PKSC 1020 Lecture Notes - Lecture 16: Campbell Soup Company, Vending Machine, Psychographic

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Packaging Graphics and Printing
PKGSC 102
Package Design
Technical and Physical Requirements
Features and Characteristics that:
Attract and inform consumers
Motivate purchase
Graphic Design
Demographics and Psychographics p.45
Demographics:
l gender l family size
l cultural background l religious factors
l marital status l residence
l geographic factors l education level
l occupation l socioeconomic status
l ethnic background
Psychographics:
how groups of people are motivated and how they behave
beware of poll data with moral objectives
ex.) environmental poll data doesn’t match real behavior
3 other categories of information p.47-48
Consumer information
preferred purchase unit
durable good
impulse item
staple item
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seasonal purchase
gift item
Product information
l easy opening l cautions
l measuring aids l returnable package
l instructions l special features
l use quantities l dispensers
l storage method l disposal method
l reclosure features l secondary uses
l table pack
Competitive information
target markets and marketing strategy
package types
market share
strengths and weaknesses
unit sizes
pricing structure
sales volumes
Retail Market p.48
30,000-40,000 items
typical consumer sees fewer than 100
leaves store with 14
average product has attention of consumer 7 secs or less
60-86% of purchase decisions make in store while facing shelf
Merchandizing methods p.48
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l self serve l warehouse outlets
l shelf displays l inspection before purchase
l door to door l pegboard display
l specialty store l vending machine
l sales clerks l department stores
l mail orders
Three Fundamental Messages
What is this?
What will it do me?
Who guarantees that?
Equity and Brand Names p.51
Company name
Brand name
Symbol
Typographic Style
Shape
Trade Dress -
ex.) Campbell's Soup
has color and type but no unique shape
but
Coca Cola has all three
Table 3.3 p.53
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