Arizona Iced Tea

Arizona iced Tea marketer Ferolito, Vultaggio, £ Sons has gained success by la king a rather straightforward drinK—tea—ana putting it into unusual bodies wild elaborate designs. The wide-mouthed, long-necked bottles have been trendsetters in the New Age beverage category, and customers often hoy Ihe tea just for the botue. -Because consumers are known to hang on to their empties or coavert tftertt into lamps and olher house-herd oDjeets. the company uses unique Cottle shapes for its line extensions. It uses a ridged grip design en Arizona Rx tl ¡tins, miniature jugs for Arizona teed CdIIíes. and a pint-giied. deer-blue urn lor Glue buna Caté 1 a Latte,*

Various factors have contributed to the growing use of packaging as a marketing tool:

u Self-service. An Increasing number of products arc sold on a self-service basis, in an average supermarket, which slocks 15,000 items, the typical shopper passes by some 3UÜ items per minute. Given that percent of all purchases arc made Oil impulse, the effective package riiusi perform many of the sales tasks: attract attention, describe the product's features, crcaie consumer confidence^ and make a favorable overall impression. A yond example is the book publishing industry, where customers often quite literally choose a book by its cover Tbe number-one classic publisher, Penguin Books Ltd., is repackaging most of its tilles and spending SSOO.OUO to promote (hem tinder the banner, "Chis sic Books, Iresh Looks." iiales have increased -100 percent for Dorothy barker's Complete Siories. 50 percent for a new translation di Dtirt Qnixnte, 43 percent for Pride and Prejudice.^

■ ; Consumer affluence. Eli si tig consumer affluence means consumers are willing to pay a little nlore for the convenience, appearance. dependability, and prestige of better packages.

a Company and brand linage. Packages contribute to instam recognition of the company or brand.

{fíttoí'úliou opportunity. Innovative packaging can bring large benefits lo consumers and profits to producers. Companies are incorporating unique materials and features such as resealahlo spouts and openings. 1 Icin/.'s unique, colorful VV. S<|Uirt ketchup revitalized that brand's sates. Dutch Boy developed the award-winning Twist & Pour paint container, an easy-to-carry, easy-to-op en, easy-to-pour-and-closc paint jug. Not only did i be new packaging increase sales, but it also gave Dutch Hoy more distribution at higher retail prices."

Developing an effective package requires a number of decisions, f rom the perspective of both the firm and consumers, packaging must achieve a number of objectives^

1. Identify the brand,

2. Convey descriptive and persuasive information,

3. facilitate product transportation and protection.

Assist at-home storage, and

5. Aid product consumption.

To achieve [Ik- marketing objectives for Ihe brand and satisfy the desires of consumers, the aesthetic and function a] component* of packaging must be chosen correctly. Aesthetic consider;!tinns relate to a package's siEi and shape, material, color, text and graphics. Color must be carefully chosen: blue is cool and serene, red is active and lively, yellow is medicinal and weak, pastel colors are feminine and dark colors arc masculine, functionally, structural design is crucial, for example, pack aging hmniMl ions with food pro-ducts over the years have resulted in packages becoming re seal ah te, lamper-prnnf, and more convenient to use (easy-to-bold. easy-to-open, or Squeezable). Changes in canning have made vegetables crunchier, and special wraps have extended the life of refrigerated food,1'

The various packaging elements must be harmonized. The packaging elements must also he harmonized with decisions on pricing, advertising, attd other parts of die marketing program. Packaging changes can have immediate impact on sales, for example, sales of the 1 leath candy bar increased 25 percent after its Wrapper was redone.

Afier packaging is designed, it must be tested. Engineering tests are conducted to ensure that the package slauds up under normal conditions; visual tests, to ensure that the script is legible and I lie colors harmonious; dealer tests, to ensure that dealers find ihe packages ai tractive and easy to handle; and consumer tests, to ensure favorable consumer response,

Developing effective packaging may cost several hundred thousand dollars and take several months to complete. Companies musi pay attention to growing environmental and safety concerns abort) packaging. Shortages of paper, aluminum, and other materials suggest that marketers should try to reduce packaging, Many packages end up as broken bottles and crumpled cans littering the streets and countryside. Packaging creates a major problem for solid waste disposal, requiring huge amounts nf labor and energy, fortunately many companies have gone "greeti."

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