You Decide - Jeremy Pflug

You Decide - Jeremy Pflug - To Allison Tanney CEO Robert...

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To: Allison Tanney, CEO, Robert DuChamp, Brand Manager & Raymond Burke, Associate Brand Manager From: Jeremy Pflug, Research Analyst Date: January 16, 2011 Subject: New Package Design Research The purpose of this memo is to give some recommendations for a market research strategy for the new rebranding proposal. The recommendations that I provide will allow our company a great start point for the market research that is needed. The rebranding of a product has been done successfully and unsuccessfully in the past. Hopefully with great research data, we too can decide whether rebranding our product will be a success. PepsiCo’s rebranding of Tropicana turned into one of the biggest flops in recent history. According to Zmuda (2009), “Tropicana’s unit sales dropped 20%, while dollar sales decreased 19%, or roughly $33 million.” Zmuda also found that, “Tropicana's competitors appear to have benefited from the misstep, notably Minute Maid, Florida's Natural and Tree Ripe. Varieties within each of those brands posted double-digit unit sales increases
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