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PACKAGING
I. IS IT WINNING THE POINT-OF-PURCHASE BATTLE?
A) CONSUMER CONSIDERATIONS - Communicate key selling point - Attractive, appealing - Eye-catching: colors, readability, logo distinctiveness - Size impression: value for $ - Easy to handle - convenient - Lightweight/appropriate weight - No disadvantages versus competition - Some immediately identifiable advantages versus competition, e.g.: * Liquid laundry detergent measuring cup/cap * Dish detergent squeeze top * Glass cleaner sprayer versus pump * Resealable/ziplock package - C ompare to competition -- all else being equal, would more consumers choose my package versus theirs? - Freshness dating, e.g., "born on" date for beer
B) SIZING/PRICING - IS IT A GOOD VALUE? - Absolute price point per package - Cost per package versus competition - Uses per package versus competition - Use-up rate, repurchase cycle versus competition - Cost per unit of measure (ounce, pound, sheet, etc.) versus competition - Cost per use versus competition and versus alternatives - Are sizes/uses per package geared to consumer usage patterns, habits and practices? - Do consumers buy on cost per package, or per use, or per unit of measure? C) TRADE CONSIDERATIONS - Size -- height, width, depth conform to standard shelving dimension? - Weight -- can aisle clerks handle cases? - Versatility -- shelf and display, e.g. J-hookable, peggable, self-standing, etc. - UPC symbol placement and control - Pricing convenience considerations - Theft, tampering, disfiguring, opening in handling, etc. - Case pack quantities -- related to unit turns, ROI, and economic order quantity considerations * Absolute dimensions, cube and weight relative to warehousing, handling and distribution - Case UPC codes, brand, manufacturer, size, etc. easily identifiable on all sides - Handling and opening directions clear and explicit - Inner case pack quantities and configuration, e.g.: * chipboard, cellophane, counter display, etc.
II. PRACTICAL CONSIDERATIONS A) PRODUCT PROTECTION - Damage to product - Tamper resistance - Stability, shelf life - Label durability -- at retail and in use B) LEGAL CONSIDERATIONS - FPLA compliance - Tamper resistance - Expiration dating - Lot coding - Product claims C) CONSUMER USE - Instructions, usage directions - Ease and convenience of use -- especially opening, closing, storing, dispensing, disposal, etc. - Continues product protection during use-up/storage period - Geared to consumer, i.e. no child-resistant closures on arthritic pain reliever
D) FINANCIAL/COST - Can same quality packaging be delivered cheaper? Especially evaluate case packs, weight, etc. - Consider labor and materials' savings on every aspect of packaging - Look for common denominators -- components to minimize cost across product lines through volume discounts. - Consider inventory cost impacts -- especially with slow-moving/low-volume SKU's (Stock Keeping Units).
III. IS IT BUILDING YOUR BUSINESS? - STEP OUT OF THE BOX
A) USE-UP AND CONSUMPTION ISSUES - If consumers typically under-dispense, should you go to premeasured units/dispensing aids? - Will this improve product performance sufficiently to offset the increased expense of faster use-up in the consumers' value equation?
B) CONVENIENCE ISSUES - Innovative dispensing and use opportunities -- especially in anticipation of new trends, e.g.: * Canned foods to microwaveable, aseptic packaging * Liquid detergent measuring cup cap * Upscale single-serving meals, e.g. Le Menu * Family size, etc.
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