The Role of Packaging in Strategic Marketing

Topics: Marketing, Brand, Brand management Pages: 7 (2161 words) Published: September 23, 2009

You may ask yourself the question what is packaging? Its something that you may not even notice it just holds your product together. If that is what you answered you are very mistaken. Ok yes packaging holds your product together but that is not the only function. Lets take a deeper look into the world of packaging and discover what packaging is all about. HISTORY OF PACKAGING

The first packages used the natural materials available at the time: Baskets of reeds, wineskins, wooden, pottery vases, ceramic amphorae, wooden barrels, woven bags, etc. Processed materials were used to form packages as they were developed: for example, early glass and bronze vessels. The study of old packages is an important aspect of archaeology. Iron and tin plated steel were used to make cans in the early 19th century. Paperboard cartons and corrugated fiberboard boxes were first introduced in the late 19th century. Packaging advancements in the early 20th century included Bakelite closures on bottles, transparent cellophane over wraps and panels on cartons, increased processing efficiency and improved food safety. As additional materials such as aluminum and several types of plastic were developed, they were incorporated into packages to improve performance and functionality.

What is Packaging?

If you look up packaging in the dictionary you might come across these definitions: 1.The wrapping or container in which an item is presented for sale, or the materials used to make it 2.The design or style of the wrapping or container in which something is offered for sale, especially from the point of view of its appeal to buyers 3.The manner in which something or somebody is presented to the public in order to create a favorable image or impression

Encarta® World English Dictionary © 1999 Microsoft Corporation. All rights reserved. Developed for Microsoft by Bloomsbury Publishing Plc.

Undoubtedly all of those meanings are correct but we are going to dive in even deeper to reveal importance of packaging and its role in marketing.

The Purpose of Packaging

These are the reasons why we have packaging.

• Physical Protection - the product inclosed in the packaging may require protection from various elements like climate change shock and vibrations. Various tests need to be done according to your product for the packaging to work. • Barrier Protection - Depending on your product you need to protect it against oxygen absorbers water vapour and dust to keep shelf life long as possible. • Information some packages and labels communicate how to use, dispose, recycle and nutritional information in food products. • Marketing - the packaging can be used by marketers to communicate with there consumers to encourage potential sales. Graphic Design and the actual design of the container are all strategically designed to grab the consumers attention. • Convenience – Packaging can have convenience functions like handling. Opening , reclosing, dispensing and reuse. • Security - Childproof seals, authentication seals (to indicate that contents are not counterfeit), anti-theft / pilferage devices • Communication – Package must communicate what it sells clearly. When you trading internationally and different languages are being used it is important to use unambiguous, readily understood symbols on the distribution packaging. Types of packaging

There are two different types of packaging transport and consumer packaging. • Transport packaging: this is the packaging used to package bulk products when transporting the products during distribution. They need to be packed well to prevent damage loss and storage. • Consumer Packing: this is the packaging that holds the contents of you product together. It is more relevant in marketing.

Designing Packaging

When designing packaging from a strategic marketing point of view think about these 10 points. 1....
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