In FMCG, the 7th P of Marketing is Packaging because of the crucial importance of shelf 'shout' to impulse and convenience buying decisions. Packaging and brand design guidance, with understanding of consumer behaviour and psychological triggers can mean the difference between products walking off the shelf or collecting dust on the shelf.
It is so important to have a compete perspective on consumer behaviour... with it you can secure brand loyalty and cash-cow product portfolios BUT, without it, even the best product can fail: A top-line assessment of prelaunch prototype packaging by a Launch Engineering specialist can literally help make your launch the success it should be.
Research done in the early 90’s revealed that, in supermarket at least, up to 80% of purchasing decisions are made in store. Consequently, packaging is crucial to impulse decision buying.
The issue is... packaging is powerful! Used properly, it can jump-start your communication. If ignored, or done poorly, it is at best neutral, and at worst a deterrent, to understanding the product and achieving first-purchase conversion & ultimate brand adoption.
- "Natural package design for sincere brands"
- "Contrasting designs for exciting brands"
- "Delicate designs for competent brands"
- "Natural or delicate designs for sophisticated brands " and
- "Contrasting or massive designs for rugged brands"
Other research, done around the same time, said that only 5% of people read the small print. (NB: Marketing experts will immediately identify the issue that certain segments may contain highly involved consumers who may ALL read the label.)
IMPORTANT: The "rules" vary between product type, product category, competitive positioning, category life-cycle, segments, target audience, etc... In other word, you really need an expert if you're going to do it properly. Call or email to arrange a consultation & advice. Call 02 8011 4355 NOW.
Considerations in product packaging and labelling include:
... and many other ways to build sustainable competitive advantage and brand equity. You get one chance.... don't risk making a mistake, just to save a few pennies, call us for packaging strategy and marketing advice.
Call 02 8011 4355 NOW.
The key elements of packaging are to keep your product A.F.L.A.M.E.
Shoppers are described as adopting a ‘grazing’ mentality, and in this vague state shoppers are readily influenced by the "five ‘I’s"…
Applying the "five ‘I’s" to meet the needs of targeted segments is a sure way to maximize the benefits (and capitalize on the costs) of distribution, ensuring you get best possible sales even before your other promotional efforts take effect.
NB: If product sampling, it is as equally important that target prospects should experience the package as it is that they experience the contents.
If you have read this far, you may want to talk with someone who can assist you to make your packaging produce more sales... Why not get started now... Just email us by clicking this button, or fill out this form and a consultant will get back to you ASAP. Remember, "Procrastination is the thief of time" and the sooner you act, the sooner you'll achieve your goals!
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