Target Market of Juice Companies, Tropicana and Minute Maid

When you think about juice, Tropicana and Minute Maid are probably two names that come to your mind first. These companies are engaged in the production of juices and from their production, the orange juice is the most famous one. Founded in the US, both have been present in the market for over 70 years. Thanks to their experience and dedication, Tropicana and Minute Maid successfully took their strong place in the market. Excellence and high quality ensured a loyal customer base for both. So, let’s analyze these two brands one by one to get an insight into their target market choices.

Overall target market analysis of juice companies

The global juice market is continuously growing and expanding. This industry is extremely competitive and changes constantly. Over years, people have become more attentive to their health and many are focused on leading a healthy diet. This is the reason why people started giving more attention and preference to juices compared to soft drinks. Juices are more nutritious and beneficial for health.

Compared to soft drinks, juices are lower in calories and contain vitamins and minerals. Constantly changing trends of this industry make companies more attentive to the ingredients used in their products.

Many companies in the juice market strive to improve their products to make them healthier and perfectly suitable for a balanced diet. By making continuous improvements and keeping up with time, companies in the juice production industry will successfully manage to maintain their strong place in the market.

Let’s start with Tropicana and discuss a campaign example.

Throughout the years Tropicana has been presenting its tasty and high-quality beverages with various flavors to the market. The orange juice has become the most iconic and popular product of the brand. Many advertisements and promotions of the brand are directly connected with this exact product.

Tropicana ensured its presence in a different type of media using different ways of promotion and more often by commercials. The ads of the brand are known for their bright colors and vibrance. Another technique that Tropicana uses to promote its products is campaigns.

Now, let’s go through a video introducing the “Sip Your Sunshine” campaign.

Like most Tropicana’s commercials, this video from the “Sip Your Sunshine” campaign is very bright, eye-catching, vibrant, and dynamic. The company again used its iconic product in the series of these videos for the campaign.

In just 30 seconds we get the chance to see remarkably different families, with different preferences, living habits, and conditions consuming the product by Tropicana. The product of the brand seems an inseparable part of their daily activities, habits, and routine. The brand describes the process of drinking its orange juice as a sip of sunshine, which has become the name of the campaign.

Tropicana points the people whom they try to address and engage with this campaign as “vibrant families”. With this campaign, the brand was aiming to encourage people to celebrate every moment of the day to bring brightness and positive energy to their daily routine. With this campaign, the company wants to engage and attract more customers by showing them that their product can be suitable and preferable for diverse people despite their differences.

It’s time to discuss the communication strategy of Tropicana.

Tropicana is one of those brands that continuously comes up with numerous truly interesting and strong taglines that as a result are referred to as slogans of the brand. It is remarkable, that the majority of those taglines are created related to the iconic product of the brand – orange juice. The brand presents these taglines as a part of its advertisements. Some of them are “100% pure squeezed sunshine.”, “Tropicana. Straight from the fruit.”, etc. One tagline that can be considered a slogan of the brand that we will discuss today is

“If it tasted any fresher it would still be on the tree.”

This slogan is quite simple, precise, with effortless wording, but carries such an interesting idea and meaning in it. It can be considered wordy compared to the slogans of other companies. This slogan points out the main strengths and points of differentiation of Tropicana.

It describes the product of the brand perfectly and evokes a desire to try it, to taste it, and to check by yourself the comparison made in the slogan. You can feel the confidence and boldness of Tropicana. The brand has a good understanding of its strengths, influence, and potential and seems overly optimistic and self-aware.   

Moving on, it’s time to understand the target market of Tropicana.

To do so, let’s discuss the following commercial.

This commercial is very engaging and alluring. The colors of the video are quite warm and peaceful. The background music creates a unique atmosphere. The main focus of the video is a woman who ordered Tropicana juice.

When she receives her order, she doesn’t use a glass or a straw to drink from the bottle. Instead, she takes the bottle and starts biting it as if it is a fruit itself. This turn is surprising, unexpected, and interesting. She enjoys her order and makes others desire about tasting it. She looks remarkably confident, attractive, and trendy.

