Changing your image can have bad results. Reorienting your market strategy can help save a company or it can make it loose a bunch of money.
The first example is when Pepsi came out with a clear caffeine free Pepsi. For what ever reason this was a failure. Its main difference from regular successful caffeine free Pepsi was the fact it was clear. For some reason consumers did not not buy into that image, clear cola it is just weird.
Another example is Redstripe beer a Jamaican based beer company. This beer is widely available throughout the Caribbean, gulf of Mexico and in a great deal of areas its the only available beer so naturally the american consumer would see it at some point vacationing. It has an iconic red stripe on its label and comes in a short stout brown bottle. When it was first imported into the U.S. the company tried to market it in a green bottle because they thought it would have better results instead it failed. Then they tried importing it in the regular brown bottles and now it is a big success. This is just product recognition. Imagine if Coke changed its label green kind of freaky huh.
References:
http://en.wikipedia.org/wiki/Red_Stripe
http://en.wikipedia.org/wiki/Crystal_Pepsi
No comments:
Post a Comment