Cov neeg siv khoom txaus siab rau qhov me me ntawm cov khoom noj txom ncauj thiab dej qab zib, nrog rau cov pob khoom pheej yig. Cov kev hloov pauv loj no tuaj yeem cuam tshuam los ntawm kev tsim khoom mus rau kev rov ua dua tshiab. Thaum CPG lub tswv yim ntim khoom yog qhov nyuaj dua li Dr. Seuss phau ntawv, cov ntsiab lus dav dav yog qhov tseeb. Raws li ntau lub tuam txhab kho lossis nce pob qhov ntau thiab tsawg kom tau raws li kev hloov pauv ntawm cov neeg siv khoom nyiam, muaj kev cuam tshuam tshiab los ntawm kev tsim khoom mus rau kev rov ua dua tshiab.
Jonathan Quinn, tus lwm thawj ntawm kev lag luam thiab kev ruaj ntseg ntawm Accredo Packaging, tau hais tias: "Lawv yuav tsum tau hloov kho lawv cov kab ntau lawm thiab lawv cov khoom siv. Txawm koj mus qhov twg los xij, muaj dej tsaws tsag."
Tab sis cov neeg siv khoom lag luam tsis txaj muag los ntawm kev hloov pob tsim thiab qhov loj me, kev coj ua hu ua nqi pob khoom. Xyoo no, Coca-Cola tau nthuav tawm nws qhov kev ntim khoom tshiab tshiab hauv Tebchaws Meskas, Sliim tuaj yeem, uas muaj peev xwm tib yam 12-ounce lub peev xwm raws li tus qauv tuaj yeem, tab sis siab dua thiab slim dua hauv cov duab. Classic Coca-Cola, Diet Coke, Fanta thiab lwm yam dej haus tau muag hauv cov kaus poom thoob plaws lub tebchaws.
Tus cev lus ntawm Coca-Cola tau hais hauv email tias qhov no yog ib feem ntawm cov dej haus loj loj lub tswv yim kom tau raws li "kev hloov pauv sai sai rau cov neeg siv khoom nyiam." "Ntau tus neeg siv khoom txaus siab rau qhov loj me me, thaum lwm tus tab tom sim khaws cov pob khoom loj dua," tus cev lus tau hais. Peb yuav hloov mus ntxiv kom tau raws li cov neeg nyiam. "
01 Txo qhov loj me
Nrog rau kev qhia txog cov kev xaiv sib txawv rau cov neeg siv khoom, kev tsim ntim yuav tsis hloov pauv ntau. Cov neeg tsim khoom noj khoom haus thiab dej haus xav kom lawv cov npe kom paub txog ntawm cov txee, tsis hais lub pob loj. Tab sis cov kws tshaj lij hais tias, feem ntau, cov khoom ntim ib tus zuj zus zoo li tsis tshua muaj kev ruaj ntseg los ntawm qhov seem seem.
Cov pob me me, ntim siab, tus nqi qis feem ntau xav tau cov khoom ntim sib xyaw, Quinn tau hais. Cov cuab yeej tsim khoom yog tsim los khiav ceev, tsim cov khoom siv ntau yam siv cov khoom ntim sib xyaw, ua cov khoom ntim ib leeg tsis tshua muaj nyob hauv cov khoom qab zib. "Txawm hais tias nws yog ib lub hnab ntim los yog ib lub goldfish ... Tsis muaj ib lub pob no muaj peev xwm tam sim no ntawm ib qho khoom siv," Quinn hais.
Cov ntaub ntawv sib xyaw feem ntau tsis muaj nqi rau cov khoom siv rov ua dua tshiab, yog li cov khoom noj txom ncauj no feem ntau xaus rau pov tseg. Nrog kev nce nqi nce, cov pob me me tau dhau los ua neeg nyiam. Qee cov tuam txhab lag luam siv rau kev nce nqi deflationary, thaum lwm tus nce nqi. Tab sis FMCG pom qhov sib txawv hauv kev ua lag luam thaum nws nce nqi, thiab tsis muaj cov khoom lag luam qis dua kom tau raws li cov kev xav tau ntawm cov neeg siv khoom siv nyiaj ntsuab.
