PACKAGING 5TH P of marketing
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Transcript of PACKAGING 5TH P of marketing
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PACKAGINGThe 5th P of marketing mix
Group no. 1
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Group Member
1. Surbhi Raghuvanshi
2. Bhaskar Kaw
3. Gaurav Mulchandani
4. Nimish Pillai
5. Abhir Bandodkar
6. Nikhil R. Deshmukh
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Introduction
5 P’s Of Marketing Mix1. Price
2. Product
3. Place
4. Promotion
5. Packaging
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Introduction
• An activity of designing & producing the container for a product.
• Packaging is one of most important parts of marketing.
As clothing is for humans ,packaging is for products.
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Functions of Packaging
• Protection & preservation
• Product information
• Promotion of corporate identity
• Forms part of sales promotion
• Adds to the appeals of the product.
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Types of packaging (For e.g. Coke)
Shipping packaginge.g. the corrugated box that contains a hundredcardboard boxes which contains bulk of product
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Types of packaging
Secondary packagingthe cardboard box that contains the product
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Types of packaging
Primary PackagingFinal product inside
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Objective Of Packaging
• Identify the brand
• Convey descriptive and persuasive information
• Facilitate product transportation and protection
• Assist at-home storage
• Aid product consumption
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1. Convey descriptive and persuasive information
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1. Convey descriptive and persuasive information
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2. Assist at-home storage
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3. Aid product consumption
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Packaging as a Marketing Tool
1. Self-service
- describe products features, create consumer confidence and
making favourable overall impression
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Fig. Self-service
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2. Consumer affluence
- Consumer are willing to pay little more for convenience, appearance and
prestige of better packaging.
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Fig Consumer affluence
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3. Company and brand image
- company logo defines the company.
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Fig. Company and brand image
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4. Innovation opportunity
- unique or innovative packaging can bring big benefits to consumer
and profits to produces
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Fig. Innovation opportunity
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Main attributes of Packaging
• Communication
• Use convenience
• Market & brand appeal
• Safety
• Protection & preservation.
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Effective Packaging
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1. Creative & Unique
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2. Appropriate colours, fonts, easy to read labels.
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3. Use of images.
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4. Appropriate language, with necessary legal information.
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5. Easy to access & doesn’t look tampered.
Fig. Togo burger
Fig. Pop up popcorn
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6. Simple
Fig. Smirnoff caipiroska peel able bottle Fig. Happy eggs
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Distinctive Packaging
• Coca cola in glass bottles
• Cadbury’s dark blue wrapper
• Orange pack of Tide
• Close-up Stand up pack
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Fig. Coca cola in glass bottles
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Fig. Cadbury’s Dark Blue Wrapper
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Fig. Samurai vodka bottle famous for unique packaging
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Fig. Snapdeal Packaging
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Fig. Jim Beam packaging
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Fig. Nike Air Packaging
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Advantages
• Helps to promote product
• Differentiates product from rivals
• Key part of the brand image
• Aids identification & recognition
• Shape, color & size relate to customer motivation
• Key factor in consumer decision making
• Medium for advertising & sales promotion message.
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Disadvantages
• Over packaging creates waste
Desirability of using materials which can be recycled
• Deceptive Packaging like
* Over sized packaging with slack packaging
* Copying of packaging style & logo of rivals
* Misleading labels
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Companies that Spend most on packaging
Coco Cola
General Mills
Pepsi
Proctor & Gamble.
Snapdeal
Tetra Pak
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• Adds to increased sales within & outside the country
• Fetches higher unit values for consumer goods
• Prevents loss & damage cost
• Improves reputation of product & organization.
Conclusion
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Thank you