Discussion Question: Tropicana, marketing homework help

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“Core Market Offerings and Defining the Product” Please respond to the following:

  • From the case study https://goodpackagedconsumers.files.wordpress.com/…, take a position on whether Tropicana did or did not make a major mistake in changing its product packaging. Next, suggest the next two (2) steps that you believe Tropicana should take in its branding strategy in order to counteract the initial negative response to the new product packaging. Provide a rationale for your response and do not duplicate your classmates’ responses.
  • * From the scenario, prioritize the attributes of Golds Reling’s brand from the brand map presented in the scenario according to the attributes that you believe would be most important to the new tablet’s target market. Provide support for your response.

Please comment on the 2 post below.( a minimum of 150 words)

POST #1

I believe Tropicana did make a mistake by changing the packaging of the Tropicana orange juice cartons. However, I do think some sort of change was needed. The article states that Tropicana’s market share fell “from 42% in 2006 to 33.6% in 2009, while that of Simply Orange grew from 8.1% to 14.8% during the same time period” (Kirk & Berger, 2011). Clearly something needed to be done, so Tropicana’s executives took a risk. It just didn’t pan out. If I were them, the first thing I would do would be to cease further production of the new juice cartons and revert to the old ones. If the reception is clearly bad, then they shouldn’t push ahead on the off chance that things change. Then, I would start experimenting in select target areas with cartons that are new and different than the original packaging. Keep it within small communities to see how it’s received at first. If the new cartons are received well, expand them to a larger area, if not, pull them back and start again with a different package in a different area until you get something that sticks.

For the scenario given, I believe the most important attributes in Gold’s Reling’s brand map are high quality, urban, and hi tech. It seems like the target market for the new tablet is willing to pay premium prices for something that is reliable and looks like a status symbol so affordability probably isn’t one of the most important points. They are also innovators so they will probably appreciate something that is hi tech and pushes the limits of technology. Easy to use or sophisticated don’t seem to be important to the tablet’s target market either because the target market is willing to seek out and try various things knowing that some will things will be difficult and some easy.

Kirk, C. P., & Berger, K. A. (2011). Tropicana: Social Media Teach Marketers A Branding Lesson. Journal of Critical Incidents, 3.

POST #2

I do not believe Tropicana made a mistake with changing the packaging and branding. Due to the “Simply Orange” initiative by Minute Maid, declining revenues made it evident that some sort of action needed to be taken. The thought process in regards to branding to show that sugar is not a part of the Tropicana process was the proper avenue to pursue, however, the lack of additional market research was their downfall. Going forward, Tropicana should listen to the feedback that is being given regarding the new packaging and then tweak it to match that of the consumer sentiment. I would also urge the marketing team to take a better look at the trends that have positively affected their competitor, and how can Tropicana incorporate that into the revision. Example, environmental concerns are at an all-time high, can the packaging be revamped to “Go Green?” This campaign is obviously a learning lesson for the Tropicana marketing team, but the old packaging and branding was not working, so why go back to it? As was stated in the “What is ‘BRAND STRATEGY'” video of our scenario, brands “need to evolve” and marketers should “brand bravely” while also continuously “monitoring success” of the new approach (Wedell, G., 2011).

From the scenario, I would list Golds Reiling’s attributes in order of importance as: Urban, Sophisticated, Hi Tech, Fun, High Quality, Affordable, Easy to Use. The brand statement that is being considered has the word “urban” right in it, so that is evident as being the top priority for the team. Also, it was covered that the target market is “Experiencers and innovators” that are “trendy” and “new-experience seekers”. These adjectives, aligned with the considerations factored into their brand statement (Customers want reliable, predictable, and quality; company wants loyalty), resulted in my chosen priority list.

Reference:

Wedell, G. (2011, September 8). What is “BRAND STRATEGY” [Video File].

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