We know that appealing to a particular segment of the market can be cost effective particularly if we know that the product that we want to sell is used extensively by that segment of the market. Let us consider the situation where a supplier of a product to the market sees the need to upgrade the product and replace the existing product with a new product.
In this situation a lot of work has gone into getting the existing product into the market and cementing the brand into the market place for a number of years. It is possible that the supplier would want to upgrade the product to keep it fresh in the market, include new technology showing innovation and resourcefulness.
But what if they do all the work, make the change and get the change wrong!
Recently we have seen Channel Nines -A Current Affair program and social media highlight the plight of Glad Australia and the recent changes that have been made to the good old glad wrap box. Glad Australia claims that they wanted to present a product to market which would deliver a better experience and better value, at no extra cost to the consumer. They also claim to have done considerable research and rigorous testing of the product before changing the product on the supermarket shelves; however the consumer backlash has been significant.
What did the customer want? They wanted a product that was not going to contribute to their frustration when they were preparing school lunches, work lunches or cooking meals. They just wanted something that worked.
The old design had been in place for some time and most people have grown up with that design in the kitchen, so it was probably not a design that was perfect but it was a design that they knew how to use.
Glad Australia, by their own admission carried out rigorous testing and research to come up with the new design. They also claim that more than 60% of those Australians, who participated in the research, preferred the improved product overall.
Now we don’t know the makeup or the size of the research group, however I would have thought that if 40% of them didn’t like it then it would most likely lead to some negativity in the market place.
What should Glad Australia do now?
This, by their own admission has cost them “hundreds of thousands of dollars”, it would appear that they will revert back to the original design in a couple of months time. They will most likely have lost considerable market share due to this decision as their competitors have a similar design to the old glad wrap box.
But does that mean that there will be no changes to the Glad Wrap box ever…..