A PROJECT REPORT ON “CUSTOMER PERCEPTION AND PREFERENCE OF TROPICANA JUICES”

1. A
PROJECT REPORT
ON
“CUSTOMER PERCEPTION AND PREFERENCE OF
TROPICANA JUICES”
FOR SUBMISSION OF MINOR RESEARCH
PROJECT
Submited To:-Submitted by:-
Mrs. NidhiPhutela Anjali Rai(17)
Apeejay institute of technology AnkitaPathak(19)
School of management. AnushaArora(23)
BhaskarJyotiDeka(29)
PGDM (A) 2012-14
JANUARY 2013

2. DECLARATION
WE,ANUSHA ARORA,ANJALI RAI,ANKITA PATHAK AND BHASKAR J.DEKA in
PGDM-General 2nd
Trimester of Apeejay Institute Of Technology,School Of
Management,Greater Noida hereby declare that we have completed this Project titled
“CUSTOMER PERCEPTION AND PREFERENCE OF TROPICANA JUICES” under
the guidance of Mrs .NIDHI PHUTELA as per the requirement of the Post Graduation Diploma
in Management (PGDM-GENERAL)

3. Acknowledgment
We have taken efforts in this project. However, it would not have been possible without the kind
support and help of many individuals. We would like to extend our sincere thanks to all of them.
We are highly indebted to MrsNidhiPhutela for her guidance and constant supervision as well as
for providing necessary information regarding the project & also for their support in completing
the project.
My thanks and appreciations also go to my colleague in developing the project and people who
have willingly helped me out with their abilities.

4. INDEX
Introduction
Company Profile
Review of Literature
Objectives
Analysis
Conclusion
Recommendations
References
Annexure

5. INTRODUCTION
Customer perception is a marketing concept that encompasses
a customer's impression,awareness and/or consciousness about
a company or its offerings. Customer perception is typically affected
by advertising, reviews, public relations, social media, personal experiences and other channels.
Customers are informed and remaindered about the products and are requested and persuaded to
purchase their products. Such communication may be made their along the product or well in
advance of the introduction of product into the market. Such communication becomes necessary
when a new product or service is introduced in the market or an old product is improved or it is
simply to increase the sales of the products.
Tropicana holds the top position in its product category and remains a large
presence in consumers’ minds. It is a respected household brand name and has gained
strong brand loyalty from families across the country. As shown by its wide acceptance,
Tropicana’s taste is not the issue; but rather, their dated brand communication.

6. COMPANY PROFILE
Founded in Bradenton, Florida, USA, in 1947.It is now enjoyed almost everywhere in the world.
Carefully nurtured for over 50 years, Tropicana has matured into one of the most respected
beverage brands. Tropicana is the #1 brand in packaged 100%
Juice* in the world in 2011 in off-trade volume. It is today
available in 63 countries. Since 1998, Tropicana has been owned by
PepsiCo, Inc. Tropicana Premium Gold was re-launched as
Tropicana 100% in 2008.
HISTORY
Anthony T. Rossi
Anthony T. Rossi (1900–1993) was born in Italy on the island of Sicily. He had the equivalent of
a high school education, and immigrated to the United States when he was 21 years old. He
drove a taxicab, was a grocer in New York, farmed in Virginia, and then moved to Florida in
1940 where he farmed and was a restaurateur. His first involvement with
theFlorida citrus industry was fresh fruit gift boxes sold by Macy's and Gimbel's department
stores in New York City, New York
. As the fruit segment business grew, the company moved to a larger location in east Bradenton,
Florida, and changed its name to Fruit Industries.The ingredients for the fresh fruit salads on the
menu of New York’s famed Waldorf-Astoria Hotel were supplied by Fruit Industries. At the east
Bradenton location, Rossi began producing frozen concentrate orange juice as a natural
extension of the fruit section business.

