Marketers see packaging as a design and information opportunity, while to consumers, its something to. As a result, the marketing functions of the transportation, storage, and handling are performed with ease and without wastage. For instance, without the category of learning disabilities, advocates for. The increase in the need for food packaging across the united states has produced a debate on its advantages and disadvantages.
Some advantages of packaging in marketing protect the products. Marketers see packaging as a design and information opportunity, while to consumers, its something to discard. May 08, 2016 as one can see from the above that branding has both advantages as well as disadvantages, however its advantages outweigh its disadvantages and that is the reason why companies go for branding and makeover if the company is in financial trouble or it wants to establish itself in the market. In the past the most important role of packaging was to protect the product and to provide functional benefits. Driven by technology and innovation, flexible packaging extends shelf life, offers consumer convenience, requires less waste and creates shelf appeal at point of purchase. Benefits of packaging packaging manufacturers association.
The primary purpose of packaging from a marketing perspective is to underscore why a user would purchase a given product. As sustainabilityoriented companies need to scale their impact mission, green marketing becomes a priority. Other similar terms used are environmental marketing and ecological marketing. Plastic packaging to continue gains on paper in selected packaging markets where paper and plastic compete, plastic will continue to increase its overall volume share as it makes further inroads into paper applications. It shed light on the different definitions given by authors in various journals on the factors which influence buying behavior of consumers in relation to food products packaging. Pdf the functional and service utilities of packaging have been discussed in. Product packaging is designed in various colors, shapes and sizes and store everything from foods and beverages to cosmetics and medicines. Green marketing advantages and disadvantages lautre couleur. The power of a brand lies in the minds of consumers.
Failing to pay attention to the design of your packaging. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other. Flexible packaging makes thousands of products more convenient, enjoyable, and safer for consumers. Environment packaging is also known as the salent salesman and has managed to enter the marketing literature as 5. Due to that, consumers would have to pay more for a branded product to cover the costs of advertising, marketing, packaging and promoting the product. Store shelves are stocked with various products stored inside boxes, bottles, jars and other containers. Packaging is such an essential part of the marketing process, companies spend a considerable amount of time and money planning and designing it. With strong brand equity, companies would get higher brand loyalty and name awareness. Packaging accounts for a percentage of all food manufacturers costs, and that is factored into the final price of each food product for the consumer. Consequently, when marketing professionals are considering whether a potential new offering fits a companys image, they are very concerned about whether the offering supports the organizations brand and position in the mind of the consumer. If you cannot alter your merchandise, you can definitely use groundbreaking promotional packing efficiently to bring your brand morals at point of trade and increase sales and profits.
Nov 02, 2010 but there are also general advantages and disadvantages of marketing across every spectrum. However you need to carefully weigh the benefits and drawbacks of sustainable transport packaging. Branding is the process of identifying a product with a name or image that communicates the qualities and benefits of a product to customers and prospects. Green marketing includes activities, product modification, changes to the production process, sustainable packaging and even advertisements that are presumed more sustainable. Packaging can be bulky, expensive and environmentally damaging over the course of its life cycle. To encourage customer safety, goods such as nonprescription drugs, cosmetics, and food items are sold in tamperresistant blisterpacks. A products marketing strategy can rely heavily on the products packaging, as the package sends a message that conveys style, purpose and values. With the increased importance placed on selfservice marketing, the role of packaging is becoming quite significant.
The primary product packaging is the first element that keeps the contents enclosed. Convenience singleserving packages and packaged perishable items are convenient because consumers dont have to wrap them up or put them in containers before storing them. Packaging is also known as the salent salesman and has managed to enter the marketing literature as 5. In order to physical protect product form damage and vandalism for delivering the product to the customer is the product packaging. An assignment on role of product packaging in marketing advantage or benefit of product packaging course no ads 517 course title. Advantages and disadvantages of sustainable transport. More precisely, promotional packaging can produce experimental. Consumers are greatly assisted so long as the product is in usage. While packaging does improve safety, offer convenience and reduce theft, it also comes with a number of disadvantages.
Advantages and disadvantages of aseptic packaging agrihunt. Packaging allows for the product to reach the consumer in the most economic way possible and creates ease of st. Its significant to marketers that customers obtain their products in safe containers. The study integrates insights from brand owners surveyed online in september 2016 by packaging world magazine. Today, with its marketing significance fully recognised, packaging is a major factor in the competition for customers. Advantages and disadvantages of sustainable transport packaging. Failing to pay attention to the design of your packaging and labeling can decrease the visibility and. They play a vital role in developing your image and brand within your target market. Jun 28, 2017 advantages of packaging in marketing 1. The cognitive power of product packaging iosr journals. Why is it essential to invest in packaging in ecommerce. Paper versus plastic in packaging the freedonia group.
