MARKETING RESEARCH

The actual potential of the Zipack system has been confirmed through an appropriate research program including:

• Consumers Interviews
• Interviews to Retailers, Supermarkets Managers and Category Managers
• Focus Groups with Consumers and Housekeepers.

Results confirm the importance of the following items:

• the difficulty of the opening of the pack is an heartfelt problem; thus, such a radical solution generates customer satisfaction and sense of fulfillment which reflect positively on the product image
• modularity offered by Zipack is another important aspect perceived as the possibility to choose the “right quantity”. This item is decoded as freedom of choice and also as “an invitation to consumption”

Thus, more in general, a very high interest and wide agreement are perceptible for the innovation granted by the Zipack system.

Some verbatim by Consumers:

• Finally, it is very easy to open it !
• I will not break my nails anymore!
• It is particularly useful, it should be extended to all beverages.
• It is very helpful, …. Finally no more effort to open the pack !
• It helps also to open the pack at home.

Some phrases of the Retailers:

• It is practical and innovative. A very good idea, useful for the consumer.
• It promotes selling more product; those who purchased 1 bottle now will get 2!
• It grants to the Brand an intelligent impression: it is simple, useful and efficient.

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