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Archive for the ‘Packaging’ CategoryMixing Things UpTuesday, November 17th, 2009 
Branding. How important is it? Well, we at B2B International firmly believe that building a strong corporate brand is the only sure way to differentiate an industrial product. But while the importance of branding can sometimes be overlooked in the b2b arena, there can be little doubt of the huge part it plays in most areas of consumer marketing. So, it was with interest that we noticed a recent article in Marketing Magazine – Brand Blending – which discussed a relatively untried and untested strategy of combining two well-known brands to make a new offering. This ‘phenomenon’ can already be seen in the Food & Drink sector in examples such as Smirnoff Vodka & Ocean Spray Cranberry Juice, and Gordon’s Gin & Schweppes Tonic (both are canned drinks featuring two premium brands that have been pre-mixed by Diageo). 
Now packaged-goods company Proctor & Gamble has launched its Total Effects Touch of Foundation skincare range, which combines two of its well-known brands, Olay moisturiser and Max Factor foundation. 
At this early stage, opinions seem to be mixed as to whether this co-branding strategy is a good move or a dangerous one. Does the combination of two strong, complementary brands always prove mutually-beneficial? Some people believe there is a clear benefit in grouping products together in this way, providing at the very least a short-term boost to both brands. Yet others are concerned that such a move risks confusing consumers and blurring the values that the market associates with each individual brand, in effect denigrating its hard-earned brand values. Time will tell if this ‘brand blending’ technique proves to be a strategy more companies adopt. To find out more about our branding market research solutions, please click here. What makes B2B marketing different?Tuesday, August 4th, 2009
Is business-to-business marketing really that different from business-to-consumer marketing? As business-to-business market research specialists, managing hundreds of b2b projects every year, we certainly think so. Our latest white paper, ‘Why is business-to-business marketing special?’, recognises the many differences between the business and consumer disciplines, highlighting the implications of these differences when it comes to implementing a business-to-business marketing strategy. B2b marketing is about meeting the needs of other businesses, though ultimately the demand for the products made by these businesses is likely to be driven by consumers. When acting as consumers, we are often less well-informed, less accountable to others and far more susceptible to whims, indulgences, recklessness and showing off than is the case when we are in the workplace. We therefore have a tendency to make purchasing decisions that a rational observer (a business-to-business buyer that has to make a profit each month) would regard as ludicrous. As consumers we are far less likely to ask whether the product we are buying has an ROI. We buy what we want, not what we need. Not so in b2b. B2b marketing is actually more unique than most people realise; our white paper highlights ten key factors that make b2b markets special and different from consumer markets. To summarise:
The full white paper, which expands on each of the above points and highlights their implications for the business-to-business marketer, can be accessed here. Does Size Matter?Thursday, March 12th, 2009
Have you ever bought a large box of cereal, only to get home and find that it doesn’t fit into your cupboard on onto the pantry shelf? If you have, then it would seem that you’re not alone. Which is exactly why Kellogg Co. is currently trialing a new "space-saving" cereal-box design. The new box, which is being road-tested in Detroit, is the biggest change to a Kellogg box since the 1950s. The new packaging – which adheres to a shorter, fatter design – contains the same amount of food, but is expected to fit into pantries more easily. Retailers are also set to benefit, as it is predicted that the new box will make better use of grocery-shelf space, allowing retailers to offer a wider variety of products. A further bonus, enhancing the corporation’s environmental credentials, is that the new box design boasts an 8% decrease in materials, evidence that the company is looking to improve its footprint, as well as drive efficiency and effectiveness. A spokesperson for Kellogg Co. says: The test of this new space-saving packaging is part of our ongoing commitment to identify solutions that help us meet the needs of our retail partners and consumers. The trial of this new product is expected to last six months, and aims to gain consumer and retailer insights with a view to rolling-out the new packaging nationally. Modern Market Research Methodology Successful In ChinaWednesday, February 4th, 2009
In response to the opportunities created through the development and increasing adoption by Chinese business people in work-related communication of web 2.0 applications, particularly instant messaging (IM) and the online forum or message board system BBS, B2B International’s Beijing office has introduced IM applications into its range of methodologies offered in China. It is particularly suited to interviewing middle and junior management positions, usually those aged under 35, among whom IM is established as a principal business communication tool and, although there will always be a place for telephone and face-to-face methodologies, offers a useful complement to these. Alaric Fairbanks, head of B2B International in Beijing, has found many advantages:
Initially trialled as a recruitment and screening tool, IM has now been applied to data collection on recent b2b projects in the packaging, waste water treatment and construction industries. The Coolest Product PackagingWednesday, November 19th, 2008
Packaging is one of the key elements in the marketing mix that allows you to differentiate your product. Indeed, when we conduct new product development research, packaging is one of the areas where we see some of the greatest examples of innovation. The packaging of a product plays an integral role in many sectors, not least the food & drinks industry. An innovative and unique form of packaging that has caught our eye recently is that of a major player in the beverages marketplace. MillerCoors has introduced cold-activated packaging across its Coors Light product range. The Rocky Mountains logo of this brand is printed in thermochromatic ink that turns blue when the bottle or can has been chilled to the perfect temperature. This packaging has been seen on some products in the Coors Light range over the last year, but is now to be rolled out to include all sizes of cans and bottles in the product range. Whilst some might argue that this is gimmick, there is no doubt that the true beer connoisseur appreciates his or her beer being served at the optimum temperature. The company has attributed this – and other – package innovations to higher sales. |
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