Influencing purchase decision at the shelf.

If two-thirds of consumers make their choice at the shelf, then you'll need something that not only motivates consumer behavior but creates brand equity for long-term revenue growth.

Packaged for Sucess

Break through the clutter and capture consumer attention. Get the results you need with superior brand performance, brand awareness and increased sales.

For some, packaging design has been difficult to measure it's ROI. For others, it demands a majority of time and attention considering that 75% of consumers decide at the shelf. Increasingly FMCG companies are looking to larger partners and agencies and away from specialty design shops for their packaging activities.

The intangibility of design, and the difficulty in measuring its effectiveness and return on investment, has traditionally placed it low down in the marketing mix for FMCG clients.

Many of the agencies serving the consumer products goods sector have seen an increase in their packaging responsibilities, clients are looking for a more well rounded approach. A greater depth in strategic Above and Below The Line experience is helping to reestablish the sector, allowing consultancies to up their game and become ’scale’ players.

Services
Branding Comps Custom solutions Focus groups Illustration Labeling	Multicultural Naming Package design Photography Promotion Structural

Key Benefits
Complete agency services Easy & convenient Integrated marketing	New channel development Strategic positioning Targeted & tactical

A carefully planned strategy is critical when changing packaging of your brand.

Some major package design changes are successful, and some are not. When a major package change discards recognizable elements on the package, marketers and designers must carefully evaluate the risks. It may be the right thing to do at the right time. But it can backfire if the realities of the marketplace and the brand equities are not carefully assessed and thoroughly communicated to consumers and the trade.

Important to any change in packaging is the role in-store, in-home or out-of-home communications play to inform and educate consumers that changes have taken place. Integrated communications need to be part of the planned strategy for a smooth and successful transition for any packaging change.

For more information read Herb Meyers and Richard Gerstman article on "Continuity in Brand Packaging: When is it Important?"

It's disquieting when companies seek new or revitalized package design solutions for their products when they aren't taking a serious look at their overall branding efforts. Packaging, when properly developed, refers back to the brand. But if that brand has lost its relevance or has never established clear differentiation -- if it needs to reconnect with consumers or has become a commodity -- simply refreshing packaging will not lead to desired results.

GS1, the global not-profit organisation, that designs and implements barcode standards, has announced a global adoption date of 1 January 2010 for a new bar code with Reduced Space Symbology (RSS), which can store more data in half the amount of space and offers a temporary alternative to radiofrequency identification (RFID) technology.

Price packs - has packaging which announces a temporary promotional price.

Advantages of Price Packs

• Allows price differentiation at point-of-purchase.
• Allows manufacturer to control liability.
• Can be used to promote a particular size or flavor.

Disadvantages of Price Packs

• Are regulated by the FTC. (Brand must have an established price, no more than 50% of annual volume can have price packs, only 3 price pack events per year are allows, there must be at least a 30-day period between each price pack.)
• Have long lead times.
• May downgrade a brand’s image.
• Can be unpopular with the trade. (Generates a new SKU, but no new traffic.)

Source: PMA

Specialty containers - specialty containers are decorative and/or reusable containers.

Advantages of Specialty Containers

• May encourage more product use.
• May encourage future purchase, especially if part of a set.
• Can allow costs to be determined in advance.

Disadvantages of Specialty Containers

• May be refused by retailers.
• Generate extra production and handling costs.
• May require a stocking allowance.

Source: PMA

Near-packs - near-packs are premiums, not attached to the product, that are offered with purchase.

Advantages of Near-packs

• Allows retailer displays.
• Can generate repeat purchase, especially if part of a set.
• Can generate trial for other products.
• Can allow costs to be determined in advance.

Disadvantages of Near-packs

• Are disliked by many retailers.
• May be displayed separately from product area.
• Allow pilferage.
• May be sold separately by retailers.

Source: PMA

On-pack and In-packs - Premiums or coupons inserted in or attached to a product.

Advantages of On-packs and In-packs

• Can differentiate the product at point of sale.
• May serve as a future reminder to buy.
• Can allow costs to be determined in advance.

Disadvantages of On-pack and In-packs

• Can be expensive to manufacture and distribute.
• May be refused by the retailer.
• Can be pilfered.

Source: PMA