Tropika Drinks Debut In Nigeria
Acanda Ubomba-Jaswa, Senior Brand Manager Clover West Africa, Makers Of Tropika Range Of Fruit Juices In This Interview With Kasie Abone, Explains The Thinking Behind The Recent Repackaging of the product
Tropika has been in Nigeria market space for a while, why the recent introduction to stakeholders?
Even though Tropika has been in the market for a while, the initial focus was on building a solid distribution network to get the product to our consumers. After gaining sufficient presence in the market, we were ready to officially introduce the product and communicate the essence of the Tropika brand to selected stakeholders. We have also started rolling out some exciting ATL and BTL communication.
With these on-going marketing activations, will there be any changes about the product?
We believe in purposeful innovation, and will introduce new exciting flavours and pack sizes, as the market requires it. However the unique smooth delicious taste and high quality of the product will definitely remain unchanged.
What is the unique proposition from Tropika to Nigeria juice consumers?
Tropika’s unique proposition is the uniquely smooth taste of the product; which is so far enjoying acceptance from our consumers.
Now that there is intense market drive for Tropika, what more should consumers expect?
Consumers should expect amazing promotions from Tropika where they will experience the true smooth, laid-back tropical island essence of the brand. The overall promotional mix will definitely bring a rewarding experience to our consumers.
Tropika took a selected audience to a private beach for an experience. What is the rationale behind the exercise?
We wanted to officially introduce selected stakeholders to the Tropika brand. The Tropika brand embodies a chilled vide that comes from being on a tropical island; having the event on a relaxed beautiful beach with palm trees and blue waters was the perfect venue.
How does the brand intend to compete favourably with other major brands in the juice market?
Tropika’s uniquely smooth taste sets it apart from any other player in the category. As we continue to build the brand in this market, consumers will gradually be able to understand Tropika’s brand essence and relate to the brand’s fun, laid back tropical island vibe.
What are the future plans of Tropika in making the brand a reckoning force?
We will continue to produce a high quality product that our consumers can trust. Nigerians can expect delicious flavours of the smoothest tasting juice and dairy drink.