CHAPTER I Packaging reflects the awesome image of the product INTRODUCTION Every era of business yields new strategies

and new ways of doing business. Marketing are all the activities and exchanges between people and nations in order to satisfy human needs and wants. The retail environment is a critical brand touch point that delivers brand messages to consumers about package goods and services offerings, not only through sales promotion efforts but also through product packaging. A package delivers a complex message about the product category and the brands selling points as well as the brands identity and image. Prior to World War II, packaging was used primarily to surround and protect products during storage, transportation, and distribution. Some packages were designed with aesthetic appeal and even for ease-of-use by the end consumer, but package design was typically left to technicians. After World War II, however, companies become more interested in marketing and promotion as a means of enticing customers to purchase their products. As a result, more manufacturers began to view packaging as an integral element of overall business marketing strategies to lure buyers. To make sure that the package of your product fits to it, you should first identify if it attracts the customers attention. Packages can be use to make a strong visual statement that brings the brand personality to life ties in with other marketing communication efforts and delivers low cost brand information and reminders in the critical buy zone in the store. Packaging is very important because, the package is the buyers first encounter with the product and is capable of turning the buyer on or off. It serves as a styling weapon especially in

food products, cosmetics, toiletries and small consumer appliances. In able to easily purchased their product. And to make sure that the package of the product produces its awesome image.

A. Statement of the Problem This study ought to know the packaging reflects the awesome image of the product. Especially it attempts to answer the following questions: 1. How packaging reflects an awesome image of the product? 2. What colors, typography and design will attract the attention of shoppers? 3. What are the social costs of packaging? 4. How packaging promotes value to the customers? 5. How packaging answer the major problem for solid waste disposal?

B. Objectives of the Study Generally, this study aimed to understand the importance of packaging in the product. Especially, the objectives of this study are the following: 1. To describe how packaging reflects an awesome image of the product. 2. To find out what colors, typography, and design will attracts the attention of the shoppers. 3. To identify the social cost of packaging. 4. To learn how packaging promotes value to the customer. 5. To determine how packaging answer the major problem for solid waste disposal.

C. Significance of the Study It is envisioned that this study could provide the necessary information about how packaging promotes its awesome image, so that product cannot be overemphasized considering the functions it performs in attracting and satisfying customers.

D. Scope and Delimitation This study focus on packaging reflects an awesome image of the product. This study covers from December to February 2012.

E. Definition of Terms The following terms are defined to better understand the study. Product- it refers to anything that can be offered to a market to satisfy a want or need. Packaging it refers to the activities of designing and producing the container or wrapper that holds a product or group of products. Package it refers to the container or wrapper. Consumer this refers to an individual who buy a product for consumption. Customer it refers to potential buyers who buy a product for the purpose of reselling. Image it refers to a representation or the visual impression of something in a thing. Primary package refers to the products immediate container. Secondary package refers to the materials that protects the primary package and that is thrown away when the product is about to be used.

Shipping package it refers to a packaging necessary to store, identify, and ship the product. Social costs is generally defined in opposition to "private cost". In economics, theorists model
individual decision-making as measurement of costs and benefits.

Solid waste disposal - Act (SWDA) (P.L. 89-272, 79 Stat. 992) became law on October 20,
1965. In its original form, it was a broad attempt to address the solid waste problems confronting the nation through a series of research projects, investigations, experiments, training, demonstrations, surveys, and studies.

II.

DISCUSSION

How packaging reflects an awesome image of the product? Whats the use of having a great product, price, advertising campaign, and other elements of a marketing mix that work wonders for a marketer but that lacks good packaging and aesthetic appeal? Packaging is as important an element of the promotional mix as pricing, features, etc. For packaging to be effective, it has to be unique. It should differentiate itself from the competition and provide an edge over similar products available in the market using costeffective methods. Effective packaging induces interest in the brand. This can be done by providing some value added through packaging. For example, an FMGC company manufacturing instant food items provided new recipes on the packaging, adding value to the product and its brand image. Packaging of a product will provide the marketer with an opportunity to present a way to capture a costumers attention. The product in itself may be of the best quality with the latest features and made available at the best price possible, but if sold without good, attractive packaging it may result in disaster for the company. Packaging is a marketing tool used to reflect the brand. A company uses packaging to sell the product inside. The colors, fonts, descriptions and logo are designed to drive consumers to buy the product. Packaging is designed to capture a customers attention and it can directly affect whether they buy the product or not. Innovation and creativity come into play when it comes to packaging. A well-marketed product is package in a way that compels the customer to pick it up and take a closer look, at

