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Analysis of an Argument

Surveys help reveal a lot about consumer preferences and allow businesses to alter their marketing efforts to increase sales and consumer retention. In the above example, the Cereal company uses two premises regarding health benefits and taste preference to justify redesigning their box in order to increase sales. While their efforts may be warranted, their argument fails to take into account factors which may inhibit them from producing their desired results. Namely, consumers who care about taste may not care about health benefits. Additionally, product distribution will play heavily into making sure that the product is placed where consumers who care about health benefits are likely to shop.

Redesigning Cereal X’s box to include its health benefit factoid could end up being more of a costly endeavor than a way of increasing sales. Their argument assumes that consumers who prefer the taste of their cereal also care about health benefits. However, if this is not true, their efforts are seriously thwarted. If these consumers shop for cereal with no regard for nutritional value, then redesigning the box will not reach this group. If their survey also showed that these same consumers took into account the health benefits of a cereal when making purchasing decisions, then the redesign might actually equate to an increase in sales. However, there are other aspects of the marketing mix that must be taken into account.

If both taste and health benefits are going to be highlighted on the new box, Cereal X would have to be available in outlets where health conscious consumers shop. The company may not have been making their cereal available where their target market shops and this could have been the cause of stagnant sales to begin with. If the company redesigns the box without taking into account that their cereals may not be available where their target market is likely to shop, then their revamp would be done in vain. Proper distribution channels are key in making sure that products are readily available to one’s consumers, both current and future. The company should also survey consumers regarding brand recognition and product availability to make sure their product is visible, identifiable and accessible.

The product is a very key ingredient to the marketing recipe. Not only the product itself, but the way it is packaged and the messaging it sends its consumers. Product redesign can be a costly venture that should be done very cautiously while taking into account a variety of factors, including consumers preferences and distribution. To revamp product packaging on the basis of two premises (or even three, for that matter) could be faulty and the cause of a serious hack at the bottom line.