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No longer restricted to be stored, preserved and transported Gone are the days when products were being sold in tins Gaining a lot of attention these days A potent tool for company- To differentiate the products from those of the competitors Making all-out efforts to make the packaging more attractive, convenient, cost-effective and eco-friendly
Convenience
Should enable the product to be available in varying sizes and quantities Should be easy to carry, store, protect and preserve the product Convenient means that offer practical utility in terms of storing, portioning, reusing or recycling Changing retailing formats and consumer lifestyle growing need among marketers to protect the freshness and extend their shelf life
Example 1: Frooti
Tetra pack- advantage over glass bottle, as the package did not have to be returned Long life without the need for refrigeration
Cost
Price for the marketer translates as cost to the consumer innovations can also be used to make the product affordable to the consumer from the cost point of view for FMCG, reaching the rural hinterland and make the products affordable is one of the challenging aspect The sachet revolution is an ingenious solution for the rural and low income consumer segments
Conscience
Companies can not afford to ignore environmental dimensions Green marketing is becoming increasingly important Environmental concern is growing among customers and citizens Making packaging more environment - friendly Wal-Mart developed scorecard on the basis of the 7 Rs of sustainable packaging
Example 7: Wal-Mart
They are1. Remove 2. Reduce 3. Reuse 4. Recycle 5. Renew 6. Revenue 7. Read
Communication
Packaging is the brand talking about itself Widely using attractive packages to grab attention of customers Customers judge the product quality not only by its features but by the way it is packed In case of cosmetics, final decision is often swayed by the way a product is packed and displayed Attractive package creates more brand visibility Attention is paid to the information value
Benefits of packaging
Physical protection Preserves nutritional value Preserves freshness Extends shelf-life Differentiate from other products Eco- friendly packages Facilitates easy movement Offers convenience e.g., PET bottles
Conclusion
In an era of integrated marketing communications, packaging plays an important role in driving purchase decisions.
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