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Marketing issues when labeling & packaging products: Product Packaging Advice

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.

Expert advice on FMCG packaging - How to Package and label your brand

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.

Use Packaging to Alter Shopper Buying Behaviour

Shoppers are described as adopting a ‘grazing’ mentality, and in this vague state shoppers are readily influenced by the "five ‘I’s"…

1. IMPACT: The shelf presence, shelf ‘shout’

2. IDENTITY: The brand image and identity

3. INVOLVEMENT: The emotional link, the brand personality, the empathy the consumer perceives the brand has for the consumer

4. IMPRESSION: The implied benefits of the purchase decision

5. IMPEL ability: The driving force that compels someone to modify his or her behaviour to buy the brand.

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.

Interesting research recently defined the most effective product design factors as follows:

- "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.)

Fire-up Your Packaging

The key elements of packaging are to keep your product A.F.L.A.M.E.

- ATTRACTION - Use impact, design for shelf presence, or shelf ‘shout’.

- FAMILIARITY - Ensure the consumer can recognise the brand in the packaging

- LURE – Is the consumer driven to try the product, does the package justify modifying the buying habits of the consumer and create a modified re-buy, overcoming a prior disposition to straight re-buy a competitive brand.

- ADVANTAGE - Will the use of the package advantage the consumer in some way that they will appreciate and consequently require? E.g. Squeeze tops on honey, ring pulls on cans, battery testers with batteries.

- MEANING - Does it give an impression or communicate the product benefits symbolically?

- EMPATHY - Is there involvement, an emotional link, or brand personality that touches attractive segments and prime target audience prospects?

Are you making the right decision about packaging?

• The right packaging decisions can make or break a brand… just ask industry leaders like Lever & Kitchen, Mars Inc, or Proctor & Gamble.
• Are you using every psychological trigger possible to get the 'right' message to the 'right' target prospect?
• Have you completely considered ramifications of the 'total product' (core, actual, augmented, & future) to meet consumer expectations?
• Have you been 'led' by your designers down paths you really didn't want to go?
• Have you considered logistics, distribution channels and trade partners in your design?
• Have your packaging manufacturing suppliers really extended themselves beyond expectations? Has every opportunity for competitive advantage totally been exhausted?

Consulting Launch Engineering can help avoid disastrous mistakes. Call us for packaging or other strategic and marketing advice.

Call 02 9904 5355 NOW.