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9990 · 2.4.1

Packaging and positioning of a product — practice questions

Practice and worked examples for 9990 Packaging and positioning of a product. Short previews only — attempt the full question in MarkScheme against the official scheme.

Worked example 1

A new premium cereal brand uses matte black packaging with gold lettering and secures eye-level shelf space. A budget rival in plain bags sits on the bottom shelf. Eye-tracking shows 78% of shoppers fixate on the premium brand but only 12% on the budget brand. Sales reflect this gap. Explain using packaging and positioning psychology and evaluate the strategies.

Show solution outline

Apply — packaging perception: Black + gold signals premium quality via colour psychology (2.2.1) and price-quality heuristic (2.3.2). Matte finish suggests sophistication vs glossy budget packaging.

Apply — shelf positioning: Eye-level placement maximises visual exposure — 'eye-level is buy-level' principle. Bottom shelf requires bending/search → reduced fixations (12%) and sales.

Apply — gestalt figure-ground: Premium pack contrasts with colourful cereal aisle → pops out as figure against ground → captures attention first.

Apply — brand positioning: Premium brand occupies 'luxury breakfast' position on perceptual map — distinct from budget competitors.

Evaluate — strengths: Eye-tracking provides objective behavioural measure — not just self-report. Combined packaging + placement is industry best practice.

Evaluate — limitations: Wealth bias — premium placement and design favour affluent shoppers. Environmental cost of elaborate packaging. Fixation ≠ purchase — 78% notice but fewer buy (price barrier). Budget brand strategy may target price-sensitive segment deliberately — bottom shelf acceptable for known-item retrieval (2.3.1 low involvement).

Worked example 2

A supermarket manager tracks the sales of 'Organico' brand pasta, priced at $4.50 per pack. For 4 weeks, it is placed on the bottom shelf (0.6m high) and sells an average of 80 packs per week. It is then moved to an eye-level shelf (1.6m high) for the next 4 weeks, where it sells an average of 116 packs per week. Calculate the percentage increase in sales and the increase in weekly revenue. Explain the result using psychological principles.

Show solution outline

Step 1: Calculate the increase in units sold per week. New sales - Original sales = Increase 116 packs - 80 packs = 36 packs

Step 2: Calculate the percentage increase in sales. (Increase / Original Sales) * 100% (36 / 80) * 100% = 0.45 * 100% = 45%

Step 3: Calculate the increase in weekly revenue. Increase in units * Price per pack = Increase in revenue 36 packs * $4.50/pack = $162.00

Answer: The percentage increase in sales is 45%, and the increase in weekly revenue is 162.00.162.00.

Psychological Explanation: The 45% sales uplift is a clear quantitative demonstration of the 'eye-level is buy-level' principle.

  • Attention: The eye-level shelf (1.6m) falls within the primary visual field of most adult shoppers, maximising the product's visibility and the likelihood of it capturing attention without conscious effort.
  • Cognitive & Physical Effort: The bottom shelf (0.6m) requires shoppers to look down and physically bend, increasing both cognitive and physical effort, which acts as a deterrent. Many shoppers will not scan this low, so the product is effectively invisible to them.
  • Perceived Popularity: Products at eye-level are often heuristically processed as being more popular or the 'standard' choice, which can further influence purchase decisions.
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