Definition: The Packaging refers to all those activities related to designing, evaluating and producing the container for a product. Simply, the box-like container, wherein the product is stored to protect it from any physical damage and at the same time attracting the customer through its appeal is called as packaging.
The product might have three layers of packaging, such as, a toothpaste come in the plastic tube (primary package), then it is packed in a cardboard box (secondary package) and then finally is packed in a corrugated box (shipping or third package). Nowadays, the packaging is not limited to the protection of a product alone, but it has been used as a marketing tool for building the brand equity and boosting sales.
In today’s scenario, most of the companies use packaging as an important marketing tool because of the following factors:
- The packaging enables the self-service, as in the case of purchases done in the supermarkets and retail mart the customers select the products on their own without any assistance from the retailers. Thus, the company must design its product package in such a way, that it is capable enough to draw customer’s attention towards it.
- It helps in increasing the consumer affluence, which means the customers are willing to pay even more for the convenience, appearance, dependability of the better packages.
- The packages help in increasing the brand recognition among the customers. As soon as the customers see the package, they can instantly relate it to the company or brand. For example, the Brooke Bond’s Taj Mahal Tea comes in the blue pack with an image of a Taj Mahal on its box; this gives an identity to the brand.
- The innovative packaging also helps in bringing huge profits and benefits for the firm. Here, the company gives a unique design to its product package with the intent to grab customer’s attention. For example, the calcium Sandoz bottles targeted at children and women have been designed to make them attractive to the target segment (A dog shaped bottle for kids, while a lady-shaped bottle for women).
Thus, the packaging is capable of influencing a buyer to initiate sales since the buyer comes in contact with the package first and then after with the product.