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Marketing Strategy: Give Old Products a New Twist
Posted by Janet Attard
What would you do if you were in charge of product marketing for a staple product like sugar? How would you make consumers skip over store brands and cheaper "name" brands and choose your premium priced product instead?
When the Imperial Sugar Company mulled over that problem they came up with a sweet solution: package their products to make them more convenient for consumers to store and use.
In addition to the traditional 5-pound paper sacks of sugar, the company now offers sugar in re-sealable plastic pouches containing eight cups of granulated sugar; pre-measured one cup servings of brown sugar, and convenient easy-to-grip sugar shakers of powdered sugar, cinnamon sugar mix and turbinado sugar.
The new packaging makes measuring, sprinkling, and storing sugar much more convenient - especially for small families and for holiday bakers.
Posted on November 27, 2005 at 8:25 PM
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Janet, many thanks for the brilliant idea.I certainly agree with the idea of giving products a new look.I am thinking of giving my newly conceived business a boost with new ideas,and may be abite of showbiz.
Posted by: ongeng denis on November 30, 2005 at 5:40 AM