PROJECT TOPIC- AN ASSESSMENT OF THE IMPACT OF PRODIGIOUS’ REPACKAGE ON CUSTOMERS : A CASE STUDY OF S TAR LAGER BEER
This study undertook u c r i t i c a l assessment of the impact of product repackaging on consumers with s p e c i a l focus an the Nigerian Rrewerie~ PLC. This arose out of t h e mixed-bag of r e s u l t s which the organisation witnessed in her repackaging of ‘ S t a r Lager Eeer’ from different. p a r t s of the country. The major object.ives of t h e s t u d y therefore were among others: t o ascertain i f a repackaged product must meet wi~th t a r g e t consumers ‘ s o c i a l variables, marketing mix needn/wants customs and cultures and be viewed as r e l i ~ i o u s l y – f r i e n d l y ia context. before it w i l l command favourable response from the consumers. The following null-hypotheses were therefore f o rmt~l a tde and t e s t e d :
(i) Ho: A repackaged product doen not necessarily have to be i n harmony witb the target.
I I consumerk s o c i a l kariables to command I favourwble response from them.
(ii) Ho: The context and contenks of a repackaged product must not be seen as r e l i g i o u s l y – f r i e n d l y i n order t o command positive response
from the t a r g e t consumers.
( i i i ) Ho: A repackaged product must not; uecessnrily be i n accord with the peoples customs and culture i n order to impact positive response
( iv> He ; The marketing-mix variables of a repackaged product must not necessarily meet the t a r g e t consumers needs/wants t@e x e r t p o s i t i v e response from them, I n risearch me tho do log^, we adbpted opinion s u r v q techniques t o source data, which were analyzed f i r s t in simple percentage variables and. l a t e r w i t h the chi-square s t a t i s t i c a l techniques, After the analyses, the fallowing r e s u l t s were ebtained:- That a repackaged product should be in harmony with its t a r g e t consumer’s social i n t e r e s t s in order t e bring abou$ favour sble response from them,
hat the contents and context ef a repackaged product must be seen as n o t r e l i g i o u s l y e f f e n s i v e by i t s t a r g- e t consumers to cshmahd acccptabidity from ,them. hat t h e context sf a repacka~cd preduct should also recognise the people’s culture to impact positive response from them,
That t h e marketing mix elements of a repackaged product should also meet the target consumers’ wants/needs i n order t a exert favourable response from them. With the above findings i n mirld, the researcher then recommended among other things 8 That consumer ‘ s s s c i a l i n t e r e s t s , custm,
c u l t u r e , re:ligious sentiments and marketing-mix ne~ds/wants sught t o be accomadated by corporate organisations in Nigeria i n t h e i r product packagir repackaging decisions.
Product repackaging is the new lnagic word in cown~e~*cial organisations’ successes today i f accurmtely executed t o mcet consumers’ needs and wants. The case of the Star Lager Beer by t h e Nigerian Breweries PLC, which a f t e r a recent mobification of its b o t t l e shape and a s l i g h t modification in its t a s t e , shot the corn1)any up as t h e undisputed market leader i u the beer industry is a good examp1.e (Nwachukwu, 2005: 11).
On the other hand, when a praduct repackaging is not c w e f u l l y discer’necl in accord with corisumers’ physical, s o c i a l and psychological needs, it might only lead t o a huge l o s s i n the company’s fj.nuncia1 fortunes. Nwachukwu (2003:li) again, r e l a t e s the experience of the same Nigerian
Brerr.ex.ies PLC and the coJ.osa1 l o s s t h a t came with its repackaging and relaunching of some of her brands l i k e the Legend Lxl.ixn Stout, Oittzenbrau Lager Beer, e t c i n the past. Hqs ~ r o d u c t repackaging then a try-your-luck e f f e c t or impact on consunlers? That’s the major t h r u s t of t h i s study. But before we do j u s t i c e -to t h a t , what really is product packagil~g and repackaging?
Chisnall (1989: 97) clef h e s product repackaging as the inodification of e i t h e r or both a product’s contents, t a s t e s , colour incl the packages. Iie advises t h a t the accurate a n t i c i p a t i o n of present and future re requirement;~ of the consutuerF, i s a major s t c p towards suc c e s s i n ~ ~ r o d u c’ t s repackaging.
, To Barwell (1995:112) f o r products packaging or repackaging to mee.1; its t a r g e t objectives the products or service offeriugs must be designed to gnarantee diverse customer s a t i s f a c t i o n .
In his own view, P h i l i p Kotler (1997:449) says t h a t the basic goal of product repackaging is t o scout the envirollment of mar*keting t o see whether th.ere are some i n t r i n s i c needs of the consumer the product or- service f a i l s t o s a t i . s f y , Once t h a t is discovered, you t r y as much a s p o s s i b l e t o redesign, re-manufacture , re-shape or re-offer your product lit1 l i n e with those ascertained unme t neecis/wants. I Packaging i1;self is defiue d by st ant or^ ( 1981: 77) as the a c t i v i t i e s of ciesi p i n g and producing the container o r wrapper’ f o r a product, Repackaging however, could go
d y o n d t h e ~ o n t ~ o i e eorr vl.apper t o even t h e core product or basic contents.
Hakat~son (1983: 145) says t h a t differences i n packaging ekceller~ce n1.e d i f f e r e n t l y t r a n s l a t e d into corresponcling differences i n s a l e s appeal. While Nwoltoye (1981) recognises t h a t f o r some product classes such as soap, packaging, repackaging and or brand naming are major items
of promotional s t r a t e g y . A well made product, i f not dkessed i n a functional package, often remains on the shelf of the s e l l e r , while eye-catchiug, bright-cabured s t o r e s z i t t r a c t s c u s t o r~~e rasn d promotes s a l e s a t a jet . speed.
rl’hcit. could be one of the reasons why the major organisat.ions providing Global system f o r Plobile- ‘ l ‘ e l e c o ~ n n ~ u ~ ~ i c aGtSiNo,~ ~s e, r v i c e s i n Nige r i a , MTN, hcone t , FLr1’EL and Glob acorn are competing with each other now colour f o r colour, painting every corner of our s t r e e t s
ei!ther red, yellow or green. According t o Phil i p Kotler (1997: 503-504) some of the purposes of packaging and or repackaging are: to s h i e l d
a compat~ys’ product from a d u l t e r a t i o n o r being e a s i l y copied; protection or containerisation of the product(s) fmrn spoilage, s p i l l a g e o r damage ; t o ease handling and conveyance from the place of manufacture t-o the points of I n the case of the Nigerian &el8 Industry, Odumegwu
(2004) say i t is mainly targeteed at. both checking the a c t i v i t i e s of wicked adulterers/fakers of t h e i r products and, achieving the twin-purpose of meeting the needs of today’s beer co