Packaging

Packaging is done at every level of marketing – Raw Materials i.e. Potatoes to McD’s – Manufacturers Cardboard boxes/shrink wrap – Retailers Bags, Boxes, etc. Packaging is vital to a business for a variety of reasons

Consolidation The main purpose for packaging is to keep the product in together – Liquids are packaged in bottles/cans/jars – Shrink wrap is used to keep multiple items together in one Ensures that products are easier to movie, ship and display

Consolidation The company may went to think about the little things that will help the consumer use/move the product

Protection Packaging is there to ensure that products are not damaged while being moved – i.e. Little foam peanuts, bubble wrap Other packaging may be in place to protect the product from the natural elements – Sun, Dirt, Insects, moisture

Protection The packaging may be to keep the products secure from theft – Security Chips, damage from vandels May prevent the product falling into the wrong hands – Child lids

Protection

Information The law requires a variety of things be included on the labels of the packaging – Food Ingredient lists for food Nutritional Information – Name and address of the company (phone #) – French/English – Hazardous Information

Information For the consumer – Pricing Information – Cooking Instructions – Storage Info – Coupons For the retailer – Item specifics for inventory – Bar codes for scanning – Marketing space (ads, promotions)

Brand Identification The package is the silent salesperson – Sitting on the shelf yelling “BUY ME” Supermarkets, drug stores & Convenience stores will have thousands of packaged products – The hard part is to get people to notice your product – Employees spend hours “facing” products

Brand Identification

Where brand names are crucial to the purchase – The packaging will include the companies name in a very prominent way

Brand Identification Marketers may create packaging that is so distinct that other companies may not use any similar packaging – Protected by a patent

Brand Identification One of the newest tricks that marketers use is “copy cat” packaging Lesser known brands are able to use packaging that their competitors have made noticeable

Promotion The product might be part of a promotional campaign by the business – How many different products were associated with the Olympics? Marketers and packaging experts follow trends in the market place – Green Trend

Packaging For each of the five purposes of packaging (consolidation, protection, information, brand recognition, promotion) Find two examples from Google images of a products package that has been made for each specific purpose – Do not use products used as examples Complete the assignment in Word