Comments on: How a Toothpaste Package Became the Deciding Factor http://www.strategystew.com/2009/11/06/how-a-toothpaste-package-became-the-deciding-factor/ Practical Marketing Strategies for Small Business Thu, 09 Feb 2012 13:19:57 +0000 hourly 1 http://wordpress.org/?v=3.3 By: Jagath http://www.strategystew.com/2009/11/06/how-a-toothpaste-package-became-the-deciding-factor/comment-page-1/#comment-890 Jagath Sun, 06 Dec 2009 21:55:51 +0000 http://www.strategystew.com/?p=608#comment-890 While this example shows that packaging can be a factor towards the consumer's purchasing decision, I think it points out an even more fundamental idea about business. Good businesses are all about identifying a problem that needs a solution and then solving it creatively. May be sensodyne folks identified that "crusty toothpaste" is a problem than many parents have to deal with. Especially for a highly commoditized product like toothpaste, where manufacturers are trying to differentiate their product using whatever possible means, packaging is an avenue they are trying to explore. While this example shows that packaging can be a factor towards the consumer’s purchasing decision, I think it points out an even more fundamental idea about business. Good businesses are all about identifying a problem that needs a solution and then solving it creatively. May be sensodyne folks identified that “crusty toothpaste” is a problem than many parents have to deal with.

Especially for a highly commoditized product like toothpaste, where manufacturers are trying to differentiate their product using whatever possible means, packaging is an avenue they are trying to explore.

]]>