Marketing and selling in tough economic conditions:

FAQ's in packaging

Prasanna PERERA, -Chartered Marketeer, CIM U.K.

Packaging is often an aspect that is taken for granted in Marketing. However, in a fiercely competitive market, packaging can help your product or brand stand out from the crowd. In this brief article, I will endeavour to address some FAQ's relating to packaging.

Packaging entails the outer carton, the inner carton, container and the label to name a few. Packaging can be differentiated as consumer packaging and trade packaging as well. Consumer packaging relates to the end product that the consumer purchases. (Single units in most cases). Trade packaging includes the outer / transport carton and bulk purchases.

How important is packaging

Self-service stores are growing around the world, as consumers demand greater buying convenience. Against this background, attractive packaging is important to make a product/brand to stand out on the shelf. Hence, packaging is very important always, specially so, in a self service retail environment.

How relevant is packaging in services?

Although Services are largely intangible, packaging is still relevant. Packaging in a service context refers to "bundling." For example when a holiday package is purchased, it encompasses air tickets, visas, domestic transport, accommodation, travellers cheques etc., Basically, any service product can be bundled.

Doesn't packaging add to the product cost?

Yes, it does. However, if a product is positioned as a "Premium," then the packaging should reflect that dimension. For mass market products, develop packaging that is "suitable for the purpose." There are several innovative but cost effective packaging solutions that are available. Marketeers should familiarize themselves in this regard.

Whose responsibility is packaging development?

In my view, it is a joint responsibility between production and marketing. Production should assess the functionality of the packaging, while marketing should check out the aesthetic/emotional aspects of the packaging. Basically, packaging is a "silent salesman."

'Silent Salesman'?

Packaging sells and it is a fact. Many consumers impulsively pick out attractive packs that stand out on the shelf. This is specially the case in self service store environments. (Supermarkets, mini super stores). Hence, the slogan "packaging is a silent salesman."

How important is packaging that is environmentally friendly?

No packaging is environmentally friendly. Certain types of packaging are more environmentally responsible. Glass and paper based packaging is very favourable to the environment, whilst plastic and polythene are not. Environmentally favourable packaging is a must and not an option. Marketeers have a responsibility to society to ensure that packaging does not pollute but safeguard the natural habitat. Further, a competitive advantage can be secured by using packaging that is environmentally responsive.

'Sustainable' packaging?

Simply, it means packaging that can be recycled (e.g. glass) or incinerated (e.g. plastics). Either way, used packaging should be handled in an environmentally favourable manner.

'Green' packaging?

This means packaging that is made out of recycled material or environmentally friendly material. For example supermarkets around the world have developed bags that are reusable, made out of green material. Consumers too are made aware of such initiatives.

Should packaging decisions be integrated with the rest of the marketing mix?

Definitely. Packaging decisions cannot be made in isolation. Every element of the marketing mix must be integrated with the packaging. For example if the packaging is premium, availability must be exclusive or selective, and advertising must reflect the premium positioning.

How can marketeers improve their packaging skills and expertise?

Marketeers need to have a good grasp of both packaging and printing. Attending seminars and workshops, speaking to experts in the industry, reading relevant publications and hands-on working experience, are all methods by which marketeers can develop their knowledge.