Role of Packaging in Strategic Marketing

Role of Packaging in Strategic Marketing

Packaging has developed well beyond its original function besides from protection and now plays a major role in marketing by developing its appeal, providing product information and establishing brand image and awareness.

The meaning of packaging comes in different view of individuality. For some, packaging is the container for a product. Some marketing books consider the packaging to be an integral part of the product component, the 4 P's of marketing: product, price, place, and promotion ( 2002). Some experts say that packaging is a part of apromotional tool rather than merely an extension of the product because packaging is an attribute that is not related to the product.

There are five elements of the brand that comprises with the name, logo or graphic symbol, the personality and the slogans. While the main use for packaging can be considered to be the protection of the goods inside. From the consumer perspective, packaging plays a major role when products are purchased as both a cue and as a source of information (2007).

The Objectives of Packaging

The physical protection is the main objective. Protection of the objects enclosed in the package from shock, vibration, compression, temperature, and any other components that may be high risk in damage.

Containment or agglomeration are meant for the small objects which are typically grouped together in one package for transport and handling efficiency that can be more suitable in size for individual households. The information transmission in every package must indicate information on how to use, transport, recycle, or dispose of the package or product.

The packaging can reduce theft. Packaging that cannot be re-closed or gets physically damaged like any signs of opening, is helpful in the prevention of the theft. Packages also provide opportunities to include anti-theft devices.

There is convenience. The packaging features add convenience in distribution, handling, display, sale, opening, re-closing, use, and re-use. Packaging is a form of Marketing Strategy. The packaging and labels can be used by marketers to encourage potential buyers to purchase the product.

Packaging as a Marketing Tool

Marketers often measure consumer brand perceptions and packaging plays a huge role in reinforcing consumer perceptions. Packaging helps to drive the way consumers experience a product (2000). For Products with low advertising support, packaging will take on an even more significant role as the key in communicating with the consumers (2007).

Other companies use their packaging as standardized marketing strategies, where the brand name, concentrate formula, positioning and information text depends on the country's preferable alphabet, letters or symbols. This type of companies lend extra effort and