In order to capitalize the marketing opportunities, grab market share, meet the completion the marketers enforces on the power of a good product packaging. Paper, cardboard, plastic, foam, textiles and bubble wrap are among the many options for protecting products. Marketing, branding, and packaging must align on messaging, value proposition, and communication to accomplish the following. The manner in which something, such as a proposal or product, or someone, such as a candidate or author, is presented to the public. As defined in the act, packaging is a product put on the market made of any. The branding journal is an independent online journal that publishes information and resources about branding strategies worldwide the website reports on the importance of branding within marketing strategies and how it empowers organizations and shapes consumer behavior around the world. Packaging has four distinct marketing functions, according to the book essentials of marketing, by charles w. Marketing the packaging and labels can be used by marketers to encourage potential buyers to purchase the product. It must perform all the basic function such as protection, ease of handling and storage, convenience in usage etc. This could be extremely simple, such as a description of what the product is. Choose from 500 different sets of marketing terms product packaging flashcards on quizlet.
Packaging functions range from technical ones to marketing oriented ones. Increased competition made packaging an important marketing tool and so. Marketing communications and graphic design are applied to the surface of the package and in many cases. The package may vary from a plastic band wrap to a steel or wooden box or drum. This is the same idea that companies implement via their 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. Since, the packaging market today is highly competitive, companies use packaging as a tool of sales promotion that often can lead to impulsive buying behavior kuvykaite, dovaliene, and navickiene, 2009. A brief summary of marketing and how it work 01 what is marketing. Packaging is one of the most important functions in marketing. A vision for sustainable packaging the sustainable packaging coalition spc, a project of greenblue, envisions a world where all packaging is sourced responsibly, designed to be effective and safe throughout its life cycle, meets market criteria for. Packaging design as a marketing tool and desire to.
Packaging contains, protects, preserves, transports. The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. Many types of packaging are available for manufacturers who need to ship and market their products to consumers. They play a vital role in developing your image and brand within your target market. Sometimes people assume marketing is just about advertising or selling, but this is not the whole story. The difficult part is doing this well, as you need to know every aspect of your business plan. It helps consumers use your product for example, by allowing them to reseal it between uses. Your company brand sends a message about your company and its values. Functions of packaging marketing essentials chapter 31, section 31. Pdf the purpose of this study is to contribute to the existing research in the field of. Branding is the marketing strategy, in which the marketer uses a name, mark or symbol of a product, to make it easily identifiable by the customer, from the products offered by other competitors in the market. Failing to pay attention to the design of your packaging.
Cim the chartered institute of marketing offers the following definition for marketing. Due to packagings central task in marketing communications it can be considered one of the most important factors that. Packaging definition is an act or instance of packaging something or someone. Marketing 299 a number of activities, such as product designing or merchandising, packaging, warehousing, transportation, branding, selling, advertising and pricing are. Below is the american marketing associations definition. However, nowadays, the marketing mix increasingly includes several other ps like packaging, positioning, people and even politics as vital mix elements. Tetrapak is one of the major packagers across the world. Packaging also refers to the process of designing, evaluating, and producing packages. Functionally, packaging protects products whilst they are in transit and being stored, enables products to be sold in convenient retail packs in standard weights and measures, and identifies the contents of the package by means of labelling in addition, packaging may play an important part in marketing a product. The precision and purity of postal addresses on a mailing list. As we know first impressions go a very long way in how people perceive anything. 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. One of the functions of packaging within marketing communications is to help in the process of building the brand personality and to create links with consumers. And the package itself can even increase the products utility, making it better.
Read this article to learn about the need, objectives, functions, advantages and disadvantages of packaging of products. The points presented below are substantial so far as the difference between branding and packaging is concerned. Package graphic design and physical design have been important and constantly evolving phenomenon for several decades. Packaging is the use of containers and wrapping materials plus decoration and labeling to protect the product, to help and promote its sales, and to make it.
A brand name x, also called a product brand, is a word, group of words, letters, or numbers that represent a product or service. For the consumer, welldesigned packaging means functional and pleasing. The study and practice of marketing have broadened considerably, from an emphasis on marketing as a functional management issue, to a wider focus on the strategic role of marketing in overall. 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. May 31, 2016 in order to capitalize the marketing opportunities, grab market share, meet the completion the marketers enforces on the power of a good product packaging. Packaging provides a surface upon which to communicate information about the product and the. One such product feature and a strategic one for some products. 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. Your package design may affect everything from breakage rates in shipment to whether stores will be willing to stock it. Packaging definition of packaging by merriamwebster.
