Tropicana's product (re)design
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Tropicana's Product (Re)design:
The packaging mistake
Bhushan Sable Aditi Ambaskar
Sharanya KulkarniSudarshan RamasamyPallavi BharawajSaumya Kumar
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Agenda
• Introduction & History.• Tropicana's redesign (packaging
mistake).• Consumer dissatisfaction.• Redesign Output.• Redesigned Tropicana• Learning Outcomes.
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• Tropicana was founded by Anthony.T.Rossy in Bradenton Florida(USA)
• Company went public in 1969 & listed on New York stock exchange.
• First company to sell bottled orange juice overseas(France was first) in 1985.
• In 1998 Tropicana was acquired by PepsiCo to make it leading producer of branded fruit juices.
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Tropicana's (Re)design : Mistake
• Brand Awareness.• Positioning.• Value proposition.
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Customer Dissatisfaction
• Failing to win hearts of loyal customers through emotion notion.
•Confusion and frustration of consumers at shopping shelf
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Redesign Output
• 20% decrease in Sales in 2 months.• Estimating loss of $ 50 million in
revenue.• Increased sales for Competitors
brands- Minute Maid, Florida’s Natural and private label brands.
• Tropicana announced of the return of old packaging within 2 months.
• Change in product for consumers.
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Redesigned Tropicana
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Learning Outcomes
• Understand the visual merchandising in the retail sector, and how consumer shops.
• Know your Packaging’s strengths and weakness.
• Conduct recognizing exercises of the new product design of the brand before fully implementing it into the market.
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