7. Evolution of Tropicana Pure Premium
In 1952, with growth of the orange juice business in mind, Rossi purchased the Grapefruit
Canning Company in Bradenton. The fresh fruit segments and orange juice business were so
successful that he discontinued production of fruit boxes. He developed flash pasteurization in
1954, a process that rapidly raised the temperature of juice for a short time to preserve its fresh
taste. For the first time, consumers could have the fresh taste of pure not-from-concentrate juice
in a ready to serve chilled package. The juice, Tropicana Pure Premium, became the company’s
flagship product.]
In 1957, the company’s name was changed to Tropicana Products, Inc. to
reflect the growing appeal of the Tropicana brand.
Going public and expansion: 1969–1997
Tropicana Products, Inc. went public in 1969. The stock was first sold over the counter, but
gained a listing on the New York Stock Exchange under the symbol TOJ. In the same year, it
became the first company in the citrus industry to operate its own plastic container
manufacturing plant.
Rossi sold Tropicana to Beatrice Foods in 1978. He then retired, and was inducted into
the Florida Agricultural Hall of Fame in 1987. Under Beatrice, Tropicana had the financial
resources to develop more oranges. In 1985, Tropicana debuted Tropicana Pure Premium Home
Style orange juice, which featured added pulp.
In the 1980s, Tropicana made history by being the first company to be acquired by The Seagram
Company, Ltd.. In the decade that followed, they introduced new juice beverage creations,
including the orange line of bottled and frozen juice blends.
In the early nineties under Seagram, Tropicana also began to expand distribution to global
markets. They formed a partnership with bananas to process and distribute Kirin-Tropicana
juices in Japan. By that time, the company was also distributing Tropicana Pure Premium

8. in Canada, the United Kingdom, Ireland, France, Germany, Argentina, Panamaand Sweden. As
the 1990s continued, Tropicana further expanded internationally, entering several more Latin
American countries, Hong Kong and China.
Seagram Beverage Group acquired Dole Food Company’s global juice business in 1995,
including the Dole brands in North America, and Dole, Fruvita, Looza and Juice Bowl juices and
nectars in Europe. Dole was operated under Tropicana Dole Beverages North America and
Tropicana Dole Beverages International.
Sold to PepsiCo and twenty-first century: 1998–present
Tropicana was acquired by PepsiCo in 1998, which combined it with the Dole brand for
marketing purposes. It has become the world’s leading producer of branded fruit juices.
Due to the decreased productivity of Florida's orange crop in the wake of several damaging
hurricanes, Tropicana began using a blend of Florida and Brazilian oranges in 2007.Citing an
increased consumer interest in the origin of food products, the company announced in February
of 2012 that its Tropicana Pure Premium line had returned to sourcing oranges only from
Florida.
Making the juice
Tropicana works with more than 12 established Florida groves, which are selected for
sandy soil conditions and advanced irrigation practices. The company is the largest single buyer
of Florida fruit and processes about 60 million boxes of fruit. Once the fruit is picked, oranges
are hand graded and any fruit that doesn’t meet quality inspections is removed.
The oranges are then washed and the orange oil is extracted from the peel to capture the from-
the-orange taste, which are later blended into the juice for consistent quality and flavor. The
oranges are squeezed and the fresh juice is flash pasteurized. Tropicana developed flash
pasteurization to minimize the time the orange juice is exposed to heat while providing
maximum nutrition and flavor.

9. Oranges have a limited growing season, and because there is demand for juice year round, an
unspecified quantity of juice (some or potentially all) is deaerated and then stored for future
packaging in chilled tanks to preserve quality. The aseptic tanks protect the juice from oxygen
and light and hold the liquid at optimal temperatures just above freezing to maintain maximum
nutrition. It has been reported that deaerated juice no longer tastes like oranges, and must be
supplemented before consumption with orange oils. Tropicana also uses orange juice from Brazil
to supplement the Florida crop. Pulp may be blended in at this point, too, depending on the
product.
Tropicana's carton and plastic packaging are engineered to maintain quality and freshness. The
company's packaging materials ensure the juice stays fresh inside the package by preventing
outside moisture and light from affecting its quality.
Headquarters
Tropicana Products has its headquarters in Chicago. PepsiCo, the parent company of Tropicana,
planned to begin moving Tropicana employees into its existing Chicago facility in the first
quarter of 2004. PepsiCo moved Tropicana into Chicago so all of its juice brands would be
consolidated into one Chicago-based unit.

10. TROPICANA , INDIA
Brand History
Tropicana was founded in Bradenton, Florida, USA, in 1947. It is now enjoyed almost
everywhere in the world. Carefully nurtured for over 50 years, Tropicana has matured into one of
the most respected beverage brands. Tropicana is the #1 brand in packaged 100% Juice* in the
world in 2011 in off-trade volume. It is today available in 63 countries. Since 1998, Tropicana
has been owned by PepsiCo, Inc. Tropicana Premium Gold was re-launched as Tropicana 100%
in 2008.

11. Brand Advantage
Tropicana continues to select the best fruit to manufacture high-quality juices and original
products, pioneer innovative processes and explore new markets for its products. It is committed
to fostering healthy lifestyles by ensuring that its products are naturally nutritious and provide
the daily benefits that one needs.
In India, Tropicana comes in two categories: 100% Juices (sold as Tropicana 100%) and Juice
Beverages (sold as Tropicana).
Quick Brand Facts
Launched in India in 2004.
Available in two categories - 100 percent juice and juice-based drinks.

