Tropicana packaging case study

"Core Market Offerings and Defining the Product" Please respond to the following:

From the case study https://goodpackagedconsumers.files.wordpress.com/..., take a position on whether Tropicana did or did not make a major mistake in changing its product packaging. Next, suggest the next two (2) steps that you believe Tropicana should take in its branding strategy in order to counteract the initial negative response to the new product packaging. Provide a rationale for your response and do not duplicate your classmates’ responses.
* From the scenario, prioritize the attributes of Golds Reling’s brand from the brand map presented in the scenario according to the attributes that you believe would be most important to the new tablet’s target market. Provide support for your response.

Please comment on the 2 post below.( a minimum of 150 words)

POST #1

I believe Tropicana did make a mistake by changing the packaging of the Tropicana orange juice cartons. However, I do think some sort of change was needed. The article states that Tropicana’s market share fell “from 42% in 2006 to 33.6% in 2009, while that of Simply Orange grew from 8.1% to 14.8% during the same time period” (Kirk & Berger, 2011). Clearly something needed to be done, so Tropicana’s executives took a risk. It just didn’t pan out. If I were them, the first thing I would do would be to cease further production of the new juice cartons and revert to the old ones. If the reception is clearly bad, then they shouldn’t push ahead on the off chance that things change. Then, I would start experimenting in select target areas with cartons that are new and different than the original packaging. Keep it within small communities to see how it’s received at first. If the new cartons are received well, expand them to a larger area, if not, pull them back and start again with a different package in a different area until you get something that sticks.

For the scenario given, I believe the most important attributes in Gold’s Reling’s brand map are high quality, urban, and hi tech. It seems like the target market for the new tablet is willing to pay premium prices for something that is reliable and looks like a status symbol so affordability probably isn’t one of the most important points. They are also innovators so they will probably appreciate something that is hi tech and pushes the limits of technology. Easy to use or sophisticated don’t seem to be important to the tablet’s target market either because the target market is willing to seek out and try various things knowing that some will things will be difficult and some easy.