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Analysing The Packaging For Miduty, A Growing Supplements Brand In India

About Miduty

Miduty (formerly known as Palak Notes) is one of the fastest growing supplements brand In India, turning over 70 Crores annually.
In 2023, they planned to scale to Tier-1 audience in India but had a hard time doing so due to poor brand positioning and packaging design.

Confetti’s Packaging
Prediction Model™

Imagine you have multiple designs for your latest product packaging. How do you decide which one to go forward with?
Based on our research, out of 72 brands, 89% of them simply launched the product in the packaging that the “founder found beautiful”. No wonder they have a hard time selling.
Our Packaging Performance Model™ changes that!

Predict Packaging Performance With A
92% Accuracy

Our packaging prediction model is mapped by the research done by 3M as well as more than 30,000 focus groups conducted in-house.
After using eye-tracking device and real FMCG data points, we have been able to create a prediction model that provides reliable results every time!

Our Reliable Process

Our unique process is built in sync with 3M & Open AI and the results have been validated by more than 3,00,000 customers based on real eye-tracking exercises and focus groups!

The Analysis

Miduty x Confetti

Understanding Their Ideal Customer

Based on our research, Miduty’s ideal customer profile is females around the age of 58 with concerns related to mature skin.
This information allowed us to create the initial user persona. It includes a user’s demographic, paying capacity, awareness about the product, etc.
We call this “Information Set 1.”

Studying The Product

Once we studied the user, it’s time for us to analyse the product within the Industry it operates in. This includes answering the question around it’s price point, the legacy of it’s brand, how competitive the Industry is, etc.
Approx 10 data points are collected for the product which is condensed into “Information Set 2”

“Unique Purchase Drivers”

This is what your customer should see...
Data available in Information Set 1 and 2 was passed through our algorithm to Identify the unique purchase drivers (UPD) for the ideal users when they are looking to buy a skin-care related product. Here is what we found

Finding Unique
Purchase Drivers (UPD)

Through our analysis algorithm, we found out these to be the purchase drivers along with their necessary visibility:
  • Key Benefit (80%) -> UPD
  • Ingredients (40%)
  • Brand Name (60%) -> UPD
  • Price (20%)
  • USP (70%) -> UPD
  • Origin (10%)
  • Product Name (60%)
Purchase drivers with the highest suggested visibility become the UPD.

“Current Purchase Drivers”

This is what you are showing...
The current design and how different information is laid out changes how a user looks at the product. The information with a better hierarchy has more changes of being noticed. The information that has the highest hierarchy is called “Current Purchase Driver” (CPD).
Basically, this is what the brand is showing in their packaging.

Finding Current Purchase Drivers (CPD)

We use eye-tracking technology which is validated by real-life user tests to create a packaging heatmap. This heatmap summarises what the user is most likely to see and what they might ignore.
This is what the heatmap for Neutrogena looked like!

Custom Purchase Drivers For Neutrogena

Based on the heatmap analysis, the visual hierarchy of elements within the packaging are:
  • Key benefits of the product (85%) -> CPD
  • Ingredients (32%)
  • Brand name (27%)
  • Price (NA%)
  • USP (85%) -> CPD
  • Origin (NA%)
  • Product name (98%) -> CPD
This means the current packaging design of Neutrogena is primarily showing these 3 elemenst!

Measuring Purchase Affinity

This means what the customer wants to see is what the product is showing!
High Purchase Affinity
This means what your product is showing what the customer does not want!
Low Purchase Affinity

Average Purchase Affinity

Here we observe that the heatmap’s performance for the brand name is extremely low (27% compared to desired 60%).
This guides us towards an average purchase affinity for Miduty’s Ideal customers.
The direct consequence of using a packaging like this one is low sales and a slower growth curve.

Eventually, Miduty had to redesign their packaging!

Based on the packaging performance, we redesigned the packaging and increased it’s purchase affinity!
Currently, Miduty is scaling successfully in USA & EU.

When To Use Measure
Packaging Performance?

Choosing the right designs
Confused which packaging design to choose? Measure their purchase affinity and make a smart choice!
Competitor Analysis
See where your competitor is outperforming you and attracting users and build your strategy accordingly!

When Creativity Meets Science

Our approach to packaging design brings the perfect blend of science ,data analytics and creativity. This combination has brought our clients massive sucess on the shelves, and has made us a leader in this area!

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