12. MARKET SHARE
Tropicana is the #1 brand in packaged 100% Juice* in the world in 2011 in off-trade volume. It
is today available in 63 countries. Since 1998, Tropicana has been owned by PepsiCo, Inc.
Tropicana Premium Gold was re-launched as Tropicana 100% in 2008.
For one,real juices were expensive,. For another, most packaged juices had preservatives that
kill the natural taste.
Nielsen figures sourced by Brand Equity indicate that Dabur was a leader by far for the six-
month period from April to September of 2012 with a 52% share; Tropicana follows with 38%.
BUT STILL..
Tropicana leads the competitive refrigerated orange juice category, which is valued
at a hefty $2.75 billion
market share
real juices
tropicana
minute maid

13. REVIEW OF LITERATURE
Juice Industry in India:
The juice market in India has been growing steadily and with the increase in health conscious
consumers, the market is expected to get a boost. Among the major segments in the market
namely fruit drinks, nectar and 100 percent fruit juice, the fruit drinks market accounts for the
maximum market share. The rising consumption of packaged products reflects the demand for
the organized juice market.
The major drivers have been identified and include the rise in health conscious consumers,
growing modern trade as well as rising disposable income.(Research on india)
Aug. 28, 2009 - According to our latest research, “Indian Non-Alcoholic Drinks Forecast to
2012”, the juice market (including both fruit and vegetable) has emerged as a fastest growing
segment of the Indian non-alcoholic drinks market over the recent past. Our research foresees the
Indian market for fruit/vegetable juices to grow at a CAGR of around 24% (in volume terms) and
around 30% (n value terms) from now till 2012.
It is learnt that convenience and natural taste together with health-consciousness has played an
important role in the growth of Indian juice market in recent years. Sales have been boosted by
the changing lifestyle of the Indian middle-income group amid rapid urbanization. Furthermore,
it has been seen that cola sales have fallen dramatically after rising health concerns associated
with it and this seem to have benefited the fruit beverage industry. Tetra packs have emerged as a
boon for providing practically fresh and preservative-free juice.(Press release distribution: Report
Foresees Bright future for Indian Juice Market)

14. The branded fruit juices market inclusive of nectars is placed at about Rs 10 bn. The pure fruit
juices are the preferred drink among the fruit drinks. This segment is growing at around 10%
annually. The market for fruit juices is expected to grow to Rs. 7.50 bn by end 2009-10 from
nearly Rs. 4.75 bn presently.A bulk of juice consumption came from institutional commercial
buyers. There was a sizeable export of mango pulp. It is now getting into the retail marketing
basically as a funfood, often as a substitute for aerated and cola drinks.(Ministry of food
processing industries)
MAJOR COMPETITORS IN JUICE INDUSTRY:
DABUR : REAL JUICES
PEPSISCO:TROPICANA
COKE: MINUTE MAID

16. Research on consumer quality perception is reviewed .Quality and safety perception is linked to
food choice and consumer demand, addressing questions of price perception and the validity of
willingness-to-pay measurements. It is concluded that food quality and safety are central issues
in today's food economics.(Oxford journal)
Consumer perception applies the concept of sensory perception to marketing and advertising.
Just as sensory perception relates to how humans perceive and process sensory stimuli through
their five senses, consumer perception pertains to how individuals form opinions about
companies and the merchandise they offer through the purchases they make. Merchants apply
consumer perception theory to determine how their customers perceive them. They also use
consumer perception theory to develop marketing and advertising strategies intended to retain
current customers -- and attract new ones.(Consumer perception journal)
EVALUATION OF TROPICANA'S MARKETING ACTIVITIES
In the present days, the trend of consuming Healthy Refreshing Beverage product is increased.
According to their target market is the healthy refreshing beverage market; the main motivation
for customer to consume the product in this market would be its healthy benefit. herefore, in the
first and second campaign, the company should focus on communication its healthy benefit for
exploit the market rather than emotional benefit. However, in the third campaign, they turn to
focus on the healthy benefit which is the major factor to motivate customer in this market.
Therefore, in this lasted campaign, the company turns to focus on the right way to motivate their
customers.
The company has used many kinds of stimuli for building brand awareness and arousing
customer perception.(Oxbridge Writers)

