Tropicana Case Study
1. The new package no longer had the iconic orange with a straw coming out of it. The new
packaging showed a glass of orange juice. It has 100% orange pure & natural not from
concentrate in white prominently displayed on the glass of juice. Also the cap mimics the
outside of an orange in texture and look. The new look is cleaner and nondescript
compared to the new one.
2. Tropicana decided to change their packaging after research showed that about half of
consumers thought Tropicana juice contained added sugar. They wanted to show the
inside of the orange and show that there is no added ingredients. In addition, Tropicana
had found that their market share dropped from 42% in 2006 to 33.6% in 2009 and they
felt they needed to do something about that because Coke’s Simply Orange grew from
8.1% to 14.8% in the same period. They wanted to change their packaging to let people
know that it is 100% pure with no added sugar and they wanted to increase their sales.
3. Many consumers had a hard time with the change and missed seeing the iconic orange
with a straw in it. They thought it was ugly, stupid and they thought it looked like a
bargain brand juice. They thought the new packaging looked like it was made out of
concentrate and not fresh. It did not please many consumers. In addition, people found it
more difficult to distinguish between product variations such as pulp, no pulp or calcium
added. Even store clerks complained that it was hard to see on the shelf. Wasserman
thought that the new design was terrific because it looked like a private label brand and
felt it was brilliant.
4. Orange juice would be classified as a convenience product. It is inexpensive and
white space.