Tropicana Drops Package Redesign

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Recommended: Importance of customer satisfaction in a supermarket

This article discusses how Tropicana redesigned their packaging and how it plans to bring back the previous version. This change was made in order to attract more customers to buy the product.

Introduction

The source for this article was found on New York Times online. Stuart Elliott. “Tropicana Discovers Some Buyers Are Passionate About Pacakaging”. Retrived Feburary 23, 2009. http://www.nvtimes.com/2009/02/23/business/media/23adocl.html?

Why Change?

Tropicana has decided to return to its orginal packaging and symbol of one of the most favorite bands of organge juice. The PepsiCo Americas Beverage division is changing their flagship product of Tropicana Pure Premium organge juice because some of the customers did not like the new design of the product. One of the worst things about the Tropicana redesign was the lost of the famous orange and straw. They described the new packaging as being” ugly”, and “resembling a generic brand”. When I first saw the Tropicana juice pacakaging, I thought that it was a store brand. Therefore I did not purchase the product because I assumed that it would not taste the same.

The new design made it more difficult to distingush among the varities of Tropicana juices. A lot of the customers missed the old design which consisted of an organge with a straw in the middle. According to our text, “a firm’s external envionment consists of all the conditions and forces that affect its strategic options and define its competitive situation”. (Pearce & Robinson. 2009, pg. 12). The customers who used Tropicana felt better buying the orginal tropicana because they said that” the organge symbol meant to evoke fresh taste”. When you change the packaging of the product, most feel as though the conte...

... middle of paper ...

...ny more ways to come up with new products for them to try. If customers are dissatified, it gives the company an opportunity to allow customer feedback and be able to change what they do not like about the product and to improve it. Tropicana has been around for a long time and some customers are use to drinking this kind of organge juice. I know the customers did the right thing by voicing their opinion because if they didn’t the company would think that customers were pleased with this new design when apparently they didn’t like it at all.

Works Cited

Pearce J., & Robinson R. (2009). Strategic management: Formulation implementation and control (11th ed.) New York : McGraw-Hill Irwin.

Stuart Elliott. “Tropicana Discovers Some Buyers Are Passionate About Pacakaging”. Retrived Feburary 23, 2009. http://www.nvtimes.com/2009/02/23/business/media/23adocl.html?

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