Packaging as a competitive tool

We have all noticed that in supermarkets, products that are similar are grouped together, so that customers can easily find what they are looking for. If your product is grouped with the others, what will make a customer, browsing through the shelves, pick yours among others? One of the reason might be that the customer already has pre- knowledge of your product as well as the advantages it has over others through:  social media, TV, radios and blogs. But what if the customer is seeing your product for the first time? What criteria will he or she use to pick up your product?

I'ts packaging

Apart from price, Packaging is one of the areas that puts Cameroonian products in the disadvantage when it comes to competing with imported products. And it’s well-known that Cameroonians have the preconception that foreign products are better, thereby judging local products on the packaging norms set international brands. Honestly, we all pay attention to what catches our eyes.

Let’s take a simple product that some of us buy frequently, something like Plantain chips

It has happened once or twice that I bought plantain chips in a supermarket, not because it was in my grocery list, but because it was just there and I felt like getting one. The truth is I really did not care about the brand or which company made it. This is because it does not feel different from what is sold along the roadside or provision store, it’s just few chips wrapped up in a plastic bag with few or no write-ups on it. 




Notwithstanding some Cameroonian brands have done a great job in making the packaging of plantain chips very premium and with a very competitive price. one of them is

la fiesta

La fiesta is a plantain chips brand who has managed to get its chips in supermarkets like Santa Lucia and other shops around the city. They are out to brand plantain chips in a way that have never been perceived before.

The packaging is colorful and professionally made. It can comfortably sit alongside any competing brand from abroad. In fact, it’s hard not to notice it when browsing through the shelves of a supermarket.




Many entrepreneurs still negates the crucial part packaging has to play in the perception of their products and the huge impact it has on their sales. Like “la fiesta, its important businesses to start using packaging as a tool to make their products more appealing. We are no longer in a commodity era, where buying choice are based on the usability alone, we now live in an era where the way a product looks, makes the difference.

Derek Agendia

Graphic Designer
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