Read this article to learn about the need, objectives, functions, advantages and disadvantages of packaging of products. Even after a product is developed and branded, it is important to adopt strategies for other productrelated aspects of the marketing mix. Packaging in a market economy the packaging federation. It protects the product from physical impacts such as hitting, wetting, and bruising. Pdf impact of packaging in self service marketing researchgate.
Packaging is a vital tool in the marketing mix, too often ignored by companies, but twice as much is annually spent on this as. This can be done through proper packaging of the products. And recently, packaging has become a strong part of the marketing. Advantages of flexibe packaging flexible packaging association. Flexible packaging offers a host of packaging advantages for an array of products. All thanks to the commitment to innovation, technology, and sustainability that is the hallmark of flexible packaging. This is the major importance of labeling in marketing. At the point of sale, a packaging design must catch the customers eye in a matter of seconds, giving the customer reason to pick up the package and make the purchase. Why branding is important in marketing the balance. A strong brand creates a personality for the product and differentiates a product from competitors. Packaging and branding are two of the most important aspects that go into marketing, and should be strategized thoughtfully. Apr 12, 2018 packaging and branding are two of the most important aspects that go into marketing, and should be strategized thoughtfully. Having a strong brand will definitely help a business stand out and surpass the competition. May 31, 2016 this article will let you know how the product packaging is used in manufacturing, its purpose in marketing and some important types of packaging.
Many products formerly packaged in glass now come in plastic containers. Red colour package of colgate sensitive toothpaste, for instance, differentiates it. Functions of packaging marketing essentials chapter 31, section 31. Dec 05, 2019 if you cannot alter your merchandise, you can definitely use groundbreaking promotional packing efficiently to bring your brand morals at point of trade and increase sales and profits. At the same time, the amount of packaging on an individual food product or other consumer item has increased. But there are also general advantages and disadvantages of marketing across every spectrum. Jul 28, 2017 green marketing includes activities, product modification, changes to the production process, sustainable packaging and even advertisements that are presumed more sustainable. Some of the pertinent issues are hygiene, toxins in packaging, environmental effects and consumer protection. To manufacturers, packaging is an added but necessary expense. Packaging is essential as it is used for the identification of the products in marketing. In addition, labeling also helps to provide the information about a product to the prospective customer. For example, in a typical supermarket a shopper passes about 600 items per minute, or one item every tenth of a second. Sep 12, 2014 packaging packaging is the science, art, and technology of enclosing or protecting products for distribution, storage, sale, and use.
Importance of packaging and labeling in ecommerce marketing. The main objective of the improvement in packaging is to. In a world that revolves around brands, its important to determine. An obvious advantage of marketing is the promotion of your business. The visual presentation of product packaging helps attract consumers. As one can see from the above that branding has both advantages as well as disadvantages, however its advantages outweigh its disadvantages and that is the reason why companies go for branding and makeover if the company is in financial trouble or it wants to establish itself in the market. Ultimately, a package may become a products differential advantage or at least a significant part of it. Packaging can help improve product safety for the customer. The fpa commissioned a flexible packaging transition advantages study to better quantify the impact of switching from nonflexible packaging to flexible packaging. Pdf the role of packaging in marketing communication. We think that the role of packaging is very significant in advertising and sales. This type is used to keep the product fresh and safe for the household use of end consumer and the buyer.
Advantages of labeling the advantages of labeling were more obvious in the formative years of special education mid1940s to early 1970s, than they are now. The main advantage of using sustainable transport packaging is reducing your impact on the environment. These are some of my insights on the advantages and disadvantages of branding that ive got everyone is talking about brands and branding as a popular marketing strategy. Importance of labelling in marketing packaginglabelling. The package that is with in direct contact with the product contents is the primary product package. Pdf an assignment on role of product packaging in marketing. The concept of packaging logistics is explained, and the paper discusses how. Attractive, colorful, and visually appealing packages have promotional value and can carry important messages about the products performance, features, and benefits. It enhances the appearance of the label for promoting the product. Transport packaging waste can be harmful, difficult to recycle and can end up in landfill. The advantages and disadvantages of branding marketing essay.
Product packaging guarantees that products are secure when they are shipped to customers and stores, as well as when they sit down on store shelves. Any great business marketing company will tell you. Packaging also refers to the process of design, evaluation, and production of packages. Packaging allows for the product to reach the consumer in.