1) A product’s package is often considered a “silent salesperson.” It is the las

Question

1) A product’s package is often considered a “silent salesperson.” It is the last marketing effort before consumers make a selection in the store. One model that is used to evaluate a product’s package is the view model: visibility, information, emotion, and workability. Visibility refers to the package’s ability to stand out among competing products on the store shelf. Information is the type and amount of information included on the package. Some packages try to simulate an emotional response to influence buyers. Finally, all product packages perform the basic function of protecting and dispensing the product. Select two competing brands in a product category and evaluate each brand’s packaging on these dimensions. Which brand’s packaging is superior? Suggest ways to improve the other brand’s packaging.

Explanation / Answer

Each company can prove that their product is somehow separate from their competitor’s pole; it can achieve a better way, but at a reasonable price for consumers. Packaging is the first step to allow consumers to buy things and play a vital role, or make the product available for sale, or to prove that it completely fails because it is considered Selling something is obviously attractive, although with a low effective than something that has more benefits and less attractive easier.

And buy anything from the market of people is obviously a good thing to go, rather than the brand, only few % of people jammed strict brand. In normal days, we do not eat any food, if it does not look or smell great, although we know that the food has to be tasted, not to be decorated. All of this is why most people buy extraordinary and expensive phone, not because of the advanced features, but because they look good, on the whole they are rarely familiar; most people go to the best looking of the project, rather than technical issues function.

Positioning is not something you do, but rather, is the result of your customer’s perception of what you do. Positioning is not something we can create in a vacuum—the act of positioning is a co-authored experience with the customers.

For Burger King, it's all about the food. Lots of food updates on both Facebook and Twitter. Some are your standard glamour shots, while others are a bit more fun

In contrast, McDonald's seems to put more emphasis on culture and happiness in their Facebook and Twitter feeds. And while McDonald's food does get its share of the limelight especially in the form of customer photos that McDonald's re-shares their overall social presence doesn't feel as "food-centric" as Burger King's.

When McDonald's does talk about its food on social media, it does so in an almost scientific way. They've now got the dude from Myth Busters showing us how they make McDonald's fries,

Another difference between the two burger brands is their respective spots on the quirkiness spectrum, especially in regards to Twitter. Whereas Burger King embraces oddball humor, publishing lots of funny, weird quips and comments, McDonald's often goes for the cute stuff.

Huggins and Pampers are the two largest competing brands in the diaper market. Other brands consist of Luvs, store brands, Seventh Generation, diapers, cloth diapers, and others. Consumer opinions and preferences vary amongst the many brands, but the majority of opinions and preferences are between the largest competitors Huggins and Pampers. The differences in opinions and preferences are similar between the two brands that dominate the market. Therefore, these two master brands hold many expansion opportunities within product categories for babies.

                Huggins a product of Kimberly-Clark has a well-recognized name amongst consumers. When consumers hear the name Huggins, the majority thinks wipes along with diapers and quality. A couple of consumers even think fashionable when he/she hears the name Huggins due to its Jeans Diapers. Consumers believe Huggins prevents leaks and absorbs well if one has a boy versus a girl. In addition, three out of ten consumers believe friends would approve of him/her using Huggins, as friends perceive Huggins as a premium brand. Consumers hold some of these same beliefs with the Pampers brand.

                Pampers are a product of Proctor and Gamble, which is also a well-recognized brand name amongst consumers. When consumers hear the name Pampers, the majority thinks diapers along with wipes and quality. Seven out of the ten consumers perceive Pampers to be the market leader. Stating he/she tried Huggins but felt it did not absorb as well as Pampers nor was it as innovative. For example, one consumer commented on how the Pampers Saddlers contain a little notch at the top to go around the umbilical cord, which is fantastic and prevents parents from having to roll the top of the diaper down to keep it away from the belly button on newborns.

