Marketing Research

Packaging Research

Packaging

Why Packaging?• Protect a product before & after purchase• Gain acceptance from middlemen• Help convince the consumer (the “silent

salesman”)

Packaging StrategiesFamily Packaging• Packaging a

particular product line or even closely associated products with noticeable similarities

Multiple Packaging• Placing several units

of the same product or associated products in a large pack

• Influences bulk buying and as a result increases sales volume

Changing the Packaging

• When the existing packaging is not matching the requirements of the middlemen and/or consumers

• When the product has been repositioned• If the company just wishes to capture the

attention of the consumer by introducing something different

• A costly option in any case

Packaging Criticized

• Depletes natural resources• Health hazard• Waste Disposal• Deceptive• Expensive

Packaging in Services?

• Not exactly!• Up to a very limited extent…., you may

take into consideration scratch cards by telecom organizations, tickets by travel services, credit cards and check books by banks, uniforms (for the personnel) in airlines & restaurants, and the use of similar colors by cab services etc.

Labeling

• The part of a product that carries information about the product and the seller.

• May be a part of the package or a tag attached to the product

Types of Labels

• Brand Label• Descriptive Label• Grade Label

Product Design

• Arrangement of elements that collectively form a good or service

• An attractive design improves the marketability of a product

• Consider the importance of design in products like cell phones, computers, cars etc.

Product Color

• Color can be a part of registered trademark

• Appropriate choice of color can increase brand recognition and recall

• Poor choice of color may even create a differential disadvantage

Packaging Research

• Color Response • Color Recall• Color Association• Symbolism in Logos (does it work?)