Tag Archives: innovation

by | Wednesday, December 4, 2024 · 6:24 pm

Let’s Call It ‘Chaos Packaging’

Where does packaging fit in the marketing mix? Is it just a necessity to keep products from being damaged? Or does it impact the sales of a product?

It’s actually both, and a lot more. But for right now, consider how packaging can help differentiate products and gain consumers’ attention. Think about it. How does olive oil come packaged? Liquor? Sun screen? What about potato chips? They all seem similar due to common undifferentiated packaging.

All of these have a predetermined sort of package that consumers are used to seeing (and buying) on store shelves. But the ubiquitous packaging has the effect of making all the products look alike in the store. What would happen if we mixed it up and got creative with packages, bottles, and boxes?

Enter ‘chaos packaging’. Chaos packaging innovates to take a standard consumer product and put it into some sort of unique container that causes dissonance. In other words, it helps break through the clutter and noise.

Some recent examples of chaos packaging include:

  • Sunscreen in whipped-cream cans.
  • Gin in motor oil cans.
  • Tampons in ice-cream tubs.
  • Perfume in window cleaner-type spray bottles.
  • Olive oil in squeeze bottles.
  • Water in beer-style cans.
  • Coffee beans in VHS tape packages.

Consider that some product categories have only about a 3-second dwell time – meaning that consumers look at packages for 3-seconds before deciding what they need, grabbing it, and buying. Extending that precious look-time, or keeping the look longer, can make the difference between a product languishing on a shelf, or making it into a consumer’s shopping cart.

Take a look!

Group Activities and Discussion Questions:

  1. Poll students: What products have unique packages? Does it matter?
  2. Discuss the importance and purpose of packaging in marketing products.
  3. Where does packaging fit in the marketing mix?
  4. Show video about chaos packaging: https://youtu.be/w9Sk16c2uXQ?si=UB9Qm9FV4A3q6-ui
  5. Divide students into teams. Have each team choose a product that comes in a standard type of package.
  6. Now, have the teams redesign the package to gain more awareness and attention.

Source: Alt, C. (27 October 2024). Tampons in an ice cream tub? Inside the ‘chaos packaging’ trend. The Times (London); Deighton, K. (21 October 2024). Ice-cream tubs of tampons and sunscreen from a whipped-cream can: Welcome to ‘chaos packaging’. Wall Street Journal.

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by | Wednesday, November 6, 2024 · 7:43 am

Can These Glasses Make You Smarter?

It’s often said that wearing glasses make you look smarter. But do glasses actually make you smarter? Well, if they are the Ray-Ban Meta glasses with AI, then yes, they can make you smarter – or at least help you to act smarter.

The glasses were first introduced in 2021 and Meta sold about 300,000 pairs in 18 months. However, less than 10% were still being actively used two years later. Version 2 of the Ray-Ban framed glasses now available has sold more than 700,000 units.

The Ray-Ban Meta smart glasses are full of cool features as well as having the iconic Ray-Ban frames. They incorporate a camera, microphones, and artificial intelligence. Want to video with the glasses? Press a button to start a video for 30-or 60-seconds, or longer to three-minutes. Curious about something you see? Ask the AI for help.

Using Meta AI, you can ask questions while wearing the glasses and get a handy assist. For example, you might ask about a building, animal, or something else in your view. You can also take photos and videos, make calls, play music, and message. Voice commands and voice chatbots are available in English, Spanish, French, and Italian.

The glasses can also be outfitted with prescription (and transitional) lenses and are compatible with iPhone and Android. The glasses are priced from $299 to $379, depending on style and lens type.

What do you see?

Group Activities and Discussion Questions:

  1. Poll students: Would they buy smart glasses?
  2. Discuss the rise – and fall – of smart glasses (e.g., Google Glass, Spectacles by Snap).
  3. Show video of Meta’s glasses: https://youtu.be/scDLJAYrHaE?si=Ll1M9CQkirycQ1MF
  4. Show website for the glasses: https://www.meta.com/smart-glasses/
  5. Divide students into teams. Have each team research and compare Meta with competition from Google, Snap, and other companies.
  6. What are the features and advantages of each? Negative aspects?
  7. In teams, have the students develop a profile of the target customer for the glasses.
  8. Next, have the teams determine the elements should be in the marketing campaign.

Source: Bobrowsky, M. (24 September 2024). How Meta’s smart Ray-Ban glasses spawned a Silicon Valley Hit. Wall Street Journal; Calma, J (17 September 2024). Meta extends its Ray-Ban smart glasses deal beyond 2030. The Verge.com.

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by | Thursday, October 31, 2024 · 7:35 am

Perfect Pitch

Do you have an idea for a great problem-solving product? Excellent. Next, how is your product pitch skill? (A product pitch is a presentation to convince the investors to support your product.)

You have probably seen the show “Shark Tank” where pitches are made each episode to get investors. “Shark Tank” is focused on new product ideas that can be fully developed into a scalable, saleable product. Each show, entrepreneurs pitch their ideas to a panel of investors who may, or may not, invest in the idea for a percentage of the company.

Amazon is now taking a page out of the “Shark Tank” book and is introducing a similar show called “Buy It Now” which also has an Amazon storefront. But for this competition, the entrepreneurs pitch their ideas not only to a panel of judges, but also to a studio audience of 100 consumers who get to vote on the product attractiveness and viability.

The show is hosted by comedian J.B. Smooth (“Curb Your Enthusiasm”).  Entrepreneurs have only 90 seconds to pitch their invention. The audience then votes whether the product should be shown to the judges panel. Winners get support from Amazon in selling their products online.

If the product is selected, then Amazon will sell it in a special section of the store called “Buy it now store” which can be found using a QR code that shows up during each episode. Plus, one winner each week will win $20,000!

The first three episodes of “Buy It Now” launched October 30 and the show will run for 13 episodes, until January 8, 2025. In addition, there will be a weekly podcast that gives listeners a glimpse behind the scenes.

Ready, set, pitch!

Group Activities and Discussion Questions:

  1. Show video about the new Amazon competition: https://youtu.be/8xV-ogRIi1Q?si=pX9FsW72_paa9lNs
  2. Discuss what needs to go into an effective product pitch.
  3. Develop a protocol for scoring pitches for investing.
  4. Divide students into teams.
  5. Have each team select a problem that bugs them, then develop a new product that will help to solve that problem.
  6. Next, have the teams develop a pitch that would work on Amazon’s new show.
  7. Each team should present their pitch to the class, which then votes on the winning pitch.

Source: Davis, W. (30 September 2024). Amazon is launching its own Shard Tank where winners get to be Amazon sellers. TheVerg.com; Toonkel, J. (19 September 2024). Amazon’s new ‘Shark Tank’-style show gives winners top billing in its stores. Wall Street Journal.

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