Advertising campaign Essay Example | Topics and Well Written Essays - 2250 words

Publicizing effort - Essay Example he Nike swoosh embodies the soul of the flying goddess who mixed the most brave and heroic warriors at the introduction of civilization.â By the year finished up in 1971, BRS's profits were archived to arrive at a smothering one million dollars.â In 1972, Blue Ribbon Sports founded their Nike (stamped NI-KEY). It is significant that it was named after the Greek Goddess of Triumph, line of footwear (Espejo, 2010). Subsequent to extending to Canada in 1972, BRS authoritatively renamed itself to Nike, Inc. in 1978.â Moreover, Nike central station was opened at 3900 S.W. Murray Blvd. in Beaverton, Oregon. This went corresponding with their venture into outside commercial centers, for example, nations arranged in Asia, and the initiation of numerous assembling locations.â In 1979, the famous Nike AIR ability is conceived too. By 1980, Nike, Inc. had outperformed about portion of the athletic footwear advertise. It was noticed that Nike made this conceivable not by conventional pro moting implies. This is on the grounds that Nike didn't create a TV promotion until 1982.â Their prosperity occurred through the spread of Nike's notoriety in the athletic footwear industry. It was noticed that the competitors and clients gave Nike positive audits. State that the positive picture that Nike had designed for themselves has held right up 'til today. This is on the grounds that Nike remains the significant decision for various competitors wherever the world.â Later, Nike actuates its promoting effort helped by Wieden and Kennedy, an indigenous publicizing organization.â Nike at that point initiated its status for creating special and energizing advertisements, beginning with its Do what needs to be done watchword in 1988. Crusade system †method of reasoning The basis for Nike’s â€Å"Just Do It† battle technique were various. To start with, the administration of...By 1980, Nike, Inc. had outperformed almost 50% of the athletic footwear advertise . It was noticed that Nike made this conceivable not by customary promoting implies. This is on the grounds that Nike didn't create a TV notice until 1982. Their prosperity occurred through the spread of Nike's notoriety in the athletic footwear industry. It was noticed that the competitors and clients gave Nike positive surveys. State that the positive picture that Nike had formed for themselves has held right up 'til today. This is on the grounds that Nike remains the significant decision for various competitors wherever the world. Afterward, Nike actuates its publicizing effort supported by Wieden and Kennedy, an indigenous promoting association. Nike at that point initiated its status for creating interesting and energizing promotions, starting with its Take care of business watchword in 1988. Crusade system †reason The reason for Nike’s â€Å"Just Do It† crusade methodology were various. In the first place, the administration of Nike at the time figured it would be a smart thought to expand its deals. This is on the grounds that without legitimate promoting, their deals had expanded altogether. This happened primarily using informal. Therefore, through more conversations, the administration accompanied that a genuine promoting effort will be more than valuable to the organization. Besides, the administration trusted in keeping the customer base in huge numbers and upbeat. Thusly, they asserted that this methodology will give the customer reason behind their items and inspiration henceforth make the customer reliant on the item.

Buddhists’ religious beliefs with regard to health and healthcare

Buddhism is considered as both a way of thinking and a religion including various practices, convictions and customs dependent on the lessons of Siddhartha Gautama, normally alluded to as Buddha †â€Å"the stirred one†. Buddha, who lived in the northeastern piece of India in the sixth and the fourth hundreds of years BCE, educated about dukkha (helping the aware creatures circumvent enduring), accomplishment of nirvana just as about getting away from what Buddhists accept, is the pattern of affliction and resurrection. The religion has got two branches †the Theravada and the Mahayana (Coward and Rattanakun, 1999).While these two branches appreciate a broad after across Asian nations, Buddhism has become colossally throughout the hundreds of years and would now be able to be found in all aspects of the world. Thought about one of the world biggest religions, the present gauges by various sources put the devotees of Buddha at around 1. 5 to 1. 6 billion individuals. Th e comprehension of sick wellbeing by westerners and Buddhists is comparable however the last gathering lays more accentuation on having an equalization communication between the body and the psyche and furthermore among life and nature as the wellspring of good health.According to Buddhists, when this parity is disturbed, sickness would emerge. In amending such irregular characteristics, the Buddhists’ rehearses pressure the requirement for an otherworldly quality couple with a superseding feeling of direction in life which depends on a merciful help for other people (Coward and Rattanakun, 1999). As indicated by Buddhists, this doesn't just make it workable for an individual to make esteem in any event, when confronted with the severest of difficulties like disorder or ailment however empowers one to gain from the experience for their own growth.Since Buddhists have confidence in resurrection, human birth is considered as the beginning of an exceptionally valuable chance. To them, it is a one of a kind event since it presents an open door