SAMPLE PACK AND METHOD OF PROVIDING PRODUCT SAMPLES
A sample pack and method of providing product samples are described. The sample packs include a number of product packages; and a premium package. The method includes the steps of receiving product derived from a manufacturer; packaging the product into a number of sample packs; and introducing the sample packs into product distribution channels alongside products derived from the manufacturer.
This application claims priority from Australian Application Serial No. 2009901291 filed on Mar. 25, 2009.
TECHNICAL FIELDThe present invention relates to product packaging and particularly relates to packaging of product samples and a method of providing those samples.
BACKGROUND TO THE INVENTIONIn retail outlets, an ever increasing number of brands compete for recognition and adoption by customers. As the number of available brands grows, the customer is faced with a wider and wider choice and it becomes still harder for brands to stand out in a retail and consumer-facing environment. For instance, in a retail wine store there may be up to 8000 different wines for sale derived from a wide range of producers, and each producer may promote a range of brands. It is becoming increasingly difficult for one wine brand to stand out from the rest. Further, it has been found that wine consumers will tend to choose a brand that they are already familiar with. One reason for this is that a typical bottle of wine contains the volume of about six glasses of wine. If a consumer buys a bottle of a new variety of wine and then discovers that they do not like the taste of the wine, then almost the entire bottle is unwanted by the consumer and the entire cost of the bottle of wine is seen by the consumer as a waste of money.
SUMMARY OF THE INVENTIONIn a first aspect the present invention provides a sample pack including: a number of product packages; and a premium package.
The product packages may be drink packages, and the premium package may include one or more items that relate to the drink packages.
The premium package may include a drink pourer for dispensing drink from the drink packages.
The premium package may include a drinking vessel for use in consuming the drinks in the drink packages.
The drink packages may be wine packages.
The drink packages may be approximately cube shaped.
The sample pack may include an outer packaging.
The outer packaging may be of the form of a standard sized wine bottle box.
The contents of the premium package may not be determinable until the sample pack is opened.
In a second aspect the present invention provides a range of sample packs according to the first aspect of the invention which include various different premium packages.
In a third aspect the present invention provides a method of providing product samples including the steps of: receiving product derived from a manufacturer; packaging the product into a number of sample packs according to the first or second aspects of the invention; and introducing the sample packs into product distribution channels alongside products derived from the manufacturer.
Embodiments of the present invention will now be described, by way of example only, with reference to the accompanying drawings, in which:
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The various premium items enhance enjoyment of the wine sample packs. Further, elements of the premium package may vary between sample packs. The premium package is not visible to the customer at the time of purchase, therefore there is an element of mystery and surprise for the customer to see what item is in the premium package. Customers can collect the various items thereby encouraging repeat purchases.
It is intended that sample packs 10 be sold at a price that is similar to, or less than, a bottle of similar wine. By purchasing a sample pack 10, a consumer can “try before they buy” and try out three wines for the price of buying one bottle of wine. The consumer may then decide whether they like any or all of the wines, and may later purchase a full bottle of one or more of the wines on their next visit to the wine store.
By producing sleeve 12 to be the size of a standard wine bottle box, the sample packs 10 can be easily integrated into existing wine distribution channels with existing shelving and handling facilities sized to suit existing wine boxes.
To produce the sample packs, a wine producer arranges delivery of large bulk containers of their wine to a packaging plant. The wine is packaged into the sample packs, and the sample packs are delivered back into to the distribution network used by the wine manufacturer. Thus, the sample packs may then be distributed and offered for sale alongside the regular full size wine products.
Although the invention has been described above with reference to packaging of wine samples, it can be used in relation to other types of products. For instance, the sample packs can contain cosmetics, cooking oils, sauces, condiments, soups and the like. Similarly, the premium packages offered alongside the samples can vary to be relevant to the sample products. For instance, a sample pack containing condiments may include serving utensils or small serving dishes or the like.
The invention has been described with reference to a sample pack containing three approximately cube sized packages. In other embodiments, the sample pack may contain a lesser or greater number of sample packs, which may not be cube shaped.
In the embodiment described above, the outer packaging included a window through which the samples can be seen. In other embodiments there is no window, and information relating to the samples may be printed on the outside of the outer sleeve.
In the embodiment described above, the sample packs had a volume of approximately 200 ml or so. In other embodiments the sample packs may be of different volumes, and may contain equivalent or greater volumes and measures for food stuffs.
It can be seen that embodiments of the invention have at least one of the following advantages:
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- Consumer need not buy an entire bottle of wine that they are unfamiliar with, only to find that it is not to their taste.
- Consumers need not consume an entire bottle of wine in one sitting.
- Wine producers product stands out in a store against a backdrop of numerous traditional wine bottles.
- An element of mystery and surprise arouses interest in the purchaser.
- Purchaser may collect premium items.
Any reference to prior art contained herein is not to be taken as an admission that the information is common general knowledge, unless otherwise indicated.
Finally, it is to be appreciated that various alterations or additions may be made to the parts previously described without departing from the spirit or ambit of the present invention.
Claims
1. A sample pack including:
- a number of product packages; and
- a premium package.
2. A sample pack according to claim 1 wherein the product packages are drink packages, and the premium package includes one or more items that relate to the drink packages.
3. A sample pack according to claim 2 wherein the premium package includes a drink pourer for dispensing drink from the drink packages.
4. A sample pack according to claim 2 wherein the premium package includes a drinking vessel for use in consuming the drinks in the drink packages.
5. A sample pack according to claim 2 wherein the drink packages are wine packages.
6. A sample pack according to claim 5 wherein the drink packages are approximately cube shaped.
7. A sample pack according to claim 1 wherein the sample pack includes an outer packaging.
8. A sample pack according to claim 7 wherein the outer packaging is of the form of a standard sized wine bottle box.
9. A sample pack according to claim 1 wherein the contents of the premium package cannot be determined until the sample pack is opened.
10. A range of sample packs according to claim 9 which include various different premium packages.
11. A method of providing product samples including the steps of:
- receiving product derived from a manufacturer;
- packaging the product into a number of sample packs according to claim 1; and
- introducing the sample packs into product distribution channels alongside products derived from the manufacturer
Type: Application
Filed: Mar 24, 2010
Publication Date: Sep 30, 2010
Applicant: TRINITY CONSULTING SERVICES PTY LIMITED (Riverview)
Inventor: Anthony John JAMES (Riverview)
Application Number: 12/730,517
International Classification: B65D 79/00 (20060101); B65D 85/00 (20060101);