Views from the Hills by R. E. Stevens, GENESIS II (The
Second Beginning) E-Mail views@aol.com
Packaging -- Revisited
I have written on a number of occasions about what I believe to be the
most neglected component of a brand. I don't believe many people have an
appreciation for what the package brings to the brand and even fewer devote
much time evaluating the individual attributes of the package. This lack
of devotion to packaging was very clear in a recent meeting. For almost
all product categories, there are two packages involved in the brand. The
first is the package or case that holds multiple units of the brand. The
second and the one I will focus on today is the single unit package. That
is the package that the consumer encounters (for most brands).
From my point of view, the five most important packaging attributes
are:
Visual appeal
Protection
Efficacy
Communication
Education
All attributes should be evaluated for all brands. Attribute importance
will vary by product category but again, all are important and therefore,
should be assessed and maximized.
We should not look at the package as something that sets on the store
shelf. It is important to the brand from manufacturing to warehousing to
the store to the home and finally disposal.
There are many purposes of the package and each must meet a level of
expectation. Some of the purposes are as follows:
-
Container/Transporter -- aids in effective distribution
-
Protector -- protects the product, public and the environment
-
Attention-Getter -- should be attractive and intrusive
-
Communicator -- describes: who it is, what it is, reason for being, why
it should be purchased, etc.
-
Facilitator -- ease of use: transportation, opening, dispensing, closing,
disposing, etc.
-
Instructor -- proper and improper use, how to use, how much, who and when,
etc.
-
Educator -- special information such as ingredients, components, etc.
-
Reminder -- Who it is, when repurchase is needed. (amt. left)
-
Secondary Uses -- Other uses, recycling, etc.
These are all opportunities for purchase stimulation and brand differentiation.
They can be the needed "Tie breakers."