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Package and Marketing Studies


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Numerous reports have discussed the risks of a new product launch. Although the numbers and experiences vary, they are clear on one thing: launching a new product is a high-risk activity. One general rule of thumb says that for every 100 new products that development time is spent on, only ten make it as far as test marketing. Of these ten, five get a full commercial launch, and only two survive beyond a few years.


There are several methodologies used to evaluate a package design's effectiveness, each of which has its strengths and limitations. Here are some of the most commonly used methods of evaluating the marketing effectiveness of packaging:


1. Test market auditing - the actual product is offered for sale in selected regions and outlets.


2. Focus group - are selected panels that are assembled to discuss, rank, evaluate and otherwise consider some subject at hand.


3. Recall questioning - is good for judging a package design's shelf impact, but won't tell you what you should change.


4. others like findability tests, eye tracking studies and s-scope studies are part of the methods for evaluating the marketing effectiveness.


For more methods, refer to Fundamentals of Packaging Technology handbook fourth edition page 74.



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