The Challenge:
A premier home care brand in Thailand contemplated a significant packaging modification and sought to comprehend the potential influence on product shopping behavior. The insights garnered would guide their decision on whether to implement the new packaging launch and recognize necessary improvements for optimal shelf standout.
Brandscapes Insights:
Our team adopted a comprehensive approach to this challenge:
- Deciphering Shopper Heuristics: We scrutinized the mental shortcuts shoppers utilize when choosing products in this category and evaluated how the new packaging fared in this context.
- Message Assimilation Analysis: We appraised whether key messages were efficiently conveyed through claims or visual cues on the packaging.
- Spotting Key Elements: We identified elements of the packaging that sparked consumer curiosity and supported brand imagery.
- Assessing Packaging Effectiveness: We compiled an exhaustive list of which aspects of each packaging design were effective and which were not.
Marketing Actions:
Steered by our insights, we initiated a strategic packaging redesign that aimed at:
- Enhancing Message Comprehension: We ensured that the packaging effectively articulated the brand’s key messages.
- Improving Visibility: We implemented changes that boosted the packaging’s visibility amongst other products on the shelf.
- Amping Brand Appeal: We integrated design elements that heightened the brand’s appeal to its target audience.
- Optimizing Findability: We prioritized making the product easier to locate on the shelf.
Outcome:
The result was a redesigned package that excelled in message comprehension, visibility, brand appeal, and findability on the shelf. This strategic alteration not only enhanced the product’s shelf presence but also positively swayed the shopping behavior of consumers, offering a competitive advantage in Thailand’s dynamic home care market. This case study exemplifies our commitment to delivering data-driven strategies that lead to tangible business outcomes. Our strategic approach and comprehensive analysis allowed our client to make informed decisions that significantly improved their packaging design and boosted product visibility.
