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Sunny Delight Case Study: The Difficulties Of Relaunching A Brand Once Consumer Trust Has Been Broken

Published by: Datamonitor

Published: Jul. 3, 2006 - 6 Pages



Table of Contents



DATAMONITOR VIEW

CATALYST

SUMMARY

METHODOLOGY




ANALYSIS

Unhealthy image ends brief period of high growth

P&G's controversial strategy prompts initial success

Sales were impacted by negative media coverage after a Food Commission enquiry

Relaunches do little to enhance sales

Reformulation and repackaging show more honest approach

Spin-off leads to new marketing initiatives

Continued sales decline leads to brand rethink

UK strategies include parent advisory groups and charity links

Major US promotion announced for 2006




APPENDIX

Case study series

Extended methodology

References

Further reading

Ask the analyst




List of Figures

Figure 1: The evolution of Sunny Delight

Abstract

Introduction

This report on Sunny Delight forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. Each case study provides a concise evaluation of a company that stands out in some area of its strategic operations.

Reasons to Purchase
  • Gain insight into the methods used by important industry players to give them a competitive edge
  • Identify specific areas for operational improvements
  • Capitalize on the knowledge of experienced companies when entering a new niche or market


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