Question

New drink product (yogurt)

Product strategy (What is the idea behind your product? How will you design the product? Consider the branding and packaging aspects of your product. How does it appeal to your target market?)

(Insert your product or campaign images you are coming up with here, refer to your client brief . Please also provide a rationale into the design concept/idea of your product to explain your ideas)

Answer 1

To get an attractive packaging design for New drink product (yogurt), I will keep the following things in mind :

1. Starting early: Start by designing the packaging early in the product development process. Draw several sketches to get a visual idea of ​​how your product should look. Compare it with what competitors have done in their packaging. Some ideas may come from products in other categories. Develop models based on your market research. Consumers are the best source to express what they want to see or need.

2. Keeping it simple: Less is more for several products. Trying to exaggerate a product through its packaging can have a negative effect. Make sure the packaging does what is necessary, nothing more. The product must be easy to transport, include applicable warnings and also protect the product. Custom packaging can be expensive and if it does not serve a purpose, it's a waste of marketing money.

3. Consider branding and positioning: Positioning and branding are important factors to consider. Knowing the target market for a specific product includes identifying your expectations for the product. Investigating users will help you determine the most effective and attractive packaging. Have to discover how the products of your competition are failing to meet their needs and exploit it.

4. Identifying how it will be sold: Selling products online is slightly different than having them on the shelf of a store. Consumers will not be able to touch and feel the product before buying it, so the packaging must appeal to other senses. Even so, a product that is on a shelf should stand out from the competition enough for consumers to buy it.

5. Thinking about typography: Whether the product is sold online, or in a store or both, the text on the packaging must be legible. The target market determines how big or small you can make the text. The color must match the overall design of the package. This also requires placing only the important and omitting superfluous text. If consumers have problems reading how wonderful your product is, they will buy the one from the competition.

Considering the branding and packaging aspects of your product and how it appeals to the target market.

• Firstly, Branding develops an image of a company’s products in the minds of consumers, attributing goods with certain unique qualities or characteristics that, if done effectively, are attractive to the target audience.
• Secondly, a brand widely known in the market has brand recognition and builds up positive sentiment which further strengthens the company position amongst competitors.
• Thirdly, benefits of a strong brand include being able to command higher prices, speeding up new product acceptance, enabling market share penetration by advertising, and resisting price erosion.

Careful brand management seeks to make the product or services appealing and/or relevant to the target audience. Brands should reflect more than mere differential of product cost versus selling price. They should represent the sum of all valuable qualities of a product to the consumer.

A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds to the point of a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. Brand recognition is most successful when a brand is recognized independent of the company’s name, but rather through visual signifiers like logos, slogans, and colors.

Consumers may view branding as an aspect of products or services, as it often serves to denote certain attractive qualities or characteristics. From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic, store-branded product), people may often select the more expensive branded product on the basis of the quality or reputation of the brand or brand owner. Benefits of good brand recognition include facilitating of new product acceptance, enabling market share penetration by advertising, and resisting price erosion. Thus, all these have to be kept in mind when branding a product.

To sum it all the important Considerations for Branding in order to attract the target market and make it more effective are:

·                     It should be catchy and easy to recall.

·                     It should be easy to pronounce.

·                     It should have a distinctive appeal.

·                     It should suggest product benefit.

·                     It should not infringe on existing registered brand names.

·                     It should be such that it can be registered as a trade mark*.

(* A trade mark is a brand registered under the law).

Packaging is an integral component of a product and it plays an important role in its salability. Packaging is no longer a mere outer covering of a product for its protection; it is very much a contributing factor for its increasing marketability. A vividly beautiful packaging of a product, to some extent, develops a positive image about it in the minds of the consumers. Thus, packaging is not merely used as a means of product’s protection during transportation and storage but it is also used as a marketing and promotional tool. Packaging designs are also of vital importance as they often help the consumer to recognize the product and literally sell it off the shelf, especially at the point of sale. The labeling used on the packaging also serves as a means of communication about the product contents, quality, quantity etc.

( now Insert your product or campaign images of your choice)