Could new product failure of fast moving consumer goods have something to do with packaging?

Question

Moreover, up to 60% of new products fail. Could new product failure of fast consumer goods have something to do with packaging? 

Answer 1

Kelly,

 

Success in fast moving consumer goods depends on acceptable product quality, consumer awareness, wide distribution, intensity of competition, appropriate pricing and good consumer repeat purchasing.  Without the sustainable good repeat purchasing by consumers the product becomes financially non-viable after the heavy-up introductory period.

 

By packaging I assume you refer to the product's container, graphics, size, etc., not the entire marketing strategy package which considers all key factors that define a new product: purpose, functional performance, competition, pricing, media communication strategy, distribution strategy, etc.

 

Yes packaging is an important component of the overall strategy and can be critical in the narrow sense, but mostly in the negative sense that it can cause a product to not perform up to market or consumer standards.  Thus, a leaking or easily damaged container can cause consumers to shy away from it. A deodorant that can't stand up but tips over becomes annoying, an information label that is too microscopic in size or written in background/foreground colors that have too little contrast and are thus unreadable will get passed over by some consumers. A container that is too difficult to open will lose customers. A container that is difficult to stack or display on store shelves will lose distribution. A product that does not fulfill the promise on the package.  Etc., etc.  In other words, don't give stores or consumers a reason not to repeat the purchase again.

 

Cases of clever packaging that enhanced sales are much rarer. L'eggs packaging of women's hosiery.  Hunt's snack pack of lunch-sized puddings. Gillette's introduction of blister pack cards to reduce razor blade thefts, which brought razor blades out of the drawer and made them more visible and a reminder for impulse buying. Etc, etc.  In general, such successful packaging makes it easier for consumers to choose or use the the product to solve their needs and desires. But the product still has to perform in use to maintain sufficient repeat buying.