Discussion Board Questions, Short Responses needed, included any sources used. Question one: If I say the following brand names to you, you can almost instantly conjure up in your mind what the product packaging looks like. Close your eyes and visualize a can of a) Campbells Condensed Tomato Soup, b) a package of Nabisco Fig Newtons, and c) a 50 oz container of Tide Liquid. Yep, that famous red and white can of Campbells Soup, the yellow packaging of Fig Newtons, and the bright orange plastic container with the Tide (bulls-eye) on the front! Question Two: The logo is the face of the company, says Liza. We hear that all too often and, yet, marketers love to try to improve things. It doesnt always work that way. More often than not, disaster strikes. Companies attempt to modernize or improve their packaging. Remember when we said that a BRAND provides psychological comfort? This is one of the benefits of a BRAND to a consumer. Packaging can provide that psychological comfort. What advice would you give to a company that is thinking about changing its to make it more modern? You KNOW what they look like theyve been that way for decades! Question Three: Tropicanas re-packaging of its orange juice was a DISASTER. It cost them many millions of dollars in just three months in lost sales customers couldnt find the packaging they were seeking and, instead, purchased a competitive brand. Heres a short 150-second video that also talks to why the repackaging effort failed. Reflect on what it shares. How close to your personal thinking did this gentlemen focus? Or, did he take you into new areas of thinking that you may not have considered? Watch the video that follows this one Any other packaging failures out there that your research has uncovered? While you are researching this, what would you suggest that a company FIRST consider doing before they modernize their product packaging?
