Question

Consider launching a dairy snack food in the German market. Using the internet, research how and what kind of packaging is used by competing brands in the marketplace. In what ways would you adapt your product to suit your selected international market?

Answer 1

Answer: Product packaging is one of the most important aspects of product and branding. Before we decide on the packaging of the product we must understand consumer behavior in the target market. We also need to consider the packaging strategy used by the competitors in the target market. Since we have selected Germany as a target market, let us take a not of a few important aspects of consumer behavior and competitors packaging strategy in dairy snack foods.

In Germany, consumers are used to be very conservative in their approach towards a new type of packaging and they rely on the kind of packaging they are already using. Hence, it becomes very important to understand the kind of packaging being used by the competition. The three important aspects which we found after the research areas below and it can be used to improve the product acceptance in the selected international market:

a. Proven packaging design and material which customer are used to.

b. Small or single portion packaging becoming very popular

c. Environmental friendly material.

If we adopt the above three attributes in our product packaging of dairy snacks, it will help in establishing the product with a premium image in the market.