Gift packages: old brands and new concepts

Most producers agree that in volume sales last year’s level is achievable, producers do not prepare with crisis-packages but with beautiful and eye-pleasing offers. Unilever Magyarország Kft. was the number one in Christmas packages in 2008, in terms of both value and volume. According to Adrienn Vida, Unilever Magyarország’s Category Operations Assistant Manager a Christmas package portfolio can be expected from the company that is similar to last year’s. They expanded their lower-priced selection. Their packages are mainly compiled on price and brand levels, from their favourite brands such as Dove, Axe and Rexona. Lower-priced packages come in gift boxes, while the medium and premium categories are in bags or cases. More and more partners would like to receive tailor-made Unilever packages, which will be available in several chains this year. Beiersdorf Kft. has been a key player on the Christmas package market for years. Melinda Jáger, the company’s trade marketing manager told us that this year they would market 17 national and 9 chain-specific compilations. It varies from year to year which price segment sells best: HUF 1,000 packages traditionally do well, but there are years when there is great demand for HUF 4,000 packages. NIVEA will be present in all price segments: – A few years ago, we conducted a market research on Christmas packages, which revealed that shoppers buy these packages for themselves as well, because they are at a good price – says Melinda Jáger. In 2008, the most successful was NIVEA’s package (shower gel, deo spray, shampoo) for men. Anikó Radosiczky, the marketing manager of Trade 90 member of Sarantis Group says that both their STR8 (for men) and BU (for women) products make excellent gifts: BU packages are available in small gift bags and a cheaper paper box, while STR8’s pricier packages pair edt’s with deos and after shaves with deos, according to their scent. The real present is the price advantage, since buying these products separately is more expensive. – Our experience is that partners and consumers require more sophisticated packages from us. We took notice of this when creating this year’s L’Oréal Paris and Garnier packages – says Anikó Csepeli, trade marketing category manager of L’Oréal Magyarország Kft. They see an increasing demand for cheaper packages, but buyers also like packages that are made of at least 3 products, for instance Garnier’s complete care package (5 products). They will put 15 gift packages on the market; this year Garnier packages include decor cosmetics products as well. The present is the high quality case, bag or jewel box itself, in which the products are packaged, and a few free products. Gift packages’ composition was based on a new concept this year: L’Oréal Paris follows the “All ages” concept, they suggest buyers to choose packages according to age and skin type. In the case of Garnier packages, they use harmonising colours. Schwarzkopf & Henkel prepares with a wider selection than in previous years. Their packages are compiled from the most successful product ranges and 32 packages are made. – New shapes and decoration make our packages look spectacular under the Christmas trees, buyers do not need to worry about wrapping them – says Petra Lambert, Henkel Magyarország Kft.’s junior brand manager. For instance, the popular Fa brand is available in 2-product packages and premium 3-product packages. In hair care Gliss Kur shampoos, a Schauma collection and brand new Syoss professional hair care products are available. For men they offer packages with Gábor Talmácsi on them.
In the coffee category habits do not really change, therefore most presents focus on new design and shapes. According to Réka Berkes, Tchibo Budapest Kft.’s business development manager they try to innovate by using cross-category promotions. Premium category Tchibo Exclusive coffees are paired with high quality chocolate (Merci, Lindt) and coffee-drinking accessories, for instance mugs or metal boxes. Sara Lee Hungary Zrt.’s market leading coffee and tea brands, Douwe Egberts Omnia and Pickwick, are perfect Christmas gifts. This year Pickwick offers novelties for those who like healthy living: Green tea is now available in strawberry and pomegranate flavours and Rooibos tea is flavoured with red cranberry. Beatrix Pálvölgyi, Sara Lee Hungary Zrt.’s PR manager says: – As part of our “Csészényi gondoskodás” programme with the Maltese Charity Service, those who buy Douwe Egberts Omnia, Karaván and Paloma duo-packs give 4 cups of coffee to those in need. Bálint Zsinkó, Zwack Unicum Nyrt.’s business development and trade marketing manager says that this year added value and a good price/value ratio became even more important. They compiled nearly 40 packages from the 10 leading brands. Exclusive gift boxes are perfect presents without wrapping. Packaging free glasses with Unicum or Vilmos is also used this year, but the real novelties are the youthful Fütyülős glass plus gift box and Tokaji Maximilian’s exclusive, premium packaging.