Mangarop

In this opportunity I wanted to try trained brainstorming: like the case along with to shift the SES level segment the product, I planned to issue new variants. In the middle of preparations for the issuing of these variants must be available, the estimation of the new product that will be realised through to around next year, had the plan to issued the new package, with the contents that fewer but with view more interesting (the premium).
the hope with this new package be more practical, and could also seldom shifted trend user that is spreading the SES segment uptil now to upper SES. The question is:

only could by issuing the variant of the package just changed the pattern and the segment user? ( note: content and the same use)
the strategy what could be followed, apart from communication that all out??
remembered the issuing of the new package only as one of the means rejuvenation for brand we will prepared for the change in the future, we didn’t want to deadly the old package . what must be done to avoided excessive cannibalism??

I was thought could if using the new package of the alias repackaging, actual far more important was in fact whether the perception against of available brand ? If the consumer more understood the function and this function was associated with brand relevant, then in fact could in leverage to SES that was higher.
One of the herbal tonics that the usefulness in perceive good but with the price that uptil now for the low circle, but with smoothly communication , I was thought was enough to succeed in promoting the perception and could be accepted by the upper circle.
The simple example, heard the song of cucak rowo, the traditional song like that often not only the perception for the certain circle but also the SES segment certain, but continue to be able to in received well.
And the purchase of medicine also had rationality and emosionalitas. Rational when looking for the function of the product, and if being stable, finally brand became the reference that made them emotionally carry out the repeated purchase.
So, how to see the rational and emotional that became the important factor. must be acknowledged packaging that also created the new image and hope with packaging only was not rational then that was used by the consumer.
That must be questioned here, did the long package and the package just use the same price? If the same price as different packaging in displayed in counter its same, the consumer will choose the new package, will you?
Beforehand had the interesting product about packaging that is eyes medicine (I forgot name)… they made very much with discarded so as in a manner logic apparently gave the effect more hiegenis compared to products beforehand that could be worn for months, in fact to use at least 2-3 days so as if wanting to be thrown away but if being kept continued, worried again ineffective…
If only differences cosmetic were rather heavy, except their brand… if with brand available necessarily was increased another thing to be able to be sold more expensive, his increase could like the example above, only increased the perception. if consumer goods usually repacking to the side of more cheaper (the contents fewer)
I’m personal in fact liked peppermints fisherman, but in connection the packaging was fast broken, I outcome was bought mint… if fisherman issued the packaging plastic (or more durable), I must return again to fisherman.
Product cannibalism for a long time usually has been difficult to be avoided because we usually used the same channel distribution… if could be distinguished, possibly can be avoided… possibly other bloggers could relate the method of avoiding cannibalism, for example between soklin & daia etc., cannibalism very possibly happened, moreover when the same category.
I wanted to asked about Extra Joss Kid here…. there are those that knew the sales development in market, roughly, what is merchandise quite sensational…. because like this, I thought that the name energy drink, moreover extra joss would already in good communicated very much if Energy drink Is drink for adult… I could not imagine what had the small child that also like drank the energy drink (btw: proposed, what was not replaced the name with the Extra Juice ).
Let us hope was not later again (or has been available) the variant extra Joss for female, Extra Joss for Students, Extra Joss for parents etc….. very interesting to see the brand that segmentation could be changed.
its only a brainstorming, I seldom will relate concerning the experience relaunch with the new package. After dozens of years exist with the same package, we relaunching our brand with the new package. New Corporate identity , the new variant, new packaging without reposition to SES available, because we were convinced this brand still was money maker and must continue to the focus to SES so that consistent.
Initially indeed the difficulty with the process this relaunch, because the brand its the umbrella brand that consisted of dozens of products that had the liquidity in the market that not the same. There are those that fast moving, there are those that slow. We gave treatment that was different for the two product kinds. That slow moving we given the “buzz” price increase, so as the channel/distributor to stock of old packaging with the long price (last bite). Whereas that fast moving still we continue to keep with the long price.
So as in the long run stock packaging for a long time was absorbed and became minimal. And the market was ready to received new packaging. Possibly this picture was different from the requirement for our product, but it is hoped could become the material brainstorming for your team.
My opinion when your brand had equity and the position of the strong market, must continue to the focus to SES . When having the plan to spread this SES with same brand, then communication continued to be needed to explain the transformation that happened. If I would more spend to BTL for the communication, remembered the basis or this brand is lower SES. Such as: the program went home of lebaran, sampling the new package in busway ), the sponsorship of BUSER etc.. The main thing is all the activities was directly touching with the consumer and often was exposed by the public.
I wanted to addition the other experience… as the consumer.
I always bought biore antiseptic, the package of refill previously dark red… afterwards during several times the dark red empty, so as to I bought lifebuoy… this emptiness for quite a long time so as I was rather surprised how come biore dark red how come did not go out anymore… at one time I was paid attention to one by one evidently of antiseptic changed the colour of the package orange… because the design packaging and size was similar, without the change notification in the colour, as the consumer I was still being forced to buy the biore competitor …
May this experience was not repeated in pharos…. eh, pharos and phapros that the different company, would be? How come might yes, would the efforts field same…