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• Work in group of 5-6 members

• Each correct answer will receive 1 points

• Top 15 right answers will get double

1. What do you think about the role of oranges in daily life?Have you ever heard about this brand?

2. Why did Tropicana decide to change its existing packaging?

3. Why did most of loyal Tropicana customers reject and criticize the new look?

4. What is considered to be the real reason behind the failure of the strategy?

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Hà Châu, Lê Quyên, Hạnh Trâm, Nhật Hằng, Thanh Hương

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Hà Châu, Lê Quyên, Hạnh Trâm, Nhật Hằng, Thanh Hương

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1, Oranges bring a lot of benefit for our daily life, for example, they pack flavonoids, which have antioxidant, anti-inflammatory, antiviral, and antimicrobial properties. ¹⁶ Research has found that antioxidants help protect cells against damage. Oxidative stress can lead to inflammation linked to diabetes, heart disease, and certain cancers. We have heard about this brand because it is a famous one and owned by PepsiCo.

2, The reason for the changing was mentioned in Arnell’s speech explaining the strategy chosen for the Tropicana product: “We thought it would be important to take this brand and bring it or evolve it into a more current or modern state.”

3, 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. Consumers were confused by this new look that made the brand look cheap, considering that Tropicana had always been perceived as a premium brand.

4, Branding is a complex subject and it is often difficult to predict the market’s reaction to a strategy change.

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Trần Ánh Ngọc- Tô Hoàng Phú- Trần Thanh Nhi- Nguyễn Ngọc Yến Vy

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Trần Ánh Ngọc- Tô Hoàng Phú- Trần Thanh Nhi- Nguyễn Ngọc Yến Vy

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1.Oranges offer a wide range of health benefits. Oranges are filling and full of vitamins, minerals, and plant compounds that help prevent chronic diseases, reduce visceral fat, keep you hydrated, and aid in digestion

2. To evolve the packaging into a modern nd current state.

3. It is a more simple design and ugly, it seemed to be from a low-range supermarket brand, making customers confused.

4. It did not meet the expectation of the consumers. Branding is such a complex process, not a simple one.

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Hà Phương, Hoàng Giang, Trung Dũng, Tú Nhi, Hoàng Mỹ

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Hà Phương, Hoàng Giang, Trung Dũng, Tú Nhi, Hoàng Mỹ

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1. Oranges are emblematic of freshness and health, playing a key role in breakfast culture and the juice market

2. Tropicana aimed to modernize its brand image and attract a younger demographic with a new design

3. Because it lost familiar visual elements, making it difficult for them to identify the product on shelves.

4. It was the loss of brand recognition. People felt disconnected from the new look, leading to a decline in sales

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thanh binh, tran thanh thao,hai yen, anh thu

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thanh binh, tran thanh thao,hai yen, anh thu

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1. Oranges are a major part of breakfast culture and the juice industry, and they are a symbol of health and freshness.
2. With a fresh, contemporary look, Tropicana sought to appeal to a younger audience and update its brand image.
3. Because the new packaging lacked recognizable visual cues, devoted customers found it harder to recognize the product on shelves and rejected it.
4. Loss of brand recognition was the main factor in the strategy's failure; customers felt disengaged from the new appearance, which decreased sales. This reaction finally caused it to return to its previous packaging.

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1. Oranges are a nutritional powerhouse, packed with vitamins and minerals. The most noteworthy of these is vitamin C, a water-soluble antioxidant that prevents cell damage. I also love to drink orange juice :) Yes, I've heard of Tropicana before.

2. To evolve it into a more current or modern state

3. - Consumers feel an emotional bond with the appearance of the product and brand they love.

- Branding elements on packaging cannot all be changed at once

- This confused the customers on the moment they wanted to purchase orange juice

4. It was a failed branding attempt from Tropicana. Branding is a complex subject and it is often difficult to predict the market’s reaction to a strategy change.

