Have just come across a company with a fantastic product range, half of which is presented in stunning new packaging for the consumer shelves and retail space. The new packaging is working well for them and sales are increasing. It is now important for the rest of the product range to be transferred to the new pack design but there is 2 years supply of the old packaging in the warehouse. A production based point of view would say “use up the old packaging, we have paid for it and we cannot afford to waste the investment.”
A marketing based viewpoint would say “if your objective is to grow your brand and sales for the future, your paying customers need to see the consistency of the brand on shelf with no room for confusion.” I wonder if this Board really understands strategic marketing, customer choices and how customers today buy with their eyes.