Why the generic brand feels generic

Note: This blog has moved! For continued updates about small business marketing, visit my new blog Manizesto, or subscribe to the Manizesto feed.

Generic brands always feel inferior to name brands. Why?

Every major grocery store has a line of generically branded products (think Western Family, Kroger Value and Great Value). They are usually placed on the highest and lowest shelves since stores make so much money from other brands vying for the eye level shelf positions. They are priced way lower than name brands and normally taste slightly different from name brands.

But what stands out most to me is the horrible designs generic brands boast. Compared to name brand products, generic brand's designs are way, way under par. Consider the evidence. If prices on these two groups of products were the same, which one would you rather buy?

This one...

...or this one?

I think the answer is obvious. The fact that generic brands don't invest in good quality packaging and design tells me they are banking on people purchasing their products solely based on price and are undervaluing what good packaging design can do. Maybe they've done the market research and found that design is not relevant, but my gut tells me if there is an opportunity here for competitors (especially small businesses) to compete strongly in this space. If you invest in good packaging design and have basically the same products, you have an edge on traditional generic brands.

If you'd like more small business marketing tips, news and insights, subscribe to the Influentia blog for regular nuggets of marketing insight.

Comments

[Monavie]

One reasons generic brands cost so much less is because they don't spend a lot on design and packaging.

[generic viagra]

what is the approximate mix for the SUBSCRIPTION vs. ADVERTISING
revenue models, preferably, within online (and secondarily, print)
mediums? For example, an online service (like Google or Yahoo) may
give away a service for free but blast advertisements your way or you
have to pay a subscription and avoid advertisements or a mix of the
two. Thank you.

[costa rica investments]

I would o visit this restaurant in next week. So give me a proper location and address of this restaurant.
I am also looking for Hawaii Wedding Professionals
please provide the numbers.

[viagra online]

love, love, love these clothes, thanks for sharing. Zorba looks great in her outfit, especially love the pants. Her catalog is great, and can't wait to see her spring line.
We have to get our Canton trip planned soon:)
You must have read my mind: where did she get those very cool pants? So now, Miss Enabler, I have made it onto their website and gotten on their catalog list. Thanks.

[Phentermine 37.5]

I'm a bit of a surfing fanatic and I was looking for info on this. So glad I found your site - I'm looking forward to checking out your other articles too!

[klonopin]

I at all times follow this website, I find it really well structured. Congratulations to the writer of the weblog .

[utah vacation rentals]

They are and will always be generic. But of course, the taste is always different.