We can see her using a laptop and wearing glasses, which make the viewer think of her as a career-oriented, educated, hard-working and intellectual person. She is well-aware of modern technologies and easily uses the laptop.

This woman is the collective representation of the group of customers that Tropicana wants to target and attract. After discussing all the details of the commercial, we can confidently say that Tropicana puts its focus on the segment of Actualizers.

Who are Actualizers?

Lifestyle and Values of the segment:

People from the Actualizers’ target segment are perfectionists who know what they need, want, and the ways to achieve it. They are usually successful and prosperous in all goals they set ahead. Actualizers are usually well-educated, intelligent, and try to always keep up with time. These people give big importance to safety and stability. Thus, despite being ambitious, they don’t readily take risks in every situation. Actualizers are overly critical and attentive to their career.

These people try to use their whole potential when it comes to their job and career. On the other hand, these people tend to prioritize their families. Actualizers try to spend as much of their spare time with their loved ones as possible. Taking care of children is crucial for them. People from this segment do everything to assure a healthy environment, security, and welfare for their families.

Attitude to Shopping: 

The representatives of the Actualizer target segment are people who carry quite practical views on life. These people clearly understand the value of money they own and know how to spend it thoughtfully. When choosing what to buy, Actualizers focus their attention on the quality and comfortability of the product they are buying.

The quality of the product is extremely important for them. Thus, despite being thoughtful with their finances, Actualizers can easily spend on high-quality items. They like to preplan their purchases and tend to do shopping from the same shop.

Some interesting facts about Actualizers

• These people try to lead a healthy lifestyle. They do sports and prefer organic products.
• They like reading articles and are driven to topics that are related to politics, governance, finance, economy, etc.
• Actualizers love attending cultural and entertaining events as well as visiting concerts, theater, cinema, etc.
• People from this target segment strive to keep up with time and mastering the latest technologies and computers is a must for them.

16 Personalities (Which one is for your business?)

A simple need of thirst, yet Tropicana and Minute Maid offer products that give much more! Tasty and flavoury products of Tropicana and Minute Maid sell themselves by not only how good they are, but how accurately the producing companies targeted their segment. They have targeted Actualizers, and enjoy their success till today.

Actualizers are a segment of determined and successful people with a clear vision of what to do. They consider themselves as perfectionists and want to excerpt control over everything in their life. They are family focused and feel responsible for their children’s education. 

Segmentation strategies of Tropicana and Minute Maid gave them a sense of what to offer, and how the marketing strategy should be designed. Targeting Actualizers made it clear that their customers follow certain life principles, which are essential for shaping their buying behaviors. Actualizers are not the only buyer persona segment.

Our book e-book 16 Personalities include the wide spectrum of buyer personas, each representing different segments and their characteristics. Additionally, the book will give you tips for negotiating and improving your marketing performance.

Now, let’s move on to Minute Maid and discuss one of its campaign examples.

Minute Maid was always known as a family-oriented brand. The company used different strategies and methods to promote its products to potential customers. From the range of beverages produced by the brand, their orange juice is the most popular and demanded product that is familiar to many people.

Minute Maid used different media platforms, traditional and unconventional marketing for promoting its products, but still kept its focus on the families. The brand also uses campaigns for promotional purposes. One popular and successful campaign of Minute Maid is the “this is GOOD” campaign.

Let’s go through a video from the “this is GOOD” campaign series presented by the company.

The video depicts a typical scene that happens in any family. At some stage, a child learns how to pour a drink into a glass, and usually, the learning process of this particular activity can become messy.

In the video, the child is trying to pour orange juice by Minute Maid into the glass, while his father is watching him silently from the back with excitement. He completes the activation and enjoys his glass of juice while his father looks proud and happy of him.

We can see once more the family as a center of the Minute Maid campaign. These series of the campaign were made to depict the perfectly imperfect moments from the everyday lives of families to show that they also can be good.

