|Henry & Dianne Ford
"Seeing the world not as it is, but as it can be"
"Where there is no vision, the people perish." - Proverbs 29:18
Your Success Newsletter - May-June, 2007 - Published Bi-Monthly
Remember the commercial with the paper towel “drinking” a glass of water? Well,
you had better begin using smaller glasses. Not to pick on the Bounty Paper Towel,
because the trend today is to give you less for more, and while that may come as no
surprise, it still a good idea to remain on guard.
People in the business of making money are constantly after larger market share,
and a larger percentage of our ever-shrinking real household income. Cost cutting
techniques, including slick marketing techniques and almost anything else that add
to the bottom line is “fair game.” No problem, that’s their job. Of course, our job as
consumers and custodians of ever-shrinking real incomes is to remain aware, and
constantly review where our dollars are going.
While shopping recently I noticed a change of packaging of Bounty Paper Towels. I
thought, “Oh how nice of them to make my shopping experience more colorful.”
Well, not really, but that’s probably what I was supposed to think. Anyway, after
reading the label on both the new and old packaging, I noticed that the Bounty Mega
Roll shrunk from 78.8 Square Feet to 73.3 Square Feet, and went from 172 Sheets
to 160 Square Feet. No big deal you think. Well, maybe not, but that is a 7%
reduction in product for your money. OH, and by the way, that is your AFTER tax
money, which means that if you’re in the 28% tax bracket, tack on another 3%,
unless you find a “Paper Towel Cost” deduction on your Federal Tax Form. So, on
that particular item you just got socked with a 10% reduction in product purchasing
ability based upon your gross income. Hmmm!
Probably still no big deal, unless this happens often and to a lot of products and
services. Well, last time I checked, the makers of Bounty had not been singled out
for being bad people. So chances are, as we discuss and debate high gasoline
prices, high natural gas prices, increased taxes, who should not still be on American
Idol, and whether Susie or Sally is the one Dr. Whatchamacallit of General Hospital
will pick for the Days of His Life, this stuff goes on all the time. The 10% reduction in
purchasing power may not seem important, but just think of your reaction if your next
paycheck is reduced by 10%. Now THAT might just begin World War III.
When I mentioned this shrinkage to my wife Dianne, she replied “That’s strange; the
rolls look the same size.” I agreed, and a quick check of the cardboard roller
showed a larger diameter hole. But they were not finished. Earlier in the article, I
mentioned how nice it was of Bounty to “make my shopping experience more
colorful.” By now it may not surprise you to know that the lettering on the old
package was black lettering on a white background. The new packaging contains
black lettering on a green background. I can hardly read it! I bet the people at
Bounty don’t realize it’s harder to read!
OH, I’m sorry, no one likes a smart aleck, or a smart one of those other things either.