shastras Real tropicana Minute maid need Need for hygienic option for juice with high pulp content as juice available was from the road side vendor or had to b churned out on own. The problem with buying from the vendor was the hygiene factor and the one with churning on own was time consuming. Targeted juice to the health conscience crowd. There was no juice that catered to the needs of growing number of health conscience and upper middle class Indians. Minute maid was launched in India at the time when pesticide controversy in soft drinks had broke out. People hesitated to consume aereated drinks and market demand for juice drink automatically increased and minute maid tried to cater to that demand. seed Real seeded the idea of having a healthy start to the day by having fruits. And Real proposed that its juices served as an excellent fruit substitute. It all seeded the idea of the need to have hygienic drinks and emphasized on the 6 layer tetra packs in which the juice was packed in. they targeted the product to housewives and children. They seeded the idea of adding fruit juice after the workouts or sports activities as an healthy habit. They emphasized on health oriented but tasty fruity drink. It tried to establish a cool quotient attached to their product. Their target consumers were health conscious people and sports persons. Coca cola was involved in the pesticide scam. So in an attempt to regain its public trust it launched this fruit drink. So all efforts were made to take advantage of the situation and instill in the minds of the people that fruit drink is way better than aereated drinks.its main target was youth
Heed It grabbed eye balls by its packaging and various flavors it came with. The 6 layered tetra pack was its usp and kept this quality at the center stage in creating awareness among the people regarding the process of clearing doubts among Indians about packaged juices loosing their nutrients. The company also hosted “Real Jockey” – mocktail churning competitions which were held in restaurants and malls and colleges. Tropicana created awareness by promoting on various platforms. Health nutritionists like Anjali Mukherjee and health centres like Talwalkars were roped in to promote the drink. Many celebrity doctors and pharmacist also were roped in to promote the drink. The drink was also sold at airports in attractive freezers. Many nature exhibitions were sponsored by Tropicana in a bid in trying to relate its product with goodness of nature. Company launched its first product as “ Pulpy orange” and advertised its product as “ refreshingly orange , surprisingly pulpy”. It introduced the product in pet bottles as opposed to tetra packs used by other companies.
Deed
It first targeted metros It targeted metros too It first launched its product in southern india
Feed It was first launched in range of flavours. Slowly it increased its variants to 11 flavors. then it came up with new range of juice- active Real which were sugar free version of the original targeed at the health conscience and it came In fruit + vegetable variants. The brand began with Tropicana drink and then Tropicana 100 % juice with more pulp content. Minute maid started off with orange juice called pulpy orange. Afer that there was no looking back and it kept launching variants one after the other- tropical , nimbu , apple ,mango.
Speed It first targeted health conscious urban indian only. But with health consciousness increasing among the smaller town folks and with the increase in purchasing power , Tropicana is very rapidly improving its availability in smaller towns of India too.
Creed