Identify One Current Struggling Consumer Product Research
Identify One Current Struggling Consumer Productresearch Rebranding
Identify one current struggling consumer product. Research "rebranding strategy." In a paper of 750-1,000 words, present a rebranding strategy for the product, including the following: A new name Changes in packaging The price point Product position Advertising strategy A distribution method Improvements in design or quality Prepare this assignment according to the guidelines found in the APA Style Guide, located in the Student Success Center. An abstract is not required. This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion. You are required to submit this assignment to Turnitin. Please refer to the directions in the Student Success Center. It needs 3-6 scholarly sources.
Paper For Above instruction
The struggle of existing consumer products in competitive markets often necessitates strategic rebranding to regain consumer interest, improve market positioning, and boost sales. Rebranding is a comprehensive process that involves altering the company's or product's identity through changes in name, packaging, pricing, positioning, advertising, and distribution. This essay proposes a detailed rebranding strategy for a current struggling product, specifically focusing on a popular but declining soft drink brand—"Cola Classic"—that has faced declining sales due to health concerns and market shifts toward healthier options.
Current Challenges Facing "Cola Classic"
"Cola Classic" has experienced a steady decline over recent years, largely attributed to increased consumer awareness around health, sugar content, and the rise of alternative beverages such as bottled water, functional drinks, and low-calorie sodas. Its aging brand image and lack of innovation have also contributed to losing market share to newer, more health-conscious brands. Additionally, brand perception has skewed towards being outdated and associated with high sugar content, which limits its appeal to younger and health-conscious demographics.
Rebranding Strategy
The proposed rebranding strategy aims to reposition "Cola Classic" as a healthier, modern beverage that appeals to health-conscious consumers without alienating its traditional customer base. The approach encompasses several integrated elements:
1. A New Name
The brand name will be changed from "Cola Classic" to "PureFiz," emphasizing purity, freshness, and a modern aesthetic. The new name is designed to evoke health, vitality, and a contemporary lifestyle. It aligns with market trends favoring products that promote wellness and natural ingredients.
2. Changes in Packaging
Packaging is critical in conveying the new brand image. "PureFiz" will adopt eco-friendly, minimalist containers made from biodegradable materials, appealing to environmentally conscious consumers. The design will feature vibrant, clean visuals with natural imagery to communicate purity and health benefits. Labels will prominently display information about reduced sugar, natural ingredients, and functional benefits like added vitamins or electrolytes.
3. The Price Point
The pricing strategy will position "PureFiz" at a slightly premium level compared to traditional sodas, reflecting the enhanced quality and health benefits. This premium pricing also creates an exclusive image, aligning with consumers willing to pay more for healthier options. Nonetheless, introductory discounts and bundling promotions will be used to encourage trial among existing customers.
4. Product Position
"PureFiz" will be positioned as a functional, healthy alternative to conventional sodas, targeting young adults, fitness enthusiasts, and health-conscious families. The messaging will focus on hydration, natural ingredients, and lifestyle enhancement rather than just refreshment. The positioning aligns with the wellness trend, emphasizing transparency and authenticity.
5. Advertising Strategy
The advertising campaign will leverage digital platforms, social media influencers, and health and wellness blogs to reach target audiences effectively. Marketing messages will highlight natural ingredients, health benefits, and eco-friendly attributes. Collaborations with fitness trainers, nutritionists, and environmental advocates will reinforce credibility and appeal. Content marketing including recipes, hydration tips, and customer testimonials will foster community engagement.
6. Distribution Method
Distribution channels will expand to include health food stores, gyms, wellness centers, and online direct-to-consumer platforms. Enhanced online presence allows consumers to purchase directly through e-commerce sites, subscription services, or mobile apps. Moreover, the product will be available in environmentally conscious retail outlets, aligning with the eco-friendly packaging and brand image.
7. Improvements in Design or Quality
Beyond packaging, the product formulation will be improved by reducing sugar content, eliminating artificial additives, and boosting natural flavors. Functional enhancements like added vitamins, electrolytes, or antioxidants will differentiate "PureFiz" from traditional sodas. These improvements satisfy consumers seeking health benefits and clean-label products.
Implementation and Expected Outcomes
The rebranding will be rolled out over a phased timeline: initial product reformulation, testing marketing messages through focus groups, followed by a comprehensive launch campaign. The effectiveness of the rebranding effort will be measured through sales figures, consumer feedback, social media engagement, and brand perception surveys.
Ultimately, the rebranding aims to revitalize "PureFiz," making it an attractive choice for health-conscious consumers and revitalizing declining sales. The campaign's success hinges on cohesive messaging, strategic distribution, and authentic positioning aligned with current market trends.
Conclusion
Rebranding a struggling consumer product like "Cola Classic" involves strategic changes across multiple facets of the product and brand identity. By adopting a health-conscious positioning, modernizing packaging and product formulation, and leveraging targeted advertising and distribution channels, "PureFiz" can appeal to evolving consumer preferences. This integrated approach offers a pathway to preserve the brand's legacy while unlocking new growth opportunities in a competitive market.
References
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- Keller, K. L. (2013). Strategic Brand Management (4th ed.). Pearson Education.
- Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
- Lahteenmaki, L., & Kalafatis, S. (2009). The role of consumer perceptions in the healthiness of food choices. International Journal of Consumer Studies, 33(4), 348-355.
- Ottman, J. A. (2011). The New Rules of Green Marketing. Berrett-Koehler Publishers.
- Peacock, M., & Stapleton, P. (2019). Rebranding strategies for revitalizing legacy brands. Journal of Product & Brand Management, 28(2), 169-180.
- Smith, K. T. (2017). The impact of packaging on consumer perceptions. Packaging Technology and Science, 30(3), 147-159.
- Vimal, K., & Singh, R. (2020). Consumer perceptions and health consciousness: The case of soft drinks. International Journal of Market Research, 62(4), 439-456.
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- Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.