The Marketing mix of Tang Juice analyses the 4Ps of Tang Juice, which includes the Product, Price, Place, and Promotion of Tang Juice. As the name suggests, the Tang Juice marketing mix is associated with tang juice, which started the beverage industry. It was formulated for the first time in 1957 by William A Mitchel, a food scientist at General Foods Corporation. The Tang Juice marketing mix was marketed in 1959 in its powdered form. Currently, it is a subsidiary brand of its parent company Mondelez International. The Tang Juice marketing mix is a global leader in the powdered drink marketing mix category. It faces competition from the following.
About Tang Juice
- Type: Beverage company
- Industry: Food and beverage
- Founded: 1957
- Founders: William A. Mitchell and William Bruce James
- Headquarters: Deerfield, Illinois, United States
- Area served: Worldwide
- Current CEO: Vince Gruber
- Number of employees: 1,000+
- Major products: Tang powdered drink mix, Tang fruit snacks, Tang gummies
Table of Contents
Tang Juice Product Strategy
Tang Juice is a beverage with fruit flavors and great taste. It is sold in ready-to-drink and powdered form, and both taste the same. It does not contain caffeine and has been available in a sugar-free version since 1985. In the dynamic marketing mix of Tang Juice, the blend of mint coconut mango, strawberry, lemon, and other flavors creates a refreshing flavor profile, making Tang Fresh a billion-dollar brand. Tang Juice Pepper Orange started its journey with the same mint coconut tang fresh taste that consumers love, offering the same taste in a sugar-free version for those seeking a healthier choice. The innovation in Tang’s pepper orange variant creates perfect harmony in the beverage industry. Incorporating essential Vitamin C and avoiding artificial sweeteners, Tang Juice pepper orange now offers a compelling blend of mint coconut, ensuring a refreshing and nutritious beverage choice.
The new Product Marketing Mix of Tang Juice in 2023 is as follows (Source).
- Flavors: Tang is known for a wide range of flavors. Classic flavors include Orange, Mango, Pineapple, and Lemon. Over the years, they have introduced other flavors like Apple, Grape, Peach, Berry, and more, depending on regional preferences and market demands.
- Packaging Sizes and Types: Tang is available in various packaging sizes to suit different needs. This includes small sachets for single servings, larger pouches, and canisters for multiple servings. The packaging sizes can range from a few grams for single servings to large canisters that can prepare multiple liters of juice.
- Sugar-Free Options: Tang may offer sugar-free or reduced-sugar versions of their flavors in response to health and dietary trends.
- Fortified Versions: Some Tang products are fortified with vitamins and minerals, like Vitamin C, to enhance their nutritional profile.
- Special Editions and Regional Variants: Tang might introduce unique flavors or limited-edition variants depending on the region and occasion.
- Market Availability: The availability of specific flavors and packaging options can vary greatly depending on the region, with certain flavors exclusive to certain countries or areas.
Tang Juice Place Strategy
Tang Juice started its operations on American soil in 1957 and was launched in the overseas consumer market in Venezuela in 1959. It has spread its product presence to emerging markets in the Middle East, China, Asia, and Central and Eastern Europe, thirty-five countries. It is readily available in nearly thirty-five countries worldwide, such as Mexico, India, France, China, Saudi Arabia, Romania, Egypt-Turkey, Philippines, Argentina, Vietnam, Indonesia, and Brazil.
Tang Juice has manufacturing facilities in France and Mexico, and its facility in India was opened in 2011. The brand has a solid and widespread distribution network, and it also takes the help of other manufacturers and its parent company to distribute items far and wide. Channel includes manufacturers’ and retailers’ services to reach consumers via other brands, discount stores, convenience stores, hypermarkets, supermarkets, grocery stores, and corner shops.
Here’s Tang Juice’s place strategy.
- Global Distribution: Tang Juice is widely distributed globally, with a significant presence in North America, South America, Asia, and parts of Europe and Africa. This extensive distribution network ensures that Tang is accessible to various consumers in various markets.
- Retail Presence: Tang is commonly found in supermarkets, grocery stores, and convenience stores. This widespread retail presence makes it easily accessible to everyday consumers, catering to impulse and planned purchases.
- Online Availability: Recognizing the shift towards digital shopping, Tang has also made its products available through e-commerce platforms. This allows consumers to purchase Tang Juice online, directly from the brand or third-party retailers.
- Local Manufacturing: In some regions, Tang sets up local manufacturing plants to cater to the specific tastes and demands of the local market. This strategy reduces shipping and logistics costs and allows for quicker response to local market trends and preferences.
- Strategic Partnerships: Tang often engages in strategic partnerships with local distributors and retailers in various countries to enhance its market penetration. These partnerships are crucial for understanding regional market dynamics and for effective product placement and promotion.
Tang Juice Pricing Strategy
Tang Juice is a popular refreshment because of its great taste and affordable rates. It is a billion-dollar brand in the beverage industry that has found acceptance amongst the common masses in the consumer market. At the end of the financial year 2015, the marketing mix of Tang Juice was estimated at 900 million dollars, with 25% of the revenues earned from its orange flavor.
The brand has adopted a reasonable pricing and penetration policy under an intelligent pricing system because its production cost is invariably lower than bottled drinks. The marketing mix of Tang Juice has kept product prices inexpensive and within reach. As it wants to penetrate further markets, it has adopted a penetration policy by maintaining affordable, pocket-friendly rates.
Here’s an overview of Tang Juice’s pricing strategy.
- Competitive Pricing: Tang Juice adopts a competitive pricing strategy, positioning itself affordably in the beverage market. This approach ensures it remains attractive to its core demographic, primarily families and young consumers looking for value for money in their purchases.
- Cost-Plus Pricing: Tang might use a cost-plus pricing strategy for new flavors or special editions. This involves adding a standard markup to the cost of production, ensuring profitability while keeping prices reasonable for consumers.
- Psychological Pricing: Tang employs psychological pricing tactics, such as pricing products slightly below a round number (e.g., $1.99 instead of $2.00). This strategy makes the price appear significantly lower and can encourage impulse purchases.
- Promotional Pricing: Tang periodically uses promotional strategies like discounts, bundle offers, or limited-time price reductions. These promotions are often timed around seasonal peaks or special occasions to boost sales and attract new customers.
- Value-Based Pricing for Premium Lines: If Tang introduces premium or specialized products (like organic or added-nutrition variants), it may adopt a value-based pricing strategy. Prices for these products are based on perceived value to the consumer rather than solely on cost, catering to a segment willing to pay more for perceived higher quality or health benefits.
Tang Juice Promotion Strategy
Tang Juice is a product for the masses, and the company has adopted a marketing mix with an aggressive marketing mix and an intensive brand campaign to create positive visibility in the consumer market. Its and tang juice marketing mixes are shown via newspapers, magazines, billboards, television, social media platforms, radio, in-school events like sports day and children’s day, sports day all days, and summer campaigns at malls and theatres. The Tang juice marketing mix also advertises via social media platforms like Twitter, YouTube, and Fak.
During NASA’s Mercury Flight by John Glen and subsequent Gemini missions, Tang had the preferred drink mix shipped with them. Since Children’s Day in 1962, it has become associated with space programs and sponsored the first American manned flight on television in 1968. In the year, the 1995 brand launched its spokescharacter Orangutan in a bold and aggressive marketing campaign. The company started a Tang Lactaea campaign in Brazil and Tang Fresh in Argentina in the Middle East in 2015.
Some Recent Video ads and Print ads for Tang Juice are:
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