New Tropika Eazy 200ml pouch to meet the consumers needs
NEW PRODUCTS
Oct 11th 2011, 08:47
Market Background
In order to capitalise on the convenience consumer purchasing behaviour in recent years, Tropika introduces the new 200ml foil pouch packaging in an 8 pack format to appeal to mom's and kids. Perfect for lunch boxes, snacking at playtime or just a refreshing treat during the day.
In extensive research we have identified a market opportunity to have a quality juice offering at a value for money price point hence the introduction of the new Tropika Eazy 200ml pouch to meet the consumers needs
The Brand
Tropika is currently the market leader in the Dairy Fruit Mix category, Short-shelf life juice category and a dominant player in the total fruit juice market.
The brand enjoys a heritage of more than a quarter century with our consumers which keeps us as the Number 1 brand in the Dairy Fruit Mix category.
Market Description
The primary market is defined as the Dairy Fruit Mix market and secondary as the Short-shelf life juice market.
However the brand is not restricted to this market but also competes for "share-of-throat" against all fruit juices, squashes, cordials and soft drinks.
Target Market
New Tropika Eazy 200ml pouch will be ideal for the consumption by the entire family, however, this 200ml will primarily be targeted at mothers with children.
LSM 7 - 10 (Black Skew); Kids aged 8 - 13; Primary focus: young children and pre-teens for impulse consumption.; Secondary focus: mother's as "gatekeepers" for take home purchase.
Trade Benefits
Four tasty current flavours to stimulate greater purchase frequency. Strong colour coded impact to draw visual attention to shelf. Full marketing support from the brand with the highest advertising spend in the category.
Product Description
Tropika Eazy (UHT Process) in a 200ml pouch with a 6 month ambient shelf life.Click here for more information on Clover Beverages
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