for the full advancement of human brain just as acknowledgment of the empathy. As to origination, Buddhists accept that a youngster is imagined when awareness converges with a previously treated egg. It is then accordingly that life starts. It is for this that Buddhists grant contraception strategies that forestall origination yet forbid premature birth. Demise in Buddhism is a significant event and is seen as a progress to the following life.A part of profound vitality is committed to death and there are rehearses that must be seen to give harmony to the perishing individuals. As per the Buddhists, passing happens in stages which include deterioration of life’s physical components into different unpretentious components which comes full circle into the vanishing of the awareness from the body (Coward and Rattanakun, 1999). Since when an individual kicks the bucket calmly the person would have high odds of a su perior resurrection, Buddhists endeavor to created and quiet the psyche of the withering individual through supplications and some extraordinary texts.Buddhism is a religion brimming with customs that are equipped towards advancing wellbeing. The Theravada Buddhists are known to consume the groups of the dead. Since the body of the Buddha was incinerated, this gathering of Buddhists rehearses this custom in all aspects of the world. At the point when an individual is kicking the bucket, priests are welcome to comfort that person. Petitions and sections are said to them to set them up for their tranquil demise. The bodies are then consume upon death (Coward and Rattanakun, 1999). A significant clash between Buddhism strict convictions and the mainstream clinical culture is on the bioethical choice making.While Buddhists maintain life and think of it as sacrosanct and hence everybody should keep on living however much as could be expected, they don't accepted this ought to be advanced at all cost (Coward and Rattanakun, 1999). For instance, Buddhists have little respect for the existence bolster machines which they consider pointless when the psyche is not, at this point cognizant. Being cognizant and feeling less agony are the two fundamental factors that decide when an individual should kick the bucket as indicated by Buddhists. When the conditions are outrageous, Buddhists accepted that it is fitting to pass on and in this way a characteristic and quiet demise would be much in order.In end, obviously the perspectives on wellbeing by Buddhists and the advanced medication are very contradictory. Be that as it may, they can be utilized to supplement one another. A downplaying of the Buddhists’ point of view on wellbeing and human services may serve to enlarge the extent of the advanced medication through selection of the rich methods of reasoning of Buddhists on wellbeing and life. References Coward, H. G. and Rattanakun, P. eds (1999). A culturally diver se discourse on human services morals, Wilfrid Laurier University Press: Toronto.

Herman Millar Inc. Essay Example for Free

Herman Millar Inc. Exposition The workplace furniture fabricating industry advertise in the United States is serious since numerous organizations offering comparative items. Organizations contend basically on value, item and administration quality, separation, plan, speed of conveyance and client care. Firms contend inside each market section and are constrained by developing rivalry from abroad producers especially from China and Vietnam. Six makers Steelcase, Herman Miller, Haworth, HNI, Kimball International and Knoll-represent roughly 60% of the U. S. office furniture advertise. The rest of the market is caught by countless little and exclusive organizations that effectively flexibly the neighborhood communitys retail request. The enormous number of existing organizations unquestionably formed the scene of the Chinese market rivalry. Furniture fabricating industry fixation has expanded in most recent few years in light of the fact that numerous administrators have left business. Following the downturn of US economy, high joblessness rates, have made a strongly serious condition for existing players; confronted with low edges and unpredictable info costs, many failing to meet expectations administrators had to leave the market. Notwithstanding, as the economy will recoup, interest for new office furniture is relied upon to increment, growing the quantity of organizations over the five years to 2016. Taking everything into account, the power of contention is reasonably high. Albeit current centralization of the business is a low, the pattern of the business is to turn out to be increasingly serious in future. This would diminish the potential future benefit of retail chain industry. Risk of new contestants The boundary to section in this industry are medium and are consistent. In the US office furniture industry, the capital required to enter the business is extensively higher. New administrators entering the business face different difficulties, including existing and entrenched appropriation systems among administrators and providers. To remain cost serious, the new administrators need to build up solid flexibly associations with makers and wholesalers so as to make sure about great quality and low-estimated stock. Since the fixation is relied upon to rise, it puts a circuitous weight on new contestants that need to put more in promoting to create brand and market mindfulness. Showcasing and limited time movement must surpass that of the current players to assemble client mindfulness and defeat retailer opposition. Moreover, the profitability contrast between the little measured organizations and the enormous estimated organizations is exceptionally huge. The mix of this proof shows that the participant hindrance into the US office furniture industry is moderately high. Haggling intensity of Supplier The extraordinary interior rivalry power for assets among the huge number of producers pushed the dealing intensity of providers to the most huge impact on residential furniture industry. This alludes fundamentally to providers of most significant products I. e. crude material and electric force, which are utilized in go-between utilization during furniture fabricate. Acquisition of crude materials are the biggest cost for the Office Furniture Manufacturing industry, representing around 43. 