Evaluating Product Marketing at Retail Stores
All brands have their own way to market their product, but what is the most common, effective, and bold ways this is done?
I went to my local Wal Mart for an understanding of how items are marketed in the beauty section and I decided to focus on the brand Glow Recipe. The item which I will be focusing on is the pineapple-c bright serum. This is a facial serum which uses pineapple juice as the star ingredient to brighten the skin. The reason for choosing this brand is because their products really stood out to me in terms of color and packaging.
The key points I used to evaluate the product is: packaging, description, and convenience / usability. When it comes to the packaging, the box is well designed with a simple design or a pineapple and on the sides talks about the product, how to use it, and what it’s for. The marketing done on the packaging seems to be catering for a low-context culture because it uses one straight-forward image of a pineapple which tells the consumer what the product uses.
The product is most likely being marketed to gen Z’s and younger millennials. The reason I think this is because the packaging and bottle is unconventional compared to many other beauty products which use a sleek design and minimal design elements.
When you look at this skin serum’s packaging, it is not loud in color or imagery and uses a minimalist approach to marketing their product. The product also keeps the bottle size standard with no out-there design elements, the directions are very straightforward, and the product overall seems very mature and not meant for younger customers.
The next key point which I focused on is the packaging / presentation of the product. As you can see the packaging for this product is extremely bright and welcoming. The shape of the bottle is in a pineapple and there is even texture around the bottle to make it have more dimension.
I also chose to focus on convenience / usability as this is important when it comes down to how realistic would it be to use this product and is it something that people would actually use. Overall the product seemed to be quite convenient in terms of its packaging and its purpose is popular in the skin care community.
The marketing strategy is highly effective because the product not only appeals to younger people in terms of color and packaging, but the whole concept of the product is fun, new, and exciting. After learning about gen Z’s through my own business marketing, I’ve learned they like to experiment with products, are drawn to colorful packaging, and imagery.
I felt this brand did such a good job with their marketing that I actually purchased the item. Now that I have it I would say the only thing they could improve on is the quality feel of the actual product and box. The product and packaging felt like it was cheap because the bottle was made out of plastic instead of glass and the box was a lower quality thin cardboard. It’s not a huge deal but this would have made the product truly stand out.
