Topicana Marketing
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Tropicana
Table of contents
I – INTRODUCTION
II – MARKET ANALYSIS
1/ AN OVERVIEW OF THE NON-ALCOHOLIC REFRIGERATED BEVERAGE MARKET
2/ THE FRUIT JUICE MARKET
FRENCH CONSUMPTION
MARKET SEGMENTATION
RETAILERS
FRENCH TRENDS
3/ ENVIRONMENTAL ANALYSIS
PORTER FORCES
PRESCRIBERS
4/ COMPETITIVE ANALYSIS
INDIRECT COMPETITORS
DIRECT COMPETITORS
III – TROPICANA
1/ POSITIONING AND TARGETING OF THE BRAND
2/ MARKETING MIX
PRODUCT
PRICE
PLACE
PROMOTION
3/ SWOT
V – NEW PRODUCT
1/ TARGET MARKET
2/ POSITIONING
INTERN POSITIONING
EXTERN POSITIONING
3/ 4PS
PRODUCT
PRICE
PLACE
PROMOTION
V – REFERENCES
I – Introduction
Tropicana was founded in 1947 by Anthony T. Rossi. In 1965, France was the first foreign country to taste the Florida juice. According to the legend, Anthony Rossi made the choice of starting its European conquest in France after having enjoyed a “French breakfast”. Indeed, he thought that a Tropicana orange juice could easily accompany this delicious dish. Few years later, based on the success of its fruit juice range in France, Tropicana began exports to other European countries.
Then in 1998, PepsiCo purchased the American brand $3.3 billion cash in order to be competitive on the fruit juice market and face Minute Maid owned by its main rival, Coca-Cola Company.
Over the years, Tropicana became a leading brand in the fruit juice market, especially in France where it holds the 3rd position in the French’s ranking of the brands of soft drinks, just behind Coca-Cola and Oasis. Tropicana competes both in the refrigerated and ambient shelves and consolidates its leadership with 18,2% share of the overall juice market.
II – Market analysis
1/ An overview of the non-alcoholic refrigerated beverage market
Tropicana competes in the large non-alcoholic refrigerated drink market, which includes fruit and vegetable juices and soft drinks. These products are distributed primarily through food distribution channels (supermarkets, grocery stores) and outside home networks (restaurants, vending machines, bakeries)
In 2014 and for the second consecutive year, the French demand for non-alcoholic refrigerated beverages increased in volume (+1%) after an unexpected and huge drop in 2012.
In average, since 2005, the global demand and consumption of non-alcoholic beverages from French households increased by nearly 36%.
Evolution of the global demand and consumption of non-alcoholic beverages in France:
Source : Xerfi, estimations based on INSEE data, 2014
Among this highly competitive market, softs drinks and ambient fruit juices accounted respectively for almost two thirds and one fourth of sales volume in the supermarkets/hypermarkets in 2014.
These two following charts show the shares both in volume and in value, of the different types of beverages purchased in French supermarkets in 2014.
Source : Xerfi, estimations based on Rayon Boissons data, 2014
2/ The fruit juice market
French consumption
Over the same period, the French household’s consumption of fruit and vegetable juices decreased by 1%. This fall might be explained by the lower demand for nectars and concentrate juices.
Evolution of the consumption of fruit and vegetable juices in France:
Source : Xerfi, estimations based on INSEE data, 2014
In 2014, the overall French consumption of fruit juices was 1.55 billion liters. According to INSEE, and since French people accounted for 66 317 994 in 2014, 23 liters of fruit juices would be consumed yearly and per inhabitant. In average,
a children consume one glass every two days
a teenager consume one glass every two days
an adult consume one glass every four days.
Market segmentation
Accounting for 73.9% of the total market value in 2014, the 100% fruit juice (either from or not from concentrate) was definitively the largest segment of the juice market in France.
Source : Marketline, 2014
Retailers
In 2013, 1.64 billion liters were sold in France through three main distribution channels:
With more than 1.1 billion liters of fruit juice, supermarkets and hypermarkets were the most important retailers on the French market in 2014 (+0,7% vs 2012).
On the contrary, the Hard Discount is on a declining trend. It lost more than 7 percent compared to 2012 but stays the second most important retailer on the market with more than 366 liters sold.
Finally, the