One more aspect of packaging has to be looked into: how it is used as
marketing tool by the trade.
Packaging which after all connects so many stakeholders like the
manufacturers, the agents, the seller and the consumer must prove an effective
tool of communication among the stakeholders, particularly for the
manufacturer.
Packaging in the self-servicing market
When you go to the supermarket or mall, you are on your own to choose and purchase a product of your choice. There will not be any retailer by your side to help you. Possibly, there may be some mall or supermarket employee standing by your side; but he is there to give you physical support like taking off a product from the top slot of the shelf or just taking care of your trolley; he will not give you any information about the product other than what is there on the wrapper of the product. In such a self-servicing context, packaging has a very critical role to play in influencing you to be attracted towards that.
To attract the customer to the product the
packaging remains a tool of irresistible pull. Even a cursory glance at the
products lined on the shelf must be sufficient to catch the eye of the
customer. Pulling a customer towards a product is primary task of the packaging
and extensive researches are said to have been conducted on the design of the
packaging, on the colour scheme, the legend, the words that describe the
product and its chosen effect, the size of the packaging, so on.
Some product manufacturers seem to think
that quality is after all very important and not the design and other things
that go with the packaging. Obviously, they are not well-informed of the
influence the packaging has on the customer, present and prospective. Packaging
has an undeniable role to play in the sale of the product. Catchiness binds.
Packaging has a vital part in marketing
mix. Let us consider it in terms of the popular 4Ps of Product, Price, Place
and Promotion. First of all, your
product may be the best, indeed; but it must be seen by the customer. The very
appeal to the eye it has for the customer tells a lot about the manufacturer;
he has taken care of every aspect of his product beginning from the very visual
appeal to the design of the packaging that gives you immediately the sense of
concern of the manufacturer for the satisfaction of the customer. It displays
the price of the product also in an attractive form, possibly in a different
colour to be easily visible. Any customer who intends to go in for a purchase
moves to the price part of the product. Of course, market dynamics coupled with
the company’s strategy for marketing decides the price of the product. For place,
it occupies a prominent place in the shelf of the mall, neatly placed in order.
If all the three Ps are effectively managed, the last one of promotion happens
almost as a consequence. Promotion includes making the customer decide to
purchase outright or remember it when he proposes for a change in his choice of
the product.
We have seen the fundamental facts of self-servicing and packaging.