Question
1. What did Tropicana change in the new package design? 2. Why did Tropicana feel it was necessary to develop a new package design? What
1. What did Tropicana change in the new package design?
2. Why did Tropicana feel it was necessary to develop a new package design? What were the company's objectives in doing so?
3. How did consumers and design experts react to the new Tropicana packaging?
4. Use the classification of consumer products to classify orange juice and explain the consumer response to the new package design.
5. Was the orange and the straw part of Tropicana's brand? Why or why not?
6. What could Tropicana have done differently? What should Tropicana do now and why?
Tropican NO PULP NO PULP ORIGINAL Tropicana PURE PREMIUM 100% PURE & NATURAL ORANGE JUICE Old Tropicar squeezed from fresh oranges Pulp Free 100% orange pure & natural not from concentrate Pulp Free New Tropicana pure premium 100% pure & natural orange juice pasteurized 4F020280181
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1 The orange and straw The most noticeable change was the removal of the iconic orange with a straw from the front of the packaging The new design featured a simple glass of orange juice instead The l...
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Marketing Health Services
Authors: Richard K. Thomas
4th Edition
1640551557, 978-1640551558
