We will try to write about the Herbal Essence packaging case soon! Very interesting insights. Thank you for such a great article. for all the marketers this is an amazing case study to read it before any re-branding brainstorming session. 1. Thank you Marion for the article, it helps me a lot because i just start to studying about branding for business :D. Very insightful article! Informative post. In preparation for ….. © Smart Insights (Marketing Intelligence) Ltd, Use of this website constitutes acceptance of the Smart Insights Terms and Privacy Policy including cookie-use. It’s understandable to take this positive approach to hide bad news out of sight of investors, clients and consumers. “Stick a straw in an orange and drink it down” is a superlative visual presentation of an implied benefit. It is a more flexible communication support over time. Orange juice is a literal commodity (any unit is essentially indistinguishable from any other unit). “Sell benefits, not features” is good advice, but benefit-rich copy can actually deter prospects who haven’t reached the decision stage yet. Our culture moves very quickly these days and progressive consumers reward brands that make smart changes. You can see more about the failed approach in this article by Dave Chaffey reviewing Boo as an example of a failed digital strategy. 2. the packaging looked generic and the oj itself looks like “canned” oj – no fiber so I grew suspicious that the product has been “reformulated” to save the company money On February 23rd 2009, Tropicana announced that it would return to its original packaging design, and within a few months, the old packaging was back for good on all supermarket shelves. And we have seen nothing but positive results: 96% of our customers leave positive comments about our service. Lessons: There are two main lessons here: if you’re first to market, then press home that advantage. That decision alone should have been an indicator that those in charge were clueless. Thanks to you for guidance an amazing way. And just like Boo.com they must have either got the LTV and CAC very wrong or simply refused to adjust their plans once it was obvious that their initial plans were unrealistic. It then looked for further funding to increase it’s global reach and cover its spiralling costs. Branding is a complex subject and it is often difficult to predict the market’s reaction to a strategy change. It was founded by Ramdev and now CEO of this is Balkrishan.. Hi Marion, It;s very amazing Packaging ideas i really love it Thanks. My initial response to the packaging was: They presented expected growth figures in a meeting with respected venture capitalist Larry Linehan, but when they were unable to answer basic questions on conversion rates, customer acquisition costs and required visitor numbers, he’s reported to have told them  - “Sorry for my bluntness, but I think you’re going to be out of business by Christmas.” He was wrong. Article. They should have tested the new packaging and advertising with current customers and customers from the competition. And if your business model relies on third party content providers, ensure that you are tied into exclusivity agreements. Two months later, sales dropped by 20%, and this spectacular decrease in sales represented a lost of 30 million dollars for Tropicana. Ecomom was a startup internet retail company selling earth friendly mom and maternity products including food, toys, apparel, and other baby related items. The takeaway for marketers and brand strategists should be an even greater respect for packaging and a deeper commitment to leveraging this brand asset with a methodical procedure. The new design looked like the generic no-name OJ that’s created by mixing water with concentrate. Who the heck cares? But HP Touchpad launching, calling back and selling was totally surprised. Joost was also slow to realise that its client based video service was losing out to browser-based providers such as Hulu. Key lesson: Boo.com clearly had a weak digital marketing plan/team. 4. Then, it was faced with a new equity, that was built through years of television spots, of a straw in an orange. Rarely did it surprise us. In other words, for every additional $60 average order shipped the variable cost was $89 and the company lost $29. However, this new packaging design was rejected and criticized by the majority of Tropicana’s consumers. :). Thanks for sharing information. Indeed, the packaging is the silent sales rep on the shelf, and we should not underestimate it’s power. Do not hesitate to share your views again on other articles of the site :). The launch of the new packaging was indeed such a failure that Tropicana had to drop it to come back to the original version of the packaging. Thank you for your wonderful blog. Hulu however got exclusive content from NBC and Fox, and pushed ahead to convince other content providers to sign up. ial Media Marketing is a powerful tool, but also is hard to control. [Tata Nano Case Study]", 5 out of 5 based on 1 ratings. However, there are some communication codes to each domain that need to be respected. Happy to hear your comments! And I hope you will write more! Essay on role of youth in nation building in nstp. “. Trop traded an asset for a (generic) liability. Tropicana was a dumb change. Your opinion about the packaging designs and posters is very interesting. A lavish advertising campaign featuring a dog sock puppet culminated in a $1.2 million Super Bowl advert in January 2000. When the changes happen to major brands they curse at first and they start to feel that the change is needed and feel proud about it. The case discusses the rapid decrease in the user base of US-based multimedia messaging app, Snapchat after its redesign. It’s not the amount of change but, rather, the right change. This