When looking at value-based product lines you need to ensure that the emphasis is on ‘value’ rather than ‘cheap’.
Appearing too ‘cheap’ is always going to come across to the consumer as a compromise and leave them thinking that it may not clean or work as well as one of the competitors. Therefore it’s important to ensure that great value products are appear as effective as the competition.
This is a challenge we faced a few years ago when we first worked on the initial launch of Cillet Bang, creating a product line extension of products that, although great value, screamed efficacy and hard-working with a transformational end result!.
Have a look at the Elbow Grease brand below. It’s a fantastic range of products but potential consumers could be put off by it’s ‘cheap’ look and feel.
Here the emphasis should be on ‘we do the hard work for you’ aspect utilising the Elbow Grease brand name as an inherent part of what the product line ads. Adding a unique claim to each product, focusing on the end benefit would also help simplify the communication and nod towards the end result
This single-mindedness serves 2 purposes. Firstly, it alludes towards the fact that the product has been created with one purpose in mind, helping to differentiate it from competitors with multiple claims and benefits. Secondly it opens the door to a wider portfolio of products aimed at specific needs.
Never let lower cost, communicate lower efficacy.
#BrandDesign, #PackagingDesign, #Packaging, #Marketing
