In this post I would like to comment and add on to what Priscilla Thany wrote on her second blog post about packaging. I think she had some great ideas and think she did a great job at explaining the importance of packaging.

In class, we talked about the segmentation of a product: how targeting and positioning will help it make its sales boost. Basically how a product can a attract customers, and this is for many reasons one of them being for its packaging. But we also talked about repositioning – finding this new market among the existing products and services a company might have. I believe this is where packaging can play a very important role, if it becomes more attractive customers will buy it. A great example of a product’s image that was completely redesigned are the new branding of baby carrots we have seen in class. Making the packaging a lot more fun, attracted different kinds of customers: people will buy it not only because it is a healthy snack but also because it looks cool to eat them. “Eat them like junk food”.

An example I want to give about the importance of packaging in repositioning a product is this Brazilian brand of biscuit that also drastically modified their package in order to attract more customers. Previously they had a basic package where each small chocolate wafer was found in a box. Very successful but it had been the same way for so many years sales were not changing and competition with new products had become an issue.

What Lacta did to change the image of the famous Bis (the chocolate wafer) was to make it as small as pop corn. They also changed their rectangular box, by one that was shaped almost like a pop corn bowl. This was a great success, people would buy it to eat it in form of their or computer while they were working. It was practical, and very fun! It was new and authentic. It was addictive and people wanted to buy more.

This is example was to show how beneficial packaging can be to brand and how the marketing department can use it to completely reposition a product.

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