Press information
New packaging for Osram automotive lamps:
Excellent acceptance among users
MUNICH - Anyone who has had to replace lamp on their car is well aware of the problem. You stand there in the shop, confronted by lots of different lamps, wondering which one is the right one for your car.
You need to check the voltage, the wattage, the application and various other things before tentatively making your choice. And as that were not enough, there are new products that most consumers know nothing about and explanations on the packaging that seem designed only to confuse. Despite their intensive training, even the sales staff occasionally have difficulty in finding the right lamp.
Market test shows high acceptance
Experts at Osram GmbH, Munich were certainly aware of these problems when they designed the new self-service packaging for automotive lamps. "The layout is designed to encourage purchasing and make our products stand out from those of our competitors", says Marc Gerster, the man responsible for new distribution forms at Osram Automotive. Once the layout had been finalised it was subjected to intensive market testing. The SMH Market Research institute of Hanover interviewed around 600 consumers - all of them male because very few women replace lamps themselves.
The results of the survey, which was conducted in the two most important European markets of France and Germany, were surprising because they were so clear. Osram products were preferred to rival products right across the board. In the final round, which was contested between the two most attractive packagings, 65 percent of the interviewees said they preferred the Osram design. Marc Gerster sums up the results: "Our new packaging is a great incentive to buy because the product information is easy to read and easy to understand".
Blister packs for clarity
All the detailed work is paying off. Automotive lamps from Osram are now displayed in eye-catching blister packs which provide a clear distinction between innovative products and standard articles. In the market test the interviewees were receptive to new high-quality products such as the exclusive blue light of the Osram Cool Blue and the new Osram Silverstar, which provides up to 50% more light and therefore improves road safety at night. Customers are made aware of these special features by special eye-catching elements. At a glance, they can see what the lamp is used for and what its technical ratings are. The large code numbers in the top right corner on the front and back of the blister packs provide a simple way for customers to check which vehicles the lamps will fit.
Simple pictograms
The back of the blister pack offers a major innovation. Pictograms are used to present the properties of the automotive lamp and provide the driver with important information. The survey focused on these self-explanatory pictures. Each interviewee was asked if he had understood them. Around 84 percent praised the Osram pictograms compared to packages with text on the back. "The pictures provide real added value because they present the benefits of the individual products in an easily understandable form", says Osram market researcher Bernhard Rößle. "They are better than text in every respect."
SMH experts also tested different background motifs and colours for the packaging and new design lines for self-service retail outlets, including petrol station shops. The strong blue design was particularly liked. "The Osram packaging gives the impression of high quality, which is in keeping with the brand-name image", explains Ute Richter, in charge of packaging design at Osram.
Osram experts are confident that the new self-service blister packs fully meet the expectations of self-service retailers. "The blister packs will achieve higher sales from the same shelf space", says Marc Gerster. The fact that there are two different blister pack sizes also helps as retailers can now present more products than before without having to provide additional space.
And last but not least, some thought has also been given to making life more difficult for thieves. The pack itself cannot be opened without destroying it so shoplifters looking to make off with an Osram lamp will certainly think twice.
Press contact:
OSRAM
Christian Bölling
Tel: +49-89-6213-2597
Fax: +49-89-6213-3457
Email: c.boelling@osram.com