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SUCCESS CAME BUT ONLY AFTER PRODUCT ADAPTATION General Foods¶ Tang, the orange juice substitute that the astronauts took into space, is a major contributor to Kraft Foods¶ foreign earnings. Success came only after Tang was adapted to local market conditions.
In Brazil, the world¶s largest fresh orange juice exporter, the Tang powder didn´t have much success in the beginning because people there, like in many other LatinAmerican countries don´t have the hearty breakfast eating habit.
After renaming the product in Germany, reformulating the taste for the British, sales of Tang finally took off sweeping country after country like a windstorm. In the United States, Tang is sold as a pre-mixed drink in many different flavors: orange, passion fruit, peach, lemon, and pineapple, among others.
Tang¶s traditional breakfast-time drink positioning has been changed in most countries into a mealtime or throughout-the-day beverage.
In many countries, Tang is sold in a bright color powder pouch form. Perhaps the reason why the drink sells, is because it is convenient. It certainly beats having to squeeze oranges any time of day...
In India, Tang was originally introduced based on its worldwide reputation and fame. The product was sold without any previous adequate marketing research and segmentation. The result: a total flop !
In India, the breakfast juice concept, or the meal time orange juice concept simply didn´t mesh with the habits and lifestyles of Hindu consumers.
Moral of the story: Always perform a thorough Market Research and a complete survey of local culture and customs, before attempting to sell any product to a foreign market.