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Nguyễn Anh Thịnh - Nguyễn Hà Gia Bảo-Doãn Phan Hải Phong-Lê Nguyễn Khánh Tâm - Lê Khánh Vi

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Nguyễn Anh Thịnh - Nguyễn Hà Gia Bảo-Doãn Phan Hải Phong-Lê Nguyễn Khánh Tâm - Lê Khánh Vi

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1) Oranges are really good for human's health, they provide Vitamin C, antimicrobial.

2)because they want to modernize they visual

3) because it is terrible and simple, making it hard for them to compete with other brand

4) the brand didn't meet the expectation of the customers

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1. The potassium in oranges can help regulate blood pressure, while their fiber and antioxidant content contribute to overall heart health.

No.

2. More current modern state

3. many consumers didn’t recognize the product on supermarket shelves. 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. Then appeared a series of confusions in consumers’ minds who lost their main reference elements to recognize the product. These include:

The orange with the straw

The original logo

The focus on “100% Orange” instead of “Pure Premium”.

The look and feel of the new design

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. Consumers were confused by this new look that made the brand look cheap, considering that Tropicana had always been perceived as a premium brand.

4. Maybe greater respect for packaging design and a deeper commitment to leveraging this brand asset with a methodical procedure. 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.

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Anh Tuấn- Diệu Hằng-Hương Khánh-Minh Anh 

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Anh Tuấn- Diệu Hằng-Hương Khánh-Minh Anh 

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1 oranges offer a lot of benefit for health. they are full of vitamins, minerals. They help prevent chronic disease. Antioxidants in oranges also help protect cells against damage

2 explaining for the product:"we thought it would be important to take this brand and bring it or evolve it into a more current or modern state"

3 because it lost familiar visual elements, making it difficult for them to identify the product on shelves

customers were confused by this new look that made the brand look cheap

4 the brand did not meet the expectation of the customers

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Bui Hoang Thuy Tien, Tran Thi Ngoc Tuyet, Nguyen Huyen My, Huynh Minh Long, Thai An Phuong

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Bui Hoang Thuy Tien, Tran Thi Ngoc Tuyet, Nguyen Huyen My, Huynh Minh Long, Thai An Phuong

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1) Oranges offer essential vitamins, hydration, and flavor, making them a healthy snack and a valuable part of a balanced diet. We have heard about this brand before.

2) Tropicana wanted to improve its brand image and engage a young audience.

3) The reason was the new packaging's design was uglier and more simple than the original one. Thus, it was difficult for customers to recognize the product on the shelves.

4) We believe that Tropicana failed to live up to customer expectations and that there was a drop in brand recognition.

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Quỳnh Anh, Quỳnh Như, Hồng Minh, Tâm Phúc

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Quỳnh Anh, Quỳnh Như, Hồng Minh, Tâm Phúc

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1. Oranges are pretty awesome in everyday life. They’re packed with vitamin C, which helps keep you from getting sick and your skin looking good. You can snack on them, drink the juice, or even use them in cooking — super versatile. Regarding the brand, we have heard about Tropicana several times but haven't tried them before.

2. "To bring it or evolve it into a more current or modern state"

3. Mainly because it made the brand itself looked cheap, as if Tropicana were a low-range supermarket brand

4. The brand did not meet the expectation of the consumers

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Lê Anh Đức, Nguyễn Văn Tú, Phạm Thanh Định, Dương Nguyễn Anh Kiệt, Nguyễn Văn Phú

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Lê Anh Đức, Nguyễn Văn Tú, Phạm Thanh Định, Dương Nguyễn Anh Kiệt, Nguyễn Văn Phú

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1/ Oranges play a vital role in daily life due to their health benefits, primarily being a rich source of Vitamin C. They are consumed fresh or as juice and are a popular snack for boosting immunity. Oranges also serve as key ingredients in cooking, baking, and beauty products, promoting a healthy lifestyle.
2/Yes, Tropicana is one of the most well-known brands in the orange juice market, recognized for its commitment to offering 100% pure and natural juice. It has been around for decades and is a household name, particularly in the United States.
3/Tropicana decided to change its packaging in 2009 as part of a rebranding effort to modernize the product's look. The goal was to create a minimalist, sleek design that would appeal to contemporary consumers, giving the brand a fresh and updated appearance.

