(Solved): Redesigning Sunny D Sunny D was once a highly successful fruit juice brand. Apart from being given ...

Redesigning Sunny D Sunny D was once a highly successful fruit juice brand. Apart from being given lots of shelf space in supermarkets, it achieved high media coverage because of its dubious nutritional content. It was said to have a very high sugar content, too many preservatives and a vast amount of 'e'-based artificial colouring. It was also notoriously low in fruit content and vitamins. After an initial few years of spectacular success under the ownership of Procter & Gamble, the brand faded and was sold to the Sunny Delight Beverages Company (SDBC) in 2004 Part of SDBC's task was to revitalize the brand and to re-establish it in the market for all the right reasons, not the wrong ones. The product was reformulated with a new recipe that included more fruit juice, the removal of the artificial colourings, and a reduction in sugar. To help reposition the brand and to communicate everything that was new about Sunny D, new packaging and labelling information was required. Using a Parents Advisory Panel, the Sunny D brand now provides copious and explicit information about the nutritional content, even to the point of including a guideline daily amount (GDA), thought to be the first for a soft drink Source: Adapted from material at www.sunny.d.co.uk/home.php/ 12. Which type of product is Sunny D? 13. When Sunny D enters into Oman market, which brands would be competitors of Sunny D? 14. Create a value proposition for Sunny D.