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Design of New Beverage Packaging

Make recommendations to your team about the design of BevCo's new fruit juice beverage packaging. Base the packaging design on what you know about consumer research and the target market (see below) you have chosen. What colors and types of graphics would you suggest? What type of container and shape would you recommend? What recommendations would you make so that the product and its packaging appeals to the consumer "innovator" or opinion leader to help ensure high trial levels? Use the text as a guide and examples of other products that appeal to the same target market you have chosen (e.g. the razor that appeals to women through product design, shape, color).

FYI Only: Target market are those in or nearing retirement.

I previously recommended the type of advertising that will appeal to both of these age groups would be to use athletes, coaches, CEOs, and actors who have retired or are nearing retirement. They can be shown in ads as feeling and looking vibrant and sexy doing such things such as exercising, dancing, traveling, volunteering, etc. Like Gatorade, we could package cold single-serve containers and target nursing homes and health clubs. We also know that adult children are living in the home with their parents a lot longer and that grandparents and great grandparents are more likely to baby sit a grandchild. So our fruit juice would gain support for the younger generation by word of mouth.

FYI: BACKGROUND ON BevCo: Your company, a large multinational food and beverage corporation, is aggressively pursuing the development of a new beverage. The fruit juice-based beverage contains ingredients that some members of the population perceived as a health benefit. As one of BevCo company's top market research directors, responsible for consumer behavior studies, you are called upon to contribute to the marketing team that will develop the new product. In addition to creating the product and packaging, you and the marketing team will develop the advertising and promotional campaign. Your team consists of a brand manager who leads the team in product development, an assistant brand manager, a food product engineer, and a packaging manager. The company's advertising and promotion agencies will also be anxious to hear your ideas on how to most effectively market the product and to whom. BevCo's senior managers are eager to introduce the product into the marketplace as its major competitor is already test marketing a similar product. The competitive product is currently targeted to young, athletic-oriented males. Thus far, the competition seems to have achieved some success based on early market data. The pressure is on you and the marketing team to create a new beverage and marketing plan based on solid, tested consumer research.

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RESPONSE:

FYI Only: Target market is that in or nearing retirement.

Q: Make recommendations to your team about the design of BevCo's new fruit juice beverage packaging. Base the packaging design on what you know about consumer research and the target market (see above) you have chosen. What colors and types of graphics would you suggest? What type of container and shape would you recommend. What recommendations would you make so that the product and its packaging appeals to the consumer "innovator" or opinion leader to help ensure high trial levels? Use the text as a guide and examples of other products that appeal to the same target market you have chosen (e.g. the razor that appeals to women through product design, shape, color).

Bottle should be shaped allowing for easy grip, like a Gatorade bottle, which allows for easy grip for the people who may have arthritis in hands, etc. These bottle shapes are also good for the young, who appreciate a bottle with something to grip onto with their smaller hands. Something like a Caltrate bottle that has a fairly large inward curvature about a third way up the bottle (in the place a person usually hold the bottle) to fill the smaller hand might be one idea to consider.

Colors

Things for you to consider: The visuals are looked at by 70%, it can be a photo, a drawing, a cartoon, a painting... the message conveyed by the visual depends on the way elements such as products/objects, characters, colours and shots are represented or chosen.

Objects - three types:

1. The object as an epiphany or the "here I come" type (This is your product)
The product advertised is coming on the market, it is, so to speak, revealed, announced to the public. The emphasis is not so much on the product but on the fact that it is a new one.
2. The self-sufficient object or the "here I am" type
The product is world famous; it is generally presented in a very sober way and needs very little padding. Example.
3. The object as a quality or the attribute type
Here, the emphasis is not put on the product but on its quality: efficiency, beauty, and luxury. (The quality of the product could also be appealed to).

Target market is that in or nearing retirement: What appeals to this age group, to the innovator?

What do we know about colors to help you decide on the colors to use in the design? Different colors are found to appeal to different attitudes and feelings? What attitude and feelings do you want your product to appeal to? The color red, for example, appeals to feelings of joy, aggression, animal passion, and fun. The colour red has also been a representation of love, and vigorous health. Or we could consider Orange: Meaning: Drive, ambition, (mix of yellow and red). In folklore the colour orange stands for fire and flames, lust, vigor, excitement, adventure and wholesomeness. Energising colour.

Let's take a closer look at what colors (and then graphics) represent to help you decide:

Colours
"They always told us, ...

Solution Summary

Based on consumer research and the target market, this solution makes recommendations through illustrative examples about the design of BevCo's new fruit juice beverage packaging.

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