TROPICANAS PRODUCT (RE)DESIGN: THE PACKAGING MISTAKE

PREPARED BY: Prithviraj Abhishek Shailesh Sakshi Dhaval Priyanka

NEGATIVE IMPACTS AND CRITICISMS

Sales plummeted by 20%
Loss in revenue of $ 50 million Lost market share to competitors Criticism such as ugly, stupid and generic bargain brand

Criticism for the font and lettering used

Consumers

found it difficult to distinguish and identify the

brand

WHAT EXACTLY WENT WRONG???

The crucial equity elements of the brand were changed

Customers

were frustrated as the unique distinguishing factors of the brand were lost new design and the ad campaign (squeeze) did not connect

The

well

CORRECTIVE MEASURES TAKEN

Announced

on 23rd February, 2009 to switch back to the original design (keeping the cap as per the new design)

Ran

an ad campaign to acclaim the change

took note of the passion of loyal consumers

Company

INFERENCES
A company needs to recognize the equity elements that a brand

is built on (over the years)

These elements should be preserved and leveraged

company needs to realize and value whats in a brand that customers connect with

Designing/Redesigning should ensure consumer involvement

Thank You!