The role of packaging in marketing has become quite significant as it is one of the ways companies can get consumers to notice products. With the increased importance placed on self-service marketing, the role of packaging is becoming quite significant. For example, in a typical supermarket a shopper passes about items per minute, or one item every tenth of a second.
Thus, the only way to get some consumers to notice the product is through displays, shelf hangers, tear-off coupon blocks, other point-of-purchase devices, and, last but not least, effective packages. Considering the importance placed on the package, it is not surprising that a great deal of research is spent on motivational research, color testing, psychological manipulation, and so forth, in order to ascertain how the majority of consumers will react to a new package.
Based on the results of this research, past experience, and the current and anticipated decisions of competitors, the marketer will initially determine the primary role of the package relative to the product.
Should it include quality, safety, distinction, affordability, convenience, or aesthetic beauty? Packaging : For many drugs, packaging is used to protect the product, distribute information, and provide convenience. In the package design stages for products, structural design, marketing, and environmental responsibility should all be considered.
Outline the design, regulatory and environmental requirements that must be addressed during the packaging development process.
Package design and development are often thought of as an integral part of the new product development process. Alternatively, development of a package or component can be a separate process, but must be linked closely with the product to be packaged. Package design starts with the identification of all the requirements: structural design, marketing, shelf life, quality assurance, logistics, legal, regulatory, graphic design, end-use, and environmental.
The design criteria, performance specified by package testing , completion time targets, resources, and cost constraints need to be established and agreed upon. Package design processes often employ rapid prototyping, computer-aided design, computer-aided manufacturing, and document automation. With some types of products, the design process involves detailed regulatory requirements for the package.
With packaging foods, for example, any package components that may contact the food are considered food contact materials. Toxicologists and food scientists need to verify that the packaging materials are permissible under applicable regulations.
Packaging engineers need to verify that the completed package will keep the product safe for its intended shelf life with normal usage. Packaging processes, labeling, distribution, and sale need to be validated to comply with regulations and to ensure they have the well-being of the consumer in mind.
Package design may take place within a company or with various degrees of external packaging engineering: independent contractors, consultants, vendor evaluations, independent laboratories, contract packagers, or total outsourcing.
Some sort of formal project planning and project management methodology is required for all but the simplest package design and development programs. An effective quality management system and verification and validation protocols are mandatory for some types of packaging and recommended for all. Package development involves considerations for sustainability, environmental responsibility, and applicable environmental and recycling regulations. It may involve a life cycle assessment which considers the material and energy inputs and outputs to the package, the packaged product contents , the packaging process, the logistics system, and waste management.
It is necessary to know the relevant regulatory requirements for point of manufacture, sale, and use. Wasteful Packaging : Extra paperboard is used to exaggerate the size of the package. Packaging enables a marketing team to highlight key product attributes, qualifiers, and branding images to capture strategic value. Describe the various strategies and objectives a marketing team can employ to capture value through effective packaging. Packaging is a significant issue from a strategic perspective, with impacts ranging from the first impression consumers will have to environmental policy to cost-cutting.
How a firm packages a product is therefore a key topic across various disciplines, with the potential to increase revenues, decrease costs, and maintain alignment with environmental policies and legislation. Packaging Waste Hierarchy : Through utilizing minimal and reusable packaging, costs can be lowered while consumers receive the value of having less of a negative impact on the environment. From the marketing perspective, packaging strategies can have a significant impact on brand awareness, brand recognition, expectations management, and as a conduit of information between the organization and the user.
Marketing, branding, and packaging must align on messaging, value proposition, and communication to accomplish the following:. The primary purpose of packaging from a marketing perspective is to underscore why a user would purchase a given product.
This could be extremely simple, such as a description of what the product is. This could also be emotional, communicating what the product stands for.
For example, perhaps an informed consumer wants to buy locally sourced food. A smart marketing strategy for organizations focused on local production would be to highlight this in big letters on the package.
Another important purpose of packaging for marketers is the capacity for building recognition of the brand. When you see a red can of soda with cursive writing, you almost immediately associate it with Coca-Cola. This is strategic on behalf of the company. It builds recognition, which can lead to loyalty. Slightly different than recognition, building brand awareness is all about the opportunity to be memorable. For consumers, their attention is a much desired commodity for organizations.
Packaging is an opportunity to accomplish this. A key component of effective marketing is ensuring the consumer gets what they expect and preferably a bit more.
This way, the association of the consumer is a positive one when considering the organization, relative to what they had expected. Another interesting and useful strategy within packaging is co-branding. Simply put, organizations often collaborate, and can benefit from sharing this collaboration. You should always ensure your food is packaged securely and effectively with the right materials. We can work with your business to develop a comprehensive food packaging strategy that fits your goals and branding.
We work with a wide variety of foods and have experience in a range of markets. What is the Importance of Food Packaging? What Material is Used for Food Packaging? What Are the Different Types of Packaging?
Photo by Arthur Humeau on Unsplash. Once you have read them, let me know in comments what do you think? The primary purpose of packaging is to protect its contents from any damage that could happen during transport, handling and storage. Packaging retains the product intact throughout its logistics chain from manufacturer to the end user.
It protects the product from humidity, light, heat and other external factors. This is the most important purpose of packaging. Because of that it is not unusual to end up with far more packaging than the actual product. Especially when ordering items from online stores. The amount of packaging waste the product leaves behind can be really staggering. Above all, packaging has an important role in keeping its contents and consumers safe.
Packaging should contain important information of the product and its safety. For example, for food products the packing date, best before date and a list of ingredients must be clearly visible on the packaging. No harmful chemical, smell, or taste should transfer from packaging materials to the food whether it is produced from virgin material or recycled material.
Moreover, it must become clear from the packaging if it contains toxic substances. All these pieces of information add the product safety for the consumer. Too much information is always better than no information at all. Packaging counts an important part of the product brand and marketing. A unique packaging can increase the product attractiveness and thus affect to the willingness to buy the product. Packaging is as important as the product itself.
Its purpose is to stand out from the shelf or website , enhance sales , provide relevant information on the product and augment interest. Two thirds of people say that the packaging has an effect on their buying decisions. Consumers are looking for fit-for-purpose packaging. The usability of the packaging is judged by the consumers only.
In addition, optimal design enhances usability. Environmentally conscious consumers already bring their own empty jars, bags and containers to go to grocery shopping. Here at Delta Global, we pride ourselves on the sustainability and reusability of our packaging solutions. All of our packaging designs are created with these two factors in mind, thinking beyond the presentation of the gift.
We believe brands need to become more aware of the re-usability of their product packaging to ensure that consumers don't discard it after being opened. Many brands do this right and many consumers often hold onto the packaging of products, especially those that are slightly more luxurious and can find another use for it elsewhere. This then increases its life cycle, meaning there is less waste going into the environment, making it more ethical and sustainable.
Today, consumers are more conscious about their carbon footprint and being green than ever before and the product packaging is at the forefront of their minds. As people continue to shop online, they are becoming increasingly aware of product packaging and the potential damage it could do to the world we live in. Although packaging can look pretty, if it isn't reusable or eco-friendly, then consumers may not purchase from the brand again for that very reason.
Therefore, it is essential for brands to consider the type of packaging they want to create, with a sustainable future in mind. Packaging is another way of building and marketing your brand. Therefore, you must ensure that your brand values are immersed through everything you do, right down to the packaging. Why not try to create something iconic?
The infamous 'little blue box' made the brand's identity is what made them stand out from the crowd and go on to be known worldwide. What's more, influencers have quite literally made a career out of unboxing their gifts across social media - a completely different marketing strategy.
0コメント