Section outline

  • Product Packaging

    DO NOW! Watch the video below then write a short summary to explain "why boxes are most commonly used as packaging for products?"

       

    Packaging can often as important as the product itself. The most important function of packaging is to minimize product damage. However, packaging can be used for so many more marketing purposes that some marketing experts consider it be the '5th P' of the marketing mix. Packaging can be seen as an opportunity to shows off the product. It can be used to display the price and value of the product and it is a way to communicate the product’s benefits to consumers. 

    Some other functions of packaging:

    Packaging can:

    • add to a products usefulness. E.g. Drinks with straws, easy pour spout
    • contain and preserve the product
    • facilitate the filling of the package
    • make the product easy to close or open
    • allow the product to be packed and carried easily
    • allow the product to be durable for distribution
    • attract attention on the shelf
    • can be used as a vehicle for segmentation. E.g. For people who live alone, products like Soup in a cup, or Sara Lee’s single serve cake. OR Family packs, OR packaging for bulk or commercial use.
    • be used for branding and labelling purposes
    • add visual appeal to draw attention of customers

    Task:

    Describe the features of the packaging used for your chosen product. Look at the functions of packaging (from above notes OR on slideshow on google classroom) and see if any apply to your product.

    Fully explain (give reasons) the purpose of the packaging features used for your product.