Tropicana Opts for an Unorthodox Promotion Approach
Accustom to the usual digital realm imbued with artificial intelligence, the attendees of the upcoming Consumer Electronics Show are in for a surprise from an unexpected quarter - Tropicana, one of the leading names in the orange juice industry. With an amusing twist in its marketing strategy, the company plans to release a limited number of bottles bearing a distinctly revised name - “Tropcn”, cleverly expunging the letters “A” and “I” from the original name.
The Rationale Behind This Novel Promotion Tactic
This gimmick is not merely for a laugh but serves a much profound purpose - illuminating the inherent quality of Tropicana’s products. It accentuates the brand’s commitment to keeping its orange juice free of anything artificial, a fact that has been a cornerstone of its market identity since its inception. And what could be a better setting to execute this ingenious plan than the very hub of artificial intelligence - the Consumer Electronics Show in Vegas! Apart from promotions at the event, the company is also deploying 100 of these bottles across various Kroger-owned grocery stores across the country.
Tropicana’s Contingency Plans in the Changing Market Scenario
With evolving consumer preferences, Tropicana has not failed to amuse, and more importantly, engage its customers with innovative marketing strategies throughout its 77-years long journey. A shift is being observed in the beverage industry where the audience favors drinks with reduced sugar and calories, moving away from standard fruit juices. Once considered a healthy option, conventional fruit juices are now being scrutinized for contributing to empty caloric intake and excessive sugar.
Tropicana: A Major Competitor Trying to Regain Lost Ground
Today, protein-filled drinks, enhanced water, and freshly-squeezed green juices are the new health trendsetters. Tropicana, despite being a significant player in the juice market, has been consistently surrendering its market share either to private labels or up-and-coming brands perceived as being more “natural”. Neil Saunders, a retail analyst and managing director at GlobalData Retail, mentions this marketing strategy as Tropicana’s effort to reestablish itself by echoing the market’s pulse for products devoid of artificial substances.
A Corporate Strategy Reorientation in Response to Market Challenges
In an enlightening move last year, PepsiCo transferred controlling stake in Tropicana to a PE firm in a significant $3.3 billion deal. The transition was part of an ongoing strategy to concentrate on lower-calorie beverages like soda and water, sidelining its juice business, further dragged down by brands like Naked. The sales of orange juice, notwithstanding a slight surge experienced during the pandemic, have constantly receded during the last decade.