Cov tuam txhab siv khoom siv tom qab ntawd ntsib cov lus nug tseem ceeb, hais tias Jane Allen, tus khub ntawm Simon-Kucher, tus kws tshaj lij: "Yuav ua li cas koj ua cov pob tshiab, me dua los ntxiv qee qhov kev sim lossis qhib pob nqi?"
Yog li qee lub tuam txhab tau txav mus los ua qhov sib txawv. Hershey qhia Dot's pretzels hauv 9.5-ounce qhov loj. Lub tuam txhab piav qhia nws raws li tus nqi nkag nkag. Dirk van der Put, CEO ntawm Mondelez, uas ua rau cov khoom lag luam Oreo thiab Triscuit, tau hais hauv lub rooj sib tham cov neeg lag luam lub hli tas los tias Mondelez yog "innovating hauv pob me me." Howard Friedman, CEO ntawm chipmaker Utz Brands, tau hais rau ntawm kev hu xov tooj nyiaj tau los thaum Lub Ob Hlis tias nws tau "tsom ntsoov rau peb cov nqi pob khoom tsim qauv, ntsuas cov pob me me ntawm cov nqi tseem ceeb."
Tus nqi tsuas yog ib qho ntawm cov tiam sis tsav cov neeg siv khoom xaiv rau cov pob me me. Vinky Ramesh, tus lwm thawj coj thiab tus thawj coj ntawm kev lag luam kev sab laj rau cov neeg siv khoom thiab kev pabcuam kev lag luam ntawm EPAM Continuum, tau hais tias Generation Z (yug ntawm 1997 thiab 2012) yog qhov tseem ceeb ntawm cov zaub mov noj qab haus huv thiab dej haus. Qhov loj me me ua rau cov neeg tiam no xav tau kev sib haum xeeb thiab kev tswj xyuas, xws li cov kaus poom me me ntawm cov dej qab zib lossis cov khoom noj txom ncauj me me, Ramesh tau hais.
Van der Put tau hais tias ntau dua 55 feem pua ntawm Mondelez cov nyiaj tau los ntawm cov khoom noj txom ncauj los ntawm "cov khoom noj txom ncauj me me." Qhov no yog qhov luaj li cas ntawm tus kheej pob lossis pob nrog cov lus pom zoo ua haujlwm loj luam tawm ntawm pob.
CPG tseem siv cov pob me me los qhia lawv lub npe rau cov neeg yuav khoom tshiab. Taj Dockendorf, tus tsim thiab tus thawj coj muaj tswv yim ntawm lub koom haum tsim khoom lag luam Pulp + Hlau, tau hais tias yog tias tus neeg siv khoom tsis tau sim cov khoom ua ntej, "ib zaug, rub-thiab-mus mus kom ze ua rau muaj kev nkag siab zoo." Piv txwv li, Conagra Brands, uas ua rau Slim Jim, tau nthuav dav ib qho kev ntim khoom ntawm nws cov khoom noj txom ncauj. Ramesh tau hais tias "Lawv muab nws tso rau ntawm qhov kev txiav txim kom nws tuaj yeem tsav kev yuav khoom," Ramesh hais.
02 Tus nqi rau nyiaj
Cov neeg siv khoom muaj txiaj ntsig, ntawm qhov tod tes, txuas ntxiv mus nrhiav cov khoom lag luam ntau li ntau tau. Es tsis txhob xaiv cov khoom uas tsis tshua muaj nqi, lawv xaiv tus nqi qis tshaj ib ooj rau tsev neeg pob lossis ntau pob. "Txhua tus tab tom sim nrhiav qhov chaw qab zib," Mr. Dockendorf tau hais. "Lawv xav tuaj yeem muab cov neeg siv khoom ntau qhov ntau thiab tsawg kom haum lawv cov kev xav tau."
