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