PHASE I
Learning, Analysis and Insight
Determining Relevance and Developing Insight

PackBasics™

Review the product and its distribution landscape.

Define current and potential customers/audiences.

Collect customer and prospect data as to the current attributes,
aspirational attributes, and benefits of the product.

Review the competitive landscape.

Analyze the products’s strengths, weaknesses, opportunities
and threats against the competitive set.

Establish positioning for the competitive set.

PHASE II - Formulating the Product Persona
and the Package Promise >>>

Because your package will communicate values,
beliefs and feelings that will live in the hearts
and minds of the shopper, understanding how
your product resonates with their lifestyles is key.

This phase establishes the PackBasics™ —
all that will be fundamental to the design of
your product’s package.