Monday, May 4, 2015

Consumers are lazy: Let's colour code our coffee pods

This photo gives away way too much about me, namely:
  • How much coffee I drink
  • My polygamous loyalty
  • My penchant for a bargain

But it also indicates that marketers are not stupid. They recognise that consumers don't want to spend a lot of time and energy on FMCG products.

So, just as salt and vinegar chips tend to have purple packs, chicken green, plain blue we see the marketers making our lives easier on the their points of parity.

We're cognitive misers, so for the points of parity we go:
  • Fits Nespresso - tick
  • Intensity 7 - tick

NOW let's see how the brands differ and make the choice on that. All makes sense to me.

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