The company researched the scope of the campaign and presented some interesting results related to how parents use social media to share their families with the world. Also, Minute Maid started encouraging parents to share real family moments using different hashtags and platforms of the brand.

Now, let’s discuss the communication strategy of Minute Maid.

To do so let’s go through its slogan.

Throughout the years, Minute Maid was presenting different taglines along with new advertisements of its products to the customers. Some tagline of the company was referred to as the slogan of the brand. The story of the present slogan of the company was the same. In 2004, the company presented Minute Maid Light which was light juice drinks which were lower in calories but maintained good flavor and taste. Along with new products the brand announced the new slogan of the company:

“Light on calories. Loaded with taste.”

The slogan is straightforward, clear, precise, and doesn’t contain complex wording. It is catchy and easy to remember. The slogan speaks about the strength of the brand as well as brings up all the benefits that you get with the products of the company.

It shows that Minute Maid successfully managed to come up with products that will not only be healthier but will also maintain its good taste. The slogan stands for the powerfulness and innovatively of the brand. You can feel the lightness, confidence, and excellence of Minute Maid from the slogan.  

It’s time to identify the target market of Minute Maid.

To do so let’s discuss the following commercial of the brand.

This commercial by Tropicana is very positive and warm. It is simple, yet remarkably strong. There are two characters in the video: a father and a daughter. The little girl shows her father why she is sad by drawing. She seems very smart, active, and thoughtful. The father seems very patient and caring towards his daughter. The viewer can see the strong bond and loving relationships between these two. They look close to each other.

It seems like both are enjoying each other’s company. From the context of their conversation, we can understand that the juice by Minute Maid is an inseparable part of their healthy diet, family life, and daily routine. Without this product, the life of the little girl isn’t the same and it can deeply affect her.

These two characters are collective representatives of the target segment whom Minute Maid wants to attract. All the discussed and analyzed details of the video clearly show that Minute Maid focuses on Floaters’ target segment.

Who are Floaters?

Lifestyle and Values: Representatives of this target segment are remarkably family and home oriented. Their primary mission is caring about family and raising their kids properly. Floaters try to maintain a warm atmosphere at home and do the best for their families even with a low budget.

They care more about their close people than about themselves. These people have big respect for traditional values and rules. Doing the right things is always preferable for them than doing something just for enjoyment. Floaters strive for stability and security and thus don’t seek for new opportunities in the workplace.

People from this segment usually work just for having money and a job, and not for a career. They want to be told what to do to avoid responsibility. Quiet and peaceful evenings with family are better than active and dynamic city nights for them. Also, Floaters enjoy organizing Sunday lunches and short trips to nature.

Attitude to Shopping: 

Despite enjoying the process of shopping, Floaters are usually hunting for bargains. They very often look for discounts, exclusive offers, low prices, and so on. These people tend to choose down-market brands and buy items that aren’t expensive. Affordable products help them to save on every little penny and purchase products in bigger quantities.

Floaters very often choose quantity over quality. It is hard for these people to adopt new brands and products. When they get used to a brand, they stay loyal to it and hardly change their initial choices.

Some interesting facts about Floaters

• Floaters consider TV programs as the main source of acquiring the information they are looking for. They mostly prefer watching talk shows, comedy shows, news, political discussions, etc.
• These people are not good at using the latest technologies and are avoiding them. This is the reason why they don’t use the Internet.
• Women belonging to the Floater target segment love cooking for their family and housekeeping. Their most used and favorite place of the house is the kitchen.

Summing up, Tropicana and Minute Maid are two popular names among strong Juice producing companies. Without any doubt, these unique and powerful companies will continue to maintain their place in the market by staying true to their initial values and promises and by continuous self-improvements.

Tropicana and Minute Maid will surely be able to keep their loyal customer base and engage new people as well thanks to their outstanding taste and quality. That’s it for Tropicana and Minute Maid and their strategies. Check out the main page of our website for more posts like this.

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