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Pez Candy's Packaging and Labeling
Customer value can assume numerous forms. For Pez candy, Inc. customer value manifests itself in some 250 Pez character candy dispensers. Each 99 cent refillable dispenser ejects tasty candy tablets in a variety of flavors that delight preteens and teens alike.
Pez was formulated in 1927 by Austrian food mogul Edward Haas III and successfully sold in Europe as an adult breath mint. Pez, which comes from the German word for peppermint, pfefferminz, was originally packaged in a hygienic, headless plastic dispenser. Pez first appeared in the United States in 1953 with a headless dispenser, marketed to adults. After conducting extensive marketing research, Pez was repositioned with fruit flavors, repackaged with licensed character heads on top of the dispenser, and remarketed as a children’s product in the mid-1950s. Since then, most top-level licensed characters and hundreds of other characters have become Pez heads. Consumers eat more than 3 billion Pez tablets annually, and company sales growth exceeds that of the candy industry as a whole.
The unique Pez package dispenses a “use experience” for its customers beyond the candy itself, namely, fun. And fun translates into a 98 percent awareness level for Pez among teenagers and 89 percent among mothers with children. Pez has not advertised its product for years. With that kind of awareness, who needs advertising?
Companies can learn from Pez. To a great extent, the customer’s first exposure to a product is the package and label and both are an expensive and important part of marketing strategy. For Pez Candy, Inc., the character head-on-a-stick plastic container that dispenses a miniature tablet candy is the central element of its marketing strategy.
Cite this as:
YouSigma. (2008). "Pez Candy's Packaging and Labeling." From http://www.yousigma.com.
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