| In just one month three California vineyards have | | | | such as the shape and color were important to |
| introduced new wine product lines specifically | | | | people in the packaging industry but not so important |
| targeted to women. The product offerings are | | | | to the average consumer. The mostly highly rated |
| intriguing with names such as "White Lie" and "Mad | | | | characteristics that both groups agreed upon were |
| Housewife" to the latest introduction "Working Girl | | | | convenience, ease of storage, and female friendly |
| White." These wine companies are responding to the | | | | elements such as the size of package and handles |
| message: A wine just for women. Interestingly, all | | | | for carrying. |
| three wines have different product approaches. From | | | | Second, consider how and where the product will be |
| clever white lies on the corks, to retro chic on the | | | | purchased. External factors can influence the |
| bottle graphics each has its own unique appeal. | | | | purchasing decision as to how and where a woman |
| What's the driver behind this new product offering? | | | | shops. Recent studies show that women on average |
| Quite simply, it is the demographics. Women either | | | | no longer make a big "stocking up trip" to the store. |
| make or influence 85% of the purchasing decision | | | | In fact they make numerous short trips to get the |
| and companies are finally waking up to that fact. | | | | essentials for the moment. Today's shoppers are |
| Unfortunately, just taking the man off the box and | | | | under tremendous time constraints and are willing to |
| replacing it with a woman isn't the answer. Nor is it to | | | | pay a premium for the privilege of more free time. |
| use pink packaging or other feminine colors. | | | | Finally, it is imperative to get noticed. How can you |
| So what do women really want in their product | | | | grab their attention? Make packaging simple, easy to |
| packaging? What will entice them to pick your | | | | read, and use. Get rid of the gimmicks and the hype. |
| product off the shelf? What siren screams "buy me" | | | | More than 89% of survey respondents said they |
| as she walks down the isle? The answers are not | | | | would not purchase a product because it was |
| what you might think. Women perceive products | | | | endorsed by a celebrity, and those that did were |
| differently than their male counterparts. They have | | | | embarrassed to admit it. Cause marketing also scored |
| different expectations of products. Women say that | | | | low on the scale of importance in influencing a |
| they product manufactures don't understand their | | | | purchase as did their concern for the environment. |
| wants and needs either. In fact 59% of women feel | | | | So listen to your female buyers the next time you |
| misunderstood by food marketers. This market | | | | designee a new product, bond with them on an |
| segment accounts for 60-70 of all product packaging. | | | | intrinsic level not through gimmicks or the current "in" |
| So, how do you get this powerful consumer to | | | | celebrity. Make your product easy to read, use and |
| connect with your packaging? First, see the product | | | | time sensitive. By adhering to these fundamentals |
| though the woman's eyes not the designer's or brand | | | | you will have garnered her attention. |
| manager's. In my recent research, product attributes | | | | |