Fuji Package Doubles as Gift-with-Purchase

Consumers looking to pick up a pack of VHS-C, 8mm or Hi-8 camcorder tapes this spring can look forward to an added bonus. A promotion from Fuji Photo Film U.S.A. packages two tapes inside a complementary library case and runs from April 1 through June 30."We're trying to get aboard the growing camcorder industry," says Joe Vaughey, Fuji Photo Film U.S.A. Inc.'s product manager, consumer video magnetic markets division, Elmsford, N.Y.The black plastic cases feature a clear window that reveals two Fuji tape packages. The empty chamber at the bottom third of the case is covered with a special label explaining the gift-with-purchase on-pack. At the bottom edge, also under wraps, the Fuji logo is gold embossed into the plastic case. The case is shrinkwrapped and hang-tabbed, allowing retailers to merchandise it from standard pegs anywhere in the store."The case has slots to hold three tapes, but we sell it as a two-pack to increase the value to consumers," notes Vaughey. "It's great because they're buying a two-pack of 8mm or VHS-C or Hi-8, which certainly isn't a large purchase when you go to buy camcorder tape, and at the same time it's instant gratification. They're able to walk out of the store with a sharp-looking library case [that] looks great in entertainment centers or on book shelves. Most of the time these tapes get everywhere -- all over the living room, underneath the entertainment center. This is a great way to store tapes and keep track of them."Vaughey says while library cases are not new, "you don't see them as often as you'd think" and they're even less commonly given away in promotions. "It's an easily promotable product because it's such a great value," he says. "Nowadays everybody's looking for instant gratification, what can they walk out of the store with as opposed to mail-ins and coupons? This is right there for them."Vaughey worked with Lam Design, White Plains, NY., to create the over-wrap. Integrated Marketing Group in Harrison, N.Y., helped Fuji procure the actual library cases from an overseas manufacturer."We're trying to do what we can to strengthen Fuji's brand name throughout the camcorder market," he explains. The on-pack promotion is "difficult from a manufacturer's point of view," he continues. "This is something as a marketer you'd love to do, but it gets very expensive. We're doing approximately 75,000 each of the VHS-C and the 8mm cassettes and 20,000 of the Hi-8. And redemption is 100 percent." At the same time, he adds, "you don't want to [give away] something that the consumer won't perceive as being a quality item, so it's a very expensive venture."

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