which point product descriptions and graphics must be clear. Colors, fonts, descriptions and logos are the tools that are used in packaging design. Companies market their brands by creating a specific look and feel to their products packaging. A customer must feel comfortable enough with presentation of the companys brand to purchase the product. Striking a balance between art and product functionality is key when presenting your product to the everyday consumer. The packaging must be able to convince impulse buyers to want to purchase your product at a passing glance. It does seem like a tall order, but in reality we see the result of this type of creativity everyday when we buy our favorite products. Ads taught us how to find the products we want. Once we are in the store, it is the packaging that draws our attention to the product and helps us to decide if the product is a good fit for us.

What colors, typography and layout styles will attract the attention of shoppers? Proper planning of packaging gives the product an aesthetic appeal, use of colors makes it attractive and shape may give it curiosity factor. Safety and security of the product are concerns as well. Once the packaging concept has been determined, decisions must be made on additional packaging elements-size, shape, materials, color, text, and brand mark. Decision must be made on much or little text, cellophane or other transparent films, a plastic or laminate tray. The various packaging elements must be harmonized. Size with materials, color and so on. The packaging elements must be harmonized with decisions in pricing, advertising, and other marketing elements. Packaging has also changed over the years, where manufacturers used limited colors and graphics. Today, packaging is used in different ways to promote different product lines.

Color Use colors that appeal to the target audience are culturally and morally acceptable and induce interest in the mind of the buyer. Color plays a very important role in packaging. It helps generate interest in the mind of buyer and gathers a lot of attention through its visual appeals. Many manufacturers use bright colors to induce buyers to have a look, some use transparent packaging to show the customers whats inside the packing, and some use colors that go with their company logo. Color influences your mood - whether youre aware of it or not. Color must be carefully chosen. Some well known traditional color responses are: Blue is cool and serene, Yellow is dark colors are masculine. Whilst colors per se are well known to give these responses color in regards to feel so as not to discount unexpected color combinations. Surprising color combinations ensure the product to stand out. Typography Your choice of typography will say a lot about the brand. Old school typefaces give a handmade, traditional feel. Organic, hand written fonts say natural, organic and additivefree. Many cleaning products use bold uppercase sans serif fonts to shout out about their benefits. And delicate, thin typefaces are found all over the beauty space. The design should speak for itself. Putting too many messages on a product makes it look cheap, and you run the risk of undermining what really does differentiate your product from the competitors. The need to cover every inch of space with imagery or words, a clean pack is often more compelling and interesting than one that is trying to do and say too much.

Simple typography, bold use of single color with a beautiful and very cool feel. The core product idea is simply and effectively tied to the packaging, and gives consumer a reason to come back for more. Design Functionally structural design is crucial. The design cost to improve and modernized a package label, when spread our millions of exposures, not to mention purchases, is one of the best bargains in marketing communication. Consistency of design between the package design and other brand design elements delivers a key visual message. The design and labels on a package communicate important messages about the product it contains. Package designs become a marketing science. And, as a new corporate costconsciousness developed in response to increased competition, companies began to alter packaging techniques as a way to cut production, storage, and distribution expenses. Furthermore, marketers began to view packaging as a tool to exploit existing product lines by adding new items and to pump new life into maturing products. Today, good package design is regarded as an essential part of successful business practice. Since many potential customers first notice a new product after it has arrived on the shelves of a store, it is vital that the packaging provide consumers with the information they need and motivate them to make a purchase. An important responsibility of package design is to link the product to other brand messages to which the customer has been exposed. One way to do this is through the use of flags on the front of the package that call attention to product features and present reminder messages that tie in with other marketing communication efforts, such as advertising campaigns and

special promotional offers. Brand message transfer, is strongest when package designers make sure the package is shown in all package goods, advertising so that customers know what to look for. Message transfer is also conveyed through the stylistics of the packages artwork. In addition to establishing brand identity links, package design has specific attention, package designers study which items consumer notice and which ones they actually place in their shopping carts. The service package is the environment in which a service is delivered. A package delivers a complex message about the product category and the brands selling points, as well as the brands identity and image. The design and levels on a package communicate important messages about the product it contains. A packaged in other word is a medium for carrying a company created brand messages. After packaging is designed, it must be tested: Engineering test are conducted to ensure that the package stands up under normal condition. Visual test to ensure that the script is legible and the colors harmonious. Dealer test to ensure that dealers find the packages attractive and easy to handle; and Consumer test to ensure favorable consumer response.