7% of industry income. This extent is average for assembling ventures, since administrators require critical crude materials to deliver last yields. Info materials utilized for office furniture incorporate hardwood, for example, oak, cherry and maple wood; pressed wood and facade; steel; glass; plastic; and paste. During the five years to 2011, the costs of these data sources have been unpredictable, making it hard for producers to foresee future spending and diminish costs. When all is said in done, rising ware costs have contrarily influenced the business, expanding buy costs for makers. Dealing intensity of purchasers According to the exploration of IBIS World, retail chain deals rely intensely upon the budgetary strength of the shopper part, including per capita discretionary cashflow. During times of monetary downturn and diminishing pay of individuals, shoppers cut their spending by postponing buys or subbing brands’ items with lower level items. This is vigorously impacted by the joblessness rate and general monetary development. In the times of solid financial action people’s discretionary cashflow increment, and the other way around. Danger of substitutes Furniture has been utilized for a huge number of years and constructed generally of wood. There is little proof showing that wood furniture will be completely supplanted by some other material soon. In the business of furniture make likelihood of substitutes is practically incomprehensible. Current worldwide patterns affect increment sought after for furniture, because of ever quicker out of date quality and shorter furniture lifetime, I. . because of incessant changes in plan and production innovation. Conceivable risk of pattern changes exists, I. e. furniture produced using different materials than wood, that is, different metals, plastics and glass. In any case, regardless of the decrease of wood in furniture produce in the previous years, wood is relied upon to remain one of the most significant crude materials for furniture make, as a result o f its focal points when contrasted and different materials. Question: What are the main thrusts and the key achievement factors in the business? Answer: Having contacts inside key markets: It is best that producers have built up joins with various clients, including wholesalers, temporary workers and retail outlets, as opposed to having a couple of that represent most of their business. Ensured gracefully of key information sources: Established connections with key providers empower a consistent progression of key data sources and value locks, which may give cost investment funds to mass buys. Adaptable creation forms: Furniture things are regularly uniquely crafted. Makers must have the option to change items to suit singular prerequisites. Adjusting to changing client inclinations: Goods delivered ought to reflect current patterns supported by purchasers so as to stay serious. Profoundly prepared workforce: Staff is required to amass office furniture productively and give quality workmanship. Question: How have the company’s values formed its system and way to deal with methodology execution? Give outlines of how these qualities are reflected in organization strategies. Answer: Question: What is Miller’s methodology? Which of the five nonexclusive serious procedures most firmly fit the serious methodology that Miller is taking? What kind of upper hand is Miller attempting to accomplish? Answer: They center around a development procedure, through inventive items and creation forms. Reexamination and reestablishment. They endure the Great Depression and numerous downturns, recuperated from the website bust and had the option to keep extending abroad. They adjusted to spare the organization, by presenting new structures. In 1996, Herman Miller started a forceful drive to rehash its tasks and set up a productive relationship with the Toyota Supplier Support Center. Novel to the workplace furniture industry, the relationship empowered the organization to receive and actualize world-class, lean assembling forms dependent on the Toyota Production System standards. Through the Herman Miller Production System (HMPS), the organization significantly diminished assembling area and inventories, cut lead times for standard item from about two months Question: What is your general evaluation of Miller’s monetary execution? Answer:

Fascinating Argumentative Essay Sample on Sexual Harassment

Argumentative Essay Sample on Sexual Harrasment Sexual Harassment The debate over sexual harassment has always been popular. The majority of campaigners were women, who presented their arguments. Sexual harassment is gender based. The most common of sexual harassment cases involve women as the victims. The modern woman would like to be respected in any situation. The problem with it is that she is viewed as a sex object, especially when dressed inappropriately. According to feminists, this is a sign of disrespect. It could be verbal or physical harassment.

An Examination of Socrates Attitude Towards Death and...

