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ASIA & PACIFIC: SINGAPORE

DOWNSIZING PRODUCT PACKAGING IN SINGAPORE  
Author: Patrick Mirandah, Patrick Mirandah & Co.

Marketing tactics or ploys are now common-play in the marketing sector.  As competition in the trade sector is getting more intense, manufacturers are striving to market their products in the most cost efficient ways possible i.e. by reducing their cost of production yet increasing the market value of the price of products in a covertly fashion.

This marketing gimmick is currently widespread with manufacturers claiming that their products have been revamped and is ‘new and improved’ in the market.  Manufacturers are jumping on the bandwagon in an attempt to reel in the cash by putting out claims of ‘better and improved’ taglines on their product packaging, which can have an impact on consumers ultimately.

The package sizes of some products sold in Singapore are currently shrinking in size due to claims of higher costs of manufacturing.  An example of this would include a pack of cream crackers which used to weigh in at 500g, is currently being sold at 428 grams at a higher value. 

With the hike in oil pricing and the rising cost of commodities like grain and milk it is no wonder that manufacturers in Asian countries have succumbed to such practices.  However, there are still many local manufacturers who claim that they would not take to downsizing their products given the rising cost of commodities, as it would not be cost effective given the circumstances in a petite sized market like Singapore.

Although it is apparent that such marketing strategies are quire rampant in present day circumstances, consumers should not be ‘duped’ into believing that they are paying for better and newly improved products through such claims.