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Packaging refers to the container or wrapper that holds a product or group of products.
Most commercial packaging serves two basic functions: protecting the product from
damage during shipping, and promoting the product to the ultimate consumer. Some
common types of packaging include shipping cartons, containers for industrial goods, and
bags, boxes, cans, and other holders for consumer products. Packaging is of great
importance to both sellers and buyers of products. It can prevent spoiling, breakage,
tampering, or theft; enhance convenience in use or storage; and make products easier to
identify. A significant improvement in packaging can even create a "new" product by
expanding the ways in which it can be used, and thus its potential markets. For example,
a soup that is packaged in a microwavable bowl might suddenly increase its sales to
working people.
Prior to World War II, packaging was used primarily to surround and protect products
during storage, transportation, and distribution. Some packages were designed with
aesthetic appeal and even for ease-of-use by the end consumer, but package design was
typically left to technicians. After World War II, however, companies became more
interested in marketing and promotion as a means of enticing customers to purchase their
products. As a result, more manufacturers began to view packaging as an integral element
of overall business marketing strategies to lure buyers.
This increased attention to packaging coincided with socioeconomic changes taking place
around the world. As consumers became better educated and more affluent, their
expectations of productsand their reliance on themincreased as well. Consequently,
consumers began to rely much more heavily on manufactured goods and processed food
items. New technologies related to production, distribution, and preservatives led to a
massive proliferation in the number and type of products and brands available in
industrialized nations. Thus, packaging became a vital means of differentiating items and
informing inundated consumers.
The importance of consumer packaging was elevated in the United States during the late
1970s and 1980s. Rapid post-war economic expansion and market growth waned during
that period, forcing companies to focus increasingly on luring consumers to their product
or brand at the expense of the competition. Package design became a marketing science.
And, as a new corporate cost-consciousness developed in response to increased
competition, companies began to alter packaging techniques as a way to cut production,
storage, and distribution expenses. Furthermore, marketers began to view packaging as a
tool to exploit existing product lines by adding new items and to pump new life into
maturing products.
PACKAGE DESIGN
Consumer packaging serves to contain and communicate. A product's "packaging mix" is
the result of several requirements that determine how a package accomplishes those two
basic functions. Robert D. Hisrich identified eight major package requirements that
dictate the mix. A package must: protect the product, be adaptable to production-line
speeds, promote or sell the item, increase the product's density, help the consumer use the
product, provide reusable value to the user, satisfy legal requirements, and keep
packaging-related expenses low. Two classes of package design criteria are functional
requirements and sales requirements.
FUNCTIONAL REQUIREMENTS Package
container is too small or is oddly shaped, the product may not flow easily into the
package.
Packaging considerations related to distribution and safety are important and numerous.
If an unacceptable portion of the goods are damaged during storage, transportation, or
distribution, the package has failed. Likewise, if the package injures the user, future sales
could be lost or the company could be liable for damages. As a result, packaging
engineers face numerous technical considerations that have a residual impact on the final
look and feel of the package. For instance, packages must be able to withstand the
pressure of several other crates stored on top of them. They must also be able to resist
moisture, adapt to temperature changes, and withstand rough handling. From a cost
standpoint, packages must also be designed to suit standardized transportation
requirements related to weight, size, and durability. Finally, they should be designed so
that the bar code on the package is easily scanned.
Furthermore, packages should ideally be designed to handle normal use by consumers.
Examples of packages that may result in harm to consumers include: those with sharp
edges, such as some pull-top canisters; glass containers; and heavy item boxes which
might break when the consumer is carrying them or cause strain or injury to the consumer
when picked up or set down.
The fifth basic group of functional packaging requirements relate to laws and legislation .
Various federal laws have been passed to protect consumers from misrepresentation and
unsafe products. For instance, some laws require that potentially dangerous goods, such
as gasoline or drugs, be stored in specially constructed containers. Other laws forbid
producers from misrepresenting the quality or quantity of a product through misleading
packaging. Perhaps the most influential class of laws that affect packaging, however, is
that related to labeling.
