Tropicana redesigned its packaging in 2009 which led to consumer dissatisfaction and a decrease in sales. The redesign removed visual cues customers relied on and caused confusion at grocery stores. Within two months, Tropicana sales dropped 20% resulting in $50 million in lost revenue. Competitors gained market share during this time. Tropicana then returned to the original packaging design and learned that packaging changes require thorough consumer testing to understand shopper preferences and avoid confusion.

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.