Packaging | Redesigning | Product Management

1. Tropicana's Product (Re)design:
The packaging mistake
Bhushan Sable
Aditi Ambaskar
Sharanya Kulkarni
Sudarshan Ramasamy
Pallavi Bharawaj
Saumya Kumar

2. Agenda
• Introduction & History.
• Tropicana's redesign (packaging mistake).
• Consumer dissatisfaction.
• Redesign Output.
• Redesigned Tropicana
• Learning Outcomes.

3. • 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.

4. Tropicana's (Re)design : Mistake
• Brand Awareness.
• Positioning.
• Value proposition.

5. Customer Dissatisfaction
• Failing to win hearts of loyal
customers through emotion notion.
•Confusion and frustration of
consumers at shopping shelf

6. 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.

7. Redesigned Tropicana

8. 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.