Tips to make your OTC package 'consumer-centric'

Too often package development focuses only on 'how long will it take' and 'how much will it cost,' perhaps at the expense of long-term profitability.

The complexity of package development raises a myriad of issues and questions. Senior managers ask who, how, where and when can we get it done and get it in the market. Marketing managers ask how the package will help build the brand and support the consumer value proposition. Operation managers ask how can we introduce a new package without disrupting our line throughput. These questions can create a visceral anxiety even in the most experienced packaging manager.

Asking questions such as how can the new package influence product trial results, product use, or product repurchase, are often pushed to the back burner, and the opportunity cost of examining those higher-level goals is lost.

Why do most companies miss the opportunity to meet higher-level goals? We believe it's because the prevailing view of package innovation development is to blame. Too often, companies view the adoption of an off-the-shelf package system new to the company as innovation without first examining the fundamental priority of consumer needs to be met. This results in the launch of sub-optimal packages that meet some consumer needs but not necessarily the most important ones.

We call companies that build optimal packages for their brands "consumer-centric." These companies create packages that are so closely associated with the product that they become inextricability linked to that brand. Most of today's successful brands--Kleenex, Tide, Crest (as shown in the accommodating photo)--are distinguished by their consumer convenient packaging.

Packages that deliver

A consumer-centric package delivers value-added features that can include stand-up, drain-back, pop-up, easy-open and easy-to-use functions that support the brand and distinguish it from the competition. The price premium is the cost consumers are willing to pay for the added convenience.

The OTC category has few consumer-centric packages--the most notable exception are easy-open caps for arthritis sufferers. But too many packages in the category are me-to attempts to distinguish themselves through graphics. Many are difficult to open or have dispensing limitations. And many don't consider post-purchase storage, or usage away from the home.

Here are some tips to change the frame of reference for your package development process to where it really counts--the consumer.

• Survey. Formally and informally gather information on the needs of the end user before you start the development process. Many leading companies do this on a continuous basis by surveying consumer response to competitive packages introduced into the category and packages outside the category.

• Explore. Leave no stone unturned. The range of ideas explored should span from incremental to the incredible. Primary and secondary packaging must be considered together as one. Most ideas can find a home, short- and long-term, in a robust development process that has the interest of the consumer in mind.

• Test. Incorporate a consumer feedback loop into each step of the development process. Use the feedback to modify and optimize the concepts.

• Collaborate. Reach out to technology partners and include them in your consumer-centric process. Shifting the spotlight from operations to the consumer will help your technology partner understand your goal of meeting the needs of the consumer and your operational needs. This will insure the development of an optimal solution. [HCP]

--By Joe Kornick, Principal, Kornick Lindsay, specialists in consumer products package design and development, providing creative service in the design of proprietary, holistic brand graphics and package structures. Mr. Kornick will make a presentation on package design at the March 12 Pharmaceutical Packaging Forum in Philadelphia.