Brand Positioning of

Tropicana
By Abhishek Khurana
Tropicana
• Tropicana is the former name of Juice beverage company
• It was founded in 1947 by Anthony T Rossi in Florida
• It is currently owned by Pepsico
 Brand Positioning
Tropicana is positioned as a brand which offers refreshing juice to its customers. The factors that come into the
mind of the customers when they think of tropicana is -
1. Fresh
2. Healthy
3. No sugar
4. Refreshing
5. Good for the heart. Etc.

Tropicana is a brand, positioned in such a way that naturally makes it a healthy fruit drink.
#myhealthmyway
• #myhealthmyway was the campaign used by Katrina Kaif to promote
tropicana in India in the youth
• The brand has been repositioned in youth after research and gaining
insights through the customers
• The brand is now more relatable with the youth as well