DRAFT 20489'7€i191
OPPORTUNITIES IN PACKAGING INNOVATION
MARCH, 1992
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REVOLUTION VS . EVOLUTION
• ONCE EXPOSED TO "INNOVATIVE," ESPECIALLY YOUNG ADULTS SEE THEIR CURRENT PACKAGING AS DATED AND BORING • THEY ARE MORE THAN READY FOR-CHANGE • THEY WANT "FUNCTIONAL" NOT "GIMMICKY STUFF"
I 29489"7M"a THE VALUE OF "NEW"
• LOOKS DIFFERENT • I'D HAVE SOMETHING DIFFERENT • LOOKS MORE CONTEMPORARY ; NOW ; 90'S • MAKES ME FEEL SPECIAL • MAKES ME FEEL MY BRAND IS PAYING ATTENTION TO ME • CREATES EYE-APPEAL • DRAWS ATTENTION (JEALOUSY) FROM OTHERS • RENEWS MY ATTENTION TO WHAT I HAVE IN MY HAND • REKINDLES ATTACHMENT, EXCITEMENT ABOUT MY BRAND • IF I'M PAYING FULL PRICE, I SHOULD BE GETTING SOMETHING CREATIVE, EXCITING, DIFFERENT 2048976104 "RULES"
1 . BE TRULY INNOVATIVE (Merit cylinder ; flip back with pop-up feature) 2. STREAMLINE IDEALS : (A) 1-Handed access (push-open) ; (B) 1-Stick pop-up (inviting ; ready) ; (C) Faster to open a new pack; less garbage 3. REMEMBER THE FUNDAMENTALS Secure the cigarettes against spilling, falling out, crushing, breaking, getting wet ; be able to see how many are in the pack 4. AVOID PRICE/COST ASSOCIATIONS 5. MAKE IT LOOK RIGHT FOR ME, FOR TODAY 20489'76105
"THE OBVIOUS"
1 . MATCHES : Packs come with matches ; an "electric match" MARLBORO AT LEAST A MATCH STRIKE PATCH 2 . LESS GARBAGE : Why cellophane? Laminate the cellophane ; have a perforated pull-tear of paper to open the box "MARLBORO IDEA": THE MOST POPULAR, THE MOST RESPONSIBLE 3 . RESEALABLE SOFT PACK: A drawstring closing . Add a little sturdiness VANTAGE'S FLAWED ATTEMPT 4. WORK-BETTER HARD PACK : Improve inside side ledges ; design to close more securely ; fit a woman's hand better ; fit in a purse better ; make them more comfortable BENSON & HEDGES KINGS 5 . BULK AND REFILLABLES : For both ecology and cost reasons P/V OFFERING FROM A FULL MARGIN BRAND 6 . PRETTIER : Women said : Why can't they make them look prettier, more feminine? VIRGINIA SLIMS PACK UP-LIFT I 2048976196
BEYOND THE OBVIOUS
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INNOVATIVENESSIN : SOME EXCITING OPPORTUNITIES 2048976197 NEW SHAPES AND MECHANICS .. ~~.x.r~.v:.:::..,nv:.r:.:N:.:.:::.:.,~u~~~~:s.x:...~..:...:~,::::....:...v::.:.:::~..A..:..:....:...:::...... :.:::.~...N...... v.v.::.:~..~.:..:~...~... ~.. ~.,~..v....r..... Fw~. . . .~ t... A NEW. UNIQUE SHAPE MERIT CYLINDER CARTIER OVAL (10'S) LOOKS "UNIQUE" LOOKS '90'S CREATES ATTENTION FITS BETTER IN HAND (MEN AND WOMEN) FEELS BETTER THAN THE HARD EDGED BOX
