PepsiCo India has chalked out an ambitious plan to double volumes of its fruit juice brand Tropicana by the year 2020.
The company has undertaken a change in packaging and positioning of the juice brand while also getting on board Bollywood actress Katrina Kaif as Tropicana's brand ambassador.
These steps, a senior executive said, are aimed at making Tropicana a leading juice brand in India over the next decade.
Speaking with DNA Money, Deepika Warrier, vice president – Nutrition Category, PepsiCo India, said, "We have a robust strategy in place to scale up the brand in India in a significant way, with a diverse portfolio of locally relevant products, a redefined distribution strategy and a refreshed brand proposition," she said, adding that 2018 will be a landmark year and the company has planned several activities already.
One of the fastest growing beverage brands in the PepsiCo India stable, the Rs 1,000-crore Tropicana master brand includes Slice and a few other sub-brands. According to Warrier, the fruit juices category has seen a lot of penetrative growth in small towns, rest of urban and rural India while it continues to grow in the metros as well.
"One of the first activities is to spruce access of Tropicana in the country. To this effect, we partnered franchise bottler Varun Beverages to ramp up distribution across North and East India which accounts for 80% of the juice market in India. Earlier, we were under-represented in these regions, in terms of availability. However, with this partnership, we are looking at expanding reach from 1 lakh to almost 2.5 lakh outlets. Besides, we will also increase presence from 100 towns to over 330 towns and that's over and above the rural penetration," said Warrier.
Targeting the youth and millennials, PepsiCo has undertaken an image makeover for all products under brand Tropicana. The company has also earmarked significant funds towards advertising and promotional activities to be able to reposition the fruit juice brand in the market.
"The new brand campaign 'My Health My Way' aims to celebrate today's time-pressed millennials who find their own health and nutrition hacks to suit their individual lifestyles. It will also increase awareness about Tropicana Essentials Iron, the product that helps address gap in iron intake in a country where iron deficiency is highly prevalent with 55% women and 24% men in India suffering from anaemia," said Warrier, adding that the new television commercial will go live in the first week of April and further amplified through a strategic 360-degree marketing plan.
On the new packaging side, Tropicana's entire range of juices will be rolled out in a refreshed packaging. "The new visual-id features a straw directly in the fruit, signifying the goodness of the fruit packed in all our juices," said Warrier.
POWER-PACKED
- The new television commercial for Tropicana will go live in the first week of April and further amplified through a strategic 360-degree marketing plan
- PepsiCo has partnered franchise bottler Varun Beverages to ramp up distribution across North and East, which accounts for 80% of the juice market in India
- Earlier, the brand was under-represented in these regions in terms of availability. PepsiCo is now are looking at expanding reach from 1 lakh to almost 2.5 lakh outlets
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 "Deepika Warrier")
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