An Examination of Socrates Attitude Towards Death and Dying When presented with a problem or argument Socrates, the philosopher, attacked most issues with a relatively disingenuous attitude. A question or idea would be presented and he would automatically respond with either another question or a new philosophy for his opposite party to ponder. These were the ways of Socrates, an intelligent yet humble man who knew the limits of his knowledge. And through his passion for knowledge and quest for the meaning of life, Socrates often stumbled across the theme of death and dying. Now of course the natural human instinct when presented with the idea of death is to run away from the problem and†¦show more content†¦Socrates examines death from a philosophical point of view and concludes that for good upstanding people death should not be feared. He states, â€Å"The fear of death is indeed the pretence of wisdom, and not real wisdom, being a pretence of knowing the unknown† (29a). In other words, death lies in the realm of th e unknown, and it is impossible to fear something before one understands it. After receiving the death sentence Socrates does not invite fear into his thoughts, instead he realizes that â€Å"those of us who think death is an evil are in error† (40c). And by dismissing fear he is now able to examine death fully, dissecting it in a way that he can understand. The theory of the existence of a soul is something that Socrates begins to ponder. He theorizes that â€Å"either death is a state of nothingness and utter unconsciousness, or, as many say, there is a change and migration of the soul from this world to another† (40d). When discussing death in the Apology Socrates upholds a feeling of optimistic uncertainty. He knows that death is expected to come, and realizes that he cannot understand fully what will transpire once that moment arrives. And in this revelation he turns to the jury and says, â€Å"the hour of departure has arrived, and we go our ways – I to die, and you to live. Which is better God only knows†Show MoreRelatedAthenian Attitudes Toward The Authority Of State Through The Eyes Of Plato And Sophocles Essay1662 Words   |  7 PagesAthenian Attitudes Toward the Authority of State Through the Eyes of Plato and Sophocles The first evidence of democracy, government in which the citizens had a say in the rulings, was discovered in Ancient Athens. However, the direct democratic system seemed so successful that it overshadowed the Athenian’s views towards the power of their government. Through close examination of the writings of Sophocles and Plato, one can discover the that the Athenian’s thoughts regarding the governing powerRead MoreThe Question of Socrates Obedience3243 Words   |  13 Pagesï » ¿The Question of Socrates Obedience, Supported by Confucius Introduction Is it right to act in ones own best interest, or to obey the state? In other words, was Socrates right to obey the orders of the state of Athens to take poison, or should he have acted to preserve his own life by choosing exile or escaping? In The Trial and Death of Socrates, the question is posed to the philosopher whether it is right to act in ones own best interest or to obey the State. Crito argues that the StatesRead MoreTheme of Death in the Poetry of Dylan Thomas W.B. Yeats and T.S. Eliot.2924 Words   |  12 Pages Theme of death in the poetry of Dylan Thomas W.B. Yeats and T.S. Eliot. 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U.s. Foreign Policy During The Cold War - 1912 Words

Introduction â€Å"I believe that it must be the policy of the United States to support free peoples who are resisting attempted subjugation by armed minorities or by outside pressures.† This declaration, made by former President Harry S. Truman on March 12, 1947, is part of the Truman Doctrine, and was the basis for U.S. involvement in Western Europe throughout the Cold War. Although the North Atlantic Treaty, and the resulting North Atlantic Treaty Organization (NATO), was established during the Cold War â€Å"to keep the Russians out, the Americans in, and the Germans down,† NATO has persisted since the collapse of the Soviet Union in 1990. This essay will seek to examine the U.S. decision to create and participate in NATO. It will begin by providing a history of NATO and the U.S. decision to participate in NATO before considering how this decision is both an instance of continuity and change in U.S. foreign policy since former President George Washington’s Farewell Addr ess. The essay will conclude by considering the legacy of this decision and its impact on U.S. foreign policy. While this essay will consider the period of time leading up to the formation of NATO and will briefly touch on the present day, greatest consideration will be paid to the time period immediately preceding and following the formation of NATO in 1949. Formation of NATO Following the end of World War II, the United States became increasingly concerned with the perceived threat of Soviet aggression inShow MoreRelatedU.s. Foreign Policy During The Cold War Essay918 Words   |  4 PagesThe overview of The U.S. Foreign Policy The objective of ‘the U.S. foreign policy’ course is to develop personal ability for applying IR theories to the U.S. foreign policy. Then, students will be able to understand the direction as well as the grounds of the U.S. foreign policy. 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Brand and Packaging free essay sample

