Background :
1. Summarize the proposal that Tahki Yazzie submitted to the board.
Tahki Yauie developed a proposal mainly based on the rebranding of Tuwa brand. The goal was
to propose a product that was. 1. Meaningful to the customers – focus on the benefits the customers
want and connect those to the values of the customers. i.e. health benefits, no sugar. hydration 2.
Distinct from the competitors – differentiate the product through different features and emphasize
them. i.e. 100% Apple Juice, no chemicals. 100% U.S. product 3. Authentic – demonstrate the CSR
the company practices and also the roots and values of Wiikano Orchards.. i.e. Native American.
Family Owned. The proposal it. included 3 types of recommendations concerning branding, digital
marketing and in-store promotions.
Branding The main suggestions of the proposal included the change of the name of the brand to
Nepi Orchards. which supported the authenticity of the brand emphasizing its Shawnee heritage
and also the change of the packaging design. The latter one was all based on the market research
conducted through 15 focus groups with the consumers. They were asked to provide a feedback
on Tuwa’s current packaging and to give a recommendation for making the packaging meaningful
