Tag Archives: packaging

Disturbing – But Realistic – Images for Cigarette Packaging

Packaging is a critical component of marketing tactics. The package is an important tactic in connecting with the consumer and showing the value of the product. But, what happens when the packaging images are disturbing and show the consequences of buying the product? Will consumers choose to not buy the products?

This will soon be tested in the U.S. Recently, the FDA announced that it has a new set of images to be used on cigarette packs. A warning message and graphic will cover the top half of a cigarette pack. The new images are striking, especially when compared to the current packs and warnings. The new images portray diseases associated with smoking; the intent is to help improve the public’s understanding of the consequences of smoking. Images include warnings about lung and bladder cancers, diabetes, heart problems, blackened lungs, bulging tumors, and more.

The FDA’s suggested packaging is still under review and it isn’t known whether tobacco companies will fight the proposals. While the U.S. was the first nation to require warnings, the current warnings as seen as inadequate by the medical community. According to the Centers for Disease Control and Prevention, roughly 13.8% of U.S. citizens smoke (nearly 38 million people) and 480,000 people die each year from smoking-related issues, making it the nation’s leading cause of preventable death.

While one might think that the perils of smoking are widely understood, the World Health Organization in 2019 said that warning labels “are most effective when they are pictorial, graphic, comprehensive, and strongly worded.” Other studies have found that the graphic warnings reduce the appeal among youth.

What’s your opinion?

Group Activities and Discussion Questions:

  1. Discuss the importance of packaging as part of the marketing mix tactics.
  2. Divide students into teams. Have each team find examples of both strong and weak packaging.
  3. Show the new cigarette packaging in class: Video – https://youtu.be/1R8XUf-EI0k
  4. Visuals of the new labels can be found with a Google search: https://www.google.com/search?q=new+cigarette+packaging&client=firefox-b-1-d&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjv1PGjsLPkAhXLGDQIHbk-DckQ_AUIEigC&biw=1280&bih=606
  5. For more context, the WHO report can be found at: https://apps.who.int/iris/bitstream/handle/10665/326043/9789241516204-eng.pdf?ua=1
  6. Additional research from Cornell: https://news.cornell.edu/stories/2018/11/graphic-warnings-snuff-out-cigarettes-appeal-kids
  7. What are the students’ opinions of the new packaging?

Source: Kaplan, S. (15 August 2019). The FDA’s new cigarette warnings are disturbing. New York Times.

 

 

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P&G Introduces New Detergent ‘Swatches’

Tide Pods were a revolution when they launched in 2012 and have since spawned a new look for many detergent and soaps as pods took over the laundry room. But what’s next? Could P&G top the Tide Pod craze? Perhaps. And the answer may be in producing a new product line without using a key ingredient – water.

The innovative products are not in the old soap and detergent forms; instead, they come in small swatches that look like fabric, but foam when water is added during washing and cleaning. The new product form substantially reduces the size and weight of detergents, making them lighter and smaller to package, ship, and store. There are eight types: hand soap, face wash, body wash, shampoo, conditioner, laundry detergent, surface cleaner, and toilet cleaner.

Think about it. Instead of carrying home (or shipping) a gallon of detergent that can weight upwards of eight pounds, the new product can be carried home in a small box that weighs ounces, and is packaged in biodegradable boxes. This new size would allow P&G to sell direct to consumers. Pricing is higher than standard products though. A box of 60 body wash swatches are $19, while laundry detergent costs $29 for 30 swatches (compared to 81-pack of Tide Pods at $19).

One remaining topic is how to brand and name the new product line. It is currently being called EC30. P&G is still considering whether to create a new brand, or use another well-known P&G product name.

What is your opinion of the new product line?

Group Activities and Discussion Questions:

  1. Discuss the importance of clearly defining a target market.
  2. Show the IndieGoGo campaign that P&G used for proof of concept: https://www.indiegogo.com/projects/ds3-next-generation-cleaning-for-body-and-home#/
  3. A video of the product can be found at https://youtu.be/ToPjozrz6ME
  4. The product can also be found on Web site: https://ds3clean.com/
  5. For this product, what is the target market? Include demographics, psychographics, behaviors, values, attitudes, etc. (Note: Can the product be sold to organizations also?)
  6. Based on the target market profile, what makes this product unique for these customers?
  7. Poll students: How should P&G brand/name the new product line?

Source: Terlep, S. (22 April 2019). Forget Tide Pods. P&G bets water-free soap ‘swatches’ are the future. Wall Street Journal.

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Target Launches New Brand – “Smartly”

Not all innovation requires high-tech. Sure, shiny robots, drones, talking home pods, and self-driving cars get a lot of coverage in the innovation spot light. But there is plenty of innovation around in even the simplest of household items. The key is to make sure the innovation meets the needs of the customers.

A very simple new product line innovated and launched by Target this fall is called ‘Smartly’. Smartly is a new, low-price brand with more than 70 items priced below $2.00. That’s right. Two dollars. The products include household cleaners, razors, hand soap, paper plates, and toilet paper.

And it’s not just a low price point. Most of the products are sold as single-items, or in small multi-packs. This is ideal for space- and budget-conscious consumers, such as students and young apartment dwellers starting their first jobs.

Going along with the reduced packaging, prices are roughly 70% lower than traditional brands such as Tide, Gillette, and Charmin. And, the Smartly line even undercuts Target’s own Up & Up brand by about 50%.

Simple innovation can equal smart innovation.

Group Activities and Discussion Questions:

  1. Discuss the importance of clearly defining a target market.
  2. Explain the use of a product-market grid to determine market segments.
  3. Show Target’s new Smartly product line: https://www.target.com/c/smartly/-/N-r4rpp#?lnk=snav_rd_smartly
  4. Read Target’s announcement of the new line: https://corporate.target.com/article/2018/10/smartly
  5. Divide students into teams. Have each team build a market-product grid by identifying five market segments that shop at Target, and five categories of product groupings sold at Target.
  6. Where does Smartly fit in the product groupings? What market segment is the best one for Target to pursue with this new product line?
  7. Finally, how should the company promote the product line?

Source:  New York Times, Wall Street Journal, Target, other news sources

 

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