Packaging according to kotler (1997) includes the activities of designing and producing the container or wrapper for a product. Since the product cannot be sold naked (without any container) the entire activities of providing a wrapper or container for a product is termed packaging. It also incudes material of which the package is made, the unique colours, graphics and symbols used to differentiate a brand of product from other brands.
Packaging Can Be in Three Layers:
Primary Package: which is the next material to the product. It has the role immediate protection of the product. Examples are the tin that contain Bournvita or Milo and the bottle that contains Coca-Cola or Pepsi.
Secondary Package: is the next material to the primary package i.e. when primary packages are packed then we refer to the secondary package. Examples are the carton that houses the tins of Bournvita or Milo, and crate that house Coca-Cola or Pepsi.
Shipping Package: contains the secondary package. Shipping package may be made from corrugated sheets or box to make shipping convenient.
The importance of packaging to the modern marketer lies in in its extensive use. The importance of packaging in today’s marketing decision making has encouraged some marketers to treat packaging as another element of the marketing mix. Hence they refer to the 5 P’s with packaging being the 5thP.A package therefore can form a vital part of the product and so can affect the consumer’s purchase decision.
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