Role of packaging in marketing pdf

Packaging and branding are two of the most important aspects that go into marketing, and should be strategized thoughtfully. 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. Consumers respond to packaging based on previous information, learned reactions and individual preferences aaker 2010. This is simply because product cannot be shipped from source to. Abstract packaging performs a central role as a medium in the marketing mix, in specifying the character of new products, in promotional campaigns, as a pricing pattern, and as a tool to create shelf impact. Considering the impact of various elements of packaging on purchasing detergent powder, a conceptual. 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.

Packaging logistics demands can be easily handled throughout all processes and for the consumers. How packaging can reduce food waste packaging requires an average of 5% of the energy needed during the life cycle of a food product. Many products formerly packaged in glass now come in plastic containers. 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. This report examines the role of packaging communication and its economic and. Role of technology in services marketing pdf role of technology in services marketing pdf sample pdf. To encourage customer safety, goods such as nonprescription drugs, cosmetics, and food items are sold in tamperresistant blisterpacks. Understanding the role of packaging elements on buying. A case of fmcg products misbah ehsansamreenlodhi, jinnah university for women. Particular attention is paid to the role of product packaging in modern web operations. In order to physical protect product form damage and vandalism for delivering the product to the customer is the product packaging. Marketing, on the other hand, requires appealing packages that can engage customers. Packaging as a medium of information about food products the role of packaging and its functions are dynamic categories. Packaging and branding are both essential to marketing your product or service.

More companies are interested in packaging as a tool to increase their sales. Packaging is an integral marketing strategy to glamorize a product in order to attract the consumers attention. Lets just consider the importance of product packaging or a good for the consumer. Packaging design as a marketing tool and desire to purchase, 72 pages, 2.

For example, in a typical supermarket a shopper passes about six hundred items per minuteor one item every tenth of a second. The results of the study revealed the importance of packaging design in consumer. The companies use product packaging to drive more customers as the packaged products are considered safe to use by the consumers. Packaging is the science, art, and technology of enclosing or protecting products for distribution, storage, sale, and use. Ten roles for product packaging the marketing sage. Roleofpackaging on consumerbuyingbehaviorpatan district.

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. Packaging in a market economy the packaging federation. 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. The role of packaging in marketing your business the local. Packaging trends and innovations are also discussed. Packaging is essential as it is used for the identification of the products in marketing. The packaging of pharma products provides containment, drug safety, identity convenience of handling and delivery. An investigation into the role of color in packaging, marketing, and branding behzad mohebbi university of mohaghegh ardabili, ardabil, iran bstracta keywords. They play a vital role in developing your image and brand within your target market. Marketing activities add value to the product thereby increasing the nations gross national product and net national product. In this lesson, youll learn about the function of packaging, including how packaging is used in marketing.

Apr 12, 2018 packaging and branding are two of the most important aspects that go into marketing, and should be strategized thoughtfully. Product life cycle and marketing management strategies milind kamthe, dr. 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. Product packaging prepares the product for transporting, warehousing, selling, and using. Customer patronage, packaging, size, colour, packaging material, quality of product content and shape introduction there is growing consensus among researchers and practitioners, in the field of marketing and business, that packaging plays a pivotal role.

Running the business, but of equal and often greater importance. The major role of pharmaceutical packaging is to provide lifesaving drugs, surgical devices, blood and blood products, nutraceuticals, powders, liquid. This free study guide has been prepared to meet the information needs of universitylevel marketing students throughout the world. 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. 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. Packaging design as a marketing tool and desire to.

Oct 03, 2016 the intent is also to understand the function of packaging as a marketing tool. Pdf many scholars agree that the area of packaging is not getting much attention from researchers. Packaging, marketing, branding, color, psychology of colors the purpose of this study is to contribute to the existing research in the field of packaging. 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. With the increased emphasis on selfservice marketing at supermarkets, drugstores, and even department stores, the role of packaging is significant. Many consumers will judge a product by its packaging before buying it, so creating compelling and alluring stationary will build first time buyers intrigue. Keywords brand communication, brand image, buyer attraction, marketing mix, package.

