Does appearance really matter?

       Does appearance really matter? Some may not think so, but the truth is everyone is attracted to what they are attracted to. Sorry, I am not talking about being attracted to another person, but rather what is appealing and attractive to the eye when it comes to products. This has a lot to do with the way something is designed, but also the packaging.
       There are different aspects that can make a product attractive to a person. As mentioned before an appealing design that draws the eye doesn't hurt. However, bright colors and large bold text aren't always the only way to get a consumer's attention. Appearance is the key to gaining attention, but it is also the message and what the appearance is advertising that tells more about the product.
       A great example of the point I am trying to make is a new product that I just heard about the other day in class. It is not necessarily a brand new product, but rather a product brand extension, which is when an already established brand branches out with an extension product such as new flavors or products with new features. This new product encompasses both of these.
      The product extension I am talking about is Coke Life. Not being a big soda drinker myself, I hadn't heard of it or the hype behind it. It is a new product brand extension from Coca-Cola that is a healthier option. It contains less calories,  just like Diet Coke and Coke Zero. However, the limited calories are achieved in a more natural and healthier way with reduced and natural sugars rather than other artificial ingredients and chemicals. Anyway, the aspect that is most interesting to me about this product is that it is GREEN!
       It is both literally and I guess figuratively (?) green.  I was more than surprised when we watched a video about the upcoming release of Coca-Cola Life in class and the can was all green, when Coca-Cola is known for red, white, and black, but specifically red. It is the classic color to which so many people are brand loyal to.
       The name Coke Life as well as the green color are two aspects of appearance that were clearly thought out to advertise the message behind their new product. Being "green" nowadays usually means being better for the environment, but in this case also means being better for your health and life. Honestly, when I saw the green can for the first time I thought of the environment and I don't even know why. So I am really curious as to if this was the objective in this drastic new choice, because if so it worked on me.

Take a look for yourself at the new green Coca-Cola Life.

       The change in appearance will be attractive to some and will turn off others. I am extremely interested to see consumers of Coca-Cola's reactions. This is a brand that experiences major brand loyalty so I am curious to see what the impact of the deviation from the red will bring in sales for this new extension. The appearance will also attract people who are interested in being more healthy and green, reading into what the appearance advertises. I am excited to see what this product brings to the market to see to just how much appearance really does matter.

I found this commercial to not only be cute, but very effective for Coca-Cola Life. Enjoy.

      

It's the Circle of Life

Me, you, animals, plants, insects, and consumer products.

        One of these groups listed above may seem like it does not belong, but trust me they all are on this list for a reason. This reason is because they all have something very important in common. Each of the groups listed above has a unique life cycle. I hope you picked out which life cycle I'm going to tell you more about today! I'm sure you guessed it, but just in case it's the product life cycle.

        The product life cycle just like any other life cycle consists of stages. There are four distinct stages in this life cycle. What happens in each of this four stages provides very telling and useful information to marketers.  By knowing what stage a product is in it allows decisions to be made that can make or break a product and at times maybe even a whole business. 

        The four stages of this cycle are the introduction stage, the growth stage, the maturity stage, and the decline stage. (Kerin, 266) A good way to remember these is just to think of the natural life cycle of any living thing. First we are born, or introduced into the world. Next we experience growth. At some point, hopefully, we begin to mature, both physically and mentally. Finally, though it is sad but the truth, we begin to slow down and head towards death.  There is more detail to the product life cycle, but this is essentially how it goes as well. So here it goes...

The Product Life Cycle (Kerin, pp 266-271)

1) The Introduction Stage

• "Product is first introduced to its target market" (Kerin, 266)
• Initial struggles
• Getting places of distribution
• Awareness
• Slow sales, small profit
• High initial investment
• Lack of awareness from consumer
• High costs from business
• Large advertising costs to make consumers aware of product/ need for product
• Pricing is set
• High prices set (skimming)
• More competition will be seen because higher prices can be set for a better profit
• Low prices set (penetration)
• Limits competition because prices are too low to compete and make a decent profit

2) The Growth Stage

• Fast growth in sales
• More awareness
• New consumers
• Returning, satisfied consumers
• Competition emerges
•  Higher sales and greater demand for the product encourages others to enter into the market
• Changes are made
• New features are added to differentiate product from competitors
• Greater distribution

3) The Maturity Stage

• Slowing sales
• Marketing costs directed to hold returning consumers
• Competitors
• Intense price competition
• Begin to leave the market

4) The Decline Stage

• Decreasing sales
• New technology can make product irrelevant to consumers
• Deletion
• Deleting a product completely from the market
• Decision that is thoroughly thought about due to remaining consumers 
• Harvesting
• Product stays on market
• Keeps loyal consumers
• Costs no longer spent on marketing or advertising

As you can see the different stages in a product's life cycle can help tell marketers vital information. Some of this information includes what price to set their product at, when to enter the market, when to pull out of the market, how and where to spend their marketing costs, etc. These are factors that can really play an important part in making a profit on a product. Oh, and it is also important to remember that just because a product enters the declining stage does not mean it was not successful. It is just a natural cycle like any other life cycle.




Cited
Kerin, Roger A., Steven William. Hartley, and William Rudelius. Marketing. Boston, MA: McGraw-Hill/Irwin, 2004