewise give the essential data to our accomplices to hand-off the
health advantages and give individual correspondence channels straightforwardly to our clients
and all potential new clients to our Tropicana Coco. Tests will offer a verbal stream of promotion
that will hopefully pick up the consideration of more non-Tropicana customers. Since we are
utilizing our business power to push the item through the channels to our end buyer, we will
utilize a Push Strategy in our promotion mix (Kitchen, 2010).
Our conveyance is reliable with our goal since it is concentrated appropriation over the Pakistan
keeping in mind the end goal to come to a 5% expansion in customer traffic and 4% increment in
deals by offering a more beneficial drink made with unrivaled products. Our dissemination is
predictable with our product positioning since we are running with makers who give quality
products at great costs, making a "more-for-the-same value position. Ultimately our
appropriations is fits well with whatever remains of the advancement blend by discovering
makers that give products that are sound and advantage the buyer and also give us aggressive
evaluating so as to pick up our 5% expansion.

The United States Direct Selling Association (DSA) detailed that in 2000, 55% of grown-up
Americans had eventually acquired merchandise or administrations from an immediate offering
delegate and 20% revealed that they were currently (6%) or had been in the past(14%) an
immediate offering agent.
LO-1.2 Critically Evaluate how marketing channels of communication are
integrated within an organization to add value and maximize resources.
The distribution procedure utilized for the new Tropicana coco will be a legally
binding vertical promoting framework with an aberrant showcasing channel,
where the Tropicana will be in contract with makers, who convey the essential
items and fixings to Tropicana stores the nation over (Broderick, 2005). To get
the sorbet we will experience Dryer's Ice Cream, for the super organic product
we will experience Juice and for the blenders, including; bananas, strawberries,
granola, nutty spread chips, chocolate chips, destroyed coconut, dried
cranberries, we'll use distributer The showcasing procedure length will comprise
of one delegate who is Tropicana (the retailer) and the broadness will be concentrated
circulation.
Distribution strategy of PepsiCo for the Tropicana
The choice procedure for youthful grown-ups incorporates recognizing or looking, for a place
where they can ponder, mingle, meet with different understudies or companions and drink
Suppliers of
raw products PepsiCo Retails
Intensive
distribution to
consumers

excellent items. Settling on a place that can fulfill on whatever number of those need as could
reasonably be expected, is critical and important to join this "third place" into their lives
(Broderick, 2005).
Integration of marketing channels communication within an organization
This type of marketing strategy is appropriate and integrated within the organization and in order
to build closer relationships with its suppliers, Tropicana opened a field center in Islamabad. By
doing so, Tropicana aim to work directly with existing and potential producers. The revenue
from its company operated stores accounts for 84% of its total revenue. A high percentage of
revenue in company retail operation explains Tropicana’s strategy to increase its market share in
existing market and opening new company-operated stores where the opportunity exists.
LO-1.3 Make valid judgements about how marketing channels add value
using specific organizational examples to demonstrate.
Tropicana has patched up its menu, including a more beneficial choice of drinks for children and
grown-ups. Tropicana is always searching for inventive thoughts, items and encounters that can
be offered to its clients. In any case, Tropicana faces challenges in expanding into different areas,
as it is reliant on the retail. (Broderick, 2005).
Judgements
As per an ongoing survey directed by our promoting group, the buyers are intending to buy more
squeeze from Tropicana over the present quarter, while hoping to decrease shake buy from
McDonalds. While McDonalds remains a strong venture, Tropicana offers an alternate incentive
and has a more noteworthy potential in light of its basic essentials. The organization has
demonstrated the malleability of its business in the course of recent months, while keeping up a
solid position to exploit amid the financial recuperation.
Wholesalers get vast amounts of items from makers, store them, and separate them into cases
and other littler units more helpful for retailers to purchase, a procedure called “breaking bulk.”
“Wholesalers get their name from the fact that they resell goods “whole” to other companies
without transforming the goods”.

