Tropicana

Tropicana

Tropicana Products is a multinational company based in the US and deals, in the manufacture of soft drinks. It has been running since 1947 mostly specializing on orange juice. However, there are two operations on Tropicana Products that could make it perform better, which would be improvements in the orange juice and its packaging. The improvements are to make the product better than its main competitors who are Tesco Orange Juice and Innocent Orange Juice. Tropicana Products only have one main juice that is the Tropicana Juice. Its competitors have several brands of orange juices under one company. Tesco has diversified its activities, and it deals with a variety of juices, and not only orange juice. Tropicana has only diversified its operations through making different flavors of the same juice.

As a result, the company needs to think of an innovative way to introduce a new juice in the market, with a different taste and image. The new juice has to be something different from its line of juices, and it should be a brand on its own. However, specialization in business is sometimes good because a company concentrates on its target market. Tesco Orange juice and Innocent Orange juice deal with many juices and does not specialize in one fruit.

The company has to look for a suitable large scale farmer who is to plant and supply the oranges to Tropicana Products at a good cost. Currently, each bottle of Tropicana has six oranges, which is to increase to seven, to increase the orange concentration. The fresh concentrated new orange drinking will operate as a different brand from Tropicana Products. The new product can go by a name like ‘The Orange Experience’ and a different phrase too ‘Hand Picked for your Pleasure’. The product will have a new image in the market, unlike the already existing Tropicana Products. The main target customers will be the youth since the company’s other juice is preferred by many elderly folks. This will cause a balance on the age barrier of the customers who drink Tropicana Orange Juice. The brand name of the new drink has to sound cool and refreshing, as well as the packaging and graphics on it.

The Orange is the main raw material needed in the processing of the new juice and some flavors too. Oranges can be bought on a large scale amounts in Brazil, for the sweetest oranges are grown in tropical climates so that the fruit maintains its freshness and elegant fragrance upon peeling. The fragrance is maintained even during the packaging of the juice to maintain its natural taste. The juice will not need many flavors because the oranges used are more concentrated as compared to the ones used in Tropical Orange juice. Previously, the company used to buy Oranges from California, which does not have the best climatic conditions for oranges as compared to Brazil. The fruit to be used will be picked by hand by a contracted company in Brazil under the supervision from officers in Tropicana Products. They will then be imported for processing in the US, where most of the sales will be done. The transportation mode will be by plane so that the oranges reach the company while still fresh and preserved.

For the plastic bottle container, Tropicana Products will contract a company to manufacture the bottle in volumes. Plastic Bottle Corporation is a company that deals with making of superior cost effective plastic bottles. Tropicana will have to give the bottling company the specifications of their bottle including its shape, color and texture. The company makes a minimum of 5,000 pieces of bottles and the two companies have to agree on the size of production and in what bits. The graphics on the bottle have to look cool for the target market. When the oranges are in Tropicana Products premises as well as the bottles, the production is ready to start followed by strategic marketing and promotion schemes.

Packaging is a significant factor that affects the success of a good or service, and packaging is what sells the product from the counter before the customer tastes it. When shopping, people tend to buy the well packaged goods though they may be of the same monetary value with others on the shelves. For the container, it should be as different as possible from that of Tropicana Orange Juice because it is made to serve a whole different market. Many youths like to carry their juices whenever they go, so it should be made as portable as possible. Portability of a juice container will be determined by its shape and size. The juice will be sold in two cans both plastic, with one being 300ml and the other one 500ml. The Orange Experience juice will also be used as an energy booster during exercise and so the customer needs to have a good grip of it to avoid slippages. Both Innocent Orange Juice and Tesco have basic shapes and design on their bottles, just like any other drink.

The container to be used will be round with a smaller radius at the center, where a person can get his grip on it good. It should also have some small bumps on the middle to ensure that the grip is tight whether the consumer is exercising, dancing or just on his normal routine. Most orange juice containers are orange in color, and the Orange experience has to be unique so as to stand out from the shelf. There is a current growing trend in the youth of wearing bright colored clothes. The style has been inspired by most celebrities and artists who have been moving towards brighter colored video. The bottle will be orange with a stylish luminous green strip going around it. The drink will be trendy and will hence be sold in clubs too and has to look trendy enough for the cubs too. The luminous nature will make it reflect against the club lights and be noted by other people in the club.

For the first accounting year of the company, it should indicate ‘new’ on the bottle and in adverts too. This will be aiming at creating awareness at first before making another plan maintain the customers. The product has to maintain its image of ‘Coolness’ and ‘youthful’ so as to have a competitive edge. Its competitors are the other orange juice producers who do not specialize on any target group in the economy. When the juice gains popularity among the intended target market, they can think of a plan maybe to diversify to the production of other juices under the same brand. The brand will maintain its ‘Coolness’ no matter the products Tropicana Products make.