Businesses risk wasting millions on repeated product redesigns when they fail to identify why consumers are reluctant to buy their products, highlighting the need for stronger market research before manufacturers commit more money to production changes.
Companies struggling with weak sales often respond by changing packaging, adjusting product formulations, revising marketing claims or lowering prices. However, these measures may deliver little improvement when they do not address the actual reasons behind poor market performance, Brandspur Brand News reports.
For manufacturers, the financial consequences can extend beyond marketing expenditure. Every redesign may require new packaging materials, revised artwork, product testing, production trials, regulatory approvals and changes to existing supply chains. Repeated adjustments can also leave businesses with obsolete stock and additional costs.
The problem often begins when companies mistake production readiness for market readiness. A product may meet manufacturing standards, satisfy technical requirements and reach retail shelves on schedule without offering customers a compelling reason to choose it over competing alternatives.
Consumer preferences and competitive conditions also change over time. Features that once distinguished a product may become common across an entire industry, while benefits that businesses consider important may have little influence on customers’ purchasing decisions.
Packaging consultancy Just Design argues that companies should investigate these assumptions before committing to another round of changes. Understanding whether the problem lies in product positioning, packaging communication, pricing or distribution can help businesses direct investment towards the areas most likely to improve sales.
The experience of Tropicana illustrates the risks associated with poorly received product changes. In 2009, the orange juice brand faced consumer resistance after redesigning its Pure Premium packaging and subsequently reversed the decision.
Research cited by Marketing Week, based on Nielsen analysis of European fast-moving consumer goods launches, found that approximately three-quarters of new launches failed within a year.
For Nigerian businesses operating in competitive consumer markets, the lesson is particularly relevant. Repeated redesigns can consume resources needed for distribution, customer research and product development.
Establishing what consumers actually want before committing to production could help manufacturers reduce avoidable costs, make better commercial decisions and improve the chances of building products that achieve sustained sales.