Case studies;
On the off chance that you are attempting to stock a little gadgets store, you most likely would
prefer not to buy a truckload of iPods. Rather, you likely need to purchase a littler arrangement
of iPods and also other stock. By means of wholesalers, you can get the collection of items you
need in the amounts you need. A few wholesalers convey an extensive variety of various items.
Other convey thin scopes of items
The Internet telephone benefit Skype and the cell phone creator Nokia made a flat promoting
framework by collaborating to put Skype's administration on Nokia's telephones. Skype trusts it
will achieve another market (cell phone clients) along these lines. What's more, Nokia would like
to pitch its telephones to individuals who get a kick out of the chance to utilize Skype on their
(PCs).

Learning Objective 2
LO-2.1 Design communication objectives for a given organizational situation.
Following are the advertising objectives of IMC plan
1. The showcasing objective is to convey attention to the new item, particularly its esteem
and advantages to the chose target advertise, prompting a 5% expansion in client activity and a
4% increment in offers of refreshment drinks in organization possessed retail locations.
2. A new product offering will be executed. Increment inside two years of presenting the
new item.
3. By the second year of presenting the new item, the quantity of exchanges in each store
will quantify the focused on increment in client activity, and the expansion in the income of
refreshment beverages will be estimated by the aggregate deals in each store over the time of
multi year.
LO-2.2 Provide justifications for the selection and integration of
communication channels chosen.
CHANNEL OBJECTIVES
The distribution procedure utilized for the new Tropicana coco will be a legally binding vertical
promoting framework with an aberrant showcasing channel, where the Tropicana will be in
contract with makers, who convey the essential items and fixings to Tropicana stores the nation
over (Broderick, 2005). To get the sorbet we will experience Dryer's Ice Cream, for the super
organic product we will experience Juice and for the blenders, including; bananas, strawberries,
granola, nutty spread chips, chocolate chips, destroyed coconut, dried cranberries, we'll use
distributer The showcasing procedure length will comprise of one delegate who is Tropicana (the
retailer) and the broadness will be concentrated circulation.
Organizations must find strategies to provide an opportunity that presents a detailed product
story, generates emotional connections with consumers, and drive sales of products and services
through direct marketing channels (Hwan & Hoffman, 2015). Some of the ways in which
corporations can promote products and services is to provide demonstrations, descriptions of

product features and benefits, customer testimonials, price and payment options, product
comparisons, contact information, and repeated calls for actions which can sometimes be seen in
infomercials. According to Morgan, Vorhies, and Mason (2009), there are two interrelated areas
of marketing capabilities. The first area is associated with individual marketing mix processes,
such as product development and channel management. The second is capabilities concerned
with processes of marketing strategy development and execution (Luxton, Reid, & Mavondo,
2015).
LO-2.3 Evaluate the application of communication objectives in relation to the
marketing communications mix and the organizational business objectives.
TOTAL MARKET OBJECTIVES
Our new item was produced with an attention on the necessities of our new and existing clients
and in addition the present patterns portrayed in the situational investigation. For the presentation
of this item be that as it may, specific said fragments will be focused to streamline the ad and the
business advancements. Moreover, the purchasers of our market sections are likely the devoted
client base of Juice and can be focused to wind up the early connectors of "PepsiCo Tropicana"
by offering more client esteem. Our review results show that Tropicana does not offer enough of
assortment to the non-espresso consumers and 20% of them stop at Juice or different foundations
to buy non-espresso drinks before coming to Tropicana to meet their companions or family.
Basically, Tropicana has been losing these clients to different foundations due to not expanding
the non-espresso drink line. All the more essentially, Tropicana can give the one stop comfort
where coffee consumers, non- coffee consumers and wellbeing still, small voice gatherings can
appreciate the quality and taste of our new beverage, while unwinding and making the most of
their opportunity with their loved ones at Tropicana. By focusing on our new fragments of
purchasers, Tropicana can recoup from the 3% loss of client movement detailed in the situational
investigation and acquire new clients by contending with Juice and other smoothie retailers.
PROMOTIONAL OBJECTIVES
Our organization has concentrated on an advertising strategy that identifies with purchasers at an
individual level, on account of this Tropicana has avoided mass promoting and mass media
outlets, and has concentrated on a private correspondence strategy so as to keep up an association
with our clients on an individual level. We will stay away from television plugs, magazine