Market Penetration in simple words means ‘Making your consumers consume more of what you sell’.
In 2002, it was Heinz that introduced this upside-down squeezable bottle. Consumers had complained for years about how hard it was to squeeze out that last bit of ketchup. The upside-down squeezable bottle was designed to address this problem. But it was not Heinz that came-up with this design.
The genius behind this design was Paul brown, the owner of a precision-molding shop. Also, Brown created this design keeping shampoo bottles in mind. It was later picked up by Heinz (Brown made $13 million for his innovative design).
While the new bottle design addressed the problem by not having the consumer to flex their muscles to squeeze out the ketchup, there was also a spinoff (intended or unintended I am unsure).
You would have noticed, every time you squeeze a fully loaded upside-down Heinz bottle you end up getting slightly more ketchup on your plate than what you need. Especially, when the bottle is 70-100% full. This is literally making your consumers consume more of what you sell.
Too often, we see brands today using heavy discounts as a market penetration strategy to sell more of their products. Heinz is a good example of using innovative product design to achieve greater market penetration. Here is another example of achieving greater penetration through product design (The Coca Cola Christmas campaign)
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