Bentley College Marketing- Honors

This blog is for MK 402-H01 and the greater Bentley College population.

Monday, March 20, 2006

Another Point for Publix

This week I decided to comment on a blog posting by a different Brains on Fire author: Jennifer Goff. In this posting, “Another Point for Publix,” Jennifer Goff comments on the new packaging designs used on Publix products. The idea for this blog posting all started because of Goff’s colleague Cathy Harrison who has been a long standing “brand advocate” for Publix, but on this particular day she was excited about Publix’s Restaurant Style Tortilla Chips and their clever new packaging design. For anyone that may not be familiar with Publix, it is a popular chain of grocery stores generally located in the South. Although “most grocery stores try to mimic big brands in their package design... Publix has created its own clean, unique packaging for their store brand.” The package on the Restaurant Style Tortilla Chips catches one’s eye because on the front of the package it says “No tip required” and then on the back there is a small paragraph “that talks about eating restaurant style without being at a restaurant.”

I found this blog posting especially interesting because I also noticed Publix new package design this past Christmas when I was vacationing in Florida. I distinctly remember that when my family and I reached the isle with aluminum foil, the Publix brand packaging jumped out at me. It was extremely simple and clean with a white background but it was also eye-catching and clever. The picture on the front of the rectangular box was of an aluminum foil swan. Another package had an elephant on the front also constructed out of aluminum foil. This packaging was so different that it immediately caught my attention. After seeing this package I noticed that most of the other packages in the store also had white backgrounds and clever designs. From what I have read and observed Publix seems to have a large following of brand loyal customers. Personally, whenever I visit Florida, I will not hesitate to go out of my way to shop at Publix grocery stores.

“Another Point for Publix” is clearly marketing related because it basically discusses two marketing concepts: branding and product package design. It also relates closely to the articles that we had to read for class this week. In the article, “The Voice of a New Anti-brand Generation,” Amy Dacyczyn’s newsletter The Tightwad Gazette suggests saving money by purchasing generic products instead of brand names. While reading this article, I kept thinking that if consumers started buying generic products more frequently then wouldn’t these generic products become household brand names? The innovative marketing tactics and new packaging design used by Publix appears to be just the beginning of this new trend in store brands. Store brands may soon become much more than just generic alternatives.

This story informs marketing by bringing light to a possible new trend in marketing, the branding of generic brands. With the popularity Publix has received by differentiating itself from the big brands, other grocery stores and pharmacies will most likely begin to differentiate themselves as well.

My understanding of marketing was improved by this article because it provided me with a clear connection between our readings for this week and a practical example. This blog also improved my understanding of branding by giving an example of how package design can significantly improve a brand’s image in the minds of consumers.

One critique I have of this blog is that there could have been more information about the Publix company and their new marketing strategies. In addition, Goff could have discussed more of the reasons behind Cathy’s and other customers’ brand loyalty to Publix. One reader posted a comment to this blog explaining the reason that she is personally brand loyal to Publix. She gave examples of how Publix provides the ultimate level of customer satisfaction, where the employees know her by name and the store has created a community feeling with its customers. I believe this is another important factor in why Publix has had such high levels of brand loyalty and success.

2 Comments:

Anonymous Anonymous said...

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Thursday, March 23, 2006 7:23:00 PM  
Anonymous Anonymous said...

Very nice! I found a place where you can
make some nice extra cash secret shopping. Just go to the site below
and put in your zip to see what's available in your area.
I made over $900 last month having fun!

make extra money

Monday, March 27, 2006 11:22:00 PM  

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