22.9.2025 - 6.10.2025 (Week 1 - Week 2)
Caitlin Ong Lynn Dee / 0343801 / Bachelor of Design (Hons) in Creative Media
Packaging and Merchandising Design
Exercises
INSTRUCTION
Exercises – Packaging Design Analysis
Analysis Structure
- Overview: Choose FOUR (4) products (box, bottle, can, and tube) in the market that you believe have poor packaging design. Ensure the product is readily available for purchase
- Product Analysis: Conduct a thorough analysis of the existing packaging design. Identify the specific shortcomings and challenges in the current packaging. Consider factors such as functionality, aesthetics, sustainability, target audience, and branding.
- Market Research: Investigate the target market for each product and assess how the current packaging aligns with the expectations and preferences of the target audience.
- Competitor Analysis: Research and analyze the packaging designs of competing products in the same category. Identify trends and best practices in packaging design within this product category
SkinOrigin Spot Solution Concentrate
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Product Analysis:
The design for the SkinOrigin spot solution bottle is lacking mainly in terms of functionality. The bulb is located on the dropper, from the way it functions it can only be pushed instead of being squeezed making it difficult to apply the content around the eyes. And the whole entire bottle is not fully covered which means the content can be exposed to a small amount of UV rays causing it to change drastically and create a different effect on the skin. Moreover the brand name is in a small font and it is located at an obscure location making it difficult to identify the brand. The brand name along with the text is opal behind a white background making it hard to read properly.
Market Research:
The target market for spot solutions is mainly for the aging population who are self conscious of their skin health and appearance. In order to ensure that the product is trustworthy the label must clearly indicate the ingredient, usage instructions, benefits, and warnings. By using a dropper bottle it allows the consumers to measure the appropriate amount for the application. Design wise since the product is designed to clear dark spots the aesthetic has to be modern, clean and minimalist in order to communicate with that idea.
Competitor Analysis:
Despite the fact SkinOrigin Spot Solution is able to communicate the purpose of the product clearly with its sleek and modern design, but by comparison to its competitor Atomy, it is lacking in practicality. For SkinOrigin’s dropper you have to press the bulb down in order to release the solution which can be difficult when applying it on to your finger, while Atomy’s dropper you only have to squeeze the bulb making it easier. Although Atomy has the advantage in terms of packaging functionality, both of the brands cater for different income demographics where SkinOrigin caters for the higher income group with the glass bottle packaging which conveys higher end products appearance and quality
MSM Gula Prai
Product Analysis:
As a premium sugar brand, Gula Prai individual sachet packaging definitely does not command its brand presents and pricing. The graphic is confusing or unclear with the portrayal of a half spoon. It takes time to figure out that it is the graphic of a spoon. The graphic is minimalistic without any real reference to sugar. The use of colour green in this packaging is not attractive or vibrant enough to attract attention. With higher pricing, consumers often expect a better visual packaging with the pricing they are expected to pay.
Market Research:
Gula Prai is a homegrown brand and is marketed as a premium sugar brand in Malaysia. The company, MSM has over 50 years of presence in Malaysia. The company basically offers different types of sugar such as coarse grain sugar, fine granulated sugar, soft brown sugar, caster sugar and icing sugar. Gula Prai caters for a large market segment such as households, restaurants and bakeries. In general, Gula Prai is marketed through a large distribution channels including hypermarkets such as Tesco and Giants, grocery stores be it high end like Jaya Grocers and Village Grocers, or lower end establishments like NSK. It is also accessible in local sundry shops. Overall, it has around 60% of the domestic market share.
Competitor Analysis:
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Fig 2.2 CSR Gula Kasar (28/9/2025)
The main competitor for Gula Prai is Central Sugars Refinery or better known as CSR Sugar which is located in Shah Alam. Similar to Gula Prai, CSR sugar offers a wide range of products and is the main competitor for Gula Prai. From consumers’ standpoint, both Gula Prai and CSR Sugar are considered alternatives. Both pricing are very similar. Bothc shared common distribution channels and went after the same target market. Unlike Country farm Organics, a niche player in the market, which operates in the organic and natural food products, both Gula Prai and CSR commands the majority of the market in Malaysia.
Dairy Champ Evaporated Creamer
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Product Analysis:
Evaporated creamer has many usages especially in the Malaysian context and two of the most popular usage is in ais kacang and tea or coffee drink . In this packaging, Dairy Champ concentrates very much on the marketing for ais kacang and the colour combination of the graphic is also focused on this. However, in the bigger context, the usage for evaporated creamer has a larger audience and is not limited to only ais kacang. The graphic lacks the necessary marketing communication to cater for such a market. Compared to its competitors, the evaporated creamer graphic usually caters for a wider audience focusing on both products i.e., ais kacang and coffee or tea.
Market Research:
Dairy Champ’s evaporated creamer is considered to be more affordable compared to other brands in the market. With their low price point, they are quite a popular choice for budget-conscious households, food stalls, and bulk buyers. Usually catering toward low-income families and seniors. Similar to other brands in the market, their distribution channel mainly concentrates on hypermarket, supermarket, sundry shops and online selling. Although the higher end grocers e.g. Jaya Grocer do carry their products, however it is limited in volume.
Competitor Analysis:
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There are many players in the market and the more notable ones include F&N, MariGold and Ideal and some lesser known brands such as Alpine, Peak, Black and White, and Carnation. The market is quite saturated but in terms of popularity and market share, F&N and MariGold is considered to be the market leader although from the price point, F&N is the highest. The association of F&N products are perceived to be of better quality.
ALIA Niacinamide Brightening Spot Corrector
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Product Analysis:
The aesthetics for ALIA Niacinamide brightening spot corrector falls short, as it uses metallic pink gradient color and can come across as gaudy. Failing to capture the purity and clarity of the product. In terms of the tube packaging functionality, the product an airless pump tube mechanism which can cause product contamination problems. It is required to apply the solution on the person’s finger first before placing it under the eye.
Market Research:
The target market for eye spot correctors ranges from older consumers aged 18 - 55+, working professionals, beauty enthusiasts and sensitive skin users. Those consumers mainly prefer the product to be lightweight for On-the-go, transparent with the Ingredient, and most importantly a formula that is hypoallergenic and fast-absorbing.
Competitor Analysis:
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