What role does packaging play in the marketing of a product? How can packaging lead to an increase or decrease of sales? Provide examples to illustrate your response

Question

What will be an ideal response?

Answer 1

Packaging involves designing and producing the container or wrapper for a product. Traditionally, the primary function of the package was to hold and protect the product. In recent times, however, packaging has become an important marketing tool as well. Increased competition and clutter on retail store shelves means that packages must now perform many sales tasks — from attracting buyers, to communicating brand positioning, to closing the sale. Companies are realizing the power of good packaging to create immediate consumer recognition of a brand. For example, Puma replaced the traditional shoebox with a functional and environmentally friendly bag. Poorly designed packages, such as those that involve wire twist ties, can cause headaches for consumers and lost sales for the company. For example, an average supermarket stocks about 44,000 items; the average Walmart supercenter carries 142,000 items. The typical shopper makes three out of four purchase decisions in stores and passes by some 300 items per minute. In this highly competitive environment, the package may be the seller's best and last chance to influence buyers. So the package itself has become an important promotional medium.