Packaging is one of the mos essential element to attract in-store customer attention, whether in traditional market or modern market such as Carrefour, Hero, AlfaMart, Ranch Market.
Packaging has to convey a simple and precise appeal (visual and verbal) for a potential customer’s attention in a short space of time.
Not only grabbing the attention of 230 million Indonesian’s consumers with hundreds of complex consumer segmentation but also facing hundreds of global and local product brands that force brand owners and marketers to re-think creatively on how to stay innovative in the eyes of customers.
The best way to grab the attention of consumers in-store is to revitalize packaging.is by revitalize its packaging and brand communications. Marketers should ensure that packaging is in-line with brand values, target audience and key messaging to ensure consistent brand strategy, as well as grabbing customer attention.
The above photograph is one of an excellent case study in brand revitalization. for my client, Orang Tua Group. The revamp of Vita Pudding Packaging was after the result of our study that there were no local ready-to-eat pudding in modern trade that offers affordable healthy indulgence. After formulating with client, I’ve recommended the client to capitalize in affordable healthy ready-to-eat pudding that focuses on indonesian female audience, between 18 to 40 years old. After the launch in early 2009, Bedrock Asia involved in developing brand communications and its activation events, even the recommendation of Vita Pudding brand ambassador, Artika Sari Devi, Miss Indonesia Peagant 2004.
Have you audit your product brand lately? is the brand promise still up-to-date with its target audience? Is your brand loosing the ground after your competitors flooded the same aisle? Maybe your sales are struggling, and your brand message aren’t attracting new consumers.
Your brand should stay up-to-date and reflect your consumer’s need. Maybe it’s time to revitalize your brand.
Kwan Harsono Susilo, CEO of Bedrock Asia, is a keynote speaker and practitioner with 15 years’ experience in brand management and consultancy, in the U.S. and Indonesia. He can be contacted at inquiry@bedrockasia.com
www.bedrockbrands.com