But the reason for Pampers to be the market leader as previously mentioned is its ability to absorb better while preventing leaks. This difference is important as it assists in preventing diaper rash and clothes changes due to leaks, which are important to consumers. However, Huggins is more fashionable and produces better wipes. This is important as being able to clean the bottom of a baby also assists in the prevention of rashes. Moreover, a higher quality wipe means consumers will use less wipes per package, making each package last longer.

Ways to improve the other brand’s packaging

Understand the consumer
To find out what the consumer likes or wants, first of all think of you. What would you like? A pack easy to open, a back panel text easy to read, a brand you trust, a clear product denomination, a pack easy to hold in your hands and easy to dispose of or recycle ? It is not more complicated. Forget buzz-words like insight or focus groups just use your own intelligence and common sense! With this you will get at least 80% right and that is more than enough to achieve great packaging.

Understand material
Have you ever held in one hand a can of juice and in the other a carton pack (Tetra, Comb bloc or Prepay) fresh from the fridge ? Well, do it once and you will understand why the aluminum or steel cans feel colder? One of the first decisions to take when developing a new package is what material or which material combination should be chosen to best express the uniqueness of the product inside. It is just common sense that carton packages with transparent windows have today become very popular as most consumers want to see what they buy. Even paper bags have today a transparent window.

Understand ecology
Today we are ‘bombarded’ with nutritional messages often too complicated to be understood by the average consumer. At the same time we learn about global warming, the dangers of CO2 and the depletion of the ozone layer. Would it not be a good idea to use the packages to educate the consumers about ecology (not only recycling!) and how we all, by changing our life style, could participate to make this Earth an even better place?

Understand total packaging, i.e. the SYNERGY effect
Until this day when I am writing these lines, after more than 40 years in package design, I have never been at a meeting where all of the following responsible persons were present :

• Project leader (normally a brand or product manager);

• Package designer;

• Technical packaging engineer;

• Advertising account executive or, even better, the creative director;

• Legal adviser;

• Someone representing the trade.

Understand the meaning of simplicity
The person who best formulated this was Coco Chanel some 80 years ago when she coined the now famous phrase : “Always reduce, never add” and the architect Miens van deer Roe who also coined the often repeated, but seldom followed sentence : “Less is more !” Enough said. There is no doubt too much (useless) information on today’s packages.

Understand hierarchy
There is always something that is the most important. It is very rare that two things matter the same, especially in package design. The responsible person for a package be it the Marketing Director, the Big Boss or the Technical Director must be able to make a hierarchy list to follow for those who develop the package design. This is very seldom done and therefore the final result becomes ‘a little of everything’ which is equal to bad packaging.

Understand positioning
Call it what you like: genetic code, DNA, spirit, core value, brand essence, big idea, etc., a package design must strengthen the idea behind a brand (or product). There must be a synergy effect. A package design is always part of total communication and has therefore to be in line with the abovementioned idea or positioning. The idea must be simple and powerful.

Understand layout
There is a deep rooted syndrome among most marketing people. It is called”the upper left hand corner syndrome” as marketing executives believe that a package is seen as a book and that one has to start ‘up left’ with the corporate brand. Nothing could be more wrong. A package design can have ANY layout. It is the product idea that dictates the layout and visual impact that should be achieved.

Understand legislation
This is the area where things often ‘go wrong’ as we do not make a difference between a must (i.e. a legislative decision) and a guideline or rule or best practice. Furthermore, a law can be interpreted in more than one way. For instance, does the front panel on a carton mean only the front or also the side panels? It all depends upon which angle you hold the pack. In order to not fall into the trap of printing ‘almost everything’ which means small illegible texts, ask yourselves obvious questions like;

• does the consumer really need this information?

• does this information help to sell more?

• is the information understood?

• does the consumer really need a GDA on a can of Coca-Cola or a small bag of peanuts, and what about the carbon foot print (CO2 emission)

Understand 3D
A full-fledged package designer cannot be only a graphic designer. He or she must fully understand shapes, forms and how to achieve them.

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