Tropicana's Product (Re)design:

The packaging mistake

Bhushan Sable Aditi Ambaskar

Sharanya KulkarniSudarshan RamasamyPallavi BharawajSaumya 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.