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This
exercise helps students evaluate product packaging of competitors using
the VIEW Model. Instructions
for students are provided below:
| Think about the packages
of three competitors within one product category (e.g., ice cream,
headache medicine, sodas, beer, etc). Apply the VIEW model
to the three competitive brands within that category.
Use the following procedures to
weigh each component in the VIEW model in terms of your perception
of its relative packaging importance in your chosen product
category:
- Importance Rating (I) in
Product Category: Distribute 10 points among the
four components of the VIEW Model, with more points signifying
more importance and the sum of the allocated points totaling
exactly 10 (a constant sum scale). Ask yourself how
important each component of the VIEW Model is for your overall
product category (not brand).
- Performance (P) of Brands A,
B, and C: Next, evaluate the three competing brands
in terms of your perception of its actual performance on each
packaging component by assigning a score from 1 (does not
perform well) to 10 (performs extremely well). Thus, you
will assign a total of 12 scores: four for each VIEW
component for the three different brands.
- Combine the scores for each
brand by multiplying the brand's performance (P) on
each component by the weight of that component's importance
rating (I) (from step 1).
- Sum the products of weighted
scores for each brand. .
The summed score for each of your
three chosen brands will reflect your perception of how good that
brand's packaging is in terms of the VIEW model - the higher the
score, the better the packaging in your opinion. Transpose
each brand's summed score in the lines below for an overall
assessment of each brand's packaging.
Brand A Name:
____________________________________ Summed Score:
________
Brand B Name: ____________________________________
Summed Score: ________
Brand C Name: ____________________________________
Summed Score: ________
| Components
of the VIEW Model |
Importance
Rating (I) in Product Category |
Brand
A Performance (P) |
I
x P for Brand A |
Brand
B Performance
(P) |
I
x P for Brand B |
Brand
C Performance (P) |
I
x P for Brand C |
| Visibility |
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| Information |
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| Emotional
Appeal |
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| Workability |
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| Summed
Score of I x P |
10
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| Based on the
information you generated above, what conclusions can you make
about the packaging of each competitor? What
implications does this have for the development of new package
in this product category. Which elements in the VIEW
model will you need to emphasize or de-emphasize?
Briefly provide your answers in this box.
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This exercise was adapted from Terrence
A. Shimp's "Advertising and Promotion: Supplemental Aspects
of Integrated Marketing Communications," 5th Edition, 2000, Dryden
Press Harcourt College Publishers, p. 252.
It
is advised that students complete an introductory VIEW Model Exercise
prior to doing this activity. For more information on using the
VIEW Model, please visit: http://cob.jmu.edu/flahertb/merlot/viewmodel.html.
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Evaluating Product Packaging 
