Identify One Current Struggling Consumer Product Rese 741536

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, and improvements in design or quality. Follow APA Style Guide guidelines.

Paper For Above instruction

In today’s highly competitive consumer market, brands frequently encounter challenges that threaten their market share and consumer perception. Rebranding emerges as a strategic solution to revive a struggling product, aiming to reposition it within its target market, attract new consumers, and reaffirm its relevance amidst evolving consumer preferences. This paper presents a comprehensive rebranding strategy for Tropicana, a well-known orange juice brand that has faced recent declines attributed to product reformulation issues and changing consumer tastes. The proposal encompasses a new brand name, packaging redesign, price adjustment, strategic product positioning, targeted advertising, optimized distribution channels, and quality enhancements to rejuvenate Tropicana’s market appeal.

Understanding the importance of effective rebranding requires examining both internal and external factors influencing consumer perceptions and brand performance. Wegener and Dejong (2020) emphasize that rebranding should align with current consumer values, competitive dynamics, and technological advancements. Tropicana’s recent controversy over packaging and product reformulation resulted in consumer dissatisfaction, leading to declining sales, prompting the need for strategic overhaul through rebranding.

New Name: Refreshing the Brand Identity

The first step involves renaming Tropicana to “PureViva,” aiming to emphasize purity, freshness, and vitality—attributes highly valued by health-conscious consumers. This new name communicates a shift toward transparency and natural qualities, distancing the product from past reformulation issues that strained brand trust. The renaming aligns with trend-driven consumer demands for clean labels and authenticity (Keller, 2016).

Changes in Packaging: Modern and Eco-Friendly

The packaging redesign focuses on sustainability and visual appeal. Transitioning to biodegradable cartons with a vibrant, minimalist design featuring fresh oranges and green accents reinforces the product's natural ingredients. Clear labeling of the absence of artificial additives and organic certification appeals to health-conscious buyers. Packaging innovation not only boosts eco-credentials but also enhances shelf presence, critical for catching consumer attention in crowded retail environments (Silva & Soares, 2019).

The Price Point: Competitive and Perceived Value

Adjusting the price to reflect premium quality without overpricing maintains competitiveness. Slightly increasing the price to position PureViva as a premium organic juice enables capturing higher-margin segments while emphasizing the product’s natural superiority. Promotional introductory discounts and bundled offers can facilitate trial and consumer adoption, ultimately establishing a justified premium perception (Kotler & Keller, 2016).

Product Position: Emphasizing Health and Sustainability

Strategic positioning centers on health benefits, transparency, and sustainability. Communications will highlight 100% organic oranges, no artificial preservatives, and eco-friendly farming practices. Positioning as a premium health-enhancing beverage aligns with consumer trends favoring wellness promotion and ethical consumption (Luna & Gupta, 2020). This positioning differentiates PureViva from competing brands that may rely on artificial ingredients or less sustainable practices.

Advertising Strategy: Digital and Experiential Campaigns

The advertising approach leverages digital platforms, social media, influencer partnerships, and content marketing. Campaigns will focus on storytelling—sharing sustainability efforts, organic sourcing, and consumer testimonials—building authentic engagement. Experiential marketing events such as pop-up tastings, wellness fairs, and sustainability workshops foster direct consumer interaction, strengthening brand loyalty (Batra & Keller, 2016). Furthermore, leveraging user-generated content underscores community and health-oriented values.

Distribution Method: Expanding Channels

Distribution strategies involve strengthening presence in organic supermarkets, specialty health stores, and online platforms. Partnering with e-commerce giants enables convenient home delivery, catering to the rising demand for online shopping. Additionally, establishing direct-to-consumer channels through a branded website enhances control over branding and customer experience, allowing for tailored promotions and loyalty programs (Verbeke & Jansen, 2020).

Improvements in Design or Quality: Ensuring Consistency and Excellence

Material improvements focus on sourcing organic, pesticide-free oranges and optimizing pasteurization processes to maximize flavor retention without compromising safety. Consistent quality control measures guarantee consumer trust. Design improvements emphasize a sleek, modern look with clear branding cues, reinforcing the premium and health-focused image. These measures aim to meet and exceed consumer expectations, fostering brand loyalty and reducing churn (Aaker, 2018).

Conclusion

Rebranding is an intricate process that requires aligning product attributes, market positioning, and communication strategies to re-establish consumer trust and market relevance. For Tropicana, rebranding to “PureViva” encapsulates a comprehensive transformation, from aesthetic redesign to strategic positioning emphasizing health, sustainability, and transparency. Implementing these targeted strategies—renamed branding, eco-friendly packaging, competitive pricing, refined distribution channels, and quality improvements—can revitalize the brand’s market presence and ensure long-term growth in an increasingly health-conscious and environmentally aware consumer landscape.

References

• Aaker, D. A. (2018). Building strong brands. Free Press.
• Batra, R., & Keller, K. L. (2016). Integrating Marketing Communications: New Findings, New Challenges, and New Solutions. Journal of Marketing, 80(6), 122–145.
• Keller, K. L. (2016). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson.
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Luna, N., & Gupta, S. (2020). Consumer Perceptions of Organic and Sustainable Food Products. Journal of Consumer Research, 47(2), 123–139.
• Silva, F., & Soares, V. (2019). Eco-design and Packaging Innovation. Sustainability, 11(9), 2665.
• Verbeke, W., & Jansen, K. (2020). E-commerce Strategies in Food Markets. Journal of Business Research, 113, 382–387.
• Wegener, D., & Dejong, B. (2020). Rebranding Strategies for Consumer Packaged Goods. International Journal of Market Research, 62(3), 250–269.