Although psychology indicates that consumers do not spend too much time on everyday matters how the choice of brand of a product, packaging elements such as functioning as a "critical trigger" when inducing a decision .
function as a warning. Although cognitive psychology indicates that consumers do not spend too long in making everyday decisions, and therefore the Shopping can be quite "automatic", factors such as packaging, which act as a "critical trigger" when inducing a decision.
A Nielsen research shows that the "dress of a product" has the power to block the automatic mode of purchase and be the difference between winning or losing in the windows of a distributor.
The study "The Power of Packaging: Change the layout of the brand of Pre-Store In-Store" by Manjima Khandelwal, senior vice president of the firm, also concluded that packaging plays a role even more important for brands with little BUDGET advertising as a good decision driving the purchase in general and especially in categories with low brand loyalty.
marketing managers can make relatively lower investment in innovation in product packages compared to expenditures on advertising and promotions. Thus, according to the specialist, you can get significant increases in sales.
Even more: unlike advertising exposure, which can be very short, "the packaging continues to build brand values \u200b\u200bduring extended use product and can lead to equity and loyalty. "
Moments delta "
psychology has been working to demonstrate that consumers use simple rules in your choice to navigate the complex world of brands. Evidence suggests that once rules are set automatically operate during the act of purchase.
However, the study finds that, occasionally, the automatic locks and buyers respond to new stimuli.
"These so-called inflection points Moments delta "- leads consumers to reassess its decision, which creates new opportunities for executives if they use them as leverage," said Khandelwal.
"The packaging is a critical trigger in the induction of delta time at the point of sale, has the power to block the automatic mode of purchase and be the difference between winning or losing in the check out," adds .
preconceived perceptions
When diagnosing the dynamics of the brands in the store, a question that marketing managers should ask is: Does the packaging constructs or dilute the buyer's disposition towards the product before heading to the store?
According to Nielsen, if the issue is approached in the traditional way, we can conclude that the leading brands will surpass those that are smaller and stronger, and have increased use and familiarity, regardless of the packaging design. Consumers will be more tending to choose packages from the brands they buy regularly. "
To overcome the traditional approach, the consultant produced a model called "packs @ work" to isolate "the design quality of the packaging" predispocisión of the brand. The model determines if the package about buyers or pushes competition.
Powered by interactive graphics, using a four-dimensional framework called EPIC (Empathy, Persuasion, Impact and Communication) to "isolate" the effectiveness of packaging in the competitive context.
baby diapers
A real case study in the United States on packages of baby lotion showed that while a brand is a leader (hereafter called brand A), its packaging can push buyers to their competitors.
The packaging of a new entrant (brand B) can grab the attention, generating empathy and promoting interest in buying a flashy package design that challenges the standard set by the category leader.
In this case study, the brand B received a 5% share in two years after its debut. In contrast to the mark A, where over 70% of its sales are driven by homes that need to make an immediate purchase of diapers, the share of new entrants into the market is generally driven by the purchase of homes they already own diapers.
"The brightly colored packages with a contoured shape B brand attention in contrast to the traditional pack of brand A. As the picture of a baby to the heart of the mother, evoking empathy, contoured shape plays a major revival in the purchase had been lost in most leading brands: an easy-grip bottle, which is important for mothers who want to settle a restless baby lotion, "says the executive.
Although not all is lost for the leading brand: you can still stop this threat completely updating their packaging, but needs to adopt a change strategy of "evolutionary rather than revolutionary" because otherwise you can get to alienate their loyal customers.
Golden rules
The competitive performance of the packaging can be determined through some golden rules.
Scenario 1. If the packaging reinforces the pre-shop provision of the brand:
Store and effectively secure the activation of the brand in the store
Scenario 2. If the packaging dilutes the available pre-branded store:
Consider redesigning and if this is not an option the brand needs the support of other levers in the store such as merchandising and promotion.
Ultimately, the outfit with a product that wears away to play a secondary role in marketing activities, has a central role because, when people travel the aisles of a supermarket, can distort wills toward a brand or another.
Nielsen's study opens light on a fundamental aspect: new products can take the big interest or if they choose the best garment before parading through the Passarella.
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