PKSC 1020 Lecture Notes - Lecture 16: Campbell Soup Company, Vending Machine, Psychographic
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26 Sep 2017
School
Department
Course
Professor
1
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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2
• 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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3
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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