UNIQUE, MORE STREAMLINED MECHANICS A "THUMB-FLI P-BACK" TOP A PEZ-LIKE FLIP-OPEN TOP A POP-U P FEATU RE A "SHAKE ONE UP AND OUT" FEATURE (ALL "CREATED" BY OUR CONSUMERS, BASED ON OUR SAMPLES) .~ 2048976198 NEW CONCEPTS IN DESIGN AND MERCHANDISING ~.~.~..~..v:..~...... ~...K.n.N:.~.,~..~...... ~,.~~NAV:M...A..~n...... ~..Nryw...:.N...... :...m..u~...w~~....::...... x. ::.N. .v.~:~.:..~.:.:~~.:.:~:: KEEP BRAND/LOGO CONSTANT, CHANGE GRAPHIC DESIGNS CHANGING THE DESIGNS FROM TIME TO TIME (Not too dramatic) MAKES YOU LOOK AT THE PACKAGE EACH TIME MAKES YOU WANT TO LOOK AT YOUR PACKAGE IDEAL FOR A 5-PACK CARTON CONCEPT
FOR STRONG IMAGERY BRANDS Marlboro scenes ; Virgina Slims "Designer Designs", Special Edition FOR MENTHOL Immediate symbols and scenic associations DRAMATIC CHANGE : "STAR" A YOUNG ADULT APPEAL Not just a front panel or signature graphic, but the entire pack "a picture" 2048976199 COLORS, DESIGNS, TEXTURES %xA; : L4: J.!?.W.++t+M.•A%.W. .M!.:h:4%KM4MfNb4Y.6:.}MNNr,Y.4%!34:4]o~N4!!t4%4%w4~4%t4y!::?;4:3!{4%yi!d. :•Y. •h!4%.•HMv Y.d:.vw%4•.•. tY..•aA!4b%i:+.:4!L4%p•.UV!4v:•;:.•~.%::{4•.!N.%4•H _r.!h:H.:4J[•!4!+•!Q
• FOR WOMEN : COLORS, DESIGNS, AND TEXTURE COMBINATIONS, TO CREATE MORE FEMININE, EYE-APPEALING PACKAGING • ALL WOMEN: UNSTRUCTURED COLOR SPLASHES ; FEMININE-LOOKING DESIGNS (Colored Sorbanie) • YOUNGER ADULT WOMEN : SLICK, SLEEK, FLASHY, GLITTERY, SHINY, SILKY, BOLD, "NOW" (182, 186, 101) • OLDER WOMEN : SOFT, SENSUOUS, SILKY, CLASSY, SOPHISTICATED (128, any silky texture) • FOR YOUNGER MEN, "MANLY" TEXTURES (Examples : Trussardi (leather) ; Black Sorbanie) • RULES ABOUT TEXTURE • NOT SHRED OR EASILY TEAR • NOT BUMPY • NOT MAKE A NOISE • NOT SO NICE : • TO FEEL BAD THROWING IT AWAY • TO FEEL IT ADDS TO THE COST 2.C4897'6209
HOLOGRAMS : A MARKET SEGMENTING DEVICE
,:AYY'A%< .MVV>: .iviY;4%~YYV TO YOUNGER WOMEN : THE GINNY/HOLOGRAM PROTOTYPES (F,G,P,Q,CC,DD,EE,GG,II,JJ) COOL, NEAT, YOUNG ADULT, DIFFERENT, CONTEMPORARY, NOW, FEMININE, CONVERSATIONAL ~ "WHAT VIRGINIA SLIMS SHOULD BE!!" TO OLDER WOMEN: THREATENING ; TOO EROTIC, TOO OVERT, TOO BRASH ~ LACKING "CLASS" 2G4897 6 20i NEAR-IN CONCEPTS LESS "REVOLUTION" I MORE "EVOLUTION" .~~.~..::. ..~ '26489762®2 FOIL OVERWRAPS ADVANTAGES : EYE-APPEAL MODERNITY DOING SOMETHING FOR ME NICE FEEL IN HAND NEUTRAL PERCEPTIONS OF FRESHNESS BENEFIT POTENTIAL NEGATIVES MORE GARBAGE PRICEY 2048976203 LAMINATED CELLOPHANE a~..~::.:..~:..:v..