Tropicana Beverages Company, part of the Pepsico group, is planning to repack its five-flavour offering for the Indian customer. The beverage, which is sold in one litre and 250 ml packs, would now be offered only in 1 litre and 200 ml packs. The new flavour — sweet orange is being targeted at those customers who are not used to the regular orange flavoured juice, which Tropicana sells worldwide.
The company is planning to introduce new flavours, clearly aimed at helping the company maintain its leadership position in the juice market. It is also exploring the possibility of local production of juices from mango.
The juice market is valued at Rs 100 crore, with Tropicana having close to 30 per cent share, a volume which the company hopes to raise to around 40 per cent within the next 12 to 18 months.
The company is positioning the product as a “health drink” targeted at the health-conscious. Tropicana is available on a selective basis in over 14,000 outlets spread over 16 cities.
Besides using conventional media for promotion, the company has also targeted potential customers in gymnasiums, hospitals and parks.