Many companies package their products with seals and locks that prevent tampering and further ensure the safety and integrity of the product. Consumers expect their products to function exactly as intended—secure, dependable product packaging is the best way to ensure just that. Another functional aspect of product packaging is how it promotes and displays the product within.
Many products, particularly food products, include a description of ingredients and nutritional information on the packaging. Other product packaging may display instructions explaining how to set up and use the product. Displaying important information regarding the product helps manage consumer expectations and promotes customer satisfaction.
The better the buyer understands what they are purchasing, the more likely they are to be happy with said purchase. Still, other product packaging forgoes wordy instructions and simply lets the product speak for itself. Utilizing window box packaging or clear plastic boxes, the customer can properly view the product in real-time. Many prefer this over relying on drawn diagrams and written explanations. Being able to properly view the product for themselves can increase customer satisfaction and the likelihood of purchase.
The main goal of creating any product, after all, is to attract customers and encourage them to buy your product. Because first impressions are so important to the buying process, well-designed product packaging can go a long way in putting your product into the hands of buyers. Choosing a style and colors that will appeal to consumers and encourage them to pick up your product is very important, as is choosing high-quality packaging materials.
The product packaging is a reflection of the product inside and the brand as a whole. When designing product packaging, therefore, many brands conduct extensive research into the wants and needs of consumers to ensure their packaging is attractive and compelling.
A broken shovel will be replaced, no questions asked, after a full summer of use. A good jewelry store has a warranty backing up every diamond ring it sells. A warranty is violated when products do not perform as expected are defective at the time the sale occurs. In this case, sellers should honor the warranty by offering a refund or a replacement. To the customer, a money-back guarantee reduces risk almost totally.
There are certain market segments e. This service is effective only if the product is superior and the product will be returned by only a few people. In some case, companies will try to get out of money-back guarantees. There are many ways a customer can take action to pressure a company to stick to its advertised guarantee. The first should always involve contacting the company by means that are recorded, in order to maintain a thorough record of all communications regarding the guarantee.
Many of the problems in packaging can be related to issues regarding labels, graphics, safety, and the environment. Packaging is a crucial element in the marketing of a product, as it is essentially the casing that the produt comes in. So after all the advertising and promotion, when customers go to the store and pick up the product, it is only the packaging that they see, smell, and touch.
It is thus extremely important for the marketer to ensure that potential customers like what they see. The packaging should be appropriate to the product, and induce customers to buy it. Unfortunately, ethics play a large role in the problems with packaging and labeling. Many of the ethical issues are related to the environment, labels, graphics, and safety.
Packaging needs to provide a certain amount of information to the consumer, depending on the type of product. For instance, a beverage needs to provide information on the product name, its size, and its nutritional content.
In contrast, the packaging of a toy needs to provide the age range suitable for children to play with it. Sometimes marketers use label information to mislead consumers by providing untrue information to exaggerate the attributes of their product. The labels could mislead the customer into thinking something that may not be the case. There are many cases in which marketers use pictures in packaging that do not represent the actual product. For example, packaging may make a certain product look nice and attractive, but the actual product may not be as good as depicted once opened.
In addition, some store brands or other small brands try to imitate the way big brands package their products.
This leads to confusion among consumers. Consumers are concerned with packaging safety issues, especially when it comes to products for children. Marketers should avoid unsafe packaging that uses high ingredients of chemicals that are unsuitable for young children and are not tamper-proof.
Some marketers tend to label their products as environmentally friendly. However, the products actually do not have environmentally friendly attributes. For example, degradable trash bags actually remain intact for decades in a landfill.
Packaging and labeling also produce a lot of excess waste that just gets thrown out once the consumer has purchased the product. In addition, the work that goes into producing the packaging and labeling is wasted once the consumer has purchased the product.
It goes into the trash and is never seen of or thought of again. At the global marketing level, a company needs to launch appropriate marketing plans so results can be achieved across multiple countries. Discuss how language, colors, customs, aesthetics, and placement affect global branding and packaging in products. Ultimately, at global marketing level, a company trying to speak with one voice is faced with many challenges when creating a worldwide marketing plan.
Unless a company holds the same position against its competition in all markets market leader, low cost, etc. When branding and packaging for international products, careful consideration must be placed on factors such as language, colors, customs, aesthetics and placement. The importance of language differences cannot be overemphasized.
There are upwards of 7, languages in the world. These differences cause many problems for marketers in designing advertising campaigns and product labels. Language problems become even more serious once the people of a country speak several languages. In India, there are over different dialects, and a similar situation exists in China.
Colors also have different meanings in different cultures. Similarly, purple is unacceptable in Hispanic nations because it is associated with death. All cultures have their own unique set of customs and taboos. It is important for marketers to learn about these so that they will know what is acceptable and what is not for their marketing programs. The term aesthetics is used to refer to the concepts of beauty and good taste.
For example, Americans believe that suntans are attractive, youthful, and healthy. However, the Japanese do not. These key differences apply to labels and branding as well. How the product is distributed is also a country-by-country decision influenced by how the competition is being offered to the target market. Using Coca-Cola as an example, not all cultures use vending machines. In the United States, beverages are sold by the pallet via warehouse stores.
In India, this is not an option. Conversely, a product promoted as the low-cost option in France would find limited success in a pricey boutique. Effective global advertising techniques do exist. The key is testing advertising ideas using a marketing research system proven to provide results that can be compared across countries. The ability to identify which elements or moments of an ad are contributing to that success is how economies of scale are maximized.
Privacy Policy. Skip to main content. Branding and Packaging. Search for:. The Purposes of Packaging The role of packaging in marketing has become quite significant as it is one of the ways companies can get consumers to notice products. Learning Objectives Describe the various uses of product packaging within a branding context. Key Takeaways Key Points Considering the importance placed on the package, it is not surprising that a great deal of research is spent on motivational research, color testing, psychological manipulation, and so forth, in order to ascertain how the majority of consumers will react to a new package.
Gone are the days when traditional print advertising and cold sales calls effectively turn prospects into leads. Now, marketers must practice a wide range of concepts and strategies — both digital and traditional — to get products noticed and draw consumers to them.
Product packaging can play a huge role in the promotion of both a company and its goods as more consumers choose to create their own experiences and educate themselves on their purchasing decisions instead of being preached to and persuaded by an ad or sales pitch. Conferences, trade shows, giveaways, and special events are all new ways marketers are promoting their products and getting them out to consumers.
As a result, product packaging must be eye-catching, intuitive, and functional since marketers are putting it in the hands of consumers right off the bat in these instances. Your goods are finally in retail stores or online, and consumers have convenient, direct access to it. Distributing products involves trusted, efficient partnerships to ensure products are getting to consumers quickly and effectively.
Packaging: Your packaging is the gold star of your marketing mix — it can dictate how well your strategy is working, and it involves each one of the points above.
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