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Unit 3 Products and Packaging
QUESTIONS ON THE TOPIC
Does the packaging help to communicate the difference between this and other products? Do you agree that “packaging is the last chance to seduce the customer”? Speak about pros and cons of packaging and its importance in the modern consumer world. What functions does packaging perform? What is ‘wrap rage’? What criteria will you consider when designing or evaluating packaging? Describe different materials used for packaging. Think of protection, identification, transport, storage, display, security. How to make the design attractive, effective and distinctive?
What is a cross-functional task force? How does it differ from a traditional design team? What problems does this approach to packaging design and development help to solve? What specialists are involved in this process? What is the role of the consumer? What is the turn-around of the packaging created by a cross-functional team?
What are the qualities of a good presentation? Speak about the structure, content, delivery, speaker, visuals, pace, timing/length. Give advice on how to make a presentation effective.
What factors influence the development of a new product? What are the main stages in designing and developing a new product? Describe an innovative product that you like. Think of the packaging, features and benefits of the product. What are the 4 Ps? Do you agree that packaging is a key issue in the marketing mix? Why?/Why not?
VOCABULARY
3.1 new trends in the market in-shop shrinkage pilfering
a blister pack welded plastic ecologically-minded people consumer-validated packaging branding brand strategy POS – point of sale focus group know-how a mockup
a stakeholder a red rug to a bull technical limitations a ‘task force’ = a cross functional team
a turn-around to keep costs to a minimum to cause frustration to seduce a customer to trigger smth. to water down smth. to wrestle with smth. to be identical
to differentiate to create and communicate the difference to overcommunicate smth.
to be consumer-led to work within the constrains to interface with smb.
to pitch promise to the customer
3.2 unfeasible or unprofitable ideas beta test a blueprint (a radar) overlay
a pallet of a single finger operation
fire-retardant сhild-proof/ child-resistant soundproof
water-proof shockproof future-proof foolproof rainproof bullet-proof
attention-grabbing eye-catching energy-saving time-saving (labor) labour(Am.)-saving
to draw up specifications to grab smth.
to tamper with tamper-resistant heat-resistant stain-resistant water-resistant
3.3 a bar code a decision-making tool industry-standard PDF – portable document format
a market study/ investigation consumer empowerment (approach) a rating a flip cover
a frill/ no frills lead-time a patent/ patented a replica a spreadsheet a sketch
feature-packed a complex text layout language an award-winning design
to bump (up sales) to comply with to cope with to get rid of
3.4 a sales rep (=representative) GPS tracking device a hands-on demonstration
a bulky order overwhelmingly positive reaction a precedent an agenda
to be without precedent to approve an investment to call for action
to expect a return on investment to give (a project) the green light to hook (the audience)
to ping one’s user to wrap up (the presentation) to track smb.
3.5 a quibble/ no quibble guarantee downloadable shareware
to benefit from to integrate images and charts/ a fully integrated suite to stand out
3.6 BOGOF USP 4 P’s of marketing a customer feedback summary
chequered fusion cuisine franchisee/ franchise/ franchisor
to dine-in/ dine out to order a take-out or delivery online to relaunch a product
to strengthen a brand to be underestimated to defend one’s market share
Product is one of the famous ‘4 Ps’ of marketing (the others being Price, Place (i.e. distribution) and Promotion. In the past, when business people talked about ‘products and services’ the term product referred only to manufactured goods. Nowadays the distinction between a product and a service is increasingly blurred, so that a bank can offer ‘financial products’ and a manufacturing company can offer a service (e.g. customizing their products).
When developing a new product, a company needs to take into account a wide range of factors:
the origin of any new product ideas: customers? sales staff?
the fit with the existing product line
manufacturing questions like: ‘How easy will it be to make this new product with our existing equipment?’
pricing, distribution and promotion of the new product.
The feasibility of new products depends very much on production and operations as well as marketing. If a product cannot be manufactured for a reasonable price then it cannot be sold for one. Designing and developing a new product involves a number of different stages.
Research: Market research to find out customers’ needs; technical and scientific research and development of a more fundamental nature (R&D); prioritizing research into different projects; lead time between starting a project and the product coming to market;
Design: Deciding the specifications to include in the design brief (features, size, weight, materials, etc.); screening out poor designs and choosing the final design; limitations in the production technology available; designing for manufacture (an easy process will lower production costs and mean fewer defects); designing for ease of disposal at the end of the product’s life.
Prototype: Deciding how many working models to build; coordination between marketing and production when evaluating the prototype; which to prioritize: speed to market or more time for a better product?
Consumer tests: Choosing the target group for the test; deciding what to measure and how to measure it; modifying the prototype on the basis of the test results.
Full production: Set-up of machines and machine tools; supply of materials and parts; run time (time taken for a batch of products to go through the process); estimating consumer demand.
When the finished product is finally on the market, sales staff will need to know:
its functions (what it does)
its features (selling points)
its customer benefits (how the features and functions make the customer’s life easier)
improvements that have been made (in what ways it’s better than previous models)
possibilities for customization
how it compares with competitors’ products.
Packaging is of course a key issue in the product mix, and its importance is often underestimated. Amongst other things, it a) attracts the buyer’s attention, b) advertises the benefits of the product inside, c) lists the contents of the product inside, d) protects the product during handling and e) contributes to convenience and ease-of-use.