Week 4 Discussion

Week 4 Discussion Core Market Offerings and Defining the Product From the case study, take a position on whether Tropicana did or did not make a major mistake in changing its product packaging. Next, suggest the next two (2) steps that you believe Tropicana should take in its branding strategy in order to counteract the initial negative response to the new product packaging. Provide a rationale for your response, and do not duplicate your classmates’ responses. From the scenario, prioritize the attributes of Golds Reling’s brand from the brand map presented in the scenario according to the attributes that you believe would be most important to the new tablet’s target market. Provide support for your response. Search the Internet for an article that supports your position and post the link in your thread for everyone to read. Then post to at least one (1) of your classmate’s posts. Week 4 Case Study: Tropicana: Social Media Teach Marketers a Branding Lesson http://x2.xanedu.com/course_packs/749017/article/a5navpoint-1 Companies put a lot of time, effort, and money into their branding decisions. However, even the best laid plans often go awry. This week our case study takes a look at a branding strategy that didn’t go as planned. For help on accessing Xanedu, use the link in the navigation menu on the left. Video: Week 4 Scenario: Branding your Product In this week’s scenario, Golds Reling is branding the tablet that is being released. In order to help the team, we will weigh in on decisions like the brand personality for the new tablet. Video: Lecture 1: Products: Goods and Services In this video, we examine the different categories of products that are marketed, and consider the differences between goods and services. We will also take a look at how marketing strategies shift based on the type of product. Video: Lecture 2: Brands This lecture focuses on the different aspects of branding. Topics discussed include brand basics, brand personalities, and brand equity. Supplemental Chapter Resources (Optional): In the below resources, you will find PowerPoint decks and mini cases. The PowerPoint slides provide a chapter review and may be printed out as needed. The mini cases provide a short synopsis of a company or scenario related to the chapter you just studied. They will help you relate the content to real-world situations that marketing managers face every day. Chapter 6 Resources PowerPoint Slides Chapter 6: Goods and Services (8:59) Chapter 6 Mini-Case Chapter 7 Resources PowerPoint Slides Chapter 7: Brands (7:21) Chapter 7 Mini-Case
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Week 4 Discussion
Core Market Offerings and Defining the Product
From the case study, take a position on whether Tropicana did or did not make a major mistake in
changing its product packaging. Next, suggest the next two (2) steps that you believe Tropicana should
take in its branding strategy in order to counteract the initial negative response to the new product
packaging. Provide a rationale for your response, and do not duplicate your classmates’ responses.
From the scenario, prioritize the attributes of Golds Reling’s brand from the brand map presented in the
scenario according to the attributes that you believe would be most important to the new tablet’s target
market. Provide support for your response.
Search the Internet for an article that supports your position and post the link in your thread for
everyone to read. Then post to at least one (1) of your classmate’s posts.

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