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Tropicana's Product (Re)design:
The packaging mistake
Bhushan Sable
Aditi Ambaskar
Sharanya Kulkarni
Sudarshan Ramasamy
Pallavi Bharawaj
Saumya Kumar
Agenda
• Introduction & History.
• Tropicana's redesign (packaging mistake).
• Consumer dissatisfaction.
• Redesign Output.
• Redesigned Tropicana
• Learning Outcomes.
• 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.
Tropicana's (Re)design : Mistake
• Brand Awareness.
• Positioning.
• Value proposition.
Customer Dissatisfaction
• Failing to win hearts of loyal
customers through emotion notion.
•Confusion and frustration of
consumers at shopping shelf
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.
Redesigned Tropicana
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.
Tropicana's product (re)design

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Tropicana's product (re)design

  • 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.
  • 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.