4/Loyal customers rejected the new look because it lacked the recognizable elements they associated with the brand, particularly the iconic image of an orange with a straw. The redesign was seen as too drastic, which led to confusion, making it difficult for customers to find and identify the product on shelves. This created a disconnect between the brand and its core consumers.

5/The real reason behind the failure was Tropicana's underestimation of the emotional connection and brand loyalty of its customers. They failed to conduct sufficient consumer research before implementing the change, and the lack of customer involvement in the rebranding process resulted in a negative response. The new packaging did not resonate with their established customer base, leading to a drop in sales and forcing the company to revert to the old design.

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1. Oranges are a great source of health benefits such as providing vitamin C, antioxidants and hydration. Yes, I have heard about this brand.

2. The company thought it would be important to take this brand and bring it or evolve it into a more current or modern state.

3. It is a more simple design and ugly and most consumers explained it seemed to be from a low-range supermarket brand, which lead to confusion and loss of brand recognition.

4. Tropicana failure was due to its inability to meet consumer expectations. Branding is a complex subject and it is difficult to predict the market preferences and reactions to new changes.

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Hải Phong, Khánh Vi, Khánh Tâm, Anh Thịnh, Gia Bảo

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Hải Phong, Khánh Vi, Khánh Tâm, Anh Thịnh, Gia Bảo

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What do you think about the role of oranges in daily life?
Oranges are an essential part of everyday life because of their nutritional value, particularly their high Vitamin C content. People often eat them fresh or drink their juice, and they’re widely used in cooking, baking, and skincare products, helping to support a healthy lifestyle.

Have you ever heard about this brand?
Yes, Tropicana is a leading brand in the orange juice industry, known for providing 100% pure, natural juice. It has been a trusted name for many years, especially popular in the U.S.

Why did Tropicana decide to change its existing packaging?
Tropicana changed its packaging in 2009 to refresh its image with a more modern and streamlined design. The intention was to create a minimalist look that would appeal to newer audiences and give the brand a more contemporary feel.

Why did most of the loyal Tropicana customers reject and criticize the new look?
Long-time customers were unhappy with the redesign because it removed the familiar aspects of the original packaging, especially the orange with the straw image. The drastic change caused confusion, making it harder for them to recognize the product, which led to a sense of detachment from the brand.

What is considered to be the real reason behind the failure of the strategy?
The main reason the strategy failed was that Tropicana didn’t fully appreciate the strong connection their loyal customers had to the original packaging. They overlooked the importance of customer feedback and emotional attachment, resulting in a design that didn’t resonate with their core audience. This led to a drop in sales, forcing them to revert to the previous design.

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Trần Thị Quỳnh, Phạm Vũ Thanh Nhi, Phan Hoàng Thiện

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Trần Thị Quỳnh, Phạm Vũ Thanh Nhi, Phan Hoàng Thiện

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1. What do you think about the role of oranges in daily life? Have you ever heard about this brand?
Oranges play an important role in daily life as a source of vitamin C, and they are widely consumed as a refreshing and nutritious fruit. Tropicana is a well-known brand that specializes in orange juice, which is loved by many people globally due to its high quality and natural taste.

2. Why did Tropicana decide to change its existing packaging?
Tropicana decided to change its packaging to make the brand more modern and to evolve it into a current state. The company wanted to highlight the product, the juice itself, rather than just showing the orange .

3. Why did most loyal Tropicana customers reject and criticize the new look?
Most loyal customers rejected the new look because they felt an emotional bond with the old packaging. The redesign changed too many familiar elements, leading to confusion. Many customers found the new design unrecognizable and felt it lacked the premium look of the original .

