A reader posted me with a story about a failed package design by Tropicana. You can find the story here. Although the story is not about the physical attributes of opening or closing (or the shape and feel) of the packaging, it is a cautionary tale about changes in design that clearly impacted consumers, in this case, negatively. More important, consumers voted with their dollars and Tropicana withdrew the new packaging and stayed with the older design.
Also, yesterday I refilled a prescription at Walgreen’s–the same prescription that I had last received in a pill bottle that was easy to open. This time, the pharmacy gave me the old style bottle (the one with the “child-proof” cap) that are mostly adult-proof. At least now I am armed with the information that there is an easier-to-open bottle and am heading to the pharmacy to exchange.
I’ll let you know how that exchange transpires.
Comments welcome.
Dr. Bob
{ 1 comment… read it below or add one }
How to kill a brand in three easy steps:
(1) Hire an ego-driven management guru
(2) Skip package testing
(3) Skip in-market testing
Tropicana is uniquely differentiated in the OJ marketplace, but if shoppers can’t find the product quickly the brats will drink store brand.
TD