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There’s a behind-the-scenes industry that helps big brands decide questions like: How big should a bag of chips be? What’s the right size for a bottle of shampoo? And, of course: When should a company shrink a little?
from Cookie Monster To President Biden,Everyone is complaining about deflation these days.But when we asked packaging and pricing experts, they told us that deflation is just one move in a much larger, stranger 4D chess game.
The name of the game is “price mix architecture.” The idea is that you shouldn’t just sell one or two sizes of product. You should sell a range of different sizes at a range of different price points. Over the past 15 years, price mix architecture has revolutionized the way products are marketed and sold in the United States.
Today we’re taking a ride on the shopping cart with a price packaging designer. She’ll pull back the curtain to show us why some products are getting bigger while others are getting smaller, and tell us about where it all began – that cute little soda can.
After watching this episode, you’ll never look at a grocery store the same again.
This show is hosted by Jeff Guo and Amanda Aronczyk. It is produced by Sam Yellowhorse Kesler and edited by Meg Cramer. Fact-checked by Sierra Juarez and designed by Valentina Rodriguez Sanchez. Alex Goldmark is Planet MoneyExecutive producer of
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Music: Universal Productions Music – “A Simpler Life”, “Warm Welcome” and “Get It And Give It”
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