4. What is considered to be the real reason behind the failure of the strategy?
The real reason for the failure was Tropicana's decision to change too many branding elements at once—logo, typography, slogan, image, and lid—which caused customers to lose their point of recognition and feel disconnected from the product .

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1) Oranges offer essential vitamins, hydration, and flavor, making them a healthy snack and a valuable part of a balanced diet. We have heard about this brand before.

2) Tropicana wanted to improve its brand image and engage a young audience.

3) The new packaging's design was uglier and more simple than the original one. Thus, it was difficult for customers to recognize the product on the shelves.

4) Tropicana failed to live up to customer expectations and that there was a drop in brand recognition.

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Khả Minh, Bảo Trâm, Phương Thùy, Kim Thùy, Khánh Băng

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Khả Minh, Bảo Trâm, Phương Thùy, Kim Thùy, Khánh Băng

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1. Oranges offer many health benefits, including vitamin C, antioxidants, and hydration. I’m familiar with this brand.

2. The company believed it was important to modernize the brand.

3. The new design was simpler but unattractive, making many consumers think it looked like a low-end supermarket brand, which caused confusion and reduced brand recognition.

4. Tropicana's failure stemmed from not meeting consumer expectations. Branding is complicated, and it's hard to anticipate market preferences and reactions to changes

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Trần Trịnh Vân Anh

Nguyễn Trần Minh Huy

Ngô Ý Thơ

Lê Hoàng Phúc

Nguyễn Đức Toàn

1. Eating oranges daily provides vitamin C for immunity, antioxidants to reduce inflammation, and fiber for digestion. They keep us hydrated, support heart health, aid in weight management, and can boost our mood --> they’re a tasty and nutritious addition to our diet.

We have heard about this brand several times before.

2. They changed their packaging in order to refresh the brand image to more current modern state.

3. They claim that the redesign is too drastic and can't associate with the brand's quality and image. They preferred the with the old image, which is more familiar and recognizable.

4. There is no connection between the brand and its loyal customers. The redesign is modern; however, it didn't meet the need of their clients.

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Mai Linh - Mỹ Uyên - Khánh Thy - Hữu Phúc - Đoàn Minh Anh 

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Mai Linh - Mỹ Uyên - Khánh Thy - Hữu Phúc - Đoàn Minh Anh 

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1. Oranges offer numerous benefits for our daily lives, as they are rich in flavonoids with antioxidant, anti-inflammatory, antiviral, and antimicrobial properties. Research indicates that antioxidants can help protect cells from damage caused by oxidative stress, which is linked to inflammation associated with diabetes, heart disease, and certain cancers. This brand is well-known and is owned by PepsiCo.

2. In Arnell’s speech, he explained the rationale behind the changes to the Tropicana product: “We believed it was essential to modernize the brand and bring it into a more contemporary state.”

3. Due to its simpler packaging design compared to the original, many consumers found it “ugly” and likened it to a low-end supermarket brand. This new look confused consumers, making Tropicana appear cheap, despite its longstanding reputation as a premium brand.

4. Branding is a multifaceted topic, and it can be challenging to anticipate how the market will respond to changes in strategy.

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1) It assist in preventing chronic diseases, keeping you hydrated, etc.

2) To improve brand's image and bring it or involve it into a more current or modern state

3) This confused the customers on the moment they wanted to purchase orange juice:

new logo

new typography

new slogan

new image

new lid

=> seemed to be simple and ugly design

4) They did not meet the expectation of the customers.

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1. Oranges play a significant role in breakfast culture and the juice industry, representing health and freshness.

2. Tropicana aimed to attract a younger audience and refresh its brand image with a modern design.

3. The new packaging's lack of familiar visual elements made it difficult for loyal customers to recognize the product on shelves, leading to rejection.

4. The primary reason for the strategy's failure was the loss of brand recognition; customers felt disconnected from the new design, resulting in decreased sales. This ultimately led to a return to the previous packaging.