What are the social costs of packaging? Some experts believe that the logistic system of many firms depend too heavily on packaging. While efficient packaging materials allow a firm to use cheaper modes of transportation or less specialized warehouse services, these benefits are offset by cost imposed in

society in general. Specially, what should society do with the excess packaging that comes with the product? In many cases, the packaging material is difficult to dispose of or is quickly filling landfills. Further the focus on recycled products is a complicated issue and has its own costs and benefits. Developing effective package may cost several thousand dollars and take several months to complete. Companies must pay attention to growing environmental and safety concerns about packaging. Shortage of paper, aluminum, and other materials suggest that marketers should try to reduce packaging. Many packages end up as broken bottles and crumpled cans, littering the streets and countryside. Packaging creates a major problem for solid waste disposal, requiring huge amounts of labor and energy. Some simple tips to include in the packaging of a product include the right packaging material, sustainability, vendor management for packaging, technology used. With growing awareness of green products among consumers, issues of manufacturers using the right packaging material has taken center stage.

How packaging promotes value to the customers? To understand packaging and its complexities, a manufacturer should understand a typical consumer mind set. Yes, every individual has different tastes, likes and dislikes, but an overall view in a broader perspective makes it easy to understand which type of packaging should be used for what product. Its important to understand what a consumer wants from the product, the kind of features it provides, and its appeal.

Packaging is the answer to a question about a products value to a customer. Packaging will have to be interesting, unique, and beneficial to the customer. Packaging has become a potential marketing tool. Well-designed packages can create convenience value for the customer and promotional value for the producer. Developing an effective package for a new product requires several decisions. The first task is to establish the packaging concept, which defines what the package should basically be or do for the particular product. Should the packages main functions be to offer superior product protection, introduced a novel dispensing method, suggest certain quantities about the product or the company. As consumers become better educated and more affluent, their expectations of products and their reliance on them increased as well. Consequently, consumers began to rely much more heavily on manufactured goods and processed food items.

How packaging answer the major problem for solid waste disposal? Packaging is one of the major sources of waste paper and plastics. It accounts for approximately one-third of all the garbage Americans send to landfills. Packaging should be minimal. Its production should be environmentally clean and it should be made up of materials that can be reused or recycled repeatedly. Smart buyers can support the use of environmentally friendly packaging by purchasing products with minimal packaging or with packaging made of recycled or recyclable materials. Easy solutions do not exist, and all solutions have negative consequences. Every time someone suggests that closed loop recycling, degradable plastics, or using popcorn as a

cushioning material will solve our solid waste problems; they divert attention from the hard work that must be done to find real solutions. As packaging professionals know, all of the above quick fix answers may well create more problems than they solve. Each year, Americans generate millions of tons of trash in the form of wrappings, bottles, boxes, cans, grass clippings, furniture, clothing, phone books, and much, much, more. Over the years, we have gotten used to throwing it away, so its easy to understand why now theres too much trash and not enough acceptable places to put it. In less than 30 years, durable goods (tires, appliances, furniture) and nondurable goods (paper, certain disposable products, clothing) in the solid waste stream nearly tripled. At the same time, container and packaging waste rose to almost 57 million tons per year, packaging the number one component of the nations waste stream. Container and packaging material includes glass, aluminum, plastics, steel and other metals, and paper and paperboard. Yard trimming such as grass clippings and tree limbs are also a substantial part of what we throw away. In additional, many relatively small component of the national solid waste stream, such as household hazardous waste, add up to millions of tons. Packaging has made possible efficient, low cost systems of mass physical distribution that also protects, reduces waste, improves nutrition, provides convenience, saves time and generally improves the quality of life in much of todays world.

I.

REVIEW OF RELATED LITERATURE

According to Philip Kotler et.al 2006, state that well designed packages can create convenience and promotional value. Most physical products have to be packaged and labeled. Some packages such as the Coke bottle- are world famous. The various packaging elements must also be harmonized with decision on pricing, advertising and other parts of marketing program. According to Tom Duncan (2nd edition) 2005, said that a package, especially for consumer goods, is an important communication vehicle. Its front panel or label defines the product category, identifies the brand, delivers short copy points, and functions as the last add a customer sees before making a purchase decision. It reflects the brand image and delivers visual impact. The objective is to generate nearly instantaneous and universal recognition. Unfortunately, many manufacturers of package goods still consider a package only as a container. If you think of a package as a communication opportunity however the media cost is zero because the package is already there. A brands package is like a miniature outdoor board with millions of potential exposures each day. One limitation of packaging is that it is subject to copycat marketing. The brands position is signaled by its packaging. The biggest weakness of packaging is its potential for clogging up landfills. Sometimes a package itself can be a source of added value, particularly when it is designed for convenience. Packages ca even functions as a premium when they become collectibles such as Avon bottles.

