Keep it up. Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. In this paper, a case study on such a contact failure is discussed. References: Trop traded an asset for a (generic) liability. Case Study: Failure of Vodafone in Japan Vodafone Group plc is a British multinational mobile network operator, its main headquarter is in Newbury, England. This case study focuses primarily on the design of humane interfaces or how technologies and designs impact those who use them. Tropicana was a dumb change. This case study in viral marketing is the result of a wonderful experience I had recently participating in a business networking event. It hit an area of the market that YouTube couldn’t and had Free TV early mover advantage. A case study is a written or recorded, detailed analysis of some targeted management issues, for the purpose of noting success or failure to used as a benchmark for education, research, and/or planning. The authors are attempted to analyze the case … However, soon after launch 250,000 people had downloaded its beta-software and when problems hit they were too slow to react and all the early buzz soon turned negative. As blog posts go, it’s not as easy to churn out as a “top 5” post (ahem), but you can learn so much more from them. Nokia’s demise from being the world’s best mobile phone company to losing it all by 2013 has become a case study discussed by teachers and students in business management classes. This article features a couple recent cases in which social marketing has failed or gone wrong. My initial response to the packaging was: However, we can often learn more when marketing failures are reviewed. The focus on “100% Orange” instead of “Pure Premium”. Dissertation philo comment faire. Tata motor was so confident about nano, they thought this is going to be a massive success. The case, 'Kellogg's Indian Experience' analyzes the causes that led to the failure of the Kellogg breakfast cereal brand in the Indian market. As for the posters, I don’t associate juice with hugs. Required fields are marked *. The Wal-Mart case In August 2007, Wal-Mart started its own Facebook profile, aimed on students. “Historically, we always show the outside of the orange. Sephora is a luxury cosmetic retailer established in 1969. This case study is suitable for MBA program in the Marketing of Services module of a core marketing course, highlights service failure instances and recovery mechanism, discusses service expectations of the customer from a premium brand like Axis bank and At The Branding Journal we like to feature branding success stories, however sometimes analyzing branding failures is even more interesting, as it allows us to learn from past mistakes. Yet in Thank you for such a great article. Not only was the “rebranding” a less than stellar attempt to “modernize” – the BIGGER issue is why ANYONE would spend $35 MILLION to do so. Props to Debbie Millman for the original design! Of course, this only applies for successful brands such as Tropicana. I agree the brand copy, visuals are not related to rebranded packaging. Marion, the only thing missing is an easy to remember consumer contact number i.e. It is a more flexible communication support over time. #1 Pepsi’s Kendall Jenner Protest Ad Ellie Kennedy, Workshop Task: Coke Case Study Inform, 16/07/11 New Coke: A Classic Brand Failure Think of a brand success story, and you may well think of Coca-Cola. Big brands should indeed take some risks, I totally agree with you – especially with packaging, which is a very powerful tool. Very interesting insights. Founded in 2007, by 2011 it had turnover of just over $1 million. A lavish advertising campaign featuring a dog sock puppet culminated in a $1.2 million Super Bowl advert in January 2000. A few days later, consumers started criticizing the new design, especially on social networks. Through packaging design, companies need to communicate in a more direct, clear and identifiable manner, as the consumer is about to make its final purchase decision. Then appeared a series of confusions in consumers’ minds who lost their main reference elements to recognize the product. 1-800 ORANGE JUICE. Some loyal consumers saw the “100% Orange Juice” and asked themselves if the product was still the same as the Tropical Pure Premium they always trusted. But why? 10+ Business Case Study Examples. Even that can be sort with a kick-ass marketing campaign. The danger of over-reliance on discounting and sales promotion as a sales tactics is also shown the importance of having a balanced management team with different skills and experiences. Ridiculous. Our culture moves very quickly these days and progressive consumers reward brands that make smart changes. Health is my motivation for drinking oj – good source of vitamin C, good fiber, and it neutralizes the bad effects of processed meats (bacon, ham, sausage) if you are eating that at breakfast. In the case of Tropicana, the packaging codes weren’t, and this caused the failure of the new design. for all the marketers this is an amazing case study to read it before any re-branding brainstorming session. The Branding Journal is an independent online journal that publishes information and resources about branding strategies worldwide. On January 9th 2009, the PepsiCo-owned brand decided to replace the existing packaging design for its best-selling orange juice with new packaging for the North American market. The changes need to be done progressively to ensure the consumer will still recognize the brand. Beware the Smartest One In The Room, folks. The main message communicated in this campaign was “Squeeze, it’s a natural”. Hi Marion, It;s very amazing Packaging ideas i really love it Thanks. The new design was very different but in that case it worked because they targeted a totally new type of people. [Tata Nano Case Study]", 5 out of 5 based on 1 ratings. You could put it in the Branding Hall of Fame and retire the category. Loyalty Program Marketing – Sephora “Can I go to Sephora to get my free birthday gift?” says my friend. It’s understandable to take this positive approach to hide bad news out of sight of investors, clients and consumers. Exit polls from the 2020 Presidential Election indicate both parties mishandled Hispanic voters. it’s important to have memorable designs. Take a look at Starbucks redesign of Tazo Tea and rethink your advice that only weak brands execute revolutionary redesigns. They don’t come much better. 4. That’s asking for trouble. “The whole idea of ‘squeeze,’ ” Mr. Campbell said, is to play up “the functional benefit” of orange juice in providing fruit for people’s daily diets “and the emotional connection people have with Tropicana.”