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The increased internationalization and globalization of business has forced packaging firms to re-consider what distributes to their competitive advantage. Companies are taking advantage of packaging as strategic tool and marketing strategy to compete within a highly competitive environment. Companies are realizing the need of competitiveness through packaging, especially through product packaging of consumer products.
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Product Packaging
Packaging is a powerful tool in marketing mix. A package is the face of the product and can play a vital role in marketing the product and building brand loyalty. Through packaging, consumers’ attention is captured and potential buyers are motivated to buy. Unique and innovative packaging can boost sales in a competitive business environment. Companies are using designs to enhance product image and to differentiate the product from its competitors. Printing recipes on the package is a great way to win the customers’ loyalty and inviting them to purchase. Net weight, ingredient description and nutritional value can satisfy customers’ psyche and force them for impulsive buying.
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With the enhanced importance of self-service marketing, role of packaging is becoming very significant. Since a shopper at a mega store passes about 600 items per minute, the only way to get the consumers to notice the product is via displays and other point of purchase techniques, which are mostly through packaging.
Packaging Solutions
Due to the importance of packaging, research is being carried out for color testing, psychological manipulations to ascertain how the majority of customers will react to a new packaging. As a result of this research, the marketers have anticipated the role of packaging relative to marketing and they are convinced that product packaging can play a vital role in marketing the product.
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