Foundations of Marketing 7th Edition by William Pride,Ferrell

تمرين 16

GaGa: Not Just a Lady
Several years before Lady Gaga made her musical debut, Jim King started a company he named GaGa after his beloved grandmother. King, a Rhode Island television news anchor turned entrepreneur, planned to use his grandmother's recipe for frozen dessert as the basis of his first product. Because the lemony dessert contains more butterfat than sherbet and less butterfat than ice cream, he couldn't legally label it as either. So King came up with the idea of calling the product "SherBetter," using the word play to suggest that it's similar to sherbet, but better.
King wasn't intending to compete with major ice cream firms like Hood, Breyers, and Ben & Jerry's. First, as a tiny start-up business, GaGa couldn't begin to match the marketing resources of the national brands. Second, GaGa's focus would be much narrower than the big brands, because sherbets and sorbets make up only a tiny fraction of the overall market for ice cream products. King determined that GaGa would compete on the basis of high quality, all-natural ingredients, and a fresh, creamy taste. He coined the slogan "Smooth as ice cream, fresh like sherbet" to describe SherBetter's appeal.
Why is packaging particularly important for a company like GaGa, which can't afford advertising?