Marketing: Packaging

• Traditionally packaging refers to the functions/processes such as cleaning, drying, preserving  and materials employed to:
  1. contain,
  2. handle,
  3. protect,
  4. and/or transport a product
• In modern days packaging now does more than just the utilitarian functions mention above
• It plays such important roles as:
• Attracting the attention of potential customers
• Make the product more appealing for example well wrapped chocolate boxes
• It also helps consumers to identify products for example the distinctive bottle shapes used by some wines and Coke
• It helps with stock taking,tracking and costing for example barcodes on items can be used to track items from when they are ordered to when they are sold allowing precise calculations to take place
• Often packages are used to provide information to the consumer for example the health tables on the back of foodstuffs or warning labels on poisonous substances
• Packages can also contain useful instructions on how to use and handle the product
• Packaging can aid promotional strategies especially if they help customers identify the product for example distinctive features of the package can be used to distinguish the original products from imitations
• Distinguishing features on the packaging also aids the customer’s memory during purchasing allowing them to recall advertising campaigns
• Packaging can also be used to extend the life of a product for example kaylite boxes(expanded polystyrene/EPS) and metal cans that are recyclable allowed beer and soft drink manufacturers to sell to people who are on the move in “take aways” and restaurants
• Some forms of packaging such as wine and beer kegs allow the product to mature and become valuable
• A product has to be packaged in a way that the packaging matches with the business’s other marketing strategies i.e promotions,placing, and pricing

To access more topics go to the O Level Business Notes