From the case study, take a position on whether Tropicana did or did not make a major mistake in changing its product packaging. Next, suggest the next two (2) steps that you believe Tropicana should take in its branding strategy in order to counteract the initial negative response to the new product packaging. Provide a rationale for your response and do not duplicate your classmates’ responses.
Just looking at the old container compared to the new container, one can image the difference of the product. As stated in the case study: "the straw coming from the orange gave the impression the it was freshly squeezed" where the glass almost represent a fountain beverage as we would see at many restaurants. So, yes I believe that Tropicana made a huge mistake when trying to freshen their brand. They need to add back a straw or other device (orange tree) that would reflect freshness and purity is the first things I notice when I saw the picture. Some say: "a picture is worth a thousand words" so they should be able to come up with a new one. the second thing I would do is to remove unnecessary word (s) (pasteurized) which could mean chemical altering the taste of the product.
Most of us understand that things are pasteurized to help destroy certain organisms but to place on the front of the carton tends to catch attention of the consumer and gives the false pretense of being artificial. I am sure there might be a law out there stated it needs to be on the product but to have it front and center does it injustice. When I think of natural, I tend to see thing in its purist form like juice, vegetable, or plant rather than what it was served in/on.
They will need to reconnect emotionally with the consumer in order to gain back some loyalty which will cost them more money but if the connections works than you can move back on the profit side. Flexibility on products needs to be address in the future since some things are hit and miss when making changes. Remembering what got you there in the first place is always a nice way to start even if the brand does not change. Many brands has stood the test of time and you do not see them changing just because a new product is available.
• * From the scenario, prioritize the attributes of Golds Reling’s brand from the brand map presented in the scenario according to the attributes that you believe would be most important to the new tablet’s target market. Provide support for your response.
Fun: Who does not like things that are fun? When something is enjoyed more people tend to repeat or plays with the product more. Interest is high and less motivation is needed to continue to use the product.
Easy to use: Have familiar systems. Provide the systems the most of us use on a daily basis so no extra frustration or stress o