The role of packaging in marketing your business the local. This is the same idea that companies implement via their packaging. In marketing and market development, packaging is the dress on the product, which can play a role in whether the product sells in a new market or to new customers. Nov 21, 2018 packaging and branding are both essential to marketing your product or service. In this article we will discuss about marketing communication. The role of labeling in marketing the marketing study guide. Mass media advertising, personal selling, public relations, publicity and sales promotion are the various communication tools that a marketer generally uses to address the communication problem which the brand faces in the market and as a part of product. Current marketing literature already addresses the different functions of packaging, and highlights the fact that every business presents its own specific. Marketing activities add value to the product thereby increasing the nations gross national product and net national product. For example, in a typical supermarket a shopper passes about six hundred items per minuteor one item every tenth of a second. Product life cycle and marketing management strategies milind kamthe, dr. Packaging and branding are both essential to marketing your product or service. Most products have some form of packaging, even if its just a price tag. The role of packaging in marketing communications is further.
Packaging is the science, art, and technology of enclosing or protecting products for distribution, storage, sale, and use. Your company brand sends a message about your company and its values. How they leverage the packaging choices can be the difference between product success or failure. The role of packaging as a communication tool the role of packaging as a communication tool is becoming more and more important due to factors including the increase in selfservice at the point of sale and the more complex needs of service related to the product kotler, 2004.
Many consumers will judge a product by its packaging before buying it, so creating compelling and alluring stationary will build first time buyers intrigue. Packaging as a medium of information about food products the role of packaging and its functions are dynamic categories. The outer appearance of the product the package is the first thing a potential customer will see, and so it can be a great marketing tool for the product in fact, the package of a product serves multiple practical purposes as well. In order to enable these improvements, models are needed that facilitate. The role of packaging in brand communication ijser. The role of packaging can be as a last point salesman, it can be to convery information to customers, it can be to attract the customer or to achieve the wow factor. In order to physical protect product form damage and vandalism for delivering the product to the customer is the product packaging. How packaging can reduce food waste packaging requires an average of 5% of the energy needed during the life cycle of a food product. Its a moral that can make your brand stand out and be seen over your competition. Traditionally packaging functions were to store and protect the product, thus mostly. Packaging in a market economy the packaging federation. Packaging is a vital tool in the marketing mix, too often ignored by companies, but twice as much is. More companies are interested in packaging as a tool to increase their sales.
Packaging design as a marketing tool and desire to. Packaging is a central marketing tool for tobacco products and is, in the judgement of marketing experts and courts, a form of advertising beguinot e. Packaging as a source of information about food products. For example, in a typical supermarket a shopper passes about 600 items per minute, or one item every tenth of a second.
The marketing system provides employment to millions of persons engaged in various activities, such as packaging, transportation, storage and processing, etc. An experienced product or marketing manager is making many conscious decisions to lead you to purchase. Product packaging comes in all shapes and sizes, and is a very important part of the process of selling your products, with colours and text being able to appeal to customers as soon as they see the product. Quick service with low hassle and, important to sears, little clerical labor. May 31, 2016 this article will let you know how the product packaging is used in manufacturing, its purpose in marketing and some important types of packaging. Product packaging prepares the product for transporting, warehousing, selling, and using. This report examines the role of packaging communication and its economic and.
Roleofpackaging on consumerbuyingbehaviorpatan district. Primary packaging can also be used to demonstrate the proper use of an offering, provide instructions on how to assemble the product, or any other needed information. Due to packaging s central task in marketing communications it can be considered one of the most important factors that influence a buyers purchase decision. Even at the ultimate consumer level, the product may be stored in several pacessugar, for example, may be stored on a shelf or on the table. An investigation into the role of color in packaging, marketing, and branding behzad mohebbi university of mohaghegh ardabili, ardabil, iran bstracta keywords. The results of the study revealed the importance of packaging design in consumer. In this lesson, youll learn about the function of packaging, including how packaging is used in marketing.