Packaging is also used for convenience and information transmission. Packaging also refers to the process of design, evaluation, and production of packages. This is the major importance of labeling in marketing. The role of labeling in marketing the marketing study guide. The outcome of the study is expected to contribute to the link between packaging and marketing literature. Thus the paper aims to know the role of packaging on buying detergent powder in bangladesh. 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. Mar 10, 2014 an experienced product or marketing manager is making many conscious decisions to lead you to purchase. The following isnt an exhaustive or complete list but some thoughts to get you to pay attention and think about why messages are coming your way. Its a moral that can make your brand stand out and be seen over your competition. Pdf the role of packaging in marketing communication. Impact of packaging on marketing activities source. Your company brand sends a message about your company and its values.

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. The important role of packaging in operations management. The economic and commercial role of packaging communication. 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. It enhances the appearance of the label for promoting the product. Packaging is an extension of your brand and should carry the same message. Role of packaging in marketing and sales of a product.

Marketing communication has a vital role in brand building in the market. 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. So, packaging elements, shapes, colors, sizes and labels might influence consumers to respond positively. Packaging as a source of information about food products. The role of packaging in manufacturing a brief understanding. The functional and service utilities of packaging have been discussed in many management forums. As can be seen, a major role played by product design is on the differentiation of the product from the competition. 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. 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. With the increased importance placed on selfservice marketing, the role of packaging is becoming quite significant.

Traditionally packaging functions were to store and protect the product, thus mostly. Failing to pay attention to the design of your packaging and labeling can decrease the visibility and. The marketing system provides employment to millions of persons engaged in various activities, such as packaging, transportation, storage and processing, etc. How they leverage the packaging choices can be the difference between product success or failure.

Importance of labelling in marketing packaginglabelling. As we know first impressions go a very long way in how people perceive anything. Role of information technology in marketing pdf information. 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. If warning or nutrition labels are required, they must be on the primary packaging.

The packaging and labels can be used by marketers to encourage potential buyers to purchase the product. 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. In marketing literature, packaging is a part of the product and the brand. Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use. In this article we will discuss about marketing communication. Primary packaging can be used to protect and promote products and get the attention of consumers. In order to achieve successful supply chain management, packaging systems have to be connected with aspects of marketing, logistics, productions, and the environment.

A brand that aligns itself for the good of the environment is something that the world wants to hear about. The marketing professionals who shape and implement marketing strategy contribute directly to the economic wealth of a nation. Most products have some form of packaging, even if its just a price tag. The role of packaging in marketing communications is further advanced. The role of packaging in brand communication ijser. 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. 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.

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. Their skills attract and retain customers, build sales and generate profits which can then be reinvested as part of a cycle of prosperity. 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. Good packaging incorporated in product design can make a huge difference. 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. Marketing and the 7ps the national social marketing centre. Norwich business school, university of east anglia. Packaging can help improve product safety for the customer. 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. 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. The role of packaging within marketing and value creation. 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. In addition, labeling also helps to provide the information about a product to the prospective customer. Three key roles of packaging with regard to the product are often highlighted in marketing.

According to meyers and gerstman 2005 the sixth p of the marketing mix stands for packaging. The role of packaging in marketing communications is further. What is product design and its importance in marketing. Increased competition made packaging an important marketing tool and so. All these elements are very significant and depend upon each other. 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. This report examines consumer attitudes toward external and internal ecommerce packaging, the impact of packaging on online purchasing decisions, areas of concern, and areas for improvement. Packaging is also a form of protection as the product sits on store shelves waiting for consumers to come along and purchase it. It shows who you are and which consumers may want your product. But without packaging, the gross domestic product gdp of a country would significantly reduce in value. Packaging provides a surface upon which to communicate information about the product and the. But the impact of packaging in marketing of products particularly in the self servicing markets. Quick service with low hassle and, important to sears, little clerical labor. Packaging is a vital tool in the marketing mix, too often ignored by companies, but twice as much is.

An ecofriendly product in an environmentally friendly box is a doubleedged marketing sword. An experienced product or marketing manager is making many conscious decisions to lead you to purchase. 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. For example, in a typical supermarket a shopper passes about 600 items per minute, or one item every tenth of a second. In a world that revolves around brands, its important to determine. 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. Pdf the role of packaging in brand communication camils. A theory of packaging in the marketing mix sciencedirect.

Functions of packaging marketing essentials chapter 31, section 31. 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. Current marketing literature already addresses the different functions of packaging, and highlights the fact that every business presents its own specific. 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.