National Consumer Products Manufacturer.
The packaging of the product line was seriously misrepresenting the products in regards to visibility, value and quality to the consumer and therefore was significantly limiting its sales potential.
Action Taken -
I did a competitive market analysis and presented to the company owners their packaging front panel size was 43% less than that of their standard competition. With that great a difference their products were not being seen as well on the shelf by the consumer. The net weight of their products however were significantly higher (on average almost 28% higher) than that of their competition. The retail product pricing per box was higher on the company's products by an average of over 18%. The sum of these three factors accounted for a major misrepresentation of the products. If the consumer noticed the product it would be seen as being small and expensive thus leading to a false impression when in fact the product was really a good value. As well the packaging statement needed to be significantly upgraded in regards to image and quality. I recommended a total repackaging of the product line. The changes that I saw that were needed were bigger packaging size, reduced product weight, reduced price and upgraded packaging graphics.
We worked on the packaging changes through interviewing various packaging development companies. The changes however it did not come into being due to a policy change of the owners. Had the changes been completed the company's products would have had a much greater sales potential.