PRODUCT LABELING The label
quantity. Certain food items, such as beef, may also be required to display qualitative
"grade labels" or inspection labels. Likewise, "informative labeling" may be required for
products such as home appliances. Informative label requirements mandate information
about use, care, performance capability, life expectancy, safety precautions, gas mileage,
or other factors. Certain major home appliances, for example, must provide the estimated
cost of running each make and model for one year at average utility rates.
Congress passed significant new labeling legislation, the Nutrition Labeling and
Education Act of 1990, that became effective in the mid-1990s. This act is intended
primarily to discourage misleading labeling related to health benefits of food items.
Specifically, many package labels subjectively claimed that their contents were "low-fat,"
"high-fiber," or possessed some other health virtue when the facts indicated otherwise.
Basically, the new laws require most food labels to specify values such as calorie and
cholesterol content, fat and saturated fat percentages, and sodium levels.
SALES REQUIREMENTS In
many messages, it will likely fail to connect with the consumer. Because of the mass of
buying choices, buyers typically do not take time to absorb messages on packaging, with
the possible exception of high-priced specialty items. Among other guidelines, letters or
logos should be large and printed in the same type style as that used in complementary
print and television advertising. The requirement of readability contributes to the
difficulty in packaging completely new products.
PACKAGING STRATEGY
One of the most critical roles for packaging is promoting products. Indeed, just as easeof-use and readability are elements of the strategic packaging mix, packaging is an
important part of a company's strategic marketing mix. Most packages for consumer
products are designed for one of three purposes: 1) to improve the packaging of an
existing product; 2) to add a new product to an existing product line; or 3) to contain an
entirely new product.
Redesign of packaging for existing products may be prompted by several factors. Many
times, a company may simply want to breathe new life into a maturing product by
updating its image or adding a new feature to the package, such as an easy-pour spout.
Or, a company may redesign the package to respond to a competitive threat, such as a
new product that is more visible on the shelf. Other strategic reasons for package
redesign are: changes in the product; economics, which may require less or more
expensive packaging; product line restructuring; alterations in market strategy, such as
aiming the product at a different age group; trying to promote new uses for a product; or
legal or environmental factors that lead to new materials or technology. Even small
packaging changes for established brands and products typically require careful
consideration, since a great deal of money is often at risk if a company alienates or
confuses customers.
A second reason for package redesign is to extend a product or brand line. In these
instances, the packaging strategy usually reflects an effort to closely mimic the
established brand or product, but to integrate the benefits of the new feature into the
existing package in such a way that customers will be able to easily differentiate it from
other products in the line. The chief risks inherent in packaging for extensions are that the
new package will confuse customers or frustrate retailers.
The third impetus for package design is the need to generate housing for an entirely new
product. This is the most difficult type of packaging to create because it often requires the
designer to instill consumer confidence in an unknown product or brand, and to inform
the buyer about the product's uses and benefits. Packaging for products and brands that
are entirely new to the marketplace are the most challenging to develop. In contrast,
packaging for goods that are entering established product categories require less
education, but they must overcome established competition. A common packaging
strategy for such products entails mimicking the packaging of leading products, which
helps to assure the buyer that the product is "normal."
FURTHER READING:
Boyd, Harper W., Jr., and Orville C. Walker, Jr. Marketing Management: A Strategic
Approach. Irwin, 1990.
Clark, Ken. "Packaging for Profits." HFN: The Weekly Newspaper for the Home
Furnishing Network. August 25, 1997.
Hisrich, Robert D. Marketing. Barron's Business Library, 1990.
McCarthy, E. Jerome, and William D. Perreault, Jr. Basic Marketing . Irwin, 1990.
McMath, Robert M. "Too Much of a Good Thing: A Perfectly Sound Product Idea can be
Sidelined by Attractive but Impractical Packaging." American Demographics. December
1997. "Packaging at the Turning Point." Consumer Network, 1999.
Quail, Jennifer. "Packaged for Profit." Supermarket News. October 18, 1999.
Schoell, William F., and Joseph P. Guiltinan. Marketing: Contemporary Concepts and
Practices. Allyn and Bacon, 1992.
Sook Kim, Queena. "This Potion's Power is in Its Packaging." Wall Street Journal.
December 21, 2000.
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