Www.Referenceforbusiness.com state that, most commercial packaging serves two basic functions: protecting the product from damage during shipping, and promoting the product to the ultimate consumer. Some common types of packaging include shipping cartons, containers for industrial goods, and bags, boxes, cans, and other holders for consumer products. The importance of consumer packaging was elevated in the United States during the late 1970s and 1980s. Rapid post-war economic expansion and market growth waned during that period, forcing companies to focus increasingly on luring customers to their product or brand at the expense of the competition. Protecting products during transport is important, but businesses also need to keep their shipping costs as low as possible. The following provides an overview of some of the factors to consider in packaging products for consumer markets. Gary Armstrong et.al 1989 said that, a product requires packaging to create such benefits as protection, economy, convenience, promotion, and product safety. Marketers have to develop a concept and test it to make sure it achieves the desired objectives and is compatible with public policy. They also state that package include up to three levels of materials. The primary package, secondary package, and the shipping package. Finally, labeling is part of packaging and consists of printed information appearing on or with the package. Traditionally, packaging decisions were based mostly on cost and production factors the primary function of the package was to contain and protect the product. According to Berkowits Kerin et.al (5th edition) 1997, stress that packaging component of a product refers to any container in which it is offered for sale and on which information is

communicated. To a great extent, the customers first exposure to a product is the package, and it is an expensive and important part of the marketing strategy.

II.

SUMMARY, CONCLUSION AND RECOMMENDATION

A. Summary A package, especially for consumer goods, is an important communication vehicle. Its front panel or label defines the product category, identifies the brand, delivers short copy points, and functions as the last ad a customer sees before making a purchase decision. A package is more than just a physical container for a product. It reflects the brand image and delivers visual impact. The objective is to generate nearly instantaneous and universal recognition. As our industry evolves in terms of technology, education and specialization, many owners are also learning to position their business to draw a specific type of customer. In any case, purchasing in various quantities is made possible by packaging. It provides economy to both the seller and user. It provides safety, protection to products before and after they are in the possession of the intended user. Packaging serves to eliminate this problem. It provides convenience to the user, and it allows seller to effectively promote the product. The packaging can be made to attract the attention of the prospective buyer and further provide vital information about the product. Packages must be made to assist in the marketing effort. Defective packaging may contribute to lost sales and product damage. Too much packaging, on the other hand, maybe costly and will eat up profits.

Packaging of a product can be made more effective also through various tie-ins, which help the product reach more audience and generate brand awareness. Packaging is of great importance to both sellers and buyers of products. It can prevent spoiling, breakage, tampering, or theft; enhance convenience in use or storage; and make products easier to identify. A significant improvement in packaging can even create a new product by expanding the ways in which it can be used, and thus its potential markets. Packages both protect a product and facilitate its transport. Packages can also be used to make a strong visual statement that brings the brand personality to life ties. Packaging made an important marketing tool. Packages must now perform many sales tasks from attracting attention, to describing the product, to making the sale. Rising consumer affluence means that consumer is willing to pay a little more for convenience appearance, dependability, and prestige of better packages. Effective packaging can help the overall brand image of the company by breaking through the many other option available on the shelf these days.

B. Conclusion I concluded that upon deciding before putting a good product in a business a better question to ask at first is actually, How to use packaging to promote your business? To succeed in business, you need both an effective packaging and a good product which that market wants. It is much easier to deliver a product which has a proper planning of packaging that gives it aesthetic appeal. Packaging a product in a right way essentially leads to building brand

awareness, higher sales, and increased consumer confidence in the product, which contribute its life cycle. Packaging itself consist of various factors that can help marketer sell the product. In fact, many marketers understand the importance of packaging as it directly influences interest in the mind of the buyer and induces him or her to try out the product outside his or her normal buying pattern. The packaging of product can work wonders for the business by promoting the product through word of mouth, visual display of product, shelf promotion, etc.

C. Recommendation A systematic analysis of effective package can help a firm determine whether the design of the product attracts the attention of the customers. It is recommended whether the goal, successful business firms must know the first step to take a long, hard look at their business before seeking the perfect package in their product. Next, is to understand the importance of effective package in a product, and finally to make it profitable and to capture a costumers attention, and to get a higher sale.

