Juices are challenging products to market. This is because of the little product differentiation among competing companies. The following is an analysis of the marketing aspects in target market/customers, ingredients/distribution area /packaging and advertising of Tropicana and Oasis juices.
Tropicana
Tropicana as a company was acquired by Pepsi in 1998. The company made fresh juices for its target consumers (Nickel, Stout & Snyder, 2003). Previously Tropicana juices were a breakfast staple in many homes across America. The entry of several juice makers into the orange juice market has compelled the company to seek other target markets besides mothers. College students (aged 18-25 years) are now a prime target market for Tropicana. The company makes healthy juices for this target market which not only increases the company’s sales in the short term but also the overall market share in the long term (Nickel, Stout & Snyder, 2003). College students loyal to Tropicana products carry on the loyalty when they settle down on their families.
Tropicana juice is made out of fruit extracts (100% juice) and is free from artificial additives. In order to give Tropicana juice a from-the-orange taste, orange oil is extracted from the peel and is later blended with the juice extract. The juice is pasteurized to provide maximum flavor and nutrition. A typical Tropicana Pure Premium Original Orange Juice contains 100% pure squeezed juice for every 25ml 110 calories, 26g or 8% total carbohydrate, 450g-13% potassium, 2g proteins, 22g sugars, 2% calcium, 12% vitamin, 4% riboflavin, 10% thiamin, 4% niacin, 15% folic acid, vitamin B6-6% and magnesium 6% (Nickel, Stout & Snyder, 2003).
Tropicana’s packaging and distribution starts with the automated filling of individual plastic containers of varying sizes also called diversified packing. The loaded containers are then filled into cases after which palletized cases are loaded into rail cars and trucks. The trucks transport the products to different sales points such as supermarkets and pepsi’s strategic selling points (Nickel, Stout & Snyder, 2003).
In order to increase its market shares, Tropicana uses a strong advertising and communication mix. It places advertisements on magazines, TVs, the internet, and it also provides sponsorships in different events. The advertisement commercials give consumers an impression that Tropicana’s juices are always fresh. One of the most successful commercials targeted at all potential consumers urges them to have a Tropicana Morning. Tropicana also advertises itself through its Tropicana stadium at St. Petersburg, Florida. This usually happens during baseball games, major sporting events and concerts.
Oasis juice
Oasis juices are non-carbonated soft drinks produced by Orangina Schweppes. In UK, the juices are manufactured by the Coca-Cola Company. The product targets professionals between 25-45 years of age, people involved in athletic activities as well as those people who shop in for health foods and drinks in natural food stores (coca-cola.co.uk, 2013). In a fresh new campaign going by the slogan, “Oasis: It’ll go with anything” the campaign features oasis brands being associated with lunchtime foods. This marketing campaign targets 16-24 year olds.
The ingredients of Oasis premium orange juices are orange juice extracts, water, sugar, plant concentrate, stabilizers, sweeteners, acidity regulator and preservatives. The distribution plan of oasis juices targets at increasing consumer accessibility to the products at minimal cost. The orange juice extracts are transported from the production facilities near the farms to the processing and packaging facilities via tankers. The juice is pasteurized and bottled into containers of different sizes the smallest being the 375ml bottle. The company packages its juices in 6*375ml multipacks, 500ml and 1.5 L bottles (coca-cola.co.uk, 2013). Oasis offers fruit and vegetable juices, super food drinks, smoothies and fruit and vegetable shakes as premium products to its customers. The three main variants of oasis fruit juices are citrus punch, summer fruits and black currant apple.
Oasis juices have been advertised as “the fruit juice drink that has sugar and sweeteners”. In Britain, the product was once advertised as an alternative to water, an advert which featured Mike Reid an entertainer. Later in 2011, a new advertisement campaign featured a scotch egg and a bottle of oasis. In 2012, oasis products were being advertised under the slogan “Be Fruit”.
References
"Juice and Juice Drinks: The Market - US Market Report & Market Share." Mintel Market Research Store: Market sizes & Market trends Reports. N.p., n.d. Web. 17 Mar. 2013.
Nickel, K., Stout, M. & Snyder, L. (2003). A History of Tropicana. Tropicana Products, Inc.
"Oasis Fruit Juice Drink Nutrition and Ingredients - Coca-Cola GB." Home of CocaCola UK : Diet Coke : Coke Zero - Coca-Cola GB. N.p., n.d. Web. 17 Mar. 2013.