So, packaging elements, shapes, colors, sizes and labels might influence consumers to respond positively. Branding in marketing strategy the marketing activities are various and each one has its distinctive role in increasing the companys sales, both longterm and shortterm. Packaging also refers to the process of design, evaluation, and production of packages. To encourage customer safety, goods such as nonprescription drugs, cosmetics, and food items are sold in tamperresistant blisterpacks. All these elements are very significant and depend upon each other. Role of information technology in marketing pdf information. It shows who you are and which consumers may want your product. The economic and commercial role of packaging communication. With the increased importance placed on selfservice marketing, the role of packaging is becoming quite significant. The packaging and labels can be used by marketers to encourage potential buyers to purchase the product. The role of packaging as a communication tool the role of packaging as a communication tool is becoming more and more important due to factors including the increase in selfservice at the pointofsale and the more complex needs of service related to the product kotler, 2004. Three key roles of packaging with regard to the product are often highlighted in marketing.
This free study guide has been prepared to meet the information needs of universitylevel marketing students throughout the world. Increased competition made packaging an important marketing tool and so. Primary packaging can be used to protect and promote products and get the attention of consumers. The purpose of the chapter is to briefly describe a model of om discipline usable to highlight the role of packaging along the supply chain, describing different implications of an efficient product packaging system for successful management of operations. In a world that revolves around brands, its important to determine. Packaging design as a marketing tool and desire to purchase, 72 pages, 2. Packaging trends and innovations are also discussed. Role of technology in services marketing pdf role of technology in services marketing pdf sample pdf. Particular attention is paid to the role of product packaging in modern web operations. The outer appearance of the product the package is the first thing a potential customer will see, and so it can be a great marketing tool for the product. This is simply because product cannot be shipped from source to.
The companies use product packaging to drive more customers as the packaged products are considered safe to use by the consumers. The packaging of pharma products provides containment, drug safety, identity convenience of handling and delivery. Pdf many scholars agree that the area of packaging is not getting much attention from researchers. Their skills attract and retain customers, build sales and generate profits which can then be reinvested as part of a cycle of prosperity. Mar 10, 2014 an experienced product or marketing manager is making many conscious decisions to lead you to purchase. Packaging is an integral marketing strategy to glamorize a product in order to attract the consumers attention.
Consumers respond to packaging based on previous information, learned reactions and individual preferences aaker 2010. In addition, labeling also helps to provide the information about a product to the prospective customer. What is product design and its importance in marketing. Good packaging incorporated in product design can make a huge difference. Considered to be the 5th p of the marketing mix, the role of packaging is growing considerably in importance and it is being used in many ways. Thus the paper aims to know the role of packaging on buying detergent powder in bangladesh.
This is the major importance of labeling in marketing. One reason for this is simply the fact that consumers may not think very deeply about brands at all before they go into the store to buy. Dec 24, 2017 packaging plays a major role in product design as it is the last point of influence and hence the last sales point for the company. The marketing professionals who shape and implement marketing strategy contribute directly to the economic wealth of a nation. Information technology affects marketing in many ways. Considering the impact of various elements of packaging on purchasing detergent powder, a conceptual. Pdf the role of packaging in marketing communication. Physical products require packaging to protect them from damage and to present both the product and its brand attractively to a target group of consumers. We now know that packaging no longer refers to a box or a carton, but rather to a coordinated system of preparing goods for safe, costeffective, and efficient movement throughout the whole supply chain that eventually leads to maximizing consumer value, sales and hence profits. According to meyers and gerstman 2005 the sixth p of the marketing mix stands for packaging.
Apr 12, 2018 packaging and branding are two of the most important aspects that go into marketing, and should be strategized thoughtfully. Keywords brand communication, brand image, buyer attraction, marketing mix, package. The major role of pharmaceutical packaging is to provide lifesaving drugs, surgical devices, blood and blood products, nutraceuticals, powders, liquid. The role of packaging in marketing communications is further advanced.