TABLE OF CONTENTS TITLE PAGE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . APPROVAL SHEET . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ACKNOWLEDGEMENT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . DEDICATION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . TABLE OF CONTENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . CHAPTER I. INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . A. Importance of the Study . . . . . . . . . . . . . . . . . B. Objectives of the Study . . . . . . . . . . . . . . . . . C. Significance of the Study . . . . . . . . . . . . . . . . D. Scope and Delimitation . . . . . . . . . . . . . . . . . E. Definition of Terms . . . . . . . . . . . . . . . . . . . II. III. IV. DISCUSSION OF RESULTS . . . . . . . . . . . . . . . . . . . . REVIEW OF RELATED LITERATURE . . . . . . . . . . . . . . SUMMARY,CONCLUSION, AND RECOMMENDATIONS . . . A. Summary . . . . . . . . . . . . . . . . . . . . . . . . . B. Conclusion . . . . . . . . . . . . . . . . . . . . . . . . C. Recommendation . . . . . . . . . . . . . . . . . . . . . V. BIBLIOGRAPHY . . . . . . . . . . . . . . . . . . . . . . . . . . APPENDICES 1 2 2 3 3 3 5 13 16 16 17 18 19 i ii iii iv v

PACKAGING REFLECTS THE AWESOME IMAGE OF THE PRODUCT

SEMINAR PAPER

Presented to PROF. VANESSA F. SALINAS College of Business, Accountancy, and Public Administration ISABELA STATE UNIVERSITY Echague, Isabela

In Partial Fulfillment Of the Requirements of the Course in ELECTIVE 4 (Seminar Paper)

Presented by AILENE B. SANTIAGO March 2012

ACKNOWLEDGEMENT

Ask and it will be given to you: seek and you will find; knock and the door would be opened to you. For everyone who asks to receive; he who seeks finds; and Him who knocks the door will be opened. (Mat. 7:7-9). All your needs will be given to you just trust and believe to God. But in everything we received give thanks for this is will of God in Christ Jesus concerning you. (1Thes. 5:8). After so many years of happiness, tears, suffering, difficulties, loneliness, and endurance her long awaited moment came to reality. At last the fruit of her work was already through with the profound gratitude and appreciation to the following persons who gave their time, whole hearted support, strength and assistance during the realization of this piece of work. The Lord Almighty, for the strength, endurance, knowledge, and guidance He bestowed on her; Dr. Robinson M. Perez, Dean of the College of Business Accountancy and Public Administration of his untiring supervision that contributed much to the improvement of her performance; Prof. Vanessa F. Salinas for giving her precious time, effort, valuable assistance and suggestions; All College of Business Accountancy and Public Administration faculty for their encouragement and recommendations which made this study possible. Sincere and lasting appreciation is due to her supportive and beloved father Mr. Roderick M. Santiago Sr., her mother Mrs. Analie B. Santiago, her sister and brother Jasmin Jane and

Roderick Jr., relatives for their prayer, hope, guidance, comforting words, perseverance and financial support which enable her to attain her long awaited goal in life. Special acknowledgement is given to her friends who extended their guidance, prayer, support and assistance during the realization of this work. TO ALL OF YOU, THANK YOU VERY MUCH

AILENE B. SANTIAGO

iii

DEDICATION

I dedicate this piece of work to my Father Mr. Roderick Mateo Santiago Sr., to My mother Mrs. Analie Bulawit Santiago; to my Brother and sister; Roderick and Jasmin Jane I am also dedicating this work to the readers. Above all, to Almighty God.

iv

BIBLIOGRAPHY

Principles of Marketing Principles of Marketing (4th Edition) Marketing Management (2nd Edition) Principles of Advertising and IMC Marketing (5th edition) Www.google.com Www.wikiepidia.com

CURRICULUM VITAE

PERSONAL BACKGROUND Name Address Date of Birth Parents: Father Mother Sex Civil status Status/Course Major : Mr. Roderick M. Santiago Sr. : Mrs. Analie B. Santiago : Female : Single : Bachelor of Science in Business Administration : Marketing Management : Ailene B. Santiago : District # 03, San Manuel, Isabela : January 24, 1992

EDUCATIONAL BACKGROUND Elementary : San Manuel Central School San Manuel, Isabela (2003-2004) Secondary : Callang National High School San Manuel, Isabela (2007-2008) Tertiary : Isabela State University Echague Campus San Fabian, Echague, Isabela (2011-2012)