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Word Count: 392
Marketers in the cereal industry are starting to realise that its not just whats in the package is important but whats on the package too It is becoming more and more apparent that the function of packaging goes well beyond its traditionally defined role as simply a container for the product The cereal industry in general has b een facing a declining demand over the past few years Consumers breakfast preferences have changed due in part to busy working couple households where breakfast has been reduced to grabbing a pop tart or muffin on the way out the door to eat during the drive to work However despite this overall downtrend certain segments of the cereal industry have been doing very well to record huge market share gains WShat distinguishes these great performing cereals The packaging of courceCereals sold in a bag have gone from virtually nothing to account for 8 of all cereal packages sold since 1995 While Kellogg Co experienced layoffs declining earnings and a plummeting stock price Quaker Oats Co have been enjoying increasing cereal volumes increasing market share and a stock price near its all-time high Quakers secret For the past few years they have been rolling out a line of bagged cerals that are priced a dollar or two lessthan their rivals Not only do the bags cut packaging costs but also convery the impression of a value cereal The packaging also tries to indicate to buyers that the contents are very similar to higher priced boxed brands by using ripped-off names like Rice Crisps Major players in the bagged cereal market like Quaker and Malt-O-Meal need the increased volume as their margins are considerably lower than those of boxed cereals With the increasing role of technology in marketing there is no doubt that technological nnovations will have a greater impact on product packaging in the future It is quite possible to imagine technological innovations in
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