Does It Come in a, You Know, Box?
In post at the Neuromarketing blog, Roger Dooley says, "U.S. consumers have been conditioned to believe that proper wine comes in a 750ml glass bottle with a natural cork. Artificial corks and screw cap closures are suspect, to say the least. And box wines are traditionally suited only for penniless college students, who will drink anything if it's cheap enough."
This, naturally, presents a serious problem for any vintner who wants to sell a good-quality wine in a box. And Dooley lays out how Killer Juice responds to the inherent challenges:
Setting higher expectations. "If people expect better wine, they'll get it," he notes. Killer Juice uses a prominent gold-and-black sticker announcing the gold medal it snagged at the 2007 Critics Challenge International Wine Competition.
Setting an anchor price. According to Dooley, most consumers consider a wine under $5 to be undrinkable; a $5 wine might be okay; at $10, it's probably good; and at over $20, it should be very good. Since the Killer Juice box contains the equivalent of four bottles, someone might look at the $16 price and assume it can't be very good; so while the packaging hypes volume, it also emphasizes that each of those four bottles is a $10 value. "The clever KJ marketers are attempting to reset the anchor price for boxed wine, in essence telling customers that (at least for KJ wines) a 3-liter box is worth $40, and the contents will taste like what you'd get in a $10 bottle."
Your Marketing Inspiration: If you have a product or service that faces an image problem, you brainstorm ways to change consumer perception. If boxed wine can do it, you can, too.
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