Friday, November 16, 2007

Packaging as a source of innovation - 1


Though packaging is at times considered as the 5Th P of marketing mix it has not received the attention it ideally should have. According to Harish Bijoor ( Marketing Consultant) "Packaging is an integral part of the brand mix and this is the day of attractive shapes and vibrant colors. Therefore, the brand manager has to consider a host of things such as shape, design, color, mnemonics and graphics, in order to make his brand more visible"

Packaging innovations can be seen from two varying perspectives, one wherein in adds to the basic functionality of the product through providing additional benefit to the consumers and second would be when it enables trials and increased usage by virtue of pack size (small). We have many examples of both the cases in Indian market, though the small pack as a source of innovation has received more attention than the other.

Small pack sizes have enabled marketers to reach consumer groups who were earlier not considered to be their target customers. The sucess of small shampoo sachets in rural markets have become marketing folklore which every student of marketing is told.The basic logic behind the small pack introduction is the understanding that the consumer though might not be able to afford to buy the full bottle of shampoo but wanted to use shampoo. And the fact that he would be able to afford buying it in smaller quantities, moving from cost of a monthy hair cleaing to cost per use to the consumer.

Though it is being said that the sachets would die a slow death with the emergence of organized retail , as in the organized retail context sachets become easy target for pilferage and they are not very keen on promoting small packs and would rather want the consumer to buy bigger packs. But in the market you would still find many companies continuing to come up with more and more small packs, like the recent amul mini butter packs, and parachutes small packs, and with the mom-and-pop stores dominating the retail landscape of India for a long time to come these introduction would only add to their turnovers ...

Second aspect of how packaging adds to increase the functionality of the product would be the subject of the next post....

3 comments:

Varun Reddy Sevva said...


Though packaging is at times considered as the 5Th P of marketing mix it has not received the attention it ideally should have. According to Harish Bijoor ( Marketing Consultant) "Packaging is an integral part of the brand mix and this is the day of attractive shapes and vibrant colors. Therefore, the brand manager has to consider a host of things such as shape, design, color, mnemonics and graphics, in order to make his brand more visible"

Packaging innovations can be seen from two varying perspectives, one wherein in adds to the basic functionality of the product through providing additional benefit to the consumers and second would be when it enables trials and increased usage by virtue of pack size (small). We have many examples of both the cases in Indian market, though the small pack as a source of innovation has received more attention than the other.

Small pack sizes have enabled marketers to reach consumer groups who were earlier not considered to be their target customers. The sucess of small shampoo sachets in rural markets have become marketing folklore which every student of marketing is told.The basic logic behind the small pack introduction is the understanding that the consumer though might not be able to afford to buy the full bottle of shampoo but wanted to use shampoo. And the fact that he would be able to afford buying it in smaller quantities, moving from cost of a monthy hair cleaing to cost per use to the consumer.

Though it is being said that the sachets would die a slow death with the emergence of organized retail , as in the organized retail context sachets become easy target for pilferage and they are not very keen on promoting small packs and would rather want the consumer to buy bigger packs. But in the market you would still find many companies continuing to come up with more and more small packs, like the recent amul mini butter packs, and parachutes small packs, and with the mom-and-pop stores dominating the retail landscape of India for a long time to come these introduction would only add to their turnovers ...

Second aspect of how packaging adds to increase the functionality of the product would be the subject of the next post....

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Rajesh Aithal said...


Though packaging is at times considered as the 5Th P of marketing mix it has not received the attention it ideally should have. According to Harish Bijoor ( Marketing Consultant) "Packaging is an integral part of the brand mix and this is the day of attractive shapes and vibrant colors. Therefore, the brand manager has to consider a host of things such as shape, design, color, mnemonics and graphics, in order to make his brand more visible"

Packaging innovations can be seen from two varying perspectives, one wherein in adds to the basic functionality of the product through providing additional benefit to the consumers and second would be when it enables trials and increased usage by virtue of pack size (small). We have many examples of both the cases in Indian market, though the small pack as a source of innovation has received more attention than the other.

Small pack sizes have enabled marketers to reach consumer groups who were earlier not considered to be their target customers. The sucess of small shampoo sachets in rural markets have become marketing folklore which every student of marketing is told.The basic logic behind the small pack introduction is the understanding that the consumer though might not be able to afford to buy the full bottle of shampoo but wanted to use shampoo. And the fact that he would be able to afford buying it in smaller quantities, moving from cost of a monthy hair cleaing to cost per use to the consumer.

Though it is being said that the sachets would die a slow death with the emergence of organized retail , as in the organized retail context sachets become easy target for pilferage and they are not very keen on promoting small packs and would rather want the consumer to buy bigger packs. But in the market you would still find many companies continuing to come up with more and more small packs, like the recent amul mini butter packs, and parachutes small packs, and with the mom-and-pop stores dominating the retail landscape of India for a long time to come these introduction would only add to their turnovers ...

Second aspect of how packaging adds to increase the functionality of the product would be the subject of the next post....

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Aman said...


Though packaging is at times considered as the 5Th P of marketing mix it has not received the attention it ideally should have. According to Harish Bijoor ( Marketing Consultant) "Packaging is an integral part of the brand mix and this is the day of attractive shapes and vibrant colors. Therefore, the brand manager has to consider a host of things such as shape, design, color, mnemonics and graphics, in order to make his brand more visible"

Packaging innovations can be seen from two varying perspectives, one wherein in adds to the basic functionality of the product through providing additional benefit to the consumers and second would be when it enables trials and increased usage by virtue of pack size (small). We have many examples of both the cases in Indian market, though the small pack as a source of innovation has received more attention than the other.

Small pack sizes have enabled marketers to reach consumer groups who were earlier not considered to be their target customers. The sucess of small shampoo sachets in rural markets have become marketing folklore which every student of marketing is told.The basic logic behind the small pack introduction is the understanding that the consumer though might not be able to afford to buy the full bottle of shampoo but wanted to use shampoo. And the fact that he would be able to afford buying it in smaller quantities, moving from cost of a monthy hair cleaing to cost per use to the consumer.

Though it is being said that the sachets would die a slow death with the emergence of organized retail , as in the organized retail context sachets become easy target for pilferage and they are not very keen on promoting small packs and would rather want the consumer to buy bigger packs. But in the market you would still find many companies continuing to come up with more and more small packs, like the recent amul mini butter packs, and parachutes small packs, and with the mom-and-pop stores dominating the retail landscape of India for a long time to come these introduction would only add to their turnovers ...

Second aspect of how packaging adds to increase the functionality of the product would be the subject of the next post....

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