| Nowadays packaging plays a key marketing role in | | | | Stimulating or creating brand impressions, providing |
| developing of shelf appeal, providing product | | | | various brand cues:Value,Quality, and Safety. |
| information and establishing brand image and | | | | Although a non-favorable advertisement might be |
| awareness. But what is the mean of packaging? It is | | | | quickly forgotten, poor packaging if it remains with the |
| an extrinsic element of the product or an attribute that | | | | brand throughout its usage cycle provides a continual |
| is related to the product but does not form part of the | | | | reminder of the brand's perceived failing. Likewise, |
| physical product itself. Basically Packaging is the | | | | favorable packaging can be a means of continually |
| container for a product that encompassing the physical | | | | reinforcing the brand's appeal. Sometimes consumers' |
| appearance of the container and including the design, | | | | believe that it tastes so good because it looks so |
| color, shape, labeling and materials used. | | | | good. |
| Packaging and package labeling have several | | | | There are typically seven reasons and occasions of a |
| objectives such as Physical Protection is protection of | | | | new package design: new product development, |
| the objects enclosed in the package from shock, | | | | revitalizing a dated/tired pack, repositioning a product, |
| vibration, compression, temperature, etc. Barrier | | | | changing a product's target market, when cost |
| Protection is a barrier from oxygen, water vapor, dust, | | | | reductions in packaging are required, when legal or |
| etc. Containment or Agglomeration - Small objects are | | | | regulation requirements demand it, and when new |
| typically grouped together in one package for | | | | packaging technology becomes available. |
| transport and handling efficiency. Alternatively, bulk | | | | In short, Packaging plays a particularly vital role in |
| commodities (such as salt) can be divided into | | | | categories which have low involvement e.g. impulse |
| packages that are a more suitable size for individual | | | | purchase categories like chocolates. In these |
| households. | | | | categories, consumers tend to be driven by in-store |
| Information transmission - Information on how to use, | | | | factors and extrinsic cues as they have neither the |
| transport, recycle, or dispose of the package or | | | | desire nor the need to comprehensively investigate |
| product is often contained on the package or label. | | | | and assess all the offerings available to them. Even in |
| Reducing theft - Packaging that cannot be re-closed | | | | higher involvement situations, most consumers don't |
| or gets physically damaged is helpful in the prevention | | | | have the time, ability or information to assess all the |
| of theft. Packages also provide opportunities to include | | | | pros and cons before purchase. Instead they rely on |
| anti-theft devices. Convenience - features which add | | | | various cues e.g. brand name, packaging, etc to help |
| convenience in distribution, handling, display, sale, | | | | them make their decision. As the only part of the |
| opening, re-closing, use, and re-use. | | | | marketing communication that the consumer takes |
| Marketing - The packaging and labels can be used by | | | | home, packaging plays a key role in communicating |
| marketers to encourage potential buyers to purchase | | | | and reinforcing brand values over time. Packaging has |
| the product. Not at all underrate the importance of | | | | the power to make, but also to break brand |
| packaging. Marketers often measure consumer brand | | | | relationships. |
| perceptions and overlook the pack. Yet marketers | | | | Packaging has a better reach than advertising does, |
| know from the way that consumers react to | | | | and can set a brand apart from its competitors. It |
| unbranded products that packaging plays a huge role | | | | promotes and reinforces the purchase decision not |
| in reinforcing consumer perceptions. Packaging helps to | | | | only at the point of purchase, but also every time the |
| drive the way consumers experience a product. | | | | product is used. Aspects such as packaging color, |
| For products with low advertising support, packaging | | | | typography, illustrations and graphics can influence how |
| takes on an even more significant role as the key | | | | a product is perceived. |
| vehicle for communicating the brand positioning. | | | | There are several principles which should be guiding to |
| According to a consumer researcher the packaging | | | | a better packaging such as: as products and |
| has to provide consumers with the right cues and | | | | packaging influence one another, asking customers |
| clues; both at the point of purchase and during usage. | | | | directly how they feel about a product or package. |
| The first moment of truth is about obtaining customers | | | | Overall impressions asked up front identify the most |
| attention and communicating the benefits of the offer. | | | | effective means of determining preference for |
| The second moment of truth is about providing the | | | | packaging. Packaging should be measured in |
| tools the customer needs to experience the benefits | | | | comparison to the competition and not in isolation. |
| when using the product. | | | | Packaging research should ideally simulate the typical |
| At the point of purchase packaging serves a number | | | | shopping or usage experience as much as possible. |
| of key functions as Cutting through the clutter mean | | | | Packaging research should take into consideration |
| actually getting the consumer to notice or see the | | | | current relationships and usage behavior within that |
| product, communicating marketing information, | | | | category. |