“TROPICAN RELAUNCH CAMPAIGN”
TABLE OF CONTENTS
Company Profile — PepsiCo3
‘Tropicana’ — History & Brand4
INTEGRATED MARKETING COMMUNICATIONS PLAN9
New Product Range Variants11
Print Media Advertising12
Company Profile — PepsiCo
PepsiCo is a world leader in convenient foods and beverages, with 2006 revenues of more than $35 billion and 168,000 employees. The company consists of Frito-Lay North America, PepsiCo Beverages North America, PepsiCo International and Quaker Foods North America. PepsiCo brands are available in nearly 200 countries and territories and generate sales at the retail level of about $92 billion. Some of PepsiCo's brand names are more than 100-years-old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001. PepsiCo offers product choices to meet a broad variety of needs and preference - from fun-for-you items to product choices that contribute to healthier lifestyles.
PepsiCo’s vision is to continually improve all aspects of the world in they operate – environment, social, economic – creating a better tomorrow than today.
PepsiCo’s mission is “To be the world's premier consumer-products company focused on convenient foods and beverages. We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity.”
‘Tropicana’ — History & Brand
With over fifty years of consistent growth, Tropicana® Products, Inc., stands today as the world's only global citrus juice business. Tropicana was founded in 1947 by Anthony Rossi as a Florida fruit packaging business. In 1954 Rossi pioneered a pasteurization process for orange juice. He started his own fruit packing business and shipped jars of sectioned fruit and fresh juice to hotels and restaurants in refrigerated trucks. One of his first customers, the Waldorf-Astoria Hotel, had a standing order for 1,000 gallons of juice and fruit jars each week.
In 1954, his team of engineers developed a new process called flash pasteurization, which raises the temperature of the juice for a very short time, making it safe for an extended shelf life. For the first time, consumers could enjoy the fresh taste of pure not-from-concentrate 100% Florida orange juice in a ready-to-serve package. Once that challenge was met, Rossi found unique and interesting ways to get Tropicana Pure Premium orange juice to New York as quickly as possible. The S.S. Tropicana, a tanker ship to transport the chilled juice, and the "Great White" Tropicana Train, still an icon on the Eastern seaboard of the United States, are two transportation innovations that helped build Pure Premium to its mega-brand status. The juice, Tropicana Pure Premium, is the company’s flagship product and is the number three most sold item in America's grocery stores.
Today, Tropicana® products are enjoyed almost everywhere–North America, Latin America, Europe and Asia. PepsiCo acquired Tropicana, the only truly global juice business (including the Dole juice business) in August 1998.
Tropicana was introduced in Pakistan in the late 1990s, as a naturally produced orange juice. The brand saw initial success in the big cities, but lost touch due to a weak distribution network and...