case study in viral marketing is the result of a wonderful experience I had recently participating in a business networking event. They also overestimated the size of their market and the ability to generate profit in that marketplace. This article features a couple recent cases in which social marketing has failed or gone wrong. Another important difference between the two packs is the new logo design. On January 8th 2009, Tropicana launched the new packaging for its best-selling product in North America – Tropicana Pure Premium, with sales revenues reaching more than 700 million dollars per year. Starbucks opened too many outlets too soon. Through advertising, companies have more time and support to communicate emotions and new values. At The Branding Journal we like to feature branding success stories, however sometimes analyzing branding failures is even more interesting, as it allows us to learn from past mistakes. The logo size was also reduced to highlight the message: “100% Orange Pure and Natural”. Need a plan to create a winning marketing strategy, fast? Thank you for your comment Steven! Samsung’s leaderships in particular are being scrutinized for their mishandling throughout the Explore new tools to boost your marketing strategy. An accountant joining the company in 2011 found that it had a contribution margin of –48% which he identified when he joined the company. It is very important to consider the role of packaging design in branding, and its link with merchandising. With packaging and a marketing strategy involving events and sponsorships, Redbull has catapulted itself into a worldwide global brand with no slowing down. Those posters just make me go WTF?? 3. it is really hard to read type that runs vertical (I have even had ads rejected for that from publications in the past) A case study is a written or recorded, detailed analysis of some targeted management issues, for the purpose of noting success or failure to used as a benchmark for education, research, and/or planning. It hit an area of the market that YouTube couldn’t and had Free TV early mover advantage. Indeed, with nearly 1 billion Coca-ola drinks sold every single day, it is the worlds most recognized brand. It’ll be all good.” Well, it turned out to be a disaster because Starbucks didn’t give the Australians a chance to get well-acquainted with the brand and develop that “need” and “loyalty.” Scarcity increases valu… The authors are attempted to analyze the case … 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. The agency decided then to take the orange and move it to the lid of the bottle. 2. Both the packaging design and the advertising campaign were created by the same agency; Arnell. Aol Time Warner Merger Failure Case Study touch with a relevant expert so that you can complete your work on time. Dissertation philo comment faire. If your brand and product are not doing well, a total rebrand can be a good solution to save the product on the market. Despite the fact that boo.com went spectacularly bust over a decade ago, it still offers a unique insight into one of the biggest and most costly digital business failures in European history. Don’t you think this should a critical step to a methodical procedure intended to leverage brand value? One of the examples of the outcome to intercultural business is Disney Corporation’s European venture. Perhaps the problem goes beyond this emotional bond consumers had with the old packaging. Streamline your digital marketing strategy through omnichannel marketing planning Knowing where to start and how to structure a plan is often the most difficult part of planning, especially if you aren’t experienced in creating plans. References: Introduction According to Bowles (2004), a market failure occurs when a free market fails to allocate resources efficiently or effectively. The mission of advertising is to inform and communicate sensations that will last in the long-term. Take a look at Starbucks redesign of Tazo Tea and rethink your advice that only weak brands execute revolutionary redesigns. Marketing Cases cover various companies and best practices in Marketing. Firstly they acquired significant venture capital and leveraged too much of that on the idea that the market would grow quickly enough to generate profit before funding ran out. Don Norman, in his critique of “The Design of Everyday Things,” helps draw the primary conclusion of the analysis. I’m currently learning marketing and this is a good read for me so thank you =) To understand this strategy failure, it is important to analyze what did Tropicana change in its packaging design. Advertising and packaging design are very different communication tools. Overview. The Branding Journal is an independent online journal that publishes information and resources about branding strategies worldwide. and analyze the Euro Disney failure case study. Callan & Thomas (2010) asserts that market failures often occur in various forms, and should be corrected using government intervention. Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. Beware the Smartest One In The Room, folks. To me, the Tropicana case came down to leaving a powerful visual asset for a weak one. #1 Pepsi’s Kendall Jenner Protest Ad However, I believe that, both from an individual and company-standpoint, we can learn several lessons from Tropicana’s strategic mistake: 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. Packaging is the last communication element brands have with consumers on the purchasing decision process. Meanwhile, Tropicana’s competitors took advantage of the “Tropicana crisis” and gained the sales lost by the fruit juice brands. Brand Packaging (August 2009). To help you in making a case study, here are 10+ business case study examples you can look into. But why? First, I did not get any lead about using consumer research to test the effects of such a change, before committing to it. It all started with a small accident in the Southern California on August 2009, when the acceleration system of the Lexus model gone out of control due to some minor manufacturing glitches in the model. They’ll get you killed, every time. 4. The case, 'Kellogg's Indian Experience' analyzes the causes that led to the failure of the Kellogg breakfast cereal brand in the Indian market. This message goes along with the new advertising campaign launched by the same time, and both the packaging and the ad include the statement “Squeeze, it’s a natural”. A combination of factors helped explain the success (or lack of it) in these cases. They held out until 18th May 2000. The new products were photovoltaic houses, computer systems, and hotels. Very interesting! 10 Social Media Marketing Fails. And it created so much pre-launch buzz that an estimated 100,000 people got involved in beta testing and thousands more downloaded its P2P video client. “The whole idea of ‘squeeze,’ ” Mr. Campbell said, is to play up “the functional benefit” of orange juice in providing fruit for people’s daily diets “and the emotional connection people have with Tropicana.”. Props to Debbie Millman for the original design! Your email address will not be published. Hello Alex! Here are some of the worst cases of social media flubs made by popular brands. Of course, this only applies for successful brands such as Tropicana. There is a tendency for both brands and agencies to accentuate the positive in case studies and write-ups of campaigns and case studies. It really depends on the case, and on the brand. Exit polls from the 2020 Presidential Election indicate both parties mishandled Hispanic voters. That’s asking for trouble. Patanjali Overview:-There is deep segments in our article Patanjali Case study but first ,we will see about basic overview.. Patanjali Ayurved Limited is an Indian FMCG Company headquartered at Haridwar, Uttarakhand.. If Boo.com had a better handle on their key metrics and ecommerce levers such as customer life time value (CLTV), the cost to acquire a customer (CAC) derived from the CLTV and a decent view on traffic sources and conversation rates then they might have been slower to expand and controlled their incredible “burn rate”. Interesting article about packaging design. In this paper, a case study on such a contact failure is discussed. At the outset Joost looked like a winner. Sample Business Case Studies Example Unlike packaging design from scratch, repackaging is to walking a fine line: how to appeal to new consumer groups while retaining the old ones! Prospects who aren’t ready to buy – or who are “sitting on the fence” – tend to be resistant to even well-crafted marketing messages. 1. Pets.com is another historic dot.com failure. The business launched in 18 countries in the autumn of 1999, spent £125 million in six months - including £500,000 a month on product photography, significant sums on their own fashion magazine, funding for offices in five countries and $22.4 million on marketing and PR. Marion, the only thing missing is an easy to remember consumer contact number i.e. In fact, we’ve seen many cases (Herbal Essences comes to mind) in which significant packaging changes have driven sales. Thank you Claudia! it’s important to have memorable designs. Shame on Arnell and the brand owners for missing that. The white carton lacks a defined contour and “hides” on the shelf. This post describes how Ecomum made some fundamental financial management errors in running a business. Branding for political parties: The 2015 UK General Elections analyzed by Siegel+Gale, The Top Branding Agencies In The World [2020]. In this article I’ll take a look at 4 examples of digital strategy failures that highlight good practices by showing poor practices. Your email address will not be published. As mentioned, the vertical type and absence of heritage brand identification was a significant branding error. Perhaps one of the most important changes is the fact that a big transparent glass full of orange juice replaced the orange and its straw. I’ve worked with clients scarred by the Tropicana ordeal and they’ve taken away similar “don’t change too much” lessons. It walked away from a brilliant visual metaphor of drinking right from the orange. Tata motor was so confident about nano, they thought this is going to be a massive success. Save my name, email, and website in this browser for the next time I comment. In the case of Tropicana, the packaging codes weren’t, and this caused the failure of the new design. The idea is creative and interesting, as we can see that the cap really has the shape and texture of half an orange that you can squeeze to obtain a fresh orange juice. I don’t associate fresh orange juice with hugs and squeezing my family These include: To finish, and 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. Through packaging design, companies need to communicate in a more direct, clear and identifiable manner, as the consumer is about to make its final purchase decision. 10+ Business Case Study Examples. Case Study: Failure of Vodafone in Japan Vodafone Group plc is a British multinational mobile network operator, its main headquarter is in Newbury, England. The focus on “100% Orange” instead of “Pure Premium”. Not all equities are assets. 5-5 stars based on 92 reviews Environment essay in urdu. Due to the lack of cultural information of France as well as Europe, further, on their inability to forecast problems, Disney acquired a huge debt. You could put it in the Branding Hall of Fame and retire the category. The juice is yellow. A friend and business acquaintance, retired from a career in tradition marketing, recently started learning about social networking. If you want to redesign your product’s packaging, make sure you do not change everything at once. The original design makes me think of orange juice. The fruit identifies the product. What was fascinating was that we had never shown the product called the juice.”