. On February 23rd 2009, Tropicana announced that it would return to its original packaging design, and within a few months, the old packaging was back for good on all supermarket shelves. Save my name, email, and website in this browser for the next time I comment. They may be a documentation plan of something that already happened; they still take a lot of time to format. These include: To finish, and because the packaging had a more simple design than the original one, most consumers described it as “ugly”, and explained it seemed to be from a low-range supermarket brand. In total, this initiative cost Tropicana more than 50 million dollars. Streamline your digital marketing strategy through omnichannel marketing planning Knowing where to start and how to structure a plan is often the most difficult part of planning, especially if you aren’t experienced in creating plans. In preparation for ….. © Smart Insights (Marketing Intelligence) Ltd, Use of this website constitutes acceptance of the Smart Insights Terms and Privacy Policy including cookie-use. Both the packaging design and the advertising campaign were created by the same agency; Arnell. “We thought it would be important to take this brand and bring it or evolve it into a more current or modern state.” stated Peter Arnell, director of the creative agency Arnell in his speech explaining the strategy chosen for the Tropicana product. “We wanted to take the orange and put it somewhere. 5. And we have seen nothing but positive results: 96% of our customers leave positive comments about our service. Tropicana released a new advertising campaign along with its packaging strategy. The redesign broke the customer’s recognition of a familiar consumer packaged goods brand at the point of purchase. The mission of advertising is to inform and communicate sensations that will last in the long-term. The company spent significant sums on warehousing and infrastructure and believed that it would take 4 to 5 years to hit its revenue target of $300 million, however no significant market research had been undertaken prior to launch and so there was uncertainty over whether a significant market existed for their offering. “Stick a straw in an orange and drink it down” is a superlative visual presentation of an implied benefit. Thank you for sharing such a helpful article. Meanwhile, Tropicana’s competitors took advantage of the “Tropicana crisis” and gained the sales lost by the fruit juice brands. Branding is a complex subject and it is often difficult to predict the market’s reaction to a strategy change. The original one was horizontal followed by the product name “Pure Premium”, while the new logo is vertical with a simpler and more modern font. A combination of factors helped explain the success (or lack of it) in these cases. Here are some of the worst cases of social media flubs made by popular brands. On January 8th 2009, Tropicana launched the new packaging for its best-selling product in North America – Tropicana Pure Premium, with sales revenues reaching more than 700 million dollars per year. The main purpose of this study was to gain further insight into the “conservative strategy” factors and the process model by examining three cases involving new product introductions. I don’t feel anything wrong in it. Perhaps the problem goes beyond this emotional bond consumers had with the old packaging. The Tropicana redesign illustrated the considerable power of packaging. Overview. Who the heck cares? I’d like to call the attention to a few aspects. What can marketers learn from these fails? Orange juice is a literal commodity (any unit is essentially indistinguishable from any other unit). and welcome a tone! You can see more about the failed approach in this article by Dave Chaffey reviewing Boo as an example of a failed digital strategy. It is important to always consider this before making changes to packaging designs. Of course, packaging and advertising strategies should always be in line, as with any marketing activity in general. It’ll be all good.” Well, it turned out to be a disaster because Starbucks didn’t give the Australians a chance to get well-acquainted with the brand and develop that “need” and “loyalty.” Scarcity increases valu… When the changes happen to major brands they curse at first and they start to feel that the change is needed and feel proud about it. In other words, for every additional $60 average order shipped the variable cost was $89 and the company lost $29. The new products were photovoltaic houses, computer systems, and hotels. Aol Time Warner Merger Failure Case Study touch with a relevant expert so that you can complete your work on time. It all started with a small accident in the Southern California on August 2009, when the acceleration system of the Lexus model gone out of control due to some minor manufacturing glitches in the model. Another important difference between the two packs is the new logo design. It impedes the ability to greatly elevate their brands. The original design makes me think of orange juice. Two months later, sales dropped by 20%, and this spectacular decrease in sales represented a lost of 30 million dollars for Tropicana. Sample Business Case Studies Example It’s really a helpful blog for us. Snapchat, developed by Snap Inc. (Snap), became highly popular for sharing temporary photo and video messaging applications. “Sell benefits, not features” is good advice, but benefit-rich copy can actually deter prospects who haven’t reached the decision stage yet. However, I believe that, both from an individual and company-standpoint, we can learn several lessons from Tropicana’s strategic mistake: Consumers have an emotional connection with brands they purchase and can feel betrayed and disappointed if they suddenly can no longer identify with new brand elements of the packaging design. I don’t associate fresh orange juice with hugs and squeezing my family But it fails and become one of the most disaster product in the history of marketing.. ial Media Marketing is a powerful tool, but also is hard to control. One of the examples of the outcome to intercultural business is Disney Corporation’s European venture. First, I did not get any lead about using consumer research to test the effects of such a change, before committing to it. 3. it is really hard to read type that runs vertical (I have even had ads rejected for that from publications in the past) The … Case study for kidney failure rating. It really depends on the case, and on the brand. In fact, we’ve seen many cases (Herbal Essences comes to mind) in which significant packaging changes have driven sales. Lessons: There are two main lessons here: if you’re first to market, then press home that advantage. Get started today using a tried and tested step-by-step process, Digital marketing strategy and planning Toolkit, Explore our Digital Marketing Strategy and Planning Toolkit, Digital Marketing Strategy and Planning Toolkit, Digital Experience Management (Desktop/mobile website), Boo as an example of a failed digital strategy, Smart Insights (Marketing Intelligence) Ltd. Thanks for sharing information. It may test marketing failure or it may be technological failure or it may be strategy failure or it may be market penetration failure. It was founded by Ramdev and now CEO of this is Balkrishan.. “Managing risk in a package redesign: what can we learn from Tropicana? A great example is the Herbal Essences’ packaging redesign after changing their target market. 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