Marketing Communications

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Marketing Communications

206

Sales Promotion And Publicity

CHANGING PRODUCT PACKAGE

A change in the package of a product is sometimes erroneously perceived by consumers as a change in
the physical product. Two ways of effecting changes in products package are:

•    THE LONG RUN OR GRADUAL APPROACH: changes are done over a period of time

to allow for preservation of shelf-identification of the product and the process is less likely

to be viewed as a change in the product. The firm changes a product’s package a little, each

year, until total changeover is achieved. The process may take several years or more, cause

continuous, expensive changes in packaging production and provide some trade channel

resistance because constant changes in the package may allow consumers to choose only

the newest package from retail shelves.

•    THE EARTHQUAKE APPROACH: this approach involves changing the product’s entire

package all at one time. The method demands that a large sum would be spent on advertising

to prevent the loss of shelf identification that may follow such sudden change. This approach

is commonly used when the package is outdated or when a change becomes necessary

because of material shortages or when the product’s image is undergoing change. (Stanley,

1977; Warshaw and Kinnear,1983)

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