Browse the definition and meaning of more terms similar to packaging. It can be the tool that sets apart their product in a vast sea of options that the consumer has at their disposal. Sometimes people assume marketing is just about advertising or selling, but this is not. Many products formerly packaged in glass now come in plastic containers. Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. Packaging is the activity of designing and producing the container or wrapper for the product. Its a huge topic, which is why there are tomes written on marketing, and why you can. Packaging is an extension of your brand and should carry the same message.
The role of packaging as a communication tool can be analyzed from different perspectives. Packaging can help improve product safety for the customer. Definition of branding according to american marketing association brand is a name, term, design, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers. Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use. Its design and labeling communicate about the product. Meaning of packaging packaging is the activity of designing and producing the container or wrapper for the product. The marketing professionals who shape and implement marketing strategy contribute directly to the economic wealth of a nation. Learn marketing terms product packaging with free interactive flashcards. Simply, the boxlike container, wherein the product is stored to protect it from any physical damage and at the same time attracting the customer through its appeal is called as packaging. It shows who you are and which consumers may want your product.
Packaging is the use of containers and wrapping materials plus decoration and labeling to protect the product, to help and promote its sales, and to make it convenient for the consumers to use the product. Packaging as a marketing tool effective packaging can actually help a company attract consumers to their product. Packaging packaging includes all the activities of designing and producing the container for a product. While each varies in makeup, all packages must be designed to attract buyers. Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use. A product with good packaging can attract more potential customers. Marketing based on the idea that packaging is the clothing of the product. It is about putting the right product or a combination thereof in the place, at the right time, and at the right price.
Nov 21, 2018 packaging and branding are both essential to marketing your product or service. To encourage customer safety, goods such as nonprescription drugs, cosmetics, and food items are sold in tamperresistant blisterpacks. As we noted before, the marketing mix is predominately associated with the 4ps of. Marketing is the process of interesting potential customers and clients in your products andor services. What is more, colours were really carefully chosen, it means they used light colours. The packaging refers to all those activities related to designing, evaluating and producing the container for a product. The act, process, industry, art, or style of packing. The wrapping material around a consumer item that serves to contain, identify, describe, protect, display, promote and otherwise make the product marketable and keep it clean entrepreneur small. The container used to protect, promote, transport, andor identify a product. Definition of branding according to american marketing association brand is a name, term, design, symbol, or any other feature that identifies one sellers good or. Packaging is more than just your products pretty face. Packaging definition entrepreneur small business encyclopedia. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for.
Today in this post well learn meaning of branding, types of brand, strategies of branding, meaning of packaging and labelling, and importance of packaging and labelling. Due to packaging s central task in marketing communications it can be considered one of the most important factors that. Difference between branding and packaging with comparison. Jan 25, 2018 the points presented below are substantial so far as the difference between branding and packaging is concerned. The 4ps make up a typical marketing mix price, product, promotion and place. Almost every item is packaged before selling may it be biscuits, chocolates, milk etc. Product packaging is an underappreciated hero in the marketing world. Processes such as cleaning, drying, preserving and materials such as glass, metal, paper or paperboard, plastic employed to contain, handle, protect, andor transport an article. A discussion of packaging today means eventually turning to environmental issues. A word, group of words, letters, or numbers that represent a product or service. Aug, 20 today in this post well learn meaning of branding, types of brand, strategies of branding, meaning of packaging and labelling, and importance of packaging and labelling. Packaging definition marketing dictionary mba skool.
Apr 08, 2017 packaging packaging includes all the activities of designing and producing the container for a product. The key word in this marketing definition is process. Marketing managementis the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges. Red colour package of colgate sensitive toothpaste, for instance, differentiates it. Marketing and the 7ps the national social marketing centre. The task of keeping any product in container, carton, or wrapping in, binding with, or keeping in boxes etc. Packaging in a market economy the packaging federation.
Pdf introduction to packaging ngang perez academia. Their skills attract and retain customers, build sales and generate profits which can then be reinvested as part of a cycle of prosperity. Packaging became more important from the marketing point of view with the recent marketing trends, like switching marketing budgets from advertising to other promotional tools, increasing. The multiple roles of packaging in the entire marketing process. Role of packaging in marketing and sales of a product. Jun 10, 2019 marketing is the process of interesting potential customers and clients in your products andor services. Even after a product is developed and branded, it is important to adopt strategies for other productrelated aspects of the marketing mix. Packaging and branding are both essential to marketing your product or service.