Last Updated 03 Jul 2021

Packaging in Marketing

Category Sales
Words 987 (3 pages)
Table of contents

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. Packaging and brand are "partners" of every product. Packages of products are like clothes that can flatter one's figure or make one look fat. People wear clothes that fit them, or make them feel comfortable and attractive. Packaging is more than Just your product's pretty face. Your package design may affect everything from breakage rates in shipment to whether stores will be willing to stock it.

The silent "salesman"

Packaging is the silent salesman, whispering in the shopper's ear. Professional marketers apply the term "silent salesman" to packaging, displays, signs or promotional products designed to increase sales and profits. These are particularly useful to small businesses that have few salespeople on hand to promote their products and services. An added benefit is that silent salesmen help inform customers about special events and discounts. The role of packaging in marketing has become quite significant as it is one of the ways companies can get consumers to notice products. Surf powder detergents use bright colors in its packaging such as yellow, orange and fuchsia. Doubleton chocolate has its unique triangular packaging while Tiger Balm has its hexagonal Jars. Outstanding and unique packaging always stands out in the marketplace. Packaging also plays a key role in attracting consumers to buy food and other impulse items. Companies marketing soap and shampoo normally improve their product.

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Packaging in Marketing By Jewels

The Marketing Science Institute discovered that so long as there is no risk of overusing a product, larger package sizes actually encourage greater usage for each occasion of use. This is because consumers perceive that larger package sizes have lower costs per unit. They also discovered that after a given point, progressively larger pack sizes would no longer have an impact on greater consumption. Packages can be divided into unit packs and outer packs. Unit packs are like a silent salesman in the store while the outer packs protect the unit packs. Criteria for choosing packaging materials:


Can the package give an ample protection to the product? For example, can TV sets be packed in plastic bag alone without protective corrugated boxes and Styrofoam?

Magnolia chicken, for instance, has their fresh chilled packs so "hind' Andalusia Eng MGM Lang' (flies won't touch it) in the wet market. The objects enclosed in the package may require protection from, among other things, mechanical shock, vibration, electrostatic discharge, compression, temperature, etc.

Display Value

Can it attract consumers? An example is a comparison of a four-color print versus a black and white package.


Will it be cost-efficient? For instance, can the weight of a plastic container be reduced without sacrificing quality to reduce cost?


Is it easy to carry? Will the package be too heavy? Plastic crates, for instance, can be more convenient than wooden crates for soft drinks.


What is industry practice? Any weight limit? What is minimum order quantity? If your product must be shipped a long distance to its distribution point, then bulky or heavy packaging may add too much to transportation costs. A typical example would be increasing the outer box content of small canned meats from 48 per case to 96 per case or reducing the net content of smaller-sized packs.

In the travel industry, typical weight limit is 20 kilograms for economy seat, and less for low-cost carriers. It is therefore important to have travel bags that not only protect but are lightweight. The size of the packaging is one of the major changes that can be seen in the market. Budget packs or products that come in smaller package version were popularized during economic crises. Many have since remained in the market due to their wide acceptance. Sachet for shampoos and refill packs for coffee creamers are very common now.

In some instances, the introduction of budget packs have actually created a market expansion by attracting those who have never purchased the product to try due to its more affordable pricing. For unit packs, performance requirements for the different stages of stock travel must be considered. Consider at least four travel points. Will the pack be convenient for filling, sealing, stamping and marking?


Will the pack destroy or alter product quality and specifications? Breakable or flammable?


Can it fit a 20- or 40-footer shipping container comfortably and efficiently in the case I I will it have a lot of unused space? Loft export products or I Len the store


Can some saboteurs destroy your product and risk the safety of the product?


Can dealer shelves accommodate package size and display this security measure well? Is the Home package easy to open? Is it easy to use?

Packaging brief

A comprehensive Packaging Design Brief template is to initiate Packaging Design work in your agency. This template prompts users to clearly define key areas including the project background, objectives, brand strategy, product information ND production limitations, along with timings and internal approvals. It is designed to provoke though and assist you in creating compelling packaging.

Remember, you package is your last opportunity to "sell" your product to that potential customer In practice, before labels are finally recommended for approval, rough designs are submitted first. This is to ensure more alternatives and better choices before final designs are given. Designs that are accepted by an approving authority, usually the chief marketing officer, are then referred to a consumer within the target market profile. Proofs or actual printed samples of the label are then submitted to printing suppliers after final artworks are accepted.

Several proofs may be done depending on how a printer conforms to the color standard of the company. Accepted proofs are signed by the company, usually by the head of the art department after consultation with the brand manager and sometimes, up to the level of the chief marketing officer. Copies of acceptable color ranges are given to the production department or warehouse for comparison and checking when the actual packaging is delivered by the printers.

Packaging in Marketing essay

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