CHAPTER 20 Packaging © 2011, PR Smith These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011), published by Kogan Page, London, www.koganpage.com

Learning Objectives Understand the three functions of packaging and the importance of packaging at the point of sale Explain how packaging design can create competitive advantage Appreciate the six design variables Outline the stages in the packaging design process © 2011, PR Smith These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011), published by Kogan Page, London, www.koganpage.com

Introduction The importance of packaging The packaging opportunity The three basic functions of packaging  The communication functions of the pack  The silent salesperson  Overprotective packaging  The long-term commitment  Brands, packs and corporate identities  © 2011, PR Smith These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011), published by Kogan Page, London, www.koganpage.com

The Importance of Packaging Silent salesperson – amidst the misery of choice Can create competitive advantage Extraordinarily effective advertising medium Free medium Under as much environmental scrutiny Good pack design also saves manufacturing and distribution costs © 2011, PR Smith These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011), published by Kogan Page, London, www.koganpage.com

The Packaging Opportunity Some sectors are laden with: impenetrable packs inadequate labelling inadequate packets Markets with weak pack design = opportunity Marketers need to get more from their packaging Creative packaging can create competitive advantage © 2011, PR Smith These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011), published by Kogan Page, London, www.koganpage.com

3 Basic Functions of Packaging Protect (and contain) Offer convenience Communicate NB Some products prioritize some functions over others © 2011, PR Smith These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011), published by Kogan Page, London, www.koganpage.com

The Communication Functions of the Pack Grab the attention Persuade and convince Build brand personality and forge links with the buyer Build loyalty with a pack that: looks nicer on the table is easy to find in the garden shed or in the warehouse is distinctive and easily recognizable is easier to use than the competition’s Instruct the user about how to use the product to optimum benefit Inform the user of mandatory requirements © 2011, PR Smith These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011), published by Kogan Page, London, www.koganpage.com

The Silent Salesperson Often final opportunity to communicate with a customer Shout boldly to grab attention Fade into the background to let the product benefits come forward Can stop customers dead in their tracks Invite them to: have a look pick up the pack pause for a few valuable moments © 2011, PR Smith These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011), published by Kogan Page, London, www.koganpage.com

The Silent Salesperson (cont.) Pack can develop a dialogue by: attracting intriguing arousing unconscious aspirations informing reminding involving entertaining persuading © 2011, PR Smith These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011), published by Kogan Page, London, www.koganpage.com

Over-protective Packaging Balance between: Protective packaging Sales Returns Overall costs © 2011, PR Smith These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011), published by Kogan Page, London, www.koganpage.com

The long-term Commitment Pack design needs to: Develop and change as markets constantly move away from existing products Reflect changes in the customers’ aspirations incorporate demographic shifts exploit new technologically driven opportunities Constant review of customers is required NB Sometimes customers just get tired of a design © 2011, PR Smith These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011), published by Kogan Page, London, www.koganpage.com

Brands, Packs and Corporate Identities Some brands and their packs: are inextricably linked with the corporation have a lower profile with a more subtle form of corporate endorsement have a freestanding brand or pack identity very separate from the corporation © 2011, PR Smith These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011), published by Kogan Page, London, www.koganpage.com

The Designer’s Tools Shape Size Colour Graphics Materials Smell © 2011, PR Smith These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011), published by Kogan Page, London, www.koganpage.com

The Packaging Design Process: Why Redesign? ‘If it ain’t broke, don’t fix it’ But some pack designs can become tired dated the market simply moves away NB valuable brand equities or properties (names and logos ) Are assets worth maintaining? May need ‘tweaking’ from time to time © 2011, PR Smith These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011), published by Kogan Page, London, www.koganpage.com

The Packaging Design Process: Packaging Design Brief SOS + 3Ms Situation Objectives Strategy + Men/Women Money Minutes © 2011, PR Smith These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011), published by Kogan Page, London, www.koganpage.com

Figure 20.5: The packaging design process © 2011, PR Smith These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011), published by Kogan Page, London, www.koganpage.com

Figure 20.5a: The packaging design process © 2011, PR Smith These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011), published by Kogan Page, London, www.koganpage.com

Figure 20.5b: The packaging design process © 2011, PR Smith These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011), published by Kogan Page, London, www.koganpage.com

Advantages Packaging is the silent salesperson: Catching customers’ eyes Drawing them in Selling the finer detail Often the last chance to communicate before customer decides Message is controlled Carries the brand into the customers’ homes or workplaces Adds perceived value to a product Can create competitive advantage © 2011, PR Smith These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011), published by Kogan Page, London, www.koganpage.com

Disadvantages Requires long lead times Expensive to change Wasteful packaging is un-environmental © 2011, PR Smith These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011), published by Kogan Page, London, www.koganpage.com

Key Points from Chapter 20 Packaging has three functions: to protect, offer convenience and communicate Packaging design presents an opportunity to create competitive advantage The designer’s six tools are shape, size, colour, graphics, materials and smell All marketing is a series of processes, and packaging development is no different: sequential method for managing the design process © 2011, PR Smith These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011), published by Kogan Page, London, www.koganpage.com