Explain the role and importance of packaging!
There are several factors attributing to using packaging as a marketing tool.
These factors are:
- Self-Service:
Packaging is given importance because of an increasing number of products sold on a self-service basis especially among the developed economies. Self- service implies that there are no sales personnel or middle-men involved but the package can attract attention, describe the product features, create consumer confidence and make a favourable impression on potential customers.
- Consumer Affluence:
Another factor that influences the importance of packaging includes consumer affluence or a customers’ willingness to pay relatively more for the convenience, appearance, dependability and prestige of better packages.
- Company or Brand Image:
A growing importance to company or brand image and reputation also contributes to involving packaging as a marketing tool. Companies are attempting to endow their brands with distinct identities and features which are conveyed to the customers through packaging.
- Innovative Approach:
Innovative approaches to packaging are also an important factor that benefits both the consumers with convenience and companies with more profits. For example, soap dispensers or plastic pump bottles are an easier and convenient way to wash hands and store beside the wash basins.
- Product Differentiation:
A good packaging should be an effective means to differentiate the product from other competing products. Branding along with packaging can lead to such product differentiation. For example, Maggi brand is associated with instant noodles.ll
