Tropicana_case_study_question_answer_discussion_Dhara_Vadera_

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Feb 20, 2024

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TROPICANA SOCIAL MEDIA TEACHES MARKETERS A BRANDING LESSON QUESTION ANSWER DISCUSSION IN DEPTH Summary The redesign of the product's carton caused a significant problem for the company because it was failing to draw customers despite a significant $35 billion investment.

Question 1 : What did Tropicana change in the new package design? Answer 1 : Tropicana substituted a picture of an orange juice glass for the instantly recognizable orange and straw graphic. Near the bottom of the package, the words "100% Pure & Natural Orange Juice" were primarily focused on the modern layout and printed in a larger font. The "Tropicana" text was written in a generic style. The tone of the package as a whole was softened, making it even more generic than the other brands on the shelf. The package's cap was created to resemble the texture and appearance of the orange's exterior. Question 2 : Why did Tropicana feel it was necess ary to develop a new package design? What were the company’s objectives in doing so? Answer 2: The market share of Coca-Cola's "Simply Cola's Orange" was steadily increasing while Tropicana's own market share was declining, leading the company to believe that a new package design was required. For a very long time, Tropicana dominated the orange juice industry. When PepsiCo bought it, it had a 42 percent market share. "Minute Maid," a Coke brand, came in second place with a much smaller share (only 24%). Coca-Cola released "Simply Orange" in 2001, and from 2006 to 2009, Simply Orange experienced growth at the expense of Tropicana, which fell by 8.4%. This turn of events led Tropicana to create a new package design. OBJECTIVES FOR PACKAGE CHANGE • Maintaining or increasing profits would have been the main economic goal. • The establishment of the brand's voice and image was another goal. • Stopping the decline in market share was the main goal. It hoped to stop this trend, which would boost its market share. The declining shares show waning interest and declining customer satisfaction. No brand can endure without happy customers. Customer satisfaction could have been raised as a goal of this action. Question 3: How did consumers and design experts react to the new Tropicana packaging? Answer 3: Tropicana's new packaging received negative reviews from customers and design professionals. There was a flood of undesirable reviews of the packaging soon after it was published, particularly from internet bloggers. A few comments called it "stupid" and "ugly." Everyone agreed that it looked just like any other generic orange juice brand. The previous box made me feel refreshed, but the new design

didn't make me feel that strongly. Matt Everson, the founder of the design studio Astuteo, once again emphasized how generic the design had grown and claimed that the logotype in front had turned "cold and corporate." Everyone yearned for the "straw in the orange" pattern. Customers and even store employees lamented how it had become lost among the numerous other murky orange juice cartons on the shelf. Simply put, the design's appeal was not felt by the majority of people. Few people, though, praised the new design. Todd Wasserman from Brandweek thought it was a "brilliant strategy" and the redesign was "terrific." Question 4: Use the classification of consumer products to classify orange juice and explain the consumer response to the new package design. Answer 4: Consumer products are categorized into specialty, unsought, convenience, and shopping products. Convenience products are items that a customer requires on a daily basis and frequently purchases at a low cost. Shopping products are bought less frequently than consumer products and at a slightly higher rate. Consumers spend a lot of time examining and comparing aspects of a product before buying it. Specialty products are unique and extremely expensive. Unsought products are those that customers do not normally think about but may suddenly require due to certain situations. Orange juice is a shopping product. It is not necessarily daily, nor is it highly unique or unsought. Shopping for products is characterized by the fact that they are often compared. Consumers will contrast various orange juice brands based on features like quality, cost, and packaging design. Due to its iconic graphic packaging, Tropicana's original design stood out in this competition. Customers chose it more frequently than other brands as a result. It was generic due to the modern design. Consumers no longer noticed it because it was blended in with the other packages on the shelf. Thus, it received fewer picks. Question 5: Were the orange and the straw part of Tropican a’s brand? Why or why not? Answer:5 Yes. The brand of Tropicana was heavily reliant on orange and straw. It wasn't until it was removed and feedback from the public started to arrive that it became clear how crucial it was to the juice's reputation. The illustration was created by Pixar for its first animated tv spot for Tropicana in 1989. This "straw in an orange" image was added to the carton in 1997. According to Jonathan Asher, the then Executive Vice President, the goal was to "strengthen the brand franchise by building on existing design equities and create a more distinctive and ownable brand identity." The "straw in the orange" became a trademark of Tropicana thanks to this sound philosophy. This fact was further evidenced by the small group of loyal customers who were enthusiastic about it.

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Question:6 (A)What could Tropicana have done differently? Answer: 6 • Tropicana should have taken a few points into consideration before making such a big change in the packaging of its product. • In order to fully understand the public's feelings and opinions regarding the "straw in the orange" logo, Tropicana could have conducted more surveys. Through consumer-generated marketing, the consumer has a significant influence on how the product is developed. • Competitions for carton design could have been held, and anyone could have entered. This would have improved communication with customers and given them a better understanding of their needs. Their goals appeared distorted and at odds with popular preferences. • Tropicana may also need to gradually alter the packaging's appearance in order to gain the support of its customers, who remain loyal to the brand and enjoy seeing its packaging change because they have an emotional connection to the product's originality and purity. (B) What should Tropicana do now and why? The following are some changes Tropicana could make to regain market share lost due to its new packaging. • Tropicana’s product branding must be brought back. Now, they should modify their design to bring back the charm of the old design and fuse it with modern elements to show progress. Aspects of the old packaging, such as the “straw in the orange” logo and th e clear bold “Tropicana” font, must be returned. • Certain contemporary design elements, such as the innovative orange cap, can be retained. This does not interfere with the company’s original product branding and adds something new to the picture. • unmistakable mission statement act as an invisible hand and the company also develops a consumer-oriented product that aids in their ability to make a profit rather than focusing on consumers who are more interested in products. • Consequently, Tropicana would establish a solid rapport with a customer as a result of the product's brand equity. which also aids them in using a marketing mix strategy to obtain a good return on investment. • The company should try to promote the new design more effectively and efficiently, as changing the whole thing again would cost a lot. • The company should use different promotional strategies to make the new design touch the hearts of people who come to buy it. • It is not the design that attracts more consumers; it is the way it is made to reach the target consumer that makes a difference. • Celebrities can help the product reach more people while also developing a liking for the product's new design. • This will cost a little more, but it will keep the inventory from going to waste if it is not sold.

Conclusion: These steps should be taken by the firm because changing the design is not possible and it will reduce the trust of consumers in the decision-making of the company. Further, this would turn out to be a very expensive affair, which the firm would not be able to cover from the sales of the product. Key Words : Generic packing design, Market share declining, Brand voice image, Negative Review, Internet bloggers, Juice cartons, Consumer generate market, Design elements, Brand equity, Marketing mix strategy. References : Kotler, P., & Armstrong, G. (2021). Principles of Marketing (18th ed.). Pearson Education Inc. Case study itself Class notes

Tropicana_case_study_question_answer_discussion_Dhara_Vadera_

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