The Power of Packaging Alice Louw Michelle Kimber The Customer Equity Company* In recent years packaging has developed well beyond its original function as merely a means of product protection and now plays a key marketing role in developing on shelf appeal, providing product information and establishing brand image and awareness. As packaging’s role in the marketing mix gains momentum, so research into this arena becomes increasingly important. Given the potential for packaging to successfully achieve marketing goals; does research into packaging truly reflects its value within the marketing mix? Do we fully understand the role that packaging plays in a marketing environment and how best to leverage this tool to influence consumers? If packaging is so important, what is the best way to measure its effectiveness? * The Customer Equity Company is a wholly owned subsidiary of TNS (UK) which has been set up to develop the marketing sciences and support brand equity and Commitment modelling worldwide. 1 What is packaging? The definitions of ‘packaging’ vary and range from being simple and functionallyfocused to more extensive, holistic interpretations. Packaging can be defined quite simply as an extrinsic element of the product (Olson and Jacoby (1972)) an attribute that is related to the product but does not form part of the physical product itself. â€Å"Packaging is the container for a product – encompassing the physical appearance of the container and including the design, color, shape, labeling and materials used† (Arens, 1996). Most marketing textbooks consider packaging to be an integral part of the â€Å"product† component of the 4 P’s of marketing: product, price, place and promotion (Cateora and Graham, 2002, pg 358-360). Some argue that that packaging serves as a promotional tool rather than merely an extension of the product: Keller (1998) considers packaging to be an attribute that is not related to the product. For him it is one of the five elements of the brand – together with the name, the logo and/or graphic symbol, the personality and the slogans. While the main use for packaging can be considered to be protection of the goods inside, packaging also fulfils a key role in that it provides us with a recognisable logo, or packaging, so that we instantly know what the goods are inside. From the consumer perspective, packaging plays a major role when products are purchased – as both a cue and as a source of information. Packaging is crucial, given that it is the first thing that the public sees before making the final decision to buy (Vidales Giovannetti, 1995). Objectives of packaging Packaging and package labeling have several objectives: †¢ †¢ Physical Protection – Protection of the objects enclosed in the package from shock, vibration, compression, temperature, etc. Barrier Protection A barrier from oxygen, water vapor, dust, etc. †¢ †¢ †¢ †¢ †¢ Containment or Agglomeration Small objects are typically grouped together in one package for transport and handling efficiency. Alternatively, bulk commodities (such as salt) can be divided into packages that are a more suitable size for individual households. Information transmission Information on how to use, transport, recycle, or dispose of the package or product is often contained on the package or label. Reducing theft Packaging that cannot be re-closed or gets physically damaged (shows signs f opening) is helpful in the prevention of theft. Packages also provide opportunities to include anti-theft devices. Convenience features which add convenience in distribution, handling, display, sale, opening, re-closing, use, and re-use. Marketing The packaging and labels can be used by marketers to encourage potential buyers to purchase the product. Although packaging plays a role in both logistics and marketing, this paper will be focusing mainly on its relevance in the area of marketing. 3 The Relevance of Packaging as a Marketing Tool â€Å"Never underestimate the importance of packaging. Marketers often measure consumer brand perceptions and ignore the pack. Yet we know from the way that consumers react to unbranded products that packaging plays a huge role in reinforcing consumer perceptions. Packaging helps to drive the way consumers experience a product. Yet, we spend little time researching the connections between packaging and the direct experience of the product† (Rice and Hofmeyr, 2000, Commitment-led Marketing, pg 216). Before one can assess or question the current thinking regarding packaging research (and whether the research into packaging suitably reflects its value within the marketing mix), one must first assess whether packaging as a marketing tool really justifies more attention. What relevance does packaging have in the marketing world of today? Reaching the target market In recent years the marketing environment has become increasingly complex and competitive. Although advertising can be a highly effective means of communication for those consumers who are exposed to it, reaching the entire target market for most products is generally not a feasible prospect. Media fragmentation has meant that it is becoming increasingly difficult (and expensive) to reach and communicate with customers and potential customers, forcing marketers to adopt more innovative means of reaching their target market (Hill and Tilley, 2002). In contrast to advertising, which has limited reach, a product’s packaging is something which all buyers xperience and which has strong potential to engage the majority of the target market. This makes it an extremely powerful and unique tool in the modern marketing environment. In addition to its benefits in terms of reach, some marketers believe that packaging is actually more influential than advertising in influencing consumers, as it has a more direct impact on how they perceive and experience the product. â€Å"In m ost cases, our experience has been that pack designs are more likely to influence the consumer perception of the brand than advertising† (Hofmeyr and Rice, 2000, Commitment-led Marketing, pg 282). For products with low advertising support, packaging takes on an even more significant role as the key vehicle for communicating the brand positioning (Rudh, 2005, pg. 680). 