Packaging Led Marketing of Products
Packaging leads the way when it comes to marketing. It is an important part of promoting a product to a retailer, and then the retailer to the final consumer. To have packaging that makes it more identifiable and appealing is a plus. There are examples of wholesale packaging that will aid the marketing of a product just as much as its transportation.
How Marketers Make Use of Packaging and Labels
Marketers will exploit packaging and labels to encourage potential buyers of a product. Packaging is not only considered to be something convenient to hold an item but also useful for the transmission of information. It is this information that marketers will make use of in promoting the best features of a product. Those transporting a product will also, of course, make different use of the more external packaging perhaps when it comes to the handling instructions.
The design of a product’s packaging is everything when it comes to brand recognition. Whether that be online or in a store, customers will need to instantly identify items without even needing to open the box, if the packaging design is to prove successful. The most successful packaging will make it a much easier job for those in product marketing.
Packaging with pictures can explain a product without having to take it out of the box. This makes it an easy object to display in an online store and market just from one photograph of the item. Other types of packaging show the product through a display window so that it can be seen. It depends on the type of item whether this works best.
A picture on packaging can tell someone a lot about the product inside because it can be an accurate representation or actual photograph of the product. The latter is usually the preferred option as nobody wants to mislead anyone. This will lose consumer trust and reputation.
Information that Attracts
The ingredients of an item will be of importance in terms of a food item. Vegans, for example, will be keen to know that there are no animal products contained within the product. Also, anyone with a nut allergy will have specific dietary requirements. Organic products are popular with those who have a concern for the environment. A marketer will exploit how food will suit a certain target group. Much of this information will be found on the packet and so can be relied upon. These become the unique selling points or USPs of a product.
There will be parts of a packaging that relate to aesthetics, primarily the front with a picture on, but others, such as the back or sides, which will be about the information relating to a project’s features, use, or ingredients.
The P’s in a Marketing Mix
P from a marketing point of view is about packaging, presentation, and price. The packaging will dictate how easy a product is to market because of how easy it is to present. Also, the price will be determined by the quality and luxury of the packaging. It is important for packaging companies to get this mix right for their customers so that a product does in a sense sell itself, or at least in its presentation makes it easier for marketers to describe the best features of a product.
In total, there are 7 P’s that relate to marketing. These include product, price, place, promotion, process, people, and physical evidence. You can see how many of these could relate to product packaging. The place you sell the item can, for instance, affect the marketing of it in terms of how much it can be displayed or described. The promotion is certainly influenced by the way the packaging already advertises the item. The people who transport an item and their processes may dictate how protective the packaging needs to be.
When you consider packaging, think about all the P’s that can relate to marketing and how these are influencing how packaging is designed.
Marketers rely on good packaging to effectively market a product. It is not just about the legalities of correctly listing ingredients or features but knowing which ones will be popular among a target audience.
Packaging allows the consumer to make an informed decision about a product. That is whether a marketer highlights the fact, or the consumer finds it out from the packaging themselves.