BTL Point of view – Good brand packaging design is key to the success of FMCG products in store
Packaging design is one of the most under-valued parts of the marketing mix. Brands will spend seven number figures on new ATL campaigns which may or may not be seen by the shopper. Packaging design works on much smaller budgets but sits on the shelf 365 days of the year and is seen by millions of shoppers every day. When the pack ends up in the shopping basket it will be taken home and put on a shelf in the kitchen for all the family to see. A good pack design is a mini ad site that shouts loud and strong from the shelf.
In many cases it is one of the first times a shopper or consumer actually comes into physical contact with a brand. When a consumer has a can of soft drink in their hand they are making a strong statement of brand loyalty and advocacy to their peers.
We suggest checking this interesting read on the topic:
“The Point Of Sale (The 1st Moment Of Truth) – The importance of making an impact at the point of sale cannot be underestimated. “A recent Point of Purchase Advertising Institute (POPAI) survey in the UK found that over 70% of all purchasing decisions are made in-store at the point of purchase. “Brand purchases are being made or broken in the ‘final five seconds’.”
At the point of purchase, packaging serves a number of key functions, namely: (1) Cutting through the clutter – actually getting the consumer to notice/see the product (2) Communicating marketing information (3) Stimulating or creating brand impressions (4) Providing various brand cues: Value / Quality / Safety
Of course, if packaging does not cut through the clutter and catch the consumer’s attention, none of packaging’s other functions even come into play.
The most brilliant and creative packaging is useless unless it is seen. Creating a powerful shelf presence so that the brand stands out from the crowd and is actually noticed is the first and most vital step for any product on a shelf. The average British supermarket contains 25,000 items and the average shopping basket just 39 items…
Usage (The 2nd Moment of Truth) – “Unlike advertising exposure which can be relatively brief, packaging continues to build brand values during the extended usage of the product and can drive brand equity and loyalty.” After purchase, packaging plays both a functional and a marketing role.
Functional Role: From a functional perspective, packaging is often part of the usage/consumption experience. Not only is it a means of providing any necessary information, but it can also form part of the actual product and provides functional benefits (e.g. being easy to use, fitting into storage space, etc.). If packaging is unwieldy it can hamper the relationship with the brand – for instance if it breaks easily, doesn’t fit in the fridge, can cut the consumer, etc., the experience with the product can be negative.
Marketing Role – Brand Identity and Differentiation: As the only part of the marketing communication that the consumer takes home, packaging plays a key role in communicating and reinforcing brand values over time. Packaging has the power to make, but also to break brand relationships. A key example of the latter, is a case cited by Hofmeyr and Rice, where a change in pack design contributed towards a drop in a leading beer brand’s market share by more than 20% in the space of just one year. Nothing other than the packaging had changed – the product itself had not changed in any way. The pack change, although not dramatic (the same style but with lighter colouring), led to a perception that the beer’s quality had been compromised and that it was now weaker. This caused many previously loyal consumers to lose faith in the brand and to move to the brand’s ‘stronger’ competitors instead…”
The power of packaging
By Alice Louw & Michelle Kimber
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