Marketing 4-7: Packaging In Marketing
LESSON SUMMARY:
The lesson discusses the importance of packaging in marketing, emphasizing the distinction between primary and secondary packaging. Primary packaging is the direct container that holds the product, such as a Coca-Cola bottle or toothpaste tube, while secondary packaging groups multiple products together, like a carton of soda cans or a box for toothpaste. Packaging serves several functions, including protecting the product, informing customers through labels, advertising, and enhancing usability. For example, packaging can prevent tampering and make products easier to handle, as seen with user-friendly designs like Lunchables.
Additionally, the document outlines seven marketing benefits of packaging: attracting customer attention, providing product identity, communicating brand information, utilizing color coding, offering preservation and protection, facilitating storage, and aiding transportation. Effective packaging not only helps products stand out in crowded retail environments but also influences customer perceptions and preferences. The text concludes by highlighting the role of attractive packaging in enhancing product value and the experience of unboxing, which can significantly impact consumer behavior.
The lesson discusses the importance of packaging in marketing, emphasizing the distinction between primary and secondary packaging. Primary packaging is the direct container that holds the product, such as a Coca-Cola bottle or toothpaste tube, while secondary packaging groups multiple products together, like a carton of soda cans or a box for toothpaste. Packaging serves several functions, including protecting the product, informing customers through labels, advertising, and enhancing usability. For example, packaging can prevent tampering and make products easier to handle, as seen with user-friendly designs like Lunchables.
Additionally, the document outlines seven marketing benefits of packaging: attracting customer attention, providing product identity, communicating brand information, utilizing color coding, offering preservation and protection, facilitating storage, and aiding transportation. Effective packaging not only helps products stand out in crowded retail environments but also influences customer perceptions and preferences. The text concludes by highlighting the role of attractive packaging in enhancing product value and the experience of unboxing, which can significantly impact consumer behavior.
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Video 1: Primary & Secondary Packaging; & The Function Of Packaging
VIDEO SUMMARY: Understanding Packaging: Primary vs. Secondary
The video features Professor Wolters, who explains the distinction between primary and secondary packaging. Primary packaging is defined as the layer that directly encloses the product, such as the Coca-Cola bottle or a tube of toothpaste. This type of packaging is essential for the consumer's direct interaction with the product. In contrast, secondary packaging serves as an additional layer that groups multiple products together for easier shipping and display, such as a case of Coca-Cola cans or the box that contains individual toothpaste tubes. The secondary packaging not only helps in bundling but also plays a role in advertising and providing important product information, including nutritional details and promotional messages.
Professor Wolters emphasizes that packaging serves several crucial functions beyond mere containment. It is designed to protect the product from damage and tampering, ensuring consumer safety. For example, packaging features like safety seals indicate whether a product has been compromised. Additionally, effective packaging enhances user experience by making products easier to use and more appealing. The video highlights that well-designed packaging should simplify the consumer's interaction with the product rather than complicate it, ultimately playing a significant role in marketing and consumer satisfaction.
The video features Professor Wolters, who explains the distinction between primary and secondary packaging. Primary packaging is defined as the layer that directly encloses the product, such as the Coca-Cola bottle or a tube of toothpaste. This type of packaging is essential for the consumer's direct interaction with the product. In contrast, secondary packaging serves as an additional layer that groups multiple products together for easier shipping and display, such as a case of Coca-Cola cans or the box that contains individual toothpaste tubes. The secondary packaging not only helps in bundling but also plays a role in advertising and providing important product information, including nutritional details and promotional messages.
Professor Wolters emphasizes that packaging serves several crucial functions beyond mere containment. It is designed to protect the product from damage and tampering, ensuring consumer safety. For example, packaging features like safety seals indicate whether a product has been compromised. Additionally, effective packaging enhances user experience by making products easier to use and more appealing. The video highlights that well-designed packaging should simplify the consumer's interaction with the product rather than complicate it, ultimately playing a significant role in marketing and consumer satisfaction.
Video 2: The 7 Benefits Of Packaging
The 7 Benefits Of Packaging (Listed From Video)
1. Attract Customer Attention: Packaging helps products stand out among thousands of competing items on store shelves. Eye-catching design, colors, and shapes can capture shopper interest within seconds and influence purchase decisions.
2. Identity: Packaging reinforces brand identity and helps customers quickly recognize a product. It acts as a visual cue that connects consumers to the brand through consistent logos, colors, and design elements.
3. Communication: Packaging conveys important and persuasive information about the product. This includes brand values, benefits, instructions, and legally required details (e.g., ingredients, warnings), all of which influence customer perception and choice.
4. Color Coding: Colors on packaging carry emotional and psychological associations that affect how people perceive and experience products. For example, certain colors can be linked to flavor, freshness, or even luxury. Color helps distinguish products and shapes consumer expectations.
5. Preservation and Protection: Packaging keeps the product safe from damage, contamination, spoilage, and tampering during storage, display, and transport. It ensures the product reaches the consumer in good condition.
6. Storage (Containment): Packaging provides a convenient way to contain the product for storage. It allows consumers to handle, keep, and store the product easily at home or in retail environments.
7. Facilitate Transportation: Packaging makes it easier and more efficient to ship and move products in bulk. It allows for secure stacking, organized distribution, and minimal damage during transit.
2. Identity: Packaging reinforces brand identity and helps customers quickly recognize a product. It acts as a visual cue that connects consumers to the brand