MKF2401 Guidelines: Case study
Due date: 11:55pm Friday 16 August
Please use a FMCG from a Supermarket. Why? Because the supermarket is one
of the most competitive environments for your package to operate in so a great place
to start your packaging investigations. It will also give you lots to potentially discuss
as competitors are placed side by side.
Avoid using Coca Cola or Cadbury. Why? Because these are default packages for
many students. Whilst there might be lots of online non-academic information around
about these brand, there are a lot more interesting packages out there.
We’re relaxed about the format. We’re not specifically looking for a report. However,
we are looking for something that makes it easy for us to read. So headings,
subheadings, and at least twos photos of your product packaging in the appendix
works well. We want to see one photo of your product package on the shelf, in situ in
the supermarket, and we want to see at least one other photo of your package in
more detail. You can include more photos than this of course. We don't mind if
information, such as the SWOT analysis, is presented in a table format. However,
dot points need to be elaborated. Please don’t assume we know what you are
talking about. Importantly, the SWOT analysis should lead to an analysis of the
marketing and design issues for your product package (and brand if applicable).
Regarding theories/concepts, our emphasis at this early stage is for you to be looking
and thinking. We haven’t covered specific design theories yet. It's fine for the
moment to just comment on the aesthetics - eg the colour, the shape, the materials
used, the graphic expression of the brand name, the visual format and styling of the
text, the product description, the supporting copy and selling message - all these are
design elements. Does your product do any of these well? Not well? Does it stand
out from the competition on the shelf? How? Does the product do what it claims? Is it
easy to use/open? etc.
However, you have, at this early stage, your MKF1120 knowledge and your Meyers
and Lubliner readings. When thinking about the marketing aspects of your package,
you may want to consider the importance of the brand. What associations does the
brand intend to communicate? For which target market? Has this been successful?
What about the product positioning? Is this communicated effectively through the
package? What about the 3 levels of product? How does your package impact on
these levels? Effective or not? Does your product have strong point of sale. Is it well
supported by IMC? Is it part of a 'family' of brands? The list goes on. Feel free to
draw on your marketing knowledge. These are all just starting points to stimulate
your thinking.
Remember, at the end of the day we’re looking for a depth and breath of research,
application of some MKF1120 concepts and theories, and consideration of MKF2401
content discussed in weeks 1, 2 and 3 of this unit.
As stipulated in the outline, we would like you to consider both the design and
marketing aspects. Your text and Chapter 1 of Meyers and Lubliner begins to outline
some of the design elements and functions of packaging. Start from there. Of course,
you may feel more comfortable concentrating more on the marketing aspect. That’s
fine, although we do expect some contemplation of design. Look, watch, think, feel,
use and navigate the product and its package.
Remember that the SWOT analysis addresses both internal (product
packaging/brand/company etc) and external (competitors, legal environment, trends
– PESTN (Political, Economic, Social, Technological and Natural - etc) environments.
We’re expecting an analysis of both of these considerations in your SWOT table.
Does that mean you need two tables? No, whatever appropriate PESTN trends for
your product packaging/brand will go in either the Opportunities quadrant if it is
positive or the Threats quadrant if it is negative, in your SWOT analysis table. Have a
look at the 'Suggested Case Study Template'.
The assignment is only 1000 words +/- 10%. It's impossible to include everything. I
suggest you stick to the key issues for your package and mine down.
Any questions regarding the assignments, please post on the Moodle discussion
forum or discuss in class. We have time.
SWOT = Strengths, Weaknesses, Opportunities and Threats