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.
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?
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 contents of the product has changed as well. Customers are not attached to the packaging, but are attached to the Tropicana brand itself. When Tropicana changed its packaging they qickly took action when it was not received well. They felt that they needed to make sure that their product was more comfortable for the customers to buy the product.
The strategic principles that would be applied to this situation would be strategic planning, business planning, and project planning. The company used strategic planning to make decisions on how they were going to be able to get people to try this product. This is very important when you are promoting to sell a product to consumers. If people do not want your product your business will fail. Business planning is about results. Within a company, the best part about the success of your product is the results that you receive from it. It is best to make your planning to match the purpose of your product . In this case with Tropicana, the purpose was to satisfy a persons taste. With project planning, a company focuses more on the selection resouces needed for the product. For example, the layout of the product and how they wanted the whole product to look when it was...