CURRENT POSITIONING

Juice brands try to

establish
themselves as a The positioning of such products is also
done by taking health as the base. They
healthy product to
use very smart segmentation strategy
serve those who
to try and reach the highest profit
are taking a levels. Their positioning statement
proactive effort to stresses on how their juices are all
take care of their natural
health.
 Non-Concentrate Concentrate Made
Tropicana is the most successful
The positioning statement of Minute
brand in this category Tropicana
Maid states that - For people who
has a global strategy to focus on
want a juice drink, Minute Maid is the
healthier and nutritious beverages.
ideal beverage for healthy, hassle-free
It has been positioned as a
refreshment anytime. Minute Maid is
refreshing drink that consumers
a good source of calcium, contains a
should choose if they don't want
full day's supply of vitamin, is made
sugar-based beverages and want to
with real fruit juice and low calories.
take care of their health.
Conclusion
After looking at the brand positioning and
statements of both concentrate made and non-
concentrate made juices, we ca say that they both aim
to reap benefits on the basis of healthy fruit drinks.
The base for both the brands is same, however the
only difference that stands out is that brands which
sell NFC juices go one step ahead to say that they are
healthier from those made from concentrates