You have a very good product, but it did not fly commercially. Is
one of these packages are facing problems selling?
1) I do not understand your market.
There are so many new markets and sales outlets there. No
forget Internet marketing too. The question is whether the package
services for everyone? The answer is no. There are elements
to their advantage in all types of packaging, but in general
attributes that appealThe government will not appeal to another.
What to do?
Define your niche attributes. Your product is wide? Made
appeal to a specific audience? Do you understand
This group focuses on the packaging?
I have several research studies with an emphasis on packaging
niches of use: women and baby boomers (To make these special
Report back to the word "research" in the line).
2) packaging is too big or too small.
In my recentStart the Packaging and Design Summit, I
discovered an interesting fact. Products that work well for
children, especially kid proof packaging, simply does not match
requests for more than 50 markets.
What to do?
Keep in mind the size when you design your packaging. Who is
will actually use this product and how? Is there a shelf life
or use by date, to May affect the rate of use?
Candy:
Women, he said: "Keep it easy to carryand easy to store.
Baby boomers, he said: keep it simple and easy to open.
3) the package is too hard to open:
Every Christmas and time to rest, read more screaming and delirious
packages that simply can not be opened, or simply need help
scissors. Much of this packaging is built for some
reasons: security, tamper-resistant, counterfeit, etc.. But
think that the next time you try to open the book. We are all
Packagingnecessary?
What to do?
Try testing a group outside the world of packaging.
Many times, people not familiar with the package identifies
regional problem, not the packaging. I have a segment for NBC
TV as their packaging guru. They ended the story with people
rip and tear packaging that I had so carefully
explained. The boy, who was a revelation.
The search for my next article in the June issue of Global CosmeticsIndustry.
"I think as a package designer. Think like a consumer"
4) package is too generic:
Is he trying to be all things to all people, so
not appeal to anyone.
Have you ever been totally confused when you look at the product
package? What should I do? Or what's the point?
There are a total turn off.
What to do?
Tell people in advance what is in it, and how to use it
advantages are. Easierit is better - especially when we are in a hurry.
5) the package does not match the lifestyle today.
You have a £ 20 bag of potatoes lying around? If you're like me,
£ 20 can take a year. Large quantities and amounts
particular market, but in general, people buy less
units. In fact, some of the fast growing
Ready to use and consume. When I was in China was ready for use
only type of packaging available. Singleportions are large
there, and now are warmer here.
6) People are confused by the packaging.
Several repetitions of these products show more confusion at the retail level. Yes, I
responsible for the brand that is constantly creating new and improved
version, but Get Real! How many new and improved products
really different from their ancestors?
If you want a good laugh, do not forget to read my article to appear in
in the June issue of Package Design Magazine:"Packaging Design
excessive work and time pressures, and Over-The-Edge customers. "
7) package does not sell retail. There are countless
marketing opportunities. What does the club
Broadband certainly is not going to decide convenience. Consider
where your package will be on the market.
What to do?
Make sure you have the size of the package suitable for retail
outlet. Go to the store and see how people shop. This couldaffect
successful product.
8) package is not modern.
There are a lot of old brands that are repackaging their image.
Brands has revitalized the old with the new packaging and updated.
Old brands can lose the benefit of consumers, simply because
old look.
What to do?
Keep abreast of important trends. Remember when the Pillsbury
Dough Boy dieted? Just kidding, but he does not Slim
and moderate in his image. SamePassword Ronald
MacDonald. He is currently the drug. Even long-time icon
maintain over time.
9) package for deceptive or not.
Remember, simple is better. Products that are too complicated
Only complaint special market segment, non-boomers
largest market share purchase. Electronics
industry, it seems, has lost sight of that fact. Make sure
does not apply to yourproduct.
Regardless of the problem May be corrected by understanding
your audience. Find out what they want and need. Make some
adjustment programs and watch them fly off the shelf.
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