Connecting with Customers Packages and labels must be continually updated to connect with customers. The challenge lies in creating aesthetic and functional design features that attract customer attention and deliver customer value in their use. If done right, the rewards can be huge. 42 For example, the marketing team responsible for Kleenex tissues converted its standard rectangular box into an oval shape with colorful seasonal graphics. Sales soared with this aesthetic change in packaging. After months of in-home research, Kraft product managers discovered that consumers often transferred Chips Ahoy! cookies to jars for easy access and to avoid staleness. The company solved both problems by creating a patented resealable opening on the top of the bag. The result? Sales of the new package doubled that of the old package with the addition of this functional feature.
Chapter 11. Managing Successful Products, Services, and Brands 39 The Campbell Soup Company embarked on a two-year package label and display study to help consumers connect on a deeper level to its soup products. The company used sophisticated neuromarketing techniques to analyze consumer response to its label and changed the packaging to reflect consumer preferences revealed by the research. What do you think and feel about the new Campbell Soup label shown on the right compared with the old one on the left? Page 287 The Campbell Soup Company Environmental Concerns Because of widespread worldwide concern about the growth of solid waste and the shortage of viable landfill sites, the amount, composition, and disposal of packaging material continue to receive much attention. For example, PepsiCo, Coca-Cola, and Nestlé have decreased the amount of plastic in their beverage bottles to reduce solid waste. 43 Recycling packaging material is another major thrust. Procter & Gamble now uses recycled cardboard in over 70 percent of its paper packaging. Its Spic and Span liquid cleaner is packaged in 100 percent recycled material. Other firms, such as Walmart, are emphasizing the use of less packaging material. In 2008, the company began working with its 600,000 global suppliers to reduce overall packaging and shipping material by 5 percent by 2013. 44
Chapter 11. Managing Successful Products, Services, and Brands 40 Health, Safety, and Security Issues A third challenge involves the growing health, safety, and security concerns of packaging materials. Today, most consumers believe companies should make sure products and their packages are safe and secure, regardless of the cost, and companies are responding in numerous ways. Most butane lighters sold today, like those made by Scripto, contain a child-resistant safety latch to prevent misuse and accidental fire. Child-proof caps on pharmaceutical products and household cleaners and sealed lids on food packages are now common. New packaging technology and materials that extend a product's shelf life (the time a product can be stored) and prevent spoilage continue to be developed.
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