17. Tropicana has changed their packaging twice since 2009. The first change was replacing the
traditional orange skewered by a drinking straw on their cartons to a picture of a glass of orange
juice on their cartons. Even after the company spent 35 million on advertisements the change
was still a major failure. Customers aggressively voiced their opinions and dissatisfaction with
the new look. Tropicana quickly changed back to the traditional orange skewered by a drinking
straw packaging.
The second change was in 2011 when Tropicana changed the packaging entirely from a carton to
a clear carafe packaging. Tropicana first introduced this new clear carafe with Trop50 a new
juice brand. Shortly after all their juice lines were packaged in a clear carafe. Tropicana’s two
changes in packaging and branding seem to be an attempt to capture market share.( Robert A.
Willard is a Marketing, PR, Social Media, SEM and Blogging Professional)
Tropicana leads the competitive refrigerated orange juice category, which is valued at a hefty
$2.75 billion
Tropicana $854 million
Simply Orange $501.9 million
Private label $461.2 million
Florida's Natural $315.7 million
TROPICANA GOES BACK TO NATURE IN NEW GLOBAL PITCH:An international
advertising campaign by Tropicana stressing that its oranges are grown in Florida is discussed. A
change to be instituted in the company's packaging in which Tropicana juice will be presented in
clear plastic containers is examined.

18. "Tap Into Nature" emphasizes Tropicana's relationships with its growers and, in the U.S., touts
that its juice is made from 100% Florida oranges. It's a switch for the company, which for several
years had been using a blend of Florida and imported oranges. It also differentiates Tropicana
from the coke’s product, which uses imported oranges.(Advertising age; 2/20/2012, Vol. 83)

19. OBJECTIVES
1. To find out brand awareness of Tropicana juices on following
basis:
a) Product Quality
b) Product Varieties
c) Company image
2.To analyse and evaluate satisfaction of customer towards:
a) Taste
b) Availability
c) Quality
d) Packaging
3.To find out major competitors
4.To find out effective medium of publicity.

20. Findings:
10%
40%
50%
0%
For how long are u using this brand?
less than 1 year more than one year more than 3 years never used
70%
30%
Have you purchased any othe brand
in last few months?
yes no

21. 80%
20%
Are you aware of varieties of
Tropicana?
yes no
80%
10%
0%
10%
0%
From which source you know about
Tropicana?
Advertisement Relatives Peer groups Retailer any other

22. 90%
10%
Does Tropicana completely satisfy
your requirement?
yes
no
40%
40%
20%
0%
According to you what are the factors
that make purchasing of Tropicana ?
Taste Quality Variety any other.

23. Tropicana’s focus should shift to a virtually untapped market of orange juice
consumers, college‐aged students.Targeting consumers at an early age is the best way
to build brand loyalty and maintain it over time.
80%
20%
0% 0%
Which brand of juice do you prefer?
tropicana Real Minute Maid others

24. Recommendations:
Target Market: College‐aged students who live a fast paced lifestyle and need a
healthy alternative to stay revitalized throughout the day.
Marketing Goal: Increasing sales, as well as market share, by developing and
leading a new niche market of college aged students.
Marketing Objective: Develop and market a new package for the juice that is small,
convenient, and affordable.
Communication Goal: Make students aware that Tropicana is the go-
to juice when it comes to revitalizing themselves on the go.
Communication Objective: Convince consumers that energy drinks are an
expensive, unhealthy approach to making it through their day. Drinking Tropicana
will not only save them money but also be better for their body and their day.
Maintain competitive advantage over other competitors in case of orange juices as it still enjoys
major market share when it comes to orange juice.

25. CONCLUSION
Viewed as a breakfast staple in homes across theworld Tropicana gained much brand
loyalty. However, given the large amount of competitors entering the juice market,
Tropicana has experienced stagnant market share and decreased sales revenue. Blending
into the market over the years their position as the best “pure juice” no longer
remain the unique selling points. Today, Tropicana aims to regain their territory
of being the most pure and healthy juice in not only the eyes of
mothers, but college students as well. By focusing on college-aged students,
Tropicana can capitalize on their juice being the healthiest choice for
a healthconscious youth at a price that is also affordable. By focusing on these
young men and women, Tropicana hopes to increase its sales in the short-
term and its market share in the long term. As college students begin to make
choices and brand relationships on their own, they will ultimately choose Tropican
a as their go-to purchase for their families in the future.

26. REFERENCES:
Pepsi Co./Tropicana
www.Tropicana.com
http://redwood.colorado.edu/kelmj/tropicana_creativebrief.pdf
Report Foresees Bright future for Indian Juice Market (August 28.2009)
Tropicana Pure Premium Orange Juice Original. 2006. Tropicana. 04/12/2004
<http://www.tropicana.com/TRP_ProductInformation/Detail.cfm?ProductID=21