Consumer Perception

Submitted by:

Shashank Khanna(85)Shiva Talwar(89)

Upasana Khanna(98)V. Sowmya(99)

Vanisha Chawla(100)Sugam Mathur(108)

Question :

Read the articles and describe the three package changes and look at the accompanying photos of the actual packages. Evaluate each of the changes in the context of JND.

What is JND?

The Just Noticeable Difference is the minimum change necessary for a person to detect it.

 Any change less than the JND is wasted because it is not perceived. But just as importantly, any change significantly larger then the JND can also be considered wasteful.

Importance of JND to marketers

challenge in determining the amount of change necessary for it to be noticed by the consumers.

 The ability to discriminate among stimuli is learned.

Importance of JND to consumers

It helps the consumer to distinguish changes in prices among purchase alternatives.

Packaging and the JND

Marketers often want to update their package designs without losing the ready recognition of consumers who have been exposed to years of cumulative advertising impact.

In such cases, they usually make a no. of small changes, each carefully designed to fall below the JND so that consumers will perceive only minimal difference between succeeding difference.

COCA-COLA DELETING ‘CLASSIC’

FROM COKE LABEL

CASE - 1

Coca cola introduced its ‘classic’ in 1985 before discontinuing in early 2009 in most of the parts of US.

 The font size of the “Classic” has been shrinking in the last decade.

 Removed it from labels in Canada in 2007.

No need of a descriptor.

Coca-Cola decided to make the change as it launches a new global marketing campaign it's calling "Open Happiness."

“Classic” doesn’t sounds youthful and contemporary.

Every place else in the world it is called Coca-Cola, except for in North America

HEINZ KETCHUP WAVES GOODBYE TO THE GHERKIN  

Case - 2

First major change in the ketchup label since 1940. Replaced the ‘pickle’ symbol with a ‘tomato on a vine’.

Below the tomato, phrase “grown not made” added.

The font for word ‘tomato’ was increased (larger than ketchup).

the slogan “57 varieties” moves onto the main label.

Role of a pickle on ketchup label.

‘Grown not made’ - ketchup is a wholesome food.

The tomato on the vine was a critical piece of it. Signals it is real, fresh and natural.

Changes were necessary to fight with less expensive competitors like HUNT’S and DEL MONTE.

TROPICANA DISCOVERS SOME BUYERS ARE PASSIONATE ABOUT PACKAGING

Case - 3

The new Tropicana packaging change is the 2nd major packaging change for the brand in 3 years. In early 2009, Tropicana unveiled packaging with a new logo.

Longtime Tropicana brand symbol, an orange from which a straw protrudes was changed to glass of orange juice.

Font face changed and other minor changes.

There are two reasons behind the change:

The success of Trop50.

Falling sales volumes for the Tropicana Pure Premium brand.

Redesigned package failed completely and rejected by customers.

consumers complained about the makeover in letters, e-mail messages and telephone calls and clamored for a return of the original look.

Some of those commenting described the new packaging as “ugly” or “stupid”. Others said that its difficult to distinguish between Tropicana and other orange juices.

Redesigned packages were discontinued.

Old version was kept from May onwards.

Thank you