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Title: Strategic Marketing and Management - Packaging Strategies
Description: Marketing Masters degree notes on Strategic Marketing Management module
Description: Marketing Masters degree notes on Strategic Marketing Management module
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Lecture 7 - Packaging Strategies
Packaging in the marketing mix
(Researched Examples in blue)
The reasons of packaging are to:
Functional
Protect product/ freshness
Allow easy storage
Facilitate distribution
Promotional
Attract attention/ create involvement
Communication
Sales promotions
It provides the brand image and brand awareness and association of brands, symbols and imagery
Good packaging should:
Gain attention
Be distinctive
Instruct and inform
Signify value for money or image of luxury
Help persuade
Reflect the personality of the brand
Motivate Brand choice
-
Packaging can communicate brands associations and movements (such as charities and fairtrade)
as well as product information
For Example Cadburys chocolate displays the fair-trade logo to communicate its beliefs and
involvement in the lives of cocoa farmers who's livelihood depends on fair prices
...
The aim is to minimise the environmental impact throughout the lifecycle of the product
Extraction of raw materials > Design and production > Packaging and Distribution > Use and
maintenance > Disposal > Incineration and landfilling
This is the natural process of product lifecycle
...
Rather than using up natural resources and
wasting it
...
Onshelf examples include Robinson's super concentrate Squashd fruit squash and Unilever's
compressed deodorants
...
Recycled plastic content is currently at 50%
across juice and smoothie bottles and 25% on carafes
...
Title: Strategic Marketing and Management - Packaging Strategies
Description: Marketing Masters degree notes on Strategic Marketing Management module
Description: Marketing Masters degree notes on Strategic Marketing Management module