When creating a marketing plan for their products, companies have to put a lot of effort, resources and time into formulating campaigns and strategies. Typically, in this process, managers and owners will follow the proven concept of developing a marketing mix, consisting of 7Ps:
- Product; descriptions, unique selling points and how it meets consumers’ needs or wants
- Place; physical and online distribution channels
- Price; how much will your product cost the consumer? Is it good value for money?
- Promotion; What advertising, marketing and sales techniques will be used? Examples range from traditional advertising such as billboards, magazines, radio, and television, to digital methods more commonly used today, including advertising on social media, email marketing, and websites. Web.
- Physical proof; proof and proof that a product is legitimate, real and does what it says it does. This is provided by such items as brochures, invoices, receipts, packaging, and tracking information.
- People; choose the right employees to be involved in the design, manufacture, marketing and sales of products
- Process ; analyzing, evaluating and improving all the processes necessary to deliver a product to the consumer, including distribution methods, customer relationship management and payment systems.
While all Ps of the marketing mix are important and necessary parts of a marketing plan, there is one aspect that often doesn’t get enough attention and that is the packaging.
Due to the many types of products available to consumers today, several different materials can be used such as cardboard, glass, metal, paper, plastic, and wood.
People have been packaging products for thousands of years, however, over the past century packaging has grown tremendously and has become an area in which companies must focus their efforts and resources if they are to sell enough products. products and be profitable. There are many reasons why product packaging is such an essential part of the marketing mix, which you can learn more about below.
Build brand recognition
Along with other marketing methods, product packaging is one of the most important ways to promote your brand and make it familiar to consumers. Attractive and clear labeling on a product, whether print your brand on bottles or sticking brand labels on boxes and cases, is essential to build brand recognition and boost sales. For the packaging of the branded product to be successful, the design must contain certain elements, including brand colors, a key visual or image, logo, slogan and typography.
It informs consumers
In addition to attracting new customers to a product and helping to develop brand awareness and recognition, product packaging also serves to inform existing and potential customers about your product. Information often provided by product labeling and packaging includes:
- The amounts of ingredients and materials used in the manufacturing process
- Instructions or instructions on how to use a product
- A description of the product indicating what it is, where it is made, its price and contact details for the manufacturer
- Food and beverage nutritional information detailing the recommended serving size, total calories, and nutritional value of each ingredient
- The benefits of using the product; what is its unique selling point?
In addition to educating consumers and promoting a brand, accurate, clear and honest product labeling is a legal requirement in most countries.
Additionally, providing concise, easy to read and understand informative packaging will help potential customers make a purchasing decision as they will have a clear idea of what a product does and how it can be useful and useful.
Packaging attracts customers
When consumers buy, a product should stand out so that they are more likely to notice it and then click on the product page or grab it for more information to help them make a buying decision. .
Before product packaging design begins, companies should first do research on market trends and design features that have worked before. Some commonly sought after design elements are colors, images, and typography.
Brand differentiation
Usually most brands are in a competitive market with many others. brands for the attention of potential buyers. It is vital to differentiate your brand and product from those of your competition, especially since most retailers group products of the same type together on online product pages or on store shelves.
To ensure that products can be easily identified and remembered against competing products, companies should use eye-catching and well-designed packaging. Ideally, product labeling and packaging should use colors, fonts, and designs that make it easy for consumers to identify a product in a crowded marketplace.
The packaging can convey the identity of the brand
Product packaging can say a lot about a brand’s values and a product’s quality, for example, packaging made from better, more durable and more visually appealing materials often leads consumers to think that the product has more value. Brands can also convey messages and values related to sustainability by using environmentally friendly packaging materials such as bioplastics, cardboard and paper.
The design and appearance of product packaging play the biggest role in conveying a message; attractive product labels and designs with the right colors and fonts can help signify what the brand stands for.
The packaging is functional
Probably the most obvious reasons for using product packaging are to provide a container for a product and to protect it. Packaging is responsible for protecting goods and products on their way from the manufacturer to the retailer. During transport, there is always a risk that crates and packages will be overturned, which is why the packaging must always be durable, strong and secure.
Many packaging offers a functional and user-friendly way to use a product, for example cereal boxes and jars. Consumers often look for packaging that is easy to open and close, recycle or store. Recently, there has been a growing trend towards packaging that can be reused or recycled, and eco-friendly packaging solutions are gaining in popularity.
Product packaging sometimes doesn’t get the attention it deserves when companies create their marketing mix, however, it remains one of the most important components of a marketing plan due to its effects on brand awareness. the brand and the large amount of information it can provide. provide to potential customers.