NASOYA FOODS (REDESIGNED PACKAGING FOR TOFU PRODUCTS)

Q1. Comment on this statement “figuring their package is the only chance to
communicate directly with end users, small companies usually try to cram as the
packages much as possible onto it”.

Packages can be used by marketers to encourage potential buyers to purchase the product. It
is necessary to analyze the packages’characteristics (e.g. shape, material, transport etc.) in
order to imporove the performance of companies and minimize their costs. Packaging
concerns all activities of a company from the purchasing of raw materials to the production
and sale of finished products, and during transport and distribution.
In order to obtain successful management of operations, packaging assumes a fundamental
role along the whole supplychain and has to be connected with logistics, marketing,
production and environment aspects. For example, logistics requires the packages to be as
easy as possible to hand through all processes and for customers. Marketing demands a
package that looks niceand is the right size. Packages do not only present the product on the
shelf but they also arouse consumers’expectations and generate a desire to try out of the
product. Interaction and relationship between logistics and packaging systems improve add-
on values on the whole supply chain, from raw material producers to end users, and the
disposal of the empty package, by re-use, material recycling, incineration or landfill.

Q2. Evaluate Nasoya’s old and new packaging design from the perspective of the
consumers.

Old packaging contained conflicting typefaces, cluttered labels, and hard to read written
materials. Overall, the packaging was unattractive. Old packaging have alot of visual
clutters and labels. Old packaging did not clearly define the important features of products
to customers.After consultations with Selame Design, John Paino understood that “our
underlying idea was to create a label that appeal to people likely to be our customers, folks
(people) interested in “all natural” but not necessarily health-food fanatics. In new
Packaging, a checkered tablecloth, the type found in many family restaurants, was put in the
background that appeals customer with friendly connotation. The text on the package was
modified to state that the product is 100% cholesterol free and fewer calories than
traditional products that attracts the health food store shoppers and help consumers to
identify the features of a product. Nasoya’s former package label was on front while now it
puts on back stated that its tofu was derived from soybeans that were organically grown in
well water with complete ingredient details.

Q3. How does Nasoya’s change in the distribution strategy (from health-food stores to
supermarkets) affect the relative importance of the packaging importance?

Paino felt that health food store shoppers are willing to read every aspect of the package label,
supermarket customers were not. After consultations with Selame Design, John Paino understood
that “our underlying idea was to create a label that appeal to people likely to be our customers,
folks (people) interested in “all natural” but not necessarily health-food fanatics. Intuitively we
knew they were probably well educated, with a lot of money. So we wanted a label that was
colorful, friendly, and upscale”.

The resulting package label incorporated the desired elements. A checkered tablecloth, the
type found in many family restaurants, was put in the background. The design element had
both fun and friendly connotations. The text on the package was modified to state that the
product is 100% cholesterol free and fewer calories than traditional products. Nasoya’s
former package label stated that its tofu was derived from soybeans that were organically
grown in well water.

Q4. Should Nasoya use a family packaging strategy? Explain your answer.

Yes, Nasoya food should use family packaging strategy that all the products under a brand have
similar type of visual packaging so that it is easy for consumers to recognize the products and
judge the quality based on previous experience of the brand.