An orange juice brand launches a redesigned packaging for its product. A group of fans who liked the old packaging makes a hue and cry. Phone calls, letters and E-mail complaints rush to the company. At last, the company âsurrendersâ. It announces that the original packaging will be retained.
Sounds like a modern fairy tale?
Tropicana president Neil Campbell confesses that they did not initially realize âthe passion this very loyal small group of consumers haveâ during the research prior to the packaging change.
So, that is it? The marketing research does not collect opinions from these die-hard fans?
Who is this âvery loyal small group of consumersâ? The opinion makers who are online?Those who can create an online group to make themselves hear?
Anyway, the lesson is: Packaging does matter (to some)
Via: churchofthecustomer
