Nov
9
Reflecting on Eli Chan’s post on Reaching for the Yellow Bag, I agree that some of the no name brands have low quality products but there must be some that are as good as the popular brands. I think the same way as Eli about how the yellow bag lowers the brand image of no name chips. I do not understand why the company has to design the bag this way. Packaging is the final way to promote the brand before consumers make the purchase. Shouldn’t the company use a better design for the bag to attract consumers? Won’t putting more colour on the packaging while using the same material cost about the same?
(Slightly different design can bring consumer different feeling towards the product.)
While a better desgin may attract consumers’ attention, a cheaper looking design has successfully positioned the chip in a “less for much less” niche. As Eli mentioned in the post, the economic downturn changes consumers’ purchasing behaviour. They are less willing to spend money on their favourite brands and go for what they think gives them the best deal. If the cheap yellow brand image is changed, there may be chance of losing this group of consumer because they are getting the wrong message of the brand position even when the price remains the same.
Perhaps creating a better packaging is not what serves the company’s goal because of the positioning of no name brand. Consumer psychology is very interesting; they may not go for the better looking product since they believe money is being wasted on the pretty packaging and they would rather have the company lower the price of the product.
Sometimes ugly packaging is good marketing. =)
Comments
1 Comment so far
Great take on the contrary of what most people believe about packaging and marketing!