In what ways can packaging be used strategically?

Question

What will be an ideal response?

Answer 1

Packaging can be a major component of a marketing strategy. A new cap or closure, a better box or wrapper, or a more convenient container may give a product a competitive advantage. The right type of package for a new product can help it to gain market recognition very quickly. For instance, one company produces high-quality organic baby food packaged in convenient resealable pouches. Even though the package costs more to use than the traditional glass jar packaging, its design with the zipper closure decreases the time it takes to heat up the baby food, allows it to fit more conveniently in diaper bags, and keeps food fresh for three days after it is first opened.At times, a marketer changes a package or labeling because the existing design is no longer in style, especially when compared with the packaging of competitive products. A package may be redesigned because new product features need to be highlighted or because new packaging materials have become available. An organization may also decide to change a product's packaging to make the product safer or more convenient to use. A product's packaging can also be changed to make it easier to handle in the distribution channel-for example, by changing the outer carton or using special bundling, shrink-wrapping, or pallets. In some cases, the shape of the package is changed. Outer containers for products are sometimes changed so that they will proceed more easily through automated warehousing systems.Marketers also use innovative or unique packages that are inconsistent with traditional packaging practices to make the brand stand out from its competitors. Finally, multiple packaging can also be implemented in a firm's packaging strategy. Rather than packaging a single unit of a product, marketers sometimes use twin-packs, tri-packs, six-packs, or other forms of multiple packaging. Multiple packaging may increase demand because it increases the amount of the product available at the point of consumption. It also may increase consumer acceptance of the product by encouraging the buyer to try the product several times. Multiple packaging can make products easier to handle and store, and may increase consumption.