Packaging includes the container, cover, wrapper, carton etc. in which the product comes. The basic aim of packaging is to protect the product from any mechanical injury or damage during the shipping and to promote and market the product to the target customers. It serves to be of a value of great importance for both the buyers and the sellers. An effective packaging strategy contributes to the company’s competitive advantages. Product packaging is one of the most important product decisions which are taken while product processing and designing as the products are judged the way they are packaged.
An organization’s packaging strategy should include the following points:
- Unique: The packaging must be attractive enough to capture everyone’s attention in the market. It should be different from that of the competitors. It makes the product stand out of the crowd. Many businesses use the copy cat strategy to confuse the customers with other products. Many supermarkets, retailers produce the product packaging similar to many popular brands such as coke, noodles, ketchup etc.
- Safety: The packaging must qualify all the safety criteria. Companies must ensure that it won’t harm the customers and customers can safely use it. The packaging should also be done in the concern of consumers such as kids. For example, many products comes with cautions such as not to be used by kids under 3, medicines bottles comes with caps which is hard for kids to open. There must be all the safety points mentioned on it. Some products may be harmful if not handled carefully, like insecticides, matchsticks, mosquito coils etc.
- Functional: Companies should ensure that the packaging serves all the functions for which it is designed. Sometimes there are many associated functions with the main aim of the packaging. For example, Muller’s yogurts packaging has dual functionality, one is for the yogurt and the other one is for the topping. Same is in the noodles, like Maggie, where the entire packaging has two products packed, one is the noodles itself then sachet.
- Easy to Remove: The products packed should be easy to access. Many times it becomes has for the costumer to open up the packaging. If the packaging creates difficulty for the customers while accessing it, they can move up to other products. The packaging should be removed in such a way that it doesn’t harm the product. Some product packaging comes with directions and instructions on how to open the packaging which makes it easier for the customer to handle it.
- Promotional: The packaging should enhance the product’s image and its brand advancement. It should ensure the effective marketing of the product as well as publicizing it. It should be designed to promote and the benefits of the products. Packaging should be eye – catching as it will capture customer’s attention while buying a product.
- Brand Reinforcement: The packaging should reinforcement the product’s brand with the corporate brand. It should ensure the brand equity so that there may establish a balance between the family brands. It should also maintain the brand consistency. It should the company’s marketing program.
Labeling of Product: Packaging Strategy
Product labeling or simply known as labeling is the display of information of the product on the container or the cover of the packaging and the product itself. Labeling is any written or graphic communication on the present on the packaging and on the product. Product labeling pays a key role in the manufacturing and marketing of the product. Labeling is done with the help of many graphics, texts and symbols. Many symbols exist for packaging defining its validity and genuineness. Governments also authorize the labeling based on some rules and criteria for the product packaging. Such as Australia Food Standards Code. Bar codes also define the same, which is an OMR representation of object data.
There are many types of packing labels which are famous, such as:
- Shrink Label: Shrink label also known as shrink sleeves or shrink wrap are non adhesive sleeves. These are constructed from polymer plastic film material. It gets shrunk when the heat is applied to the label.
- Pressure Sensitive Labels: Pressure sensitive labels are commonly known as pressure sensitive adhesives, self adhesive or self stick. These labels work best on contoured and squeezable containers.
- Shrink Bundling Film: This film is used for heavy duty packaging applications. It is mainly made up of polyethylene. It allows the customers to see inside the product while protecting the product.
- Cut and Stack Labels: These labels make use of different print technologies with various substrates. These are done for automotive products, household items such as food and beverages.
- Roll Fed Labels: These labels are done to cover the whole product. These are similar to pressure sensitive labels. These are generally done on canned products such as dairy products, canned beverages etc.
- Reusable Shopping Bags: These are also known as bags for life. It is a shopping bag, made from canvas, woven synthetic fibers or thick plastic. It is durable for multiple purpose use. Reusable containers, boxes are also the same.
The major role of packaging is to promote the products. Packaging is an important part of company’s marketing mix. Packaging serves following purposes:
– Package improvement of an existing product
– Addition of a new product in the existing product line
– To contain a complete new product.
Companies do many innovations and experiments on the design of the packaging. If the packaging design fails to attract the customers, then the companies redesign the package. Redesigning can be done to make change in the product, for economics, for less or more expensive packaging, to restructure the product line, marketing strategy alternations, to pace up with new technologies etc. Now a days, due to many ethical concerns, the companies are doing sustainable packaging. The companies should develop marketing strategies that should fit the product. There should be a complete understanding packaging of the brand’s quality which should meet out the customer’s and the market’s cultural and social criteria. An effective business development process with product concern should be employed for this purpose. In the market, the packaging creates strong point of difference for the products in the brands battle.