http://www.businessweek.com/news/2012-02-16/pepsico-adds-water-to-tropicana-products-to-juice-margin-retail.html
PepsiCo Adds Water to Tropicana Products to Juice Margin: Retail
February 16, 2012, 10:12 AM EST
By Duane D. Stanford
Feb. 15 (Bloomberg) -- PepsiCo Inc. has a strategy to sell more Tropicana brand OJ: Add water to its new products.
Some consumers prefer orange juice thats less thick. Others want juice with the goodness of oranges and fewer calories, said PepsiCo Global Beverages Chief Massimo DAmore. And consumers will pay the same -- or more -- for such versions.
They themselves add water before drinking OJ, DAmore said. So why not add the water ourselves and charge for it?
PepsiCos Tropicana, the best-selling orange juice in the U.S., is trying to regain space in American refrigerators after a repackaging fiasco three years ago hurt the brand and allowed Coca-Cola Co. to outflank it. The brand lost market share last year to Coca-Colas Minute Maid and Simply Orange brands.
Instead of trying to match Coca-Cola step-for-step in the 100-percent orange-juice category, DAmore is focusing on products with less juice, more innovation and, therefore, higher profit margins. Trop50, a 42 percent orange juice using a natural stevia-based low-calorie sweetener, has been a bright spot for the brand. Tropicana also will target Hispanic consumers with new juice drinks and blends.
We have lost perspective here on the primary reason we are in business, which is to make money, DAmore said.
PepsiCos gross margin, the portion of sales left after subtracting the cost of goods sold, narrowed by 1.56 percentage points last year to 52.49 percent.
Coca-Cola and PepsiCo have competed for fewer juice customers recently as job losses forced consumers to cut back on their morning shot of Vitamin C. Volume sales of 100 percent juice declined 7.1 percent to 4.57 billion liters between 2008 and 2010, according to Euromonitor International Plc.
Rebranded Tropicana
PepsiCo shares gained 1.6% percent last year, compared with a 6.4 percent gain for Coca-Cola and an 11 percent gain for the S&P 500 Consumer Staples Index.
Tropicana, which generated about $6.2 billion in revenue in 2011, is Pepsicos fifth largest $1-billion-plus beverage brand. Three years ago, PepsiCo rebranded Tropicana. Seeking to give the package a more sophisticated look, the company ditched carton graphics featuring a straw poking into a fresh orange for a stripped-down design and added a cap shaped like an orange.
A consumer backlash ensued because OJ shoppers had trouble deciphering one version -- low acid versus high pulp, say --from another. PepsiCo was forced to reverse course. DAmore, who greenlighted the rebranding and subsequent reversal, will retire from PepsiCo at the end of this month.
Squeeze Play
Meanwhile, Coca-Cola has put in place a squeeze play, fielding products designed to get Tropicana shoppers to trade up or down, said Bonnie Herzog, an analyst for Wells Fargo & Co. in New York. Coca-Colas premium Simply Orange, at $3.79 for a 59- ounce bottle, sells for 40 cents more than Tropicana, while its Minute Maid value brand is almost a buck less. As a result, between 2008 and 2010, Tropicana lost market share to Coca- Colas OJ brands, says Euromonitor.
Its a brilliant strategy, Herzog said in an interview.
Now Coca-Cola wants to push Tropicana Pure Premium out of the middle market, too. The company started selling mid-priced Minute Maid Pure Squeezed late last year to snatch more share.
DAmore scoffs at the strategy, saying he wont be drawn into a battle over 100 percent OJs that are all essentially the same. Hed rather lure consumers with higher-margin blends.
This is not a product where theres a lot of added value in the process, DAmore said. The real cost is the juice from the orange, then you pack it and sell it.
Clear Labeling
When consumers buy juices and blends, they know what theyre getting. The U.S. Food & Drug Administration has strict guidelines for the clear labeling of juice content in beverages. Coca-Cola also has a stable of fruit blends, including watered- down lower calorie juices.
PepsiCos weapon in the OJ Wars is Trop50, the premium juice it began selling in 2009. The company is pouring money into marketing and innovation. Sales of the stevia-sweetened beverage, which PepsiCo says has half the calories of regular orange juice, have been growing as much as 50 percent a year, according to DAmore.
While small relative to the orange juice category, Trop50 is headed to $300 million a year in sales, he said. Tropicana is extending the brand to other juices and teas.
I prefer to flank my core business with Trop50 where I make 10 to 15 points of margin more than to flank it with a lower price product, DAmore said.
Fighting Coca-Cola
Instead of fighting for OJs mid-price tier, PepsiCo will use the Dole brand to market less-than-100-percent juice blends -- everything from watermelon to mango -- to the growing Hispanic population in the U.S.
PepsiCo is also playing catch-up to Coca-Colas packaging and marketing advantages. Last year, Tropicana introduced a see- through carafe for its Tropicana Pure Premium, a decade after Coca-Cola rolled out its own Simply Orange carafe. PepsiCo ads feature real farmers who tout the purity of Tropicana Pure Premium. The campaign was modeled on Frito-Lay ads, in which potato farmers tout all-natural chips.
Still, consumers may feel theyre having a case of deja vu. The Tropicana commercials look a lot like those from another leading orange juice -- Coca-Colas Simply Orange.
--Editors: Robin Ajello, Rick Schine