tropicana

AD3101 Principles of Marketing CommunicationsSemester 1/2008Section.4

Nattaporn A. 4817103Navapun C. 4817110Natwarut R 4817078Nate-Chanok N. 4825112Benjawan K. 4826875Panupong A. 4916547

Napat P. 4815778Yanin N. 4815912Chalermpol C. 4837441Shun Wye W. 4855407

Tropicana Twister

เปรี้��ยวหวานลงตั�วเป�ะ

Product Introduction

• Sermsuk Co., Ltd. from Pepsi-Cola Co.• Launched in Jul, 2006• Highly successful in the U.S.

Target audience

Demographic

male and female, Young generation

Mostly women in age of 17-35 years old

Occupation: High school Student, University Student (in faculty of Arts, Communication Arts, BBA, etc), Working in entertainment and creative field and office women.

Psychographic

• Healthy people who care about well-fines• Housewife who always buy stuff for the family• Teenager who always play sport and hang out with friends.• People who always going out to shopping • People who want to be beautiful like celebrity• Women who has self confident, and self- esteem• People who can’t stand on strongly taste of juice.• People who love to take care of their health because Tropicana

doesn’t put preservation added.• People who want to pay less but get fashionable style.• Sweet or Party (non alcohol) Girls because Orange juice has a

brand recognition as typical main Thai Soup opera actress or “น้ำ���น้ำ�งเอก”

• Women who Concern about health, Good looking, party girl and sweet type (compare with artistic women who graduate from architect or engineering , they will prefer M150 than Tropicana)

Behavior

• People like to drink juice in the morning with meal• People dink juice when they get thirsty and need

some refreshment• They will drink because of their celebrity

presenter’s drink it

Lifestyle

• Love to hang out with friend, Shopping on Big Sale Period

• at Paragon, central world, central ladprao, JJ mall sometime

• Love to buy cosmetic, supplementary food, Go to Spa at least once a month

• Women who have to go outside during the day.

• Health conscious

Market share

Flavor of Fruit Juice in the Market

40% 60%Orange Juice

Others

Market net value approximately 8 billion Baht

Fruit Juice by Segment

100% Fruit Juice Market3.3 billion Baht

Less than 100% Fruit Juice Market

(include 40% and 25%)4.5 billion Baht

Others

Green Spot

Splash

TROPICANA TWISTER

Tropicana TwisterSplashGreen SpotOthers

Under 25% Orange Juice Market Share

15%

20%

22%

43%

15%

10%

previous year present year

Growth in market share

SWOT Analysis

Strength

• Provides the taste of “Perfect Balance” between sweet and sour – “เปรี้��ยวหว�น้ำลงตั�วเป�ะ”

• 360-degree media coverage• Use 2 of the hottest soap-

opera stars as their presenters

• Stylish and practical new design

• Heap price, easy to buy

Weakness

• Presenters are not known to everyone, especially to the elderly and the young, as well as the foreigners

• Inconvenient new packaging type – return bottle

• Feminine image doe not appeal to men. Some prefer the previous presenter – Pancake

• Over-budgeting

Opportunities

• Positive word-of-mouth

• Health conscious consumers increase sales

Threat

• Negative word-of-mouth / perception about the brand

• Extremely high competition

• Economic crisis

Competitive Analysis

Splash• Main competitor• Belongs to Minute Maid Co. –

the world's largest marketer of fruit juices and drinks since 1960, which is now owned by the Coca-Cola Co.

• Market share: 20%• Uses the method of

concentrating orange juice into a power using “high-vacuum process,” as if the juice was freshly squeeze out of a real orange.

• Covers restaurants and grocery stores

Green Spot• Well-known brand that has

been in the market for decades• The first under 100% orange

juice in Thai market• Excellent taste that provides

good source of vitamin C• The first non-carbonated drink

to be sold in the same vending machine with other carbonated drinks

Marketing Communication Objective

Marketing Communication Objective

• To attract customer at mass market and want to be leading brand instead of Splash

• To increase growth driver in the orange juice business

Strategies & Tactics

Strategy

• “Magic Price Point” Pricing strategy by launching the new returnable glass bottle package 250 ml. only for 10 baht

 • Twister still focusing on orange because orange

juice is still being a main market 60% and mix juice 40% of a whole 40% of juice market which worth 8,000 millions

• They use the celebrities for endorser as you have been familiar with the first presenter “Pancake-Khemanit” and it was really successful. Now using 2 celebrities “App-Rome”

Tactics

• the new package by launching the new returnable glass bottle 250 ml. so they can get through traditional media

• The design of the package and the lid, they design as the concept “twister” by twist the bottle makes it look attractive.

• They provide the Cooler and menu of its brand for retailer and restaurants.

• They have been using the proper name “Tropicana Twister” for long time and it is hard to remember the name so the change to “Twister” only instead.

• They also add more values from Vitamin A, C, and E in this orange juice which is the strength of this brand.

IMC Plan (timeline)

Jan Feb

Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Presenter

TVC

Poster

PR

Radio

IMC Plan (timeline)

Advertisement

• Tropicana Twister launched the new advertising under the title is “Perfect Balance” through television, radio and poster etc. The purpose is to fulfill the attitude of the customer about orange juice involve with Tropicana maintain better quality than another brands.

Celebrity

• Tropicana used the celebrity people to be the presenter. For example, the new advertisement “Perfect Balance”, AFF and Lorm becomes the presenter in these ads. Both of them are the famous actors in Thailand. In addition, the old advertisement “I Love You”, Pancake became the first presenter for this brand.

Thank you