4 Winning at the First and Second Moment of Truth Packaging’s dual role is what makes it a truly unique marketing tool. Unlike other forms of communication which tend to be fleeting, packaging plays a crucial role not only at the point of sale, but also after the actual purchase of the product. â€Å"The packaging has to provide consumers with the right cues and clues – both at the point of purchase and during usage. The first moment of truth is about obtaining customers attention and communicating the benefits of the offer. The second moment of truth is about providing the tools the customer needs to experience the benefits when using the product† (Lofgrun, 2005, Winning at the 1st†¦ pg 113) The Point Of Sale (The 1st Moment Of Truth) The importance of making an impact at the point of sale cannot be underestimated. â€Å"A recent Point of Purchase Advertising Institute (POPAI) survey in the UK found that over 70% of all purchasing decisions are made in-store at the point of purchase. Brand purchases are being made or broken in the ‘final five seconds’. † (Jugger, 1999) At the point of purchase, packaging serves a number of key functions, namely: 1. 2. 3. 4. Cutting through the clutter – actually getting the consumer to notice/see the product Communicating marketing information Stimulating or creating brand impressions Providing various brand cues: o Value o Quality o Safety Of course, if packaging does not cut through the clutter and catch the consumer’s attention, none of packaging’s other functions even come into play. The most brilliant and creative packaging is useless unless it is seen. Creating a powerful shelf presence so that the brand stands out from the crowd and is actually noticed is the first and most vital step for any product on a shelf. The average British supermarket contains 25,000 items and the average shopping basket just 39 items (Jugger, 1999). What this fact illustrates is that today’s consumers have to sift through a vast amount of products to choose what they want – and not surprisingly they end up ignoring most of what they pass. 5 In a standard supermarket the typical shopper passes about 300 brands per minute (Rudh, 2005). This translates into less than one-tenth of a second for a single product to get the attention of the customer and spark purchase (Gelperowic and Beharrell, 1994, pg 7). â€Å"Even when consumers are actively shopping a product category, most actively view only about a third of the brands displayed† (Young, 2005, p1) So how does one actually cut through the clutter and get the attention of the consumer? Most would agree that â€Å"it does not pay to be subtle† (Young, 2005, pg. ) To generate initial consideration, two things are key: 1. Shelf placement – ensuring that your product is placed on the shelf in the area most likely to be seen by customers 2. Packaging that creates a visual contrast (in comparison to its surrounding products) †¢ This can be achieved through the innovative use of colour, a unique shape/structure, a strong logo/brand mark, or a unique visu al icon (Young, 2005, pg1) Packaging plays a particularly vital role in categories which have low involvement (e. g. impulse purchase categories like chocolates). In these categories, consumers tend to be driven by in-store factors and extrinsic cues as they have neither the desire nor the need to comprehensively investigate and assess all the offerings available to them. Even in higher involvement situations, most consumers don’t have the time, ability or information to assess all the pros and cons before purchase. Instead they rely on various cues (e. g. brand name, packaging, etc. ) to help them make their decision (moment of truth article: Zeithaml, 1988). In our experience, most categories have a mixture of customers with high and low involvement levels. Even categories which are traditionally considered high involvement decisions, such as motor vehicles, have people for whom the decision is made without much consideration – and categories which are often considered to have few involved consumers, such as soap, is an important, deliberated decision and assessed in depth by some. Usage (The 2nd Moment of Truth) â€Å"Unlike advertising exposure which can be relatively brief, packaging continues to build brand values during the extended usage of the product and can drive brand equity and loyalty. † (Rudh, 2005, pg. 80) 6 After purchase, packaging plays both a functional and a marketing role. Functional Role From a functional perspective, packaging is often part of the usage/consumption experience. Not only is it a means of providing any necessary information, but it can also form part of the actual product and provides functional benefits (e. g. being easy to use, fitting into storage space, etc. ). If packaging is unwiel dy it can hamper the relationship with the brand – for instance if it breaks easily, doesn’t fit in the fridge, can cut the consumer, etc. the experience with the product can be negative. Marketing Role Brand Identity and Differentiation As the only part of the marketing communication that the consumer takes home, packaging plays a key role in communicating and reinforcing brand values over time. Packaging has the power to make, but also to break brand relationships. A key example of the latter, is a case cited by Hofmeyr and Rice, where a change in pack design contributed towards a drop in a leading beer brand’s market share by more than 20% in the space of just one year. Nothing other than the packaging had changed the product itself had not changed in any way. The pack change, although not dramatic (the same style but with lighter colouring), led to a perception that the beer’s quality had been compromised and that it was now weaker. This caused many previously loyal consumers to lose faith in the brand and to move to the brand’s ‘stronger’ competitors instead. This is a clear example of the power of bad packaging. Although a non-favourable advertisement might be quickly forgotten, poor packaging (if it remains with the brand throughout its usage cycle) provides a continual reminder of the brand’s perceived failing. Likewise, favourable packaging can be a means of continually reinforcing the brand’s appeal. 