Its the package that sells

Packaging may not be the clincher when it comes to adults buying, but it is for kids. For adult buyers, packaging may be the reason why the brand's noticed and picked from among its competitors at a shelf. This consideration via packaging may not always translate into a buy. But if its a li'l kid, and he's fixed on a package (which is all too often), bet its a buy.

Jaden's choice of chocolates, fruit juices and snacks has everything to do with the packaging. He insists on a chocolate with Mickey on the cover, a juice that sports Mickey n Minnie, and Chester the cheetah plays a vital role in his choice of Cheetos.

The younger consumers are, the more a visual element plays a role in brand judgements. So if its a li'l kid you want as a consumer, put as much of your money on the package. For its the package that sells.

Comments

pam5483 said…
This one is a really Nice Blog…
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Hi sir,

A post that takes me to 2005, when I had a three to four hour discussion based on packaging, right at the small bakery's near our institute.

One of my friend's, changed his brand of cigarettes, because the packaging of the same in south India is Yellow in color, whereas it is brown in the north. A very strange reason for a change, but yes, one that was strong enough for him...

It is unlikely that people change brands of cigarettes, it is a giffen good and nothing could possibly make them change it.

I observed his buying patterns for quite sometime, and realised that packaging was 'really' important for him. He picked up products which were packed well, I am sure he weighed the pros and cons of them, but yes, packaging did play an important role in his buy.

Regarding Jaden's choosing the cartoon characted on his product, I can totally understand why, and have seen this with many kids. With adults, I have seen them giving less weightage to the packaging aspect...

As we grow, our priority changes, but we still remain choosy about that one thing while buying... To understand the 'one thing', marketers can do everything but will never be able to personalise the product to the mass adults...
ABC said…
This post reminds me of another that you posted a couple of months ago. Jaden, as you mentioned in that post is a 'package' himself, and thats why the passers-by want to get him into their laps...

The bottom line is..."Looks Matter"
I quite agree with what you said but I think even in the case of lil' kids the 'packaging only' effect works only for the first time if the product inside does not enthrall them.
Adithya said…
i would like to second my thought on prof. sengupupta's comment. it wouldnt definitely result in a repeat purchase of that same well "packaged" product if the substance inside does not meet the outside. as much as colors and attractiveness matter, so does taste especially with kids. and i guess Jaden would aslo be acting on similar lines. ??
Prof.Ray Titus said…
Ash,

Mass customisation's still possible...

http://www.amazon.co.uk/Mass-Customization-Frontier-Business-Competition/dp/0875849466

ABC,

Dead right...unfortunately they do... :(

Dr. DS, Ad,

Of course packging can't guarantee repeat buys should the product inside fail...but what if the product inside's identical...packaging is what will matter.

For eg, what could make the difference to a kid when its Cadbury's Perk vs. Nestle's Munch?
Adithya said…
hmmm what you are saying sir is very much similar to the blind test for coke and pepsi...in those situations and product category, would agree with u that packaging plays the differentiation factor especially with kids!!

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