Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Tropicana

Tropicana is a billion-dollar global brand of pure fruit juice that entered the Indian context more than a decade ago (Bhushan, 2017). Due to changes in lifestyle and the changing environment, there has been a growing interest with respect to health and fitness in the Indian context. This is especially so in the urban markets. Health foods have become a priority for a number of consumers both in the younger and older age brackets in urban cities (Hindustan Times, 2018; PTI, 2018).

Pure juice is a category that is appealing to consumers. Dabur is a brand which has established itself strongly in the category of juices in India (Bhushan, 2017). Tropicana entered the Indian context with its global brand equity and, in addition to its ...