Skip to: Main Content / Navigation

  • Facebook
  • Twitter
  • LinkedIn
  • Add This

Is your packaging saying the right things to consumers?



Article ID:
20131125-2
Published:
November 2013
Author:
Len Pollack

Article Abstract

The author uses the bottled water industry as an example of how savvy packaging research and design can help set a product apart from the rest.

Editor's note: Len Pollack is senior vice president of client strategy at The Pert Group, a Farmington, Conn., research company. He can be reached at len.pollack@thepertgroup.com. This article appeared in the November 11, 2013, edition of Quirk's e-newsletter.

 

Learning what consumers value, what your brand relays and any correlations between the two will help you differentiate yourself from your competitors. By including research into your marketing or product development strategy, you can evaluate the current marketplace, assess trends over time and match your products to the needs of consumers. Packaging is one significant way that a company can stand out. Let's take the bottled water industry as an example.

 

Healthy living is no longer a trend - it's a lifestyle choice for consumers and their families - and drinking more water is a big part of it. The opportunity for bottled water companies to grow is abundant but they are also battling the green trend of consumers using reusable, sustainable water containers. So how can a purveyor of bottled water stand out in a saturated market with a product perceived as a commodity? Well, you can start with the packaging.

 

The message packaging communicates plays a large role in sales. Everything from the size to the finish of your product packaging sends a message that intentionally or unintentionally affects buying decisions. Packaging determines thousands of dollars of spend every year - a consideration companies should factor in as they strive to cut or maintain costs. Clearly communicating the clean taste, health benefits and convenience is essential for grabbing consumer's attention. What is your product saying about you?

 

You may not realize it but when you pick up a package of cheese or a box of tea at the grocery store, a variety of factors influence that decision: Is it portable? Easy to open and use? Eco-friendly? Customers look at packaging for quick cues. We want our purchases to reflect our needs and values. Consumers want a product that allows for easy consumption and transport that simplifies their life, so understand how your brand compares to your competitors and why a consumer chooses one product over another in their consideration set. Learn what your consumers value and build a product to match their needs.

 

Evaluating your packaging and updating it to match your product's strengths can help you better reach your target audience. Take some time and determine if the introduction of new packaging designs or delivery systems can motivate purchases. As you work through the process, remember that emotions permeate buying decisions now more than ever. What compelling experience does your product and its packaging offer the consumer?

Comment on this article

comments powered by Disqus

Related Glossary Terms

Search for more...

Related Events

FROM PRACTITIONERS TO THE C-SUITE: WHO REALLY INFLUENCES B2B PURCHASES?
June 10 at 1:00 pm CDT, 2015
Illuminas will be sponsoring a one hour Webinar titled, ‘From practitioners to the C-suite: Who really influences B2B purchases?’ on June 10 at 1 p.m. CDT.
ADVANCED RESEARCH TECHNIQUES (ART) FORUM
June 14-17, 2015
The American Marketing Association will hold its annual advanced research techniques (ART) forum on June 14-17 at the U.S. Grant Hotel in San Diego.

View more Related Events...

Related Articles

There are 1420 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Research steers nightclub's respositioning
Horsefeathers nightclub conducted computer-assisted surveys and focus groups with customers and employees, performed a market analysis, and reviewed club operations in its efforts to reposition itself in the marketplace and subsequently increase its popularity with and sales to evening customers.
All chatter's not good chatter - tips for monitoring negative online media
Awareness of what media, investors, customers and competitors are saying about your brand online is critical in a new media age. Consistent media monitoring gives insight into how your organization, product, service and competition are performing and perceived by the public.
Want better product ideas? Try smart incentives
The article argues for the use of smart incentives, which reward respondents for coming up with the best ideas.
Thoughts on how to address important questions about MROCs
As MROCs move from being a novelty to being an established, viable research option, the author examines topics such as community size, branded vs. unbranded and the effects of conditioning. He also looks at some potential developments on the horizon.
The basics of successful rebranding research
Thinking of a brand facelift? A winning approach to rebranding research should incorporate both qualitative and quantitative methodologies and ask tough questions, such as how much can your brand deviate without losing a loyal customer following?

See more articles on this topic

Related Suppliers: Research Companies from the SourceBook

Click on a category below to see firms that specialize in the following areas of research and/or industries

Specialties

Industries

Conduct a detailed search of the entire Researcher SourceBook directory

Related Discussion Topics

Teen and Parent FGs
08/22/2012 by Amy s. Salem
How to run a focus group with traders/retailers from a town?
01/13/2011 by Aisling Roche
Fulfillment House Options for In-home
11/16/2010 by Gus A. Valen
FG Facilties able to stream video with Silverlight?
10/20/2009 by Tammy M. Kelly
Packaging Shelf Test Methodology
07/19/2009 by Ahmed Sherbiny

View More