Greencore Packaging Innovation: Effective Communication, Point of Difference Creation and Driving Trial

Abstract

The purpose of this study is to analyse the consumers’ perceptions
about packaging of two supermarkets’ own-label cooking sauce brands: Aldi
and Sainsbury. This study is the output of both primary and secondary
database research. Secondary research was conducted to understand the
cooking sauce industry and its customers in the UK market where SWOT,
PESTEL, Porter’s five forces, and industry life cycle, segmentation, targeting
and positioning were well-defined. Moreover, two expert interviews and three
focus groups discussions were conducted as primary research to identify the
customers’ perceptions about packaging of Aldi and Sainsbury’s cooking
sauces. Based on the findings, the researcher recommended a change in label
for Aldi and both label and packaging design for Sainsbury where six factors
can be applied to trigger the brand equity. Finally, several samples of
packaging label and shape have been also designed and recommended for
both brands.