A Study of the Impact of Tropicana’s Marketing Strategy Changes on OJ Demand

Tropicana introduced a new package design as part of its advertising and branding campaign, with the theme “Squeeze it’s a Natural in January 2009. Sales of the Tropicana Pure Premium line plummeted 20% between the January and February from the same period a year ago. Tropicana had changed its mind and went back to the earlier packaging at the end of February. This study examined the impact of Tropicana’s package redesign on the sales of Tropicana orange juice and on the sales of all orange juice. Study results show that the package redesign cost Tropicana an estimated $27 million.


Subject(s):
Issue Date:
Jul 20 2009
Publication Type:
Report
PURL Identifier:
http://purl.umn.edu/104330
Total Pages:
24
Series Statement:
Research Paper
20009-2




 Record created 2017-04-01, last modified 2017-08-26

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