7 Doing Something Different – A Tool to Innovate â€Å"Packaging is not a gimmick when it works† (Seth Godin, Free Prize Inside, pg. 154) An innovative pack design can help to set a brand apart from its competitors. The marketing world is full of examples of brands that have used packaging to carve a unique position in the marketplace. Pringles potato chips cylinder and Absolut vodka bottle are widely cited international examples, while in a South African context, recent examples include L’Aubade water bottle (up market coloured plastic bottles that are suitable for virtually any restaurant table), Clover milk easy pour packs (long-life screw top packs) and Country Fresh ice-cream tubs. The popularity of Ouma rusk tins is another testimony to packaging adding value to the product. The design of the pack itself can act as an incentive for purchase (Hall, 1993). A strong, sturdy mineral water bottle might be chosen over its competitors, not for its content, but rather for its ability to be reused on future occasions. It tastes so good because it looks so good The term ‘sensation transference’ was coined by Louis Cheskin in the 1930’s and is discussed further in the book, Blink, by Malcolm Gladwell. Cheskin was one of the first marketers to notice that people’s perceptions of a product or service were directly related to the aesthetic elements of their design. He believed that people didn’t make a distinction between the product and the package. Instead how we feel about the package is often transferred to how we feel about the product itself. In essence, for consumers the product is the package AND the product combined. One of the most well known examples of his work is the case of Imperial Margarine (previously called Jelke’s Good Luck margarine). In 1940 margarine was not at all popular in the USA and Cheskin was asked to find out why. Was it because of the intrinsic properties of margarine (i. e. because it tasted bad) or was it because of the associations attached to it? 8 To answer this question, instead of asking people explicitly why they didn’t ike margarine, he carried out a more indirect investigation. He threw luncheons for housewives and as part of the meal served some of them bread with margarine (coloured yellow to resemble butter) and others bread with butter. He then asked the women to fill out questionnaires about the speaker, which also asked them to rate the food. Despite the negative opinio ns that were found when questioning women directly about the taste and texture of margarine, there were no complaints among those who were given the margarine instead of butter. This clearly showed that the problem was not the margarine itself, but its image. Cheskin suggested changing the color of Jelke’s Good Luck margarine from the traditional white to yellow. He also suggested changing the packaging material to foil and the name to Imperial Margarine to connote high quality. These simple modifications dramatically improved the product’s sales†¦ and every subsequent brand of margarine has followed this advice (Blink, Malcolm Gladwell). What is important to note is not only the conclusion of the research (i. e. that the packaging of a product affects how we experience its taste) but also the process used to conduct the research. Rather than using direct questioning in an artificial environment (e. g. a typical focus group scenario) he put the product in the environment where it would actually be used and gauged consumer perceptions indirectly. Asking customers directly how they feel about a product or package is going to result in just that, their perceptions about the package. What is generally more relevant is how the package makes them feel about the product itself. Gladwell raises an interesting point: if we think something tastes or works better because of its packaging, is there any difference than if it really does? Perception of a food product, for example, has been shown to be affected by a variety of factors including taste, odour, information from labelling and images, attitudes, memory from previous experience, price, prestige, nutritional content, health belief, familiarity and brand loyalty (Krondl and Lau, 1978, 1982; Raats et al. , 1995). If the halo effect created as a result of visual factors truly does modify subsequent product perceptions, then packaging is not just a form of protection or promotion but also serves as a means of improving the overall product experience. 