. Thank you for sharing such a helpful article. They launched in August 1998, and the following year received significant venture capital including Amazon taking on a 54% share. No longer looks rich. You may already have one ….. Are you making the most of the latest video marketing trends and opportunities to increase customer conversions? It was set up by the same people who had sold Skype for billions. To make matters worse, although discounts were meant to be one time only, the company couldn’t limit them by customer, so every discounted order has a 50% reduction regardless whether they were from a new company or an existing company. The company spent significant sums on warehousing and infrastructure and believed that it would take 4 to 5 years to hit its revenue target of $300 million, however no significant market research had been undertaken prior to launch and so there was uncertainty over whether a significant market existed for their offering. 1. confusion – couldn’t recognize the brand that I had always trusted 3. This case study focuses primarily on the design of humane interfaces or how technologies and designs impact those who use them. Very interesting case! I really like it. The … I never underestimate the power of consumers, they feel connected with tropicana somehow. 1-800 ORANGE JUICE. #8 RedBox Redbox, a company that places kiosks renting DVDs, Blu-ray Discs, and video games in over 42,000 locations, ran an extremely successful ten day mobile marketing campaign. Health is my motivation for drinking oj – good source of vitamin C, good fiber, and it neutralizes the bad effects of processed meats (bacon, ham, sausage) if you are eating that at breakfast. – Online: CBS News, NY Times, NY Times (2) Case study for kidney failure rating. Thank you for the nice and informative post. Then appeared a series of confusions in consumers’ minds who lost their main reference elements to recognize the product. […] Those consumers are very important to us, so we responded.” explained Mr. Campbell, president at Tropicana North America in Chicago. Yet in Unfortunately, so many Pepsi folks still hold onto the scars of this experience and resist change to a fault. What can marketers learn from these fails? and welcome a tone! I don’t think Tata Nano is a failure. As an end-consumer I would love to sip a real tropicana. However, soon after launch 250,000 people had downloaded its beta-software and when problems hit they were too slow to react and all the early buzz soon turned negative. Read more. Do you have any information about? Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. This case study has been conducted for learning purposes in terms of the possible issues in risk management related to Samsung Galaxy Note 7 fiasco. A case study is a form of gandhi jayanti essay in hindi for class 2. “…What was fascinating was that we had never shown the product called the juice.”. Young and Ciummo stated in their article that packaging redesigns often come with a small decrease in sales, but this tends to be temporary and has never been as severe as the 20% decrease experienced by Tropicana. A few days later, consumers started criticizing the new design, especially on social networks. Tropicana’s consumers didn’t recognize or like the new product design, and therefore decided not to purchase it. In this article, I will discuss the 5 big reasons for tata nano failure and tata nano failure case study. There’s a reason for that. While this was a distinctively negative example, it’s important to keep in mind that this same power does often work in a positive direction. It impedes the ability to greatly elevate their brands. I’m very curious about the Herbal Essence packaging re-design case, I’ve tried searching for the article but can’t find it =(. Maybe the company’s decision-makers thought, “Hey, everyone loves coffee, right? Big brands should indeed take some risks, I totally agree with you – especially with packaging, which is a very powerful tool. In this case, many consumers didn’t recognize the product on supermarket shelves. One critical issue we need to take into consideration is when you assume your target market is evolving or growing so you need to grow with them without backing this assumption with research. The original one was horizontal followed by the product name “Pure Premium”, while the new logo is vertical with a simpler and more modern font. The company’s marketing budget in the business . They may be a documentation plan of something that already happened; they still take a lot of time to format. Essay examples about family essay meaning arabic edit essays job essay on pakistan in urdu for class 5 … Unilever had a bad year in 2017. Would the brand owners then say, “no, too much of a change”? In total, this initiative cost Tropicana more than 50 million dollars. “We underestimated the deep emotional bond they had with the original packaging” […]“What we didn’t get was the passion this very loyal small group of consumers have. Ellie Kennedy, Workshop Task: Coke Case Study Inform, 16/07/11 New Coke: A Classic Brand Failure Think of a brand success story, and you may well think of Coca-Cola. The vehicle safety administration of USA; NHTSA (National Highway Traffic Administration) took this issue seriously and i… Tropicana is a very famous brand that sells fruit juice worldwide. Key lesson: boo.com clearly had a weak digital marketing plan today with our membership... Service was losing out to browser-based providers such as Hulu s created mixing. 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