Title: Competency Assessment: (CU2 M1) Tropicana Case Study
Course: SkillsCom BA 223 16.0 > Section: Credit Unit 2 Module 1 - The Marketing Mix: Product & Price

Answer all of the following questions about Tropicana's packaging redesign.

Review key concepts:

1. Why do marketers place goods and services into categories such as convenience, shopping, specialty and unsought?
2. What is a brand, and why is branding important in marketing?
3. What function does packaging fulfill?

Case study:

Research “Tropicana package redesign” on the Internet and answer the following questions.  You will need to cite the websites you visit, so make note of the web addresses as you do your research.

1. Who owns the Tropicana brand?
2. When did Tropicana introduce new packaging?
3. Why did they want or need to redesign their package?
4. How successful was the new packaging from a sales standpoint? Hint: Did sales increase or decrease?
5. How successful was the new packaging from a brand perspective? Hint: Did it help or hurt the brand image?
6. What was the ultimate outcome of the redesign? Hint: What packaging was being used two years later?
7. Do you consider orange juice a convenience, shopping, specialty or unsought good; and why?
8. In your opinion, what were the top three negatives of the redesigned package?
9. Discuss the relationship between branding and packaging as illustrated by the Tropicana case.
10. Cite the websites you visited while researching the Tropicana case.