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Business Articles - 9 Packaging Problems That Lose Sales
You have a great product, but it's not flying off the shelf. Is
one of these packaging problems turning sales away?
1) You don't understand your market.
There are so many new markets and retail outlets out there. Don't forget Internet marketing too. The
1) You don't understand your market.
There are so many new markets and retail outlets out there. Don't forget Internet marketing too. The
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
question is can one package
service them all? The answer is no. There are features that work
to your benefit in all types of packaging, but in general
attributes that appeal to one audience won't appeal to another.
What to do:
Refine your niche attribu
What to do:
Refine your niche attribu
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
es. Is your product broad based? Does
it appeal to a special target audience? Do you understand what
this group is looking for in product packaging?
I have several research studies that focus on packaging that
appeals to niches: Women and Boomers (to o
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
rder these special
reports return the word "research" via email).
2) The packaging is too big or too small.
In my recent research for the Packaging and Design Summit, I uncovered an interesting fact. Products that work well for children, especially kid
2) The packaging is too big or too small.
In my recent research for the Packaging and Design Summit, I uncovered an interesting fact. Products that work well for children, especially kid
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
proof packaging, simply doesn't fit the
requirements of the over 50 market.
What to do:
Keep size in mind when designing your product packaging. Who is actually going to use this product and how? Is there a shelf life or consume by date that can impact
What to do:
Keep size in mind when designing your product packaging. Who is actually going to use this product and how? Is there a shelf life or consume by date that can impact
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
the usage factor?
Tidbit:
Women said: keep it easy to carry and easy to store.
Boomers said: keep it simple and easy to open.
3) The package is too hard to open:
Every Christmas and holiday time we read ranting and raving over packages that si
Tidbit:
Women said: keep it easy to carry and easy to store.
Boomers said: keep it simple and easy to open.
3) The package is too hard to open:
Every Christmas and holiday time we read ranting and raving over packages that si
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
ply cannot be opened easily or require the aid
of scissors. Much of this packaging has come about for specific
reasons: security, tamper evident, counterfeiting and so on. But
think about it the next time you try to open a product. Was all
that packagi
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
ng necessary?
What to do:
Try testing with a focus group outside the world of packaging. Many times a person unfamiliar with packaging can identify a problem area that a packaging pro can't. I did a segment for NBC TV as their packaging guru. They ende
What to do:
Try testing with a focus group outside the world of packaging. Many times a person unfamiliar with packaging can identify a problem area that a packaging pro can't. I did a segment for NBC TV as their packaging guru. They ende
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
the story with people
ripping and tearing open the packaging that I had so carefully
explained. Boy, was that an eye opener.
Look for my upcoming article in the June issue of Global Cosmetics Industry.
"Don't think like a package designer. Think like a
"Don't think like a package designer. Think like a
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
consumer"
4) The package is too generic:
Is it trying to be all things to all people and as a result, it doesn't appeal to anyone. Have you ever been totally confused when looking at a product package? What am I supposed to do with it? Or what's the p
4) The package is too generic:
Is it trying to be all things to all people and as a result, it doesn't appeal to anyone. Have you ever been totally confused when looking at a product package? What am I supposed to do with it? Or what's the p
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
rpose?
This is a total turn off.
What to do:
Tell people up front what's inside, how to use it and what the benefits are. Simpler is better -- especially when we are in a hurry.
5) The package doesn't fit with today's life styles.
Got any 20lb bags of
What to do:
Tell people up front what's inside, how to use it and what the benefits are. Simpler is better -- especially when we are in a hurry.
5) The package doesn't fit with today's life styles.
Got any 20lb bags of
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
potatoes lying around? If you are like me,
20 lbs can last a year. Large quantities and amounts do have a
special market but generally people are buying in smaller size
units. In fact, one of the fasted growing market segments is
ready to use and consu
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
e. When I was in China ready to use was
the only type packaging available. Single servings were huge
there and now they are becoming hot here.
6) People are confused by the packaging.
More product iterations mean more confusion at retail. Yes, I know b
6) People are confused by the packaging.
More product iterations mean more confusion at retail. Yes, I know b
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
rand managers are constantly creating new and improved
versions, but get real! How many new and improved products are
really different from their predecessor?
If you want a good laugh be sure and read my upcoming article in the June issue of Packaging D
If you want a good laugh be sure and read my upcoming article in the June issue of Packaging D
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
sign Magazine: "Packaging Design
for Overworked, Time-Crunched and Over-The-Edge Consumers."
7) The package doesn't fit the retail outlet. There are myriad of cross marketing opportunities available. What works in a club store certainly won't work at a
7) The package doesn't fit the retail outlet. There are myriad of cross marketing opportunities available. What works in a club store certainly won't work at a
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
convenience outlet. Consider
where your package will be merchandised.
What to do:
Ensure you have the appropriate package size for the retail outlet. Go to a store and see how people shop. It could affect the product's success.
8) The package isn't co
What to do:
Ensure you have the appropriate package size for the retail outlet. Go to a store and see how people shop. It could affect the product's success.
8) The package isn't co
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
temporary.
There are a lot of old brands that are repackaging their image. Old brands have been revitalized with new and updated packaging. Old brands can lose favor with the consumer simply because they look old.
What to do:
Keep on top of important
There are a lot of old brands that are repackaging their image. Old brands have been revitalized with new and updated packaging. Old brands can lose favor with the consumer simply because they look old.
What to do:
Keep on top of important
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
trends. Remember when the Pillsbury
Dough Boy went on a diet? Just kidding, but he did get slimmer
and trimmer in his image. The same is happening to Ronald
MacDonald. He is getting a makeover too. Even long-standing icons
have to keep up with the time
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
.
9) The package is too gimmicky or doesn't work.
Keep in mind, simple is better. Products that get too complicated only appeal to a certain market segment, and it's not boomers, the largest share of the purchasing market. The electronics industry seem
9) The package is too gimmicky or doesn't work.
Keep in mind, simple is better. Products that get too complicated only appeal to a certain market segment, and it's not boomers, the largest share of the purchasing market. The electronics industry seem
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
s to have lost track of this fact. Make sure it
doesn't apply to your product.
Whatever the problem is, it can be corrected by understanding your target audience. Learn what they want and need. Make some adjustments and watch packages fly off the shelf
Whatever the problem is, it can be corrected by understanding your target audience. Learn what they want and need. Make some adjustments and watch packages fly off the shelf
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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