Tropicana Public Relations Essay

4075 Words17 Pages
The Institute of Public Relations defines PR as follows: “The planned and sustained effort to see and maintain goodwill and mutual understanding between corporation and its publics” Public relations techniques There are many techniques available to influence public opinion, some of which are more appropriate in certain bound circumstances than others: Consumer communication Customer press releases Promotional videos Consumer exhibitions Product launch events Financial communication Financial media relations Annual report and accounts Meetings with stock market analysts, fund managers etc Value advancements-: Value advancements are likewise ordinarily known as" value marking down" These offer either (1) a rebate to the typical offering…show more content…
The company entered the concentrate orange juice business in 1949, registering Tropicana as a trademark. In 1954 Rossi pioneered a pasteurization process for orange juice. For the first time, consumers could enjoy the fresh taste of not-from-concentrate 100% Florida orange juice in a ready0to serve package the juice, Tropicana Pure Premium, became the company’s flagship product. In 1957 the name of the company was changed to Tropicana Products, headquartered in Bradenton, Florida. The company went public in 1957, was purchases by Beatrice Foods Co. in 1978, acquired by Kohlberg Kravis & Roberts in 1986 and sold to the seagram Company Ltd. in 1988. Seagram purchased Dole global juice business in 1995. PepsiCo acquired Tropicana, including the Dole juice business, in August 1998. Today the Tropicana brand is available in 63 countries. Principal brands in North America are Tropicana Pure premium, Tropicana Season’s Best, Dole Juices and Tropicana Twister. Internationally, principal brands include Tropicana Pure Premium and Dole juices along with Frui’Vita, Looza and Copella. Tropicana Pure Premium is the third largest brand of all food products sold in grocery stores in the United States. QUAKER

More about Tropicana Public Relations Essay

Open Document