Packaging

What’s behind Packaging' Packaging consists of all the activities of designing and producing the container or rapper of a product, in which something is packed for storage or transportation. In the world we live in today, packaging is very important. The fact that everywhere you look, something is protected by some sort of packaging just shows us how much it is a part of our lives. Packaging is used to protect a variety of different products, ranging from chocolate wrappers to boxes of hi-fi systems. You can find a wide range of shapes and sizes, all designed for different purposes. However, when considering it from a marketing point of view there is much more to it. As a marketing concept it can be defined as the designing and production of a container or wrapper which is used for promoting the brands image, and distinguishing between other products. A crucial element for successful packaging is to develop a relationship between the brand and the end consumer. Billions of pounds are spent on packaging food and other items each year. Sixty percent of all packaging is for food products. At the beginning of the 20th century most food was sold loose. It was weighed and measured out and placed in bags or directly into the shoppers bag to carry home. Packaging and advertising were virtually unknown. Today packaging is a massive, lucrative industry and often it is the way the packaging looks that persuades the shopper to buy the product inside it. There are five functions that packaging should have. The Main purpose of packaging is to give protection to ensure that the product arrives to the consumer in its desired condition. By protecting the content from the environment, transportation and any other damages such as being dropped, and crushed. Example Delicate products such as fruits need to be protected by a rigid package such as a laminated container. Many packaging products have the primary function of storing along with protecting the contents in them. For example, some of the food packaging products like food safety bags made of net etc. are used by home makers for storing and protecting their food items like fruits and vegetables in refrigerators. Thus some products need internal packaging. A Good internal packaging should have the ability to protect the product from shock and vibration, and then return to its original shape to provide further cushioning. Another attribute for packaging a product is the its convenience, both in using and handling.   Convenient goods handling is reached by designing a package in such a manner that it may be opened, closed, use, held, lifted, moved, set down and stowed easily, efficiently and safely.  The package is also considered as an important medium to communicate and inform such the customer about the contents, ingredients, weight, care instructions, expiry dates, and on how to use, recycle, or dispose of the package or product. With pharmaceuticals, food, medical, and chemical products, some types of information are required by governments. This is usually done through labelling which should be informative, truthful and distinctive. Packaging as the ‘silent salesman’ acquiring the function of promotion and sales of branded goods. Attractive packagings with unique shapes, logos and colours have been used to lure buyers' attention and to have a positive impact upon their purchasing decision by creating a good marketing position in the minds of the consumers. The packaging and labels can be used by marketers to encourage potential buyers to purchase the product. To the manufacturer the product is mainly advertised by it package which it the thing that clearly identifies the product inside. Some unique recognisable product are the Toblerone chocolate, Coca cola in glass bottles, and the Perrier water with its green bottle. A marketer needs to imply the techniques differently for a service package, because you don’t longer have the packaging of a good to advertise itself but of that of a service which is invisible. Some might still offer goods which needs to be packed correctly and with thought, for example taking Vodafone the only good delivered is the actual sim card. Service packaging is more found in the physical evidence of the retail outlet, with all its colour schemes. People which will be delivering the service like customer care, and sales assistants will also have a great effect. All the previous functions of packaging still are seeked and of great importance, but delivered differently. Throughout the world there is rapidly growing interest in the relationship between businesses and the environment. Customers want products and services that are streamlined, efficient and convenient. This must be kept in mind when a marketer is creating a package. By making it possible to provide a packaging that is protective, attractive, competitive with other types of packaging, and environmentally acceptable. So it’s important that the right amount of packaging is used – not too much nor too little. It would be unwise to reduce a product’s packaging, only to find that it has to be overly packaged to protect it when being transported to retail outlets. By considering the 5 functions on packaging, a marketer can save expenses and still protect his product. Taking the time to make decisions for the best packaging, will provides a unique packaging which will have a distinguishing characteristic, which will advertise itself, and increase sales. Although the consumer won’t have the least idea about all the toughness behind every package they see, it surely effect them in there buying process.