With focus on youth TG, Tropicana is eyeing expansion in Tier 2 & 3: Vineet Sharma

Tropicana, the packaged juice brand from PepsiCo, recently scored a victory when Delhi High Court directed competitor ITC, makers of B Natural juice brand, to remove all reference to Tropicana in its ads as well as the hashtag #SayNoToConcentrate. ITC has accordingly revised its ad for B Natural. 

In a press note to the media, Deepika Warrier, Vice President - Nutrition, PepsiCo India, commented on the media campaign by B Natural and had said, “In response to ITC’s B Natural media campaign, we took legal action against ITC in the Delhi High Court. We are pleased to note that the Hon’ble High Court today directed ITC to suspend the advertising campaign, and remove all references to the Tropicana brand as well as #SayNoToConcentrate, as it is derogatory to the category of concentrate juices. ITC has been asked to take steps for removal of their campaign from all hoardings, electronic media and print media.” 

Tropicana also came up with its own campaign to clear the air in the ‘Concentrates’ controversy with its own hashtag #ConcentrateOnTheFacts. Some of the key points made included: 

  • Tropicana has been offering choices of ‘not from concentrate’ and ‘from concentrate’ juices to consumers in India for more than a decade.
  • It is important for consumers to be aware that there is no significant nutritional difference between ‘from concentrate’ and ‘not from concentrate’ fruit beverages.
  • The nutritional value of fruit beverages varies depending upon the type of juice and additional nutrient fortification. Tropicana has been the pioneer in offering 100% juices with no added preservatives or added sugar.
  • Tropicana also launched Tropicana Essentials in 2016, taken 100% juices forward with functional fortification to address some nutritional gaps in the country
  • Tropicana’s advertising over the years has been led by the Tropicana 100% range which is nutritionally superior.
  • PepsiCo also has a significant sourcing footprint in India, and 65% of all fruit used in Tropicana juices are sourced from Indian farms.

Speaking on the issue, Vineet Sharma, Director - Marketing, Tropicana, told Adgully, “What is more important is the constituent in the juice and we are taking a lead with providing 100 per cent juice and essentials.” He reiterated that Tropicana is the leader in the juice category offering both concentrate and non-concentrate juices across the world. “In India, too, we have both the ranges of juices. We will continue to offer more and more options for consumers to choose from.” 

To further fortify itself as a healthy option for today’s millennials, Tropicana recently rolled out its ‘My Health My Way’ campaign with Katrina Kaif as the brand ambassador. Conceptualised by J. Walter Thomson, the TVC features a series of health-hacks from today’s fast-paced millennials, reflecting their ‘My Health My Way’ lifestyle. The TVC will be amplified through a strategic 360-degree marketing plan. 

This year, Tropicana takes on a robust strategy to scale up the brand in India by offering a wide portfolio of relevant products, a redefined distribution strategy and a refreshed brand proposition. 

Elaborating on the concept and ideation behind the ‘My Health My Way’ campaign, Sharma said, “The whole campaign started with the idea of targeting the youth who are increasingly becoming health conscious. And if you want to target the youth, you first have to understand how they view the value of being healthy. For the youth, health is an enabler to achieve more in life. For them, health is far more contemporary in terms of not something that they need to do, but something which enables them to do more in life. A healthy life translates into being confident and achieving more in life.” 

Continuing further, he observed that today’s youth don’t want to be told what they should or shouldn’t do. “They believe in devising their own unique ways in integrating a healthy lifestyle. Our latest campaign – ‘My Health My Way’ – clearly states that as a youth I’m conscious that I need to be happy, but I’ll do it my way,” he added. 

“Katrina Kaif as the face for Tropicana personifies the hectic lifestyle that we all live in which she signifies really well and thus we roped her for Tropicana,” Sharma said. 

Speaking further on the growth if the juice category in India, he noted that this category had grown at a very rapid pace in the last 3-4 years. “It is working basically on two pointers. If you look at the metros, the people there are looking for more at the offerings which are health oriented. But in the rural markets, people are looking at juices as a convenient offering for health. Traditional offerings like milk are avoided by the millennials, given their busy schedules. They are primarily looking at some contemporary options for health. With Tropicana, we really fill the gap with proper taste and nutrition,” Sharma affirmed. 

To further fortify its healthy offerings, Tropicana launched the Essentials range last year, which give the consumers options for fruits and vegetables juices, with the goodness of vegetables delivered in the taste of fruits. “Going forward, we will continue to offer more options to the consumers depending upon their needs. We are currently working on options that are compelling to the consumers,” Sharma informed.

While he refrained from sharing details on Tropicana’s share of the total branded juice market, according to media reports it stands at approximately 28 per cent. Sharma asserted, “We are taking a strong leadership jump in the juice segment and essential segment. We are talking about the offerings that consumers really need to satisfy the nutrition gap in their hectic lifestyles.” 

He added that Tropicana is doing well across the country. “The philosophy of the brand is more contemporary and we are talking more to the younger consumers. We have changed our packaging completely, with a refreshing new look and a new communication approach,” he further said. 

The brand is also looking at expansion opportunities in the Tier 2 and 3 markets. Sharma informed that the brand was focusing more on leveraging the availability in these markets for the consumers. 

Speaking about the digital strategy, Sharma said that the premise around digital is very strict. “We are driving digital platforms to create awareness and educate the people about the product and the advantages of the same,” he concluded.

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