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Its products are costlier compared to similar products offered by other fruit juice brands, because, it uses the best quality fruits, and manufactures high quality juices with innovative processes.
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Tropicana adopts a value based pricing strategy. Freshness is the guiding principle of the brand and it positions itself as a breakfast beverage.īelow is the pricing strategy in Tropicana marketing strategy: Tropicana aims at helping the consumers maintain a healthy lifestyle by ensuring that its products are naturally nutritious and provide the daily benefits that one needs. Tropicana selects the best fruit to manufacture the best quality juices, develop innovative processes and explores new markets for its products. Some of its well-known products are Tropicana Farmstand which is a 100% juice blend with fruits and vegetables, Trop50 which is orange juice with 50% less sugar and calories, Probiotics which is a 100% juice blend containing 1 billion probiotics per 8 ounce with no added sugar or artificial flavors, Tropicana Pure Premium which is a 100% orange juice with no added sugar, water or preservatives and the Premium Lemonades and Drinks. It has a total of 70 different juice kinds and also offers smoothie products in its marketing mix. Tropicana mainly specializes in orange juice but it also has a number of other flavors like apple, grape, mango, guava, and cranberry. The product strategy and mix in Tropicana marketing strategy can be explained as follows:
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