Earlier we had seen how quantity in packaging, specifically lower-quantity has lead to increased usage and penetration in categories like shampoo, oils.... now we will try and see the other benefits one can derive from effective packaging, apart from the basic functions like protection, making them easy to identify, and enhance their presence at the POS.
Packaging can be used as a way to assure the consumer about the product's quality, when one uses a see-through packing. The see-through packaging induces customers to try the product,
and in cases where the nature of the product is such that physically experience is requires then the see-through packing helps provide a substitute . It also helps in those categories where the willingness of consumers to try out new brands might be low. This is being done by most of packaged foods being market.Effective packaging can help enhance the basic functioning of the product. I have know many of my friends who would switch brands when they see a more convenient packaging with a competing brand. When a shampoo manufacturer comes up with a new bottle which can be kept inverted so that every time you don't have to struggle trying to force the shampoo down the bottle it will attract customers. The packaging used by Parachute Coconut oil increases the convenience for its customers. It has the option of a wide necked bottle from which consumers can remove the oil in winter when the oil would freeze and smaller trial packs.
In the Indian context one also finds that companies try to use packaging as a means of protecting their products from counterfeiters. The special crimp packing used in the case of Bisleri is to assure customers that the bottle has not been tampered with. And, even the fact that we as Indians like to find use of old products and if the packging helps us in that we would be more happy dealing with that company. This can be seen by how we reuse used containers of paints and oil as substitutes for buckets and PET bottle of coke and Pepsi finding it's way to the fridges of most homes...
The scope of packaging in enhancing the products visibility and eventually sales of the product is unlimited and thus I feel it needs to be given its due importance in the marketing mix...............
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Earlier we had seen how quantity in packaging, specifically lower-quantity has lead to increased usage and penetration in categories like shampoo, oils.... now we will try and see the other benefits one can derive from effective packaging, apart from the basic functions like protection, making them easy to identify, and enhance their presence at the POS.
Packaging can be used as a way to assure the consumer about the product's quality, when one uses a see-through packing. The see-through packaging induces customers to try the product,
Effective packaging can help enhance the basic functioning of the product. I have know many of my friends who would switch brands when they see a more convenient packaging with a competing brand. When a shampoo manufacturer comes up with a new bottle which can be kept inverted so that every time you don't have to struggle trying to force the shampoo down the bottle it will attract customers. The packaging used by Parachute Coconut oil increases the convenience for its customers. It has the option of a wide necked bottle from which consumers can remove the oil in winter when the oil would freeze and smaller trial packs.
In the Indian context one also finds that companies try to use packaging as a means of protecting their products from counterfeiters. The special crimp packing used in the case of Bisleri is to assure customers that the bottle has not been tampered with. And, even the fact that we as Indians like to find use of old products and if the packging helps us in that we would be more happy dealing with that company. This can be seen by how we reuse used containers of paints and oil as substitutes for buckets and PET bottle of coke and Pepsi finding it's way to the fridges of most homes...
The scope of packaging in enhancing the products visibility and eventually sales of the product is unlimited and thus I feel it needs to be given its due importance in the marketing mix...............
Earlier we had seen how quantity in packaging, specifically lower-quantity has lead to increased usage and penetration in categories like shampoo, oils.... now we will try and see the other benefits one can derive from effective packaging, apart from the basic functions like protection, making them easy to identify, and enhance their presence at the POS.
Packaging can be used as a way to assure the consumer about the product's quality, when one uses a see-through packing. The see-through packaging induces customers to try the product,
Effective packaging can help enhance the basic functioning of the product. I have know many of my friends who would switch brands when they see a more convenient packaging with a competing brand. When a shampoo manufacturer comes up with a new bottle which can be kept inverted so that every time you don't have to struggle trying to force the shampoo down the bottle it will attract customers. The packaging used by Parachute Coconut oil increases the convenience for its customers. It has the option of a wide necked bottle from which consumers can remove the oil in winter when the oil would freeze and smaller trial packs.
In the Indian context one also finds that companies try to use packaging as a means of protecting their products from counterfeiters. The special crimp packing used in the case of Bisleri is to assure customers that the bottle has not been tampered with. And, even the fact that we as Indians like to find use of old products and if the packging helps us in that we would be more happy dealing with that company. This can be seen by how we reuse used containers of paints and oil as substitutes for buckets and PET bottle of coke and Pepsi finding it's way to the fridges of most homes...
The scope of packaging in enhancing the products visibility and eventually sales of the product is unlimited and thus I feel it needs to be given its due importance in the marketing mix...............
Earlier we had seen how quantity in packaging, specifically lower-quantity has lead to increased usage and penetration in categories like shampoo, oils.... now we will try and see the other benefits one can derive from effective packaging, apart from the basic functions like protection, making them easy to identify, and enhance their presence at the POS.
Packaging can be used as a way to assure the consumer about the product's quality, when one uses a see-through packing. The see-through packaging induces customers to try the product,
Effective packaging can help enhance the basic functioning of the product. I have know many of my friends who would switch brands when they see a more convenient packaging with a competing brand. When a shampoo manufacturer comes up with a new bottle which can be kept inverted so that every time you don't have to struggle trying to force the shampoo down the bottle it will attract customers. The packaging used by Parachute Coconut oil increases the convenience for its customers. It has the option of a wide necked bottle from which consumers can remove the oil in winter when the oil would freeze and smaller trial packs.
In the Indian context one also finds that companies try to use packaging as a means of protecting their products from counterfeiters. The special crimp packing used in the case of Bisleri is to assure customers that the bottle has not been tampered with. And, even the fact that we as Indians like to find use of old products and if the packging helps us in that we would be more happy dealing with that company. This can be seen by how we reuse used containers of paints and oil as substitutes for buckets and PET bottle of coke and Pepsi finding it's way to the fridges of most homes...
The scope of packaging in enhancing the products visibility and eventually sales of the product is unlimited and thus I feel it needs to be given its due importance in the marketing mix...............
Earlier we had seen how quantity in packaging, specifically lower-quantity has lead to increased usage and penetration in categories like shampoo, oils.... now we will try and see the other benefits one can derive from effective packaging, apart from the basic functions like protection, making them easy to identify, and enhance their presence at the POS.
Packaging can be used as a way to assure the consumer about the product's quality, when one uses a see-through packing. The see-through packaging induces customers to try the product,
Effective packaging can help enhance the basic functioning of the product. I have know many of my friends who would switch brands when they see a more convenient packaging with a competing brand. When a shampoo manufacturer comes up with a new bottle which can be kept inverted so that every time you don't have to struggle trying to force the shampoo down the bottle it will attract customers. The packaging used by Parachute Coconut oil increases the convenience for its customers. It has the option of a wide necked bottle from which consumers can remove the oil in winter when the oil would freeze and smaller trial packs.
In the Indian context one also finds that companies try to use packaging as a means of protecting their products from counterfeiters. The special crimp packing used in the case of Bisleri is to assure customers that the bottle has not been tampered with. And, even the fact that we as Indians like to find use of old products and if the packging helps us in that we would be more happy dealing with that company. This can be seen by how we reuse used containers of paints and oil as substitutes for buckets and PET bottle of coke and Pepsi finding it's way to the fridges of most homes...
The scope of packaging in enhancing the products visibility and eventually sales of the product is unlimited and thus I feel it needs to be given its due importance in the marketing mix...............
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