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Submitted by:

Shashank Khanna(85)
Shiva Talwar(89)
Upasana Khanna(98)
V. Sowmya(99)
Vanisha Chawla(100)
Sugam Mathur(108)
4uestion :

Read the articles and describe the three package

changes and look at the accompanying photos of
the actual packages. Evaluate each of the changes
in the context of JND.
hat is JND?

The (  
is the

minimum change necessary for a person
to detect it.

Any change less than the JND is wasted

because it is not perceived. But just as
importantly, any change significantly larger
then the JND can also be considered
wasteful.
mportance of JND to marketers

á challenge in determining the amount of

change necessary for it to be noticed by
the consumers.

á The ability to discriminate among stimuli

is learned.
mportance of JND to consumers

á t helps the consumer to distinguish

changes in prices among purchase
alternatives.
aackaging and the JND

á Marketers often want to update their

package designs without losing the ready
recognition of consumers who have been
exposed to years of cumulative advertising
impact.

á n such cases, they usually make a no. of small

changes, each carefully designed to fall below
the JND so that consumers will perceive
only minimal difference between succeeding
difference.
 CASE - 1
YYY YY
YY Y YY 
Y!"
Y!"
á Coca cola introduced its ¶classic· in 1985
before discontinuing in early 2009 in most of
the parts of US.

á The font size of the ´Classicµ has been

shrinking in the last decade.

á Removed it from labels in Canada in 2007.

á No need of a descriptor.

á Coca-Cola decided to make the change as it

launches a new global marketing campaign it's
calling "Open Happiness."

á ´Classicµ doesn·t sounds youthful and

contemporary.

á Every place else in the world it is called Coca-

Cola, except for in North America
Case - 2
: #!Y: $%"&
::!
á Èirst major change in the ketchup label since
1940. Replaced the ¶pickle· symbol with a ¶tomato
on a vine·.

á Below the tomato, phrase ´grown not madeµ

added.

á The font for word ¶tomato· was increased (larger

than ketchup).

á the slogan ´57 varietiesµ moves onto the main

label.
á Role of a pickle on ketchup label.

á ¶Grown not made· - ketchup is a wholesome

food.

á The tomato on the vine was a critical piece of

it. Signals it is real, fresh and natural.

á Changes were necessary to fight with less

expensive competitors like HUNT·S and DEL
MONTE.
Case - 3
Y Y% 
" & " 
Y! 
á The new Tropicana packaging change is the
2nd major packaging change for the brand in 3
years. n early 2009, Tropicana unveiled
packaging with a new logo.

á Longtime Tropicana brand symbol, an orange

from which a straw protrudes was changed to
glass of orange juice.

á Èont face changed and other minor changes.

 There are two reasons behind the change:

á The success of Trop50.

á Èalling sales volumes for the Tropicana aure

aremium brand.
á Redesigned package failed completely and
rejected by customers.

á consumers complained about the makeover in

letters, e-mail messages and telephone calls
and clamored for a return of the original look.

á Some of those commenting described the new

packaging as ´uglyµ or ´stupidµ. Others said
that its difficult to distinguish between
Tropicana and other orange juices.
á Redesigned packages were discontinued.

á Old version was kept from May onwards.

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