Thursday, November 10, 2005

Yoghurt , Heart Disease and Pretty Little Bottles!

Have you noticed the massive rise recently of “Pretty Little Bottles (PTB)?” I’m talking about all the hype over Yakult, Flora Proactive, Benecol etc.

I mean, what are they really? Yoghurt – in a Pretty Little Bottle (PLB)! It appears the whole country has gone PLB mad. The amazing thing is – companies like this have been telling us for years to take vitamins, eat yoghurt and generally look after ourselves. But how many of us really take any notice?

So what has all this got to do with anything?

Well … I am just amazed by the phenomenon! These companies have taken - what is essentially a very boring product and made it cool! What’s more they have given the consumer less and charged more.

Example - what would you pay for a six pack of regular yoghurt? Maybe a pound?

But… what about a six pack of PLB - anywhere from £2.50 - £3.99 for much less product.

The “perceived value” is amazing!!

I noticed that the day before yesterday the Daily Mail run a “readers vote” and “review article” on “Which was the Best of the Big Three PLBs”. Massive National Press exposure!

I know that there is obviously more to it than just yoghurt in a PLB. I don’t know how I lived my life when I was ignorant of the existence of “Lactobacillus Casei” (Yakult) and “Stanol Ester” (Benecol). But lets be honest… are they giving us anything that we can’t get from a good multi vitamin, lo fat yoghurt and plenty of water? No not really!

But what does this mean for us?

Well… have you got a product you can put in a Pretty Little Bottle?

Not literally of course! But repackaging a product or service, perhaps giving less and charging more are serious things to consider. Perceived value can be raised simply by the packaging. Recently I received some stuff from ebay. Both were products which contained 3 DVDs.

One came in those little paper sleeves that cost 50p for 6 million. The other came in three proper DVD cases each with a nice (but cheap) cover. Which do I “value” the most?

Of course the postage would have been slightly more for the seller, but those costs were passed on to me anyway. If asked I would say I am happier with product number two.

Anyway – just my ramblings! Why not check out your product packaging?

It’s worked for the yoghurt industry.