Branding and Packaging Strategies of Equate
G.K. Chesterton, a late 19th and early 20th century journalist from London observed “Thrift is poetic because it is creative; waste is unpoetic because it is waste” (Goodreads, 2014). In times of recession, consumers are influenced by thriftiness, making difficult decisions on necessity versus luxury. With the largest generation currently in control of the majority of the marketplace, marketers have focused on a necessary creativity to meet the lifestyle expectations of millennials (Grewal & Levy, 2014).
To keep up with the demands of the largest target market, retailers like Walmart are utilizing their financial capacity and store-front space to expand and develop their private-label brands (Grewal …show more content…
If the products are on the shelf, and purchase history can be tracked, why not leverage it to determine which products to mimic? This is well accomplished with the Equate line of personal care products produced through Vi-Jon as see in the example in Figure 1. By leveraging the modernized packaging style of the brand name with some simple modifications as well as reference to the equivalent brand name, the consumer can easily compare the two products side by side on the shelf. Figure 1. Comparison of private label to brand name product packaging to demonstrate packaging similarities was adapted and modified from Walmart and drugstore.com, 2014.
The price conscious consumer feels unique because of the designer product label, with no risk of embarrassment by the generic black and white labels of old. Purchase is facilitated by an implication of quality, familiar attributes, price and guarantee.
The Guarantee of Value
Perceived value of the Equate line could not be simpler as the competitive product is always directly next to the private-label. This ensures the ability of the consumer to relate product benefit and cost (Grewal & Levy, 2014). For the average American consumer, the potential implication of reduced quality is outweighed by the obvious and immediate cost savings which happens to have a 100% satisfaction
G.K. Chesterton, a late 19th and early 20th century journalist from London observed “Thrift is poetic because it is creative; waste is unpoetic because it is waste” (Goodreads, 2014). In times of recession, consumers are influenced by thriftiness, making difficult decisions on necessity versus luxury. With the largest generation currently in control of the majority of the marketplace, marketers have focused on a necessary creativity to meet the lifestyle expectations of millennials (Grewal & Levy, 2014).
To keep up with the demands of the largest target market, retailers like Walmart are utilizing their financial capacity and store-front space to expand and develop their private-label brands (Grewal …show more content…
If the products are on the shelf, and purchase history can be tracked, why not leverage it to determine which products to mimic? This is well accomplished with the Equate line of personal care products produced through Vi-Jon as see in the example in Figure 1. By leveraging the modernized packaging style of the brand name with some simple modifications as well as reference to the equivalent brand name, the consumer can easily compare the two products side by side on the shelf. Figure 1. Comparison of private label to brand name product packaging to demonstrate packaging similarities was adapted and modified from Walmart and drugstore.com, 2014.
The price conscious consumer feels unique because of the designer product label, with no risk of embarrassment by the generic black and white labels of old. Purchase is facilitated by an implication of quality, familiar attributes, price and guarantee.
The Guarantee of Value
Perceived value of the Equate line could not be simpler as the competitive product is always directly next to the private-label. This ensures the ability of the consumer to relate product benefit and cost (Grewal & Levy, 2014). For the average American consumer, the potential implication of reduced quality is outweighed by the obvious and immediate cost savings which happens to have a 100% satisfaction