By: Anuradha Parihar

To

identify the packaging strategies adopted by different brands. To analyze the effect of packaging on different segments of consumers.

 Cadbury

Dairy Milk, Horlicks, Garnier Fruictus, Nestles Milo, Bournvita and Dove shampoo.

 The

Marketing Mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target. The main elements of marketing mix can be classified in the following four categories: Product Price Place (Distribution) Promotion

 Arens

defined packaging in 1996 as Packaging is the container for a product encompassing the physical appearance of the container and including the design, color, shape, labeling and materials used. From the consumer perspective, packaging plays a major role when products are purchased as both a cue and as a source of information. Packaging is crucial, given that it is the first thing that the public sees before making the final decision to buy.

 Physical

protection Barrier protection- oxygen, water-vapour Containment or Agglomeration Containment or Agglomeration Reducing theft Convenience Marketing

 Reaching

the target market: : In contrast to advertising, which has limited reach, a products packaging is something which all buyers experience and which has strong potential to engage the majority of the target market. This makes it an extremely powerful and unique tool in the modern marketing environment.

Winning at the first moment of truth: First moment of truth is at the point of sale. At the point of purchase, packaging serves a number of key functions, namely: Cutting through the clutter actually getting the consumer to notice/see the product Communicating marketing information Stimulating or creating brand impressions Providing various brand cues: i. Value ii. Quality iii. Safety

 Winning

at the second moment of truth: Usage is known as the second moment of truth and packaging unlike advertising which builds a relatively brief exposure continues to build brand values during the extended usage of the product and can drive brand equity and loyalty.

Functional Role From a functional perspective, packaging is often part of the usage/consumption experience. Not only is it a means of providing any necessary information, but it can also form part of the actual product and provides functional benefits (e.g. being easy to use, fitting into storage space, etc.). Marketing Role - Brand Identity and Differentiation 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.

1.

Cadbury Dairy Milk Cadbury packaging that offers a high level of resistance to infestation from improper storage. The company reduced the bulk packaging from 60 bars to 22 bars. Each bulk pack is shrink-wrapped. This is expected to minimise the sale of loose packs to the retail trade. The new look retains the well recognised glass-and-a-half of milk however it now pours into a chocolate swirl illustrating the richness and "milk goodness" of the chocolate. The Cadbury script logo is enlarged, underlining its role as a stamp of quality. The purple colour is still used, however providing an individual identity and basis for product differentiation. In 2007 the company touted the fact that the new packaging uses 75 percent less plastic, 65 percent less cardboard and saves 2,000 trees on environmental concerns.

2. Horlicks GlaxoSmithKline unified the logo, packaging, designing of all the product categories of Horlicks. The Wave on the packaging shows activity of a person. The visual of milk and wheat shows the nourishing capabilities of Horlicks. Blue and orange colours have been a part of the Horlicks family for many years and strongly help to identify the brand. New logo also plays a role in reinforcing the trust and equity of the brand among the customers. Normal Horlicks comes in three quantities namely 200 gm, 500 gm, and 1000 gm. Junior Horlicks comes in two quantities 200 gm, and 500 gm.

3. Garnier Fruictus Shampoo Garnier shampoo comes in pretty green bottle which is made from 50% recycled plastic and the formula itself is 94% biodegradable. This product possesses a flip-open cap which is very attractive. The bottle itself provides with the ingredients of the product. The bottle also has directions for use in a certain font which is convenient to read and follow. This product also comes in sachete form which is more convenient for consumers to carry and affordable for those who cant buy the expensive bottles.

4.Nestles Milo

Milo comes in an attractive Box pack which is green in color which is very attractive and eye catching. It is light weight as compared to the bulky glass jars of other companies, and it is also convenient to store & handle. With glass jar there is always a chance of breaking and harming the child if he tries to have milk on his own. But the packaging of Milo is so convenient that a child can easily prepare his own milk preparation and have it whenever he wants. It comes in 3 box packs of 200 gm, 500 gm, 1000 gm.

5. Cadburys Bournvita

They provide containers which do not allow moisture to enter into in the product and also increases the shelf life. They have also introduced the refill packs so their no problem of buying Jars every now & then. The colour of the product has been changed from purple and red to orange and brown to show the flavour of new 5 star magic. They every few days provide a container having a sipper in the cap. The Junior Bournvita for kids of age 2 years to 5 years comes in an orange colour container of a unique shape which would fascinate the kids. The product comes in two quantities namely 200 gm, and 500 gm both in jars and refill packs.

6. Dove shampoo and conditioners

The products come in an all over deep blue ovalshaped bottle. Conditioners come in sizes 90ml and 180ml and Shampoos cost 100ml, 200ml and 400ml. Along with the bottles the same product is provided in a sachet form also for easy carriage purpose. Both the bottle and the sachet provides the customer with the important information regarding the product like the ingredients, the directions for usage, best before etc.

 Color
Packaging

typography Graphic forms Illustrations Message placement Less information is often more High involvement in purchase decision

 These

data are collected by the method of questionnaire which were filled by 15 (5kids, 5 teenagers and 5 adults) respondents in a field survey conducted at NLU campus and internet survey. The questionnaire consisted of 2 sets of questions- Set A which is related to health drinks, Set B directed towards customers regarding buying of shampoos. Overall the questionnaire comprises of 11 questions which were answered by the respondents.

 Set

A- health drinks kids if health drinks are considered are attracted towards the size, shape, colour of the container while adults are more attracted towards the large size, refill pack, easy store packets. Set B- shampoos It is observed the teenagers are attracted towards shape, color, size and the information written on the packet while adults shape and color doesnt matter.

 This

study deals with the role which packaging plays in the consumer purchase process viz. how does the packaging of a product affects the buying behavior of a consumer. It is very obvious that the packaging of a product not necessarily affect the consumers choice as in case of products involving high value instead consumers would go for brand loyalty. But where there is a variety seeking buying behavior and the products concerned are FMCG goods then packaging will be an important aspect in the purchase decision.

The colour of the product, the packing typography and graphic forms of the product should be designed taking into consideration the target market segment so that packaging can help in the process of attracting customers to buy the product and serves as a marketing tool. Large amount of information should not be displayed on the packet instead only key point or very important information should be displayed on the packet so that the consumers do not miss any part of the information because of clutter of information.

Contd. New packaging concepts should be evaluated in context, not in isolation. If possible, packaging research should simulate both the shopping and usage experience, giving people an opportunity to interact and feel the packages functionality, shelf visibility and impact on brand imagery. Furthermore, packaging research should, as far as possible, take into consideration current relationships and usage behaviour within that category. Many people are unlikely to change from their current usage patterns when they are provided with a new option it can be difficult to break relationships with brands leading to an inherent inertia which should be taken into account when conducting research.