~:.N:.:xµ.::..w..rNr~.:.. :7....~...~...... : ..:.Y.:v..:~...:r.~~:.:..:4.~~..:...n.v.r.~.~,r~~:.,:...... v ...... v.r..h.:~. • A DIFFERENT LOOK : NEATER, TRIMMER, CRISPER • A BETTER FEEL : STURDIER, MORE SECURE • EVOKES SECURITY : • WATER PROTECTION • TAMPERING • LESS MESS, LESS GARBAGE • REQUIRES A BEHAVORIAL CHANGE • ELIMINATES THE SELF-CONTAINED "POCKET" SOME USE FOR MATCHES, LIGHTER 2048976204 ARTICULATING BRAND EQUITY, BRAND IMAGERY THROUGH COLOR, DESIGN, SHAPE ...... 5 BENSON & HEDGES KINGS "CLASSY, CLASSIC, ELEGANT" NATURALLY EVOLVES OFF AN EXISTING IMAGERY TO A HIGHER EXPRESSION POSITIONS BRAND IMAGE MORE SHARPLY AND DISTINCTIVELY CLEARLY INTENDED POSITIONING TO CONSUMERS : TO "MARLBORO GRADUATES" : THIS IS FOR ME TO "CORE MARLBORO": THIS IS NOT MEANT FOR ME 20489'76205 ANYTHING DIFFERENT, JUST TO BE DIFFERENT F VANTAGE~CONVERTIBLE BOX NOT PRECISELY STREAMLINED DESIGN MESSY ANNOYING ; INVITES TEARING OFF COMPLICATED, TIME CONSUMING OPENS THE WRONG WAY FOR QUICK ACCESS A SPACE WHERE LOOSE TOBACCO CAN FALL OUT TO YOUNG ADULTS, TO NON-VANTAGE SMOKERS UNNECESSARY, STRESSFUL SET OF OPTIONS SOFT PACK USERS : STILL THE HARD EDGES I DON'T WANT BOX USERS : "WHY?" I DON'T NEED IT . TO SOME VANTAGE SMOKERS . SYMBOLIC THAT THE BRAND IS PAYING ATTENTION TO THEM, GIVING THEM SOMETHING SPECIAL, NEW, DIFFERENT MAKES THEM FEEL SPECIAL 2048976206 KEY LESSONS LEARNED • ESPECIALLY YOUNG ADULT CONSUMERS ARE READY FOR CHANGE IN PACKAGING • MOST WOMEN FEEL THE PACKAGING OF WHATEVER IS THEIR BRAND (OTHER THAN EVE, CAPRI) IS UGLY, DATED, MASCULINE • ESPECIALLY TRUE FOR MERIT, VIRGINIA SLIMS • CONSUMERS SEEM READY FOR REVOLUTIONARY CHANGES • SIZES, SHAPES • MECHANICS • VALUE-ADDEDS (Matches) • NEW CONCEPTS IN DESIGN ("Star"Style) • LESS STRUCTURED USE OF COLOR AND DESIGN • CHOICES OF DESIGNS ("Star" ; American Scenes) • TACTILE, TEXTURAL QUALITIES • ECOLOGICAL "FEEL BETTERS" • FULL-MARGIN CUSTOMERS ARE READY FOR AN OVERT SYMBOL THAT THEY ARE GETTING SOMETHING BETTER FOR THEIR MONEY 204897620'7 NEXT STEPS IN LEARNING 1 . WHICH OPPORTUNITIES APPLY SBvESTTO YWHICH/ BRANDS? i BY BRAND IMAGE BY BRAND NEED FOR NEW, REFRESHED IMAGE BY USER PERSONALITY AND RELATIONSHIP TO BRAND IMAGE 2. ARE ANY OF THESE IDEAS POWERFUL ENOUGH TO ATTRACT PEOPLE TO SWITCH BRANDS? 3. REVOLUTIONARY OR "EVOLUTIONARY"? 26489762®8 NEXT STEPS DEVELOP BRANDED PROTOTYPES USING SOME OF THE CONCEPTS NOTED IN THIS EXPLORATORY CONDUCT RESEARCH AMONG THOSE BRAND USERS AND COMPETITIVE-SET CONSUMERS, IN BROADER GEOGRAPHY