A girl walks into a 24x7 store. She sees a line of different products, much more than what the civilization’s needs. She gets tempted but seeing her pocket realizes that she must not give in. With only 100 bucks in hand, she must choose the finest soft drink. She is not into colors and desires whatever carbon black drink she can find. She goes to the refrigerated aisle, sees Coke, Pepsi & ThumbsUp. The girl is young, inexperienced and not an avid consumer of this stuff, this is the first time that she is sent here by her mother to buy for the household.
She doesn't remember the taste of any of them. Thinking over which one to choose, she gets confused for each one's label appears quite the same, except for one. She picks up the Coke bottle and sees Dad written on it, she wishes she had one, and in the hope of filling the empty space of her life she buys the Coke bottle
In business schools, we often hear the term 4P's of marketing which is Product, Price, People, and Promotion. Packaging forms a quintessential part of the Product and is a means to offer the right promotion to the right people, while also optimizing the price. An effective packaging should entail:
Let's now come down to how Packaging can connect to people:
As stated previously, Coke has redefined packaging with the simplest tweak, by shelling out bottles with labels printed with names of different relatives such as Dad, Mom, Sister, and Brother. Apart from this, a different range of bottles also have lyrics of songs printed on their labels, which is a well-designed marketing move. It barely requires any increase in costs, but quite rightly gets personal with the customer. It gauges their interest and differentiates the product in a subtle yet effective way. This the well-known "Share a Coke" campaign.
Paperboat sells nostalgia, taking back old men into young days. Apart from the ideas that sell, it is also the unique product flavors added in the Doypack. The Doypack is a more flexible and sustainable option as against hard bottles, cans, and cartons, for they can easily occupy space in even a small handbag. Furthermore, drinking from the pack is similar to squeezing fruit and the cap is shaped like a paper boat.
The graphics are simple, a representation of the simple world. Nostalgia definitely works here. It is interesting that the brand didn't use mass media in the initial years, and on the shelf, the packaging did the magic.
The product features a dual-pouch pack and jars. The interesting thing about the product is compartment based packaging which has an innovative dual storage facility which can store two different kinds of tea within a single pack while preserving the freshness of both.
The product has innovative packaging, with oil that comes in a bottle with a releasing cap extended to a comb-like a shape that can be used for direct application of the oil onto the scalp. The design of the product was fairly attributed to a nearly 30% increase in sales for the company.
Pickles were traditionally sold in glass jars, however, Mother's Recipe was sold in a day pack which enhanced the shelf life and convenience of the product. The design was economical, reduced carbon footprints and made it easy to transport. Compared to a jar, the graphical display is also enhanced in case of a daypack.
Sachets were a rural marketing revolution target towards a lower-income segment. Those who could not afford the shampoo bottles costing Rs.100 or more could easily buy a single-use sachet for Rs.1 or 2. This sachet has taken the rural markets by storm, with such deep penetration that approximately 70% of the products are sold in such small pouches. The sachets are affordable and convenient and are suited to the rural folk who mostly consume the things as suited to their daily need. If it wasn’t for sachets, a large market segment of India would have remained untapped.
With the advent of nuclear families, daily consumption has reduced. This gives rise to portion packs and airtight packaging, which once opened can either be consumed in a day’s span (not getting spoiled due to non-consumption as in the case of larger packs) or can be safely stored for consumption at regular intervals.
The same girl grows up, walks into the same store, this time to buy a shampoo. She walks across the different aisles, to search for one and comes across an expensive bottle with an attractive woman’s face smiling, visibly displayed on the front label of the product. She buys the bottle, takes it home and shampoos her hair with it. When she is done, she looks at herself in the mirror, only to realize that she doesn’t have the same attractive face. Packaging a shrewd but effective way to make the product feel better than what it actually is.
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