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From ready-to-eat to ready-to-prepare, a new product experience

An important aspect of the work of a marketing agency is that we must detect, track and follow nascent trends in a broad range of industries. This knowledge is required by our clients who expects from us that we have deep knowledge in as many sectors as possible, so that they can benefit from innovating concept and future trends across industries.

We track these trends through qualitative analyses, through following up many different firms, visiting fairs and spending a lot of time in different European cities visiting stores in search of new products, new services, new customer experiences.

During one of our latest trips to Paris we discovered a product we hadn’t seen at SIAL’s latest fair (SIAL is the world largest fair for the food and beverage industries and takes place every 2 years in Paris. The next edition is in 2012). This product caught our eyes because of its vintage packaging which undoubtedly was leveraging the trend of nostalgia observed for many years already on the market. We found it in the basement of the Galeries Lafayette.

Rather than a finished product, the two bottles pictured below contain the ingredients required to make a rice pudding. This product is, in my opinion, the very definition of an experiential product. The concept is experiential since it allows the customer to prepare the final product by itself, but the way the product is presented is also very experiential. Think about it for one minute: why would you carefully put the ingredients in a transparent glass bottle if it weren’t for aesthetic purposes.

 

My take:

Although I haven’t tried the product it, I must confess it’s very well conceived from a marketing viewpoint and clearly differentiates itself from other ready-to products.

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Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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