Tag Archives: packaging

Dunkin’ Donuts Will Get Rid of Foam Cups by 2020

We know Planet Earth is in trouble with changing weather patterns, and a significant problem with plastics polluting and harming the oceans. The planet deserves the respect, and need the help, of all citizens and corporations.

One significant problem faced around the globe is the increased use of foam packaging, which has often been cited as a source of many environmental problems. A number of environmentally-focused organizations have challenged global companies to reduce or eliminate their use of polystyrene.

One company heeding the call is Dunkin’ Donuts. The company recently announced its plan to eliminate all polystyrene foam cups throughout its global supply chain by 2020. The coffee giant will replace foam coffee cups with double-walled paper cups. The majority of the company’s international operations have already begun using paper cups; New York City and California will be adopting the new cups this year.

The move to eliminate foam cups is a significant change in the company’s supply and distribution chains. This is no small matter – there are more than 9,000 Dunkin’ Donuts restaurants in the U.S. alone – that’s a lot of coffee cups!

Group Activities and Discussion Questions:

  1. Discuss setting SMART objectives (specific, measureable, achievable, realistic, and time-bound).
  2. Show video about Dunkin’ Donuts switch: https://youtu.be/3kAP01BeRo4
  3. What are the SMART objectives set by Dunkin’ Donuts?
  4. Divide students into teams. Have each team develop five SMART objectives for a product of their choosing. Have the goals reflect various strategies including growth, sustainability, profitability, etc.
  5. Discuss the objectives. How would the objectives change if a different strategy was used?
  6. Debrief the exercise.

Source:  Sustainable Brands (9 February, 2018). Dunkin’ Donuts to eliminate foam cups by 2020.

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New Diet Coke Flavors and Package

Diet Coke is definitely a mature product. And, like many mature products, it needs to continue to fit into today’s consumer’s lifestyle in order to stay relevant. First introduced in 1982, Diet Coke was recently relaunched with four bold, new flavors and a new packaging look. (And, if you’re a fan of the traditional Diet Coke, don’t worry, it will still be available.)

Coca-Cola took two years to research and develop the new drinks, speaking to more than 10,000 people across the country to get ideas on flavors, packages, and more. Based on the results, the company tested more than 30 new flavors. The final results are now in and ready for drinking. The new flavors that had the most positive consumer response include Ginger Lime, Feisty Cherry, Zesty Blood Orange, and Twisted Mango. The new Diet Coke flavors are also packaged in slim 12-oz. cans (same can as DASANI sparkling drinks) and come singly and in eight-packs.

Coca-Cola is walking a fine line between maintaining an existing and still popular brand (Diet Coke) and building a new flavor profile and brand look for an iconic product.

What are you thirsty for today?

Group Activities and Discussion Questions:

    1. Discuss the stages in the product life cycle. What are the marketing objectives in each stage?
    2. Where does Diet Coke fit on the product life cycle?
    3. Discuss how Coca-Cola worked to reposition Diet Coke.
    4. View the press release and story: http://www.coca-colacompany.com/stories/diet-coke-flavors
    5. Show a video of the new product line: https://youtu.be/51QDzjEOBc4
    6. For information on packaging and design: http://www.coca-colacompany.com/stories/diet-coke-design
    7. Divide students into teams. Have each team draw a product life cycle and place various products and services into each stage.
    8. Next, have students brainstorm on how to reposition or revise products/services to that they can move into an earlier stage of the life cycle.

Source: Brandchannel.com (10 January, 2018). Diet Coke relaunches in North America with new design and flavors.

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Packaging Impacts Performance

Consumers buy with their eyes. When shopping, the appearance of a product’s packaging has a large influence on sales. A strong package helps cut through the noise and clutter generated by hundreds of thousands SKUs carried on the average grocery store shelves. Packaging needs to speak to consumers; it has to convey value and a lot more.

According to research from The Nielsen Company, 64% of consumers try a new product because of packaging! And it doesn’t stop there; 41% of repeat purchases are attributed to consumers liking the packaging as well. And although consumers use their eyes, they also use touch as a factor when buying. Touch leads to purchase roughly 61% of the time. If marketers can get a consumer to pick up the box, the odds are high that a purchase will be made.

There are number of elements to good package design:

  • Be visible
  • Stand out on the shelf
  • Elicit an emotional response
  • Be memorable
  • Be distinctive

Nielsen also undertook a study to evaluate and understand packaging design in an effort to calculate the return on investment for good design. The results were powerful:

  • Visibility lift: +34%
  • Increase in preference: +28%
  • Forecasted sales impact: +5.5%

Go ahead and look at the shelves next time you are shopping. What catches your eye – and what makes you pick up a new product?

Group Activities and Discussion Questions:

  1. Discuss the importance of packaging with students. Ask them what factors lead them to pick a product off a shelf.
  2. What products have packages that are effective? Ineffective?
  3. Bring in a random sample of packaged goods that are in your pantry shelves, or make a trip to the store to find some good and bad examples.
  4. Divide students into teams.
  5. Have each team come up with a redesigned package for the product.
  6. Have the class vote on the best re-design.

Source: The Nielsen Company (2016). Perfecting packaging design.

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