Cov khoom FMCG no, uas tsim cov pob me me, kuj tseem nthuav dav ntawm cov pob khoom sib xyaw. Conagra tau qhia txog Slim Jim hauv 14, 26, thiab 46 pob. Hershey cov pob loj tam sim no suav nrog 35-ounce tsev neeg pob ntawm Dot's, nrog rau cov pob paj kws ua ke. Cov pob khoom no yog nrov ntawm cov khw muag khoom xws li Costco thiab muaj ntau lub hnab ntim khoom noj khoom haus, suav nrog SkinnyPop thiab Pirate's Booty. Ramesh tau hais tias "Muaj ntau lub sijhawm rau khoom noj txom ncauj uas koj xav tau mini-packs," Ramesh hais.
Qhov loj me tuaj yeem xav tau kev hloov pauv ntau dua rau kev ntim khoom vim qhov xav tau ntawm lub thawv sab nrauv lossis lub thawv ntim khoom, tab sis nws kuj muab sijhawm los txhim kho kev ruaj khov. Rau kev ntim cov dej haus, Pepsi pib hloov los ntawm cov nplhaib yas mus rau cov duab los qhia los tuav cov kaus poom ua ke, thiab qee tus Coca-Cola bottlers kuj tau xaiv rau cov ntawv ntim cov ntawv es tsis txhob ntim yas lossis ntim ntim. Lwm qhov sib txawv yog tias cov tuam txhab tau nce siv fiber ntau ntim hauv lawv cov pob khoom sib xyaw.
Qhov loj hauv tsev kuj tau txais txiaj ntsig los ntawm kev hloov pauv ntawm kev tsim ntim khoom. Thaum cov pob khoom noj ib zaug tuaj yeem siv ib zaug xwb, cov pob khoom hauv tsev yuav tsum muaj kev xaiv rov ua dua. Dockendorf hais tias, "Ntau lub npe siv cov hnab ntim khoom qab zib," hais tias Dockendorf, taw rau cov khoom xws li granola, khoom noj txom ncauj thiab ncuav qab zib. "Peb tab tom pom kev rov ua dua tshiab ... Kom nws tshiab, yooj yim thiab yooj yim."
Txawm hais tias CPG nthuav dav, ntsws, lossis ob qho tib si, lawv yuav tsum xav txog tag nrho cov txheej txheem tsim. Kev nthuav qhia SKUs tshiab yuav xav tau cov nqi ua ntej thiab kev hloov khoom siv. Yog tias muaj ntau qhov ntau thiab tsawg, nws kuj tuaj yeem txo qhov kev tsim khoom. Quinn qee zaum hais tias Lub Tsev Haujlwm Saib Xyuas Kev Lag Luam ua rau kev txiav txim siab thiab kev sib txuas lus nrog pab pawg ntim khoom yog qhov kev xav tom qab. "Tom qab ntawd nws yog hais txog kev nrhiav txoj hauv kev los ua kom cov luav ua kom qhov ntawd tshwm sim," nws hais.
Tab sis Jane hais tias cov txheej txheem pib hloov pauv. Cov neeg tsim khoom pib xav txog tus nqi tseem ceeb uas lawv xav kom ua tiav hauv kev ua lag luam thiab tom qab ntawd xav txog yuav hloov lub ntim li cas kom tau raws li tus nqi taw tes. Nws tsim dab tsi Jane hu ua cov lus tawm tswv yim ntawm kev lag luam, kev muag khoom, cov saw hlau thiab ntim khoom. "Nws yog lub siab hloov pauv kom cia kuv tsim cov khoom lag luam thiab tom qab ntawd kuv mam li teeb tus nqi," nws hais.