9 Size Really Does Matter Packaging in different serving sizes can extend a product into new target markets or help to overcome cost barriers. In developing markets such as South Africa, the pack size can mean the difference between the success or failure of a brand in the informal sector. Smaller packages and portions are usually priced at a lower absolute level – making the product more readily affordable to a greater proportion of the population. Some examples of success in this regard include smaller Sunlight and Omo packs servings – which have increased the penetration of these brands substantially. The popularity of single cigarettes and smaller packs for analgesics have proven that â€Å"good things really do come in small packages†. Where smaller packages are not available, entrepreneurial individuals often buy the product and transfer it into smaller non-branded packaging for resale – which completely nullifies all the branding benefits of the original pack. In more developed countries, brands that don’t offer smaller or single-size servings make themselves immediately unsuitable for those living in smaller or single households that do not desire family-size packs. On the other hand, larger packs can extend the category to a more social environment. For example, the Fruitree 5l juice box expanded the fruit juice category from individual and home consumption to social and catering purposes. The popularity of quart size beers is another example to this†¦ the larger size means that the cost per volume is cheaper and more affordable for the masses. Pester Power In categories in which children are the end consumers, appealing packaging can be a means of driving brand choice. Research has found that â€Å"pester power† can come from an attraction to packaging (Gelperowic and Beharrell, pg. ) and as a result packaging can heavily influence mothers’ choices. In a study carried out by Siloyai and Speece (2004), mothers were shown two children’s yoghurt pots: one plain pot and one bright/cheerful looking pot. The mothers were told that both pots contained the same healthy ingredients, but that the bright pot was slightly more ex pensive. Despite the price premium, 88% of the mothers 10 said they would choose the bright pot – as their children would be more likely to eat it (Gelperowic and Beharrell, pg. 7). The popularity of Disney-branded products is another case in point of the impact of pester power: Disney co-branded products, from breakfast cereals to plasters to toothbrushes to baking products sell at a premium due to the pulling power the Disney characters have among children. So, with the relevance of packaging undisputed, the question then is: what research has been done to investigate how best to leverage this vital tool? 11 Current thinking and research on packaging Despite the importance of packaging, there is limited marketing research currently available to the public in the field of packaging research. Most textbooks and literature agree packaging plays a vital role in marketing, but there is little empirical research available investigating its impact on the marketing function and how best to leverage packaging in a marketing context (Rundh, 2005, Rudh, 2005, pg. 670, Sinclair and Knowles, 2006 and Rettie, Brewer, 2000). Looking at what is available (which is by no means extensive) there are some consistent themes in terms of the current thinking with regard to packaging. Different packaging cues impact how a product is perceived Ampeuero and Vila (2006) conducted research in Spain using packaging prototypes and found that the following aspects of packaging influence customer perceptions: †¢ Colour: Elite products require cold, dark coloured (mainly black) packaging. In contrast, accessible products that are directed to price sensitive consumers require light (mainly white) coloured packaging. Packaging typography: packaging for elegant products usually presents bold, large, roman, upper case letters with expanded characters. In contrast, accessible products of reasonable price are often associated with serif and sans serif typographies. Graphic forms: high price products appear to be associated with vertical straight lines, squares, straight outlines, and symmetrical composition with one single element. Products directed to the middle classes, use horizontal and oblique straight lines, circles, curves, wavy outlines and asymmetrical compositions. Illustrations: safety guaranteed products and upper classes products are associated with pictures showing the product. In contrast, accessible products directed at price sensitive consumers are more associated with illustrations showing people. †¢ †¢ †¢ Grossman and Wisenblit, 1999 also found that consumers learn colour associations from current brands in the market, which lead them to prefer certain colours for various product categories (in Rettie and Brewer, 2000). Using colour as a cue on packaging can be a potentially strong association, especially when it is unique to a particular brand. However, people in different cultures are exposed 12 to different colour associations and develop colour preferences based on their own culture’s associations (Rettie and Brewer, 2000). Message placement influences perception The placement/positioning of messages on the package influence how a package will be read. â€Å"Research in psychology on brain laterality, shows that perception is not symmetrical; for instance, words are recalled better if they are perceived from the right-hand side of the individual, while pictorial or non-verbal cues are more successful if coming from the left-hand side. Under conditions of rapid perception, e. g. scanning packs while walking along the aisle in a supermarket, this differential perception and the positioning of the elements in a pack design may make the difference between identifying and missing the item concerned. (Rettie and Brewer, 2000, pg. 56) Brain laterality research has found that verbal stimuli are recalled better when they are on the right-hand side of the visual field, and non-verbal stimuli is better recalled when on the left-hand side of the visual field. If we accept this theory, this would imply that in order to maximize consumer recall, pictorial elements (such as product photography) should be positioned on the left hand side of the package and important pack copy (such as brand name or flavour description) and visuals should be placed centrally or on the right-hand side of the pack.