When Should You Redesign Your Package?

by Laurel Delaney

You've selected a target country for your brand's expansion. How do you determine whether to redesign your package for that new market?

These tactics can provide answers:

• Know the competition. Study packages of competing products in the target country. Observe successful packages and those that don't resonate with the local consumers.
• If you cannot visit the country and scan store shelves yourself, contact the American Embassy. The government may provide help in determining which products are comparable to yours.
• Determine the feasibility of extending to a new country by estimating whether anticipated sales will outweigh the expense. Another point: How long will it take to recover your product adaptation costs?
• You may find it more realistic at first to export your products to countries that will accept them "as is." You can expand later.
• But focus on the long term. If you're willing to make strategic changes, you can open the doors to more international markets. The risk is minimal, compared with the risk of maintaining the status quo.