• 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?

   
   

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.

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.

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

- 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.

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

• 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.

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

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.

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.

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.

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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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.

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.

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.