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Non-Tech : The Children's Beverage Group (TCBG) -- Ignore unavailable to you. Want to Upgrade?

To: M Murphey who wrote (1511)	8/19/1998 12:13:00 PM
From: DianaX	Read Replies (1) \| Respond to of 2452

RE: Pepsico/Tropicana Here's a little blurb in the Newsweek Business section Aug 3,1998. More insight on the Marketing Strategies in the Liquid Refreshment arena...TCBG has something to offer here, that's for sure! Diana (thinking she'll HOLD & ACCUMULATE) ************************************************************** SQUEEZING MONEY FROM ORANGES ..."Liquid refreshment" is a hot market. And the best gains, says consultant Tom Pirko, come when you take a commodity drink with low profit margins and "apply the rules of soft drinks":heavy brand marketing, jazzy packaging and omnipresent distribution. With Pepsico's 3.3 billion $ purchase of Tropicana last week, the next candidate for transformation is OJ. Tropicana...dominates the field & Coke's Minute Maid. And Tropicana fits Pepsi's "total beverage" strategy. "If it's nonalcoholic and it's a liquid, we want to be a player," says Pepsi spokesman Larry Jabonsky. The company's new hits include Aquafina water and, through other joint ventures, Starbucks' Frappucino and Lipton Brisk. ... industry experts expect Pepsi & Coke to push OJ well beyond breakfast. Like other 90's thirst quenchers, it has to be made hyperconvenient. One change experts suggest: take OJ out of those small square cartons that don't open easily, don't stay closed and don't fit in cup holders..."