Packaging logistics demands can be easily handled throughout all processes and for the consumers. Pdf the role of packaging in brand communication camils. Packaging is an extension of your brand and should carry the same message. Jan 07, 2018 listen packaging is very important to consumers, and it can really make a difference to them as a customer to your business. The concept of packaging logistics is explained, and the paper discusses how. Lets just consider the importance of product packaging or a good for the consumer. It enhances the appearance of the label for promoting the product. Running the business, but of equal and often greater importance. The importance of packaging packaging is a central marketing tool for tobacco products and is, in the judgement of marketing experts and courts, a form of advertising beguinot e, unpublished data, 2008. Functions of packaging marketing essentials chapter 31, section 31. Many products formerly packaged in glass now come in plastic containers.
This study guide is a comprehensive discussion along with many examples of the key aspects of marketing as covered across various textbooks and study programs. Role of packaging in marketing and sales of a product. The functional and service utilities of packaging have been discussed in many management forums. An ecofriendly product in an environmentally friendly box is a doubleedged marketing sword. Packaging is also a form of protection as the product sits on store shelves waiting for consumers to come along and purchase it. Packaging, marketing, branding, color, psychology of colors the purpose of this study is to contribute to the existing research in the field of packaging. Now days role of packaging has change due to increasing changes in the consumer desires. Oct 03, 2016 the intent is also to understand the function of packaging as a marketing tool. Impact of packaging on marketing activities source. Ten roles for product packaging the marketing sage. In marketing literature, packaging is a part of the product and the brand. The role of packaging in marketing has become quite significant as it is one of the ways companies can get consumers to notice products.
Marketing communication has a vital role in brand building in the market. As we know first impressions go a very long way in how people perceive anything. The packager is interested in getting the bulk of packaging in the marketing mix i t is axiomatic that the job of packaging is to sell. As can be seen, a major role played by product design is on the differentiation of the product from the competition. Packaging can help improve product safety for the customer. There are also just few marketing models related to packaging and further research is needed if packaging would like to be concerned as an element of. The role of packaging in manufacturing a brief understanding. Importance of labelling in marketing packaginglabelling. Marketing, on the other hand, requires appealing packages that can engage customers. Packaging has a significant impact on the efficiency and effectiveness of retail supply chains, where improvements can be achieved through the adaptation and development of the concept of packaging logistics.
A case of fmcg products misbah ehsansamreenlodhi, jinnah university for women. In a limited manner, we can define marketing as the sum of all activities that have the role of preparing a product for sale and the role. Packaging is essential as it is used for the identification of the products in marketing. Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use. Understanding the role of packaging elements on buying. Packaging and branding are two of the most important aspects that go into marketing, and should be strategized thoughtfully. The role of packaging in brand communication arun kumar agariya, ankur johari, hitesh k sharma, udit n s chandraul, deepali singh abstract packaging is considered as an integral part of the product of marketing mix.
A brand that aligns itself for the good of the environment is something that the world wants to hear about. In order to achieve successful supply chain management, packaging systems have to be connected with aspects of marketing, logistics, productions, and the environment. However there are many differences among authors on where packaging stands within the marketing mix, some authors do not even care to mention it while others emphasize its value. Failing to pay attention to the design of your packaging and labeling can decrease the visibility and. A theory of packaging in the marketing mix sciencedirect. They play a vital role in developing your image and brand within your target market. If warning or nutrition labels are required, they must be on the primary packaging.
Colour can play an important role in packaging with the implication of communicating and signalling a certain promotional message, which, eventually, might evoke positive or negative emotions to consumers. Norwich business school, university of east anglia. Packaging is also used for convenience and information transmission. Marketing and the 7ps the national social marketing centre. But without packaging, the gross domestic product gdp of a country would significantly reduce in value.
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