Views from the Hills by R. E. Stevens, GENESIS II (The
Second Beginning) E-Mail views@aol.com
Ten Personalities of a Package
As I mentioned recently in one of my Views, I was surprised to
see an AMA Report on new trends in marketing citing packaging as a new
vehicle in the communication of a brand's attributes. I was under the impression
that most major companies were already utilizing the package as a major
component of the brand.
On a number of occasions I have mentioned the concept of the ten personalities
of a package as a way of introducing a value added concept to a product
or creating a tie-breaker attribute through packaging. In view of the AMA
Report, I thought it might be of interest to publish my thoughts on the
various utilities of a package that can be used to gain a competitive advantage.
The following are the "Ten personalities" of a package as I see them.
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Container/Transporter
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This is the thing that holds the product. (This is the Webster focus.)
It can be a box, bottle, bag, can, etc.
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Protector
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It is the protector of the product, public and the environment.
Protects the product from damage, leakage or loss of integrity
such as odor, flavor, color or freshness. This can be durable packaging
or packaging elements.
Protects the public through the use of tamper-proof seals, child-proof
caps and reclosable features.
Protects the environment with biodegradable materials, reduced
material composition and recycled materials.
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Facilitator
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It brings ease of use benefits to the product through packaging. Ease of
use benefits can come about through transporting, opening, re-closing,
dispensing and measuring attributes. Features could include handles, measuring
caps, push-pull caps, screw caps, zip tapes, microwavable containers, ergonomically
designed containers, tear tapes, etc.
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Attention Getter
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Your package should be attractive and intrusive. Your package should reach
out and grab the customer's attention. This can be achieved through the
use of colors, graphics and copy. Remember, your package is your "Billboard
at the Point of Purchase." Or as Jim Peters of Brand Packaging says,
"Your package in the store is your last chance to complete a sale."
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Communicator
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Containers should not only describe who it is, but what it is and its reason
for being. (Its brand differentiation, competitive advantage and why the
customer should purchase it rather than any other brand in the category.)
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Image Builder
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The package should enhance the positioning of the brand through the use
of visual and verbal presentation. The design of the container can project
an image as well as words. Some classical words used to build image are:
yellow + green = blue, good to the last drop, ADA Approved, approved by
Good Housekeeping, mountain grown, etc.
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Instructor
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The package should convey necessary information to insure proper use such
as how to use the product, when and where to use, what to do if . . . ,
etc.
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Educator
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The package can be used to communicate information about the brand such
as the ingredients, calories, the manufacturer, if the package is made
from recycled materials, where it was made, etc.
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Reminder
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The package can be used to signal when a new purchase should be made.
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Secondary Life
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Packages may have another life other than recycling. They may be used for
arts and crafts, as storage containers of other items, etc.
Each of these personalities present an opportunity for brand differentiation
and therefore tie breaker opportunities in the purchase decision.