Gift packages in widening price range

The season of gifts will soon be here. Brand manufacturers have been working on Christmas offers for a while. As Anikó Radosiczky, senior brand manager of Sarantis Hungary says: “No matter how strange it may sound, we start working on next year’s offer as soon as Christmas is over”. This is also true for other manufacturers of cosmetics, because developing gift packages is a time consuming process. In addition to gift packages intended for nation-wide distribution, many manufacturers also have chain-specific packages as well. Retail chains want packages distinct from those sold by their competitors and this need is regarded as a priority by Beiersdorf. As Melinda Jáger, trade marketing manager has told us, purchasers are consulted with from the earliest stage of planning. Tailor made Nivea packages are compiled on the basis of their needs and experience. Unilever was the market leader in Christmas packages in 2007. According to Dávid Jécsi, project manager, careful planning is the most important element of success. Planning is preceded by research. Cheaper packages seem to be trend this year, which means shower gel, deodorant and soap in a presentation box. In the opinion of Anikó Radosiczky, only popular brands should be used for compiling gift packages, because these do not create the impression of a promotional multi-pack and represent quality. The gift season begins in November, when aesthetic and intrinsic value becomes a priority for shoppers. Retail chains decide which packages of cosmetics to choose for the specific year’s Christmas season in the summer. According to Marianna Éliás, trade marketing manager of Coty Hungary Kft, cardboard is still the most cost-effective packaging material, while bags and dressing cases are the best gifts for consumers. Products like Eau de toilette or Deo Natural Spray packaged with an accessory like body lotion or shower gel are also good gifts. Gift packages are usually brand specific, with separate packages for all price segments. This year, a Nivea package will be available in even the under HUF 1,000 category as well, because this category is producing constant growth. Functions like shaving or face care are also a consideration in compiling gifts. In order to reach the widest possible range of consumers, packages are offered in each thousand forint segment of the HUF 1,000-4,000 price range. The total number of Nivea gift packages is 22, including 3 with surprise gifts in the package. Sarantis Hungary is the distributor of STR8 for men and BU for women. They have packages intended for use as gifts and also packages intended for use by customers. BU EDT and Deo spray intended to serve as gifts for ladies is packaged in a trendy bag while there is a price discount for men with buyers of STR8 EDT and ASL packages getting a deodorant at half price. Packages are compiled according to brand and price range by Unilever. Packages are based on their most popular brands like Axe, Dove and Rexona and there are packages specifically for teenagers, young adults and older generations as well. Innovations like scarves and belts are also included as suprise gifts in the packages. Coty Hungary Kft has a wider assortment of Christmas packages than ever before. New brands and diverse packages will also appear, like male and female versions of Beckham Signature, Kate Moss Velvet Hour, limited edition Kylie Minogue Sexy Darling, limited edition Celine Dion Sensational Moments and Miss, the latest fragrance by Miss Sixty. Alcoholic beverages are no longer very popular gifts around Easter but remain important gifts in the Christmas season. Instead of multi-packs, providing added value is the key to turning alcoholic beverages into gifts. According to Bálint Zsinkó, trade marketing and category manager of Zwack, there are two approaches which can be successful. Glasses can be packaged with leading products like Unicum or Vilmos, which is always welcomed by consumers. The other alternative is to provide innovative packaging like the horizontal presentation box for Unicum, which can be used later for string other things, while the special packaging of Smirnoff is a metallic cocktail shaker. Price discounts are not offered, by smaller units are available. Christmas packages are a priority for Bonbonetti. According to Orsolya Molnár, brand manager of Cherry Queen, it is essential in the Christmas season to get consumers to consider other things apart from price as well. There will be two innovations among Cherry Queen products for this season: the Cherry Queen Grand Selection in packaging shaped like a Christmas tree and Cherry Queen Konyakmeggy with a table cloth as a gift. Prémium Balls Bonbonita will also get Christmas tree shaped packaging, while Cherry Queen Bell dessert will come in transparent bell shaped packaging. Szamos Marcipán products are popular gifts. There has been a shift towards quality in the chocolate market, partly as a result of the activities of the Csokoládé Klub. According to Balázs Pászti, a consultant employed by Szamos, Hungarians make no compromise regarding gifts to be given away. Gifts need to be of premium quality. A simple idea like a wide ribbon around the most popular Szamos desserts can turn them into gifts. In Szamos stores, we can get even a single piece of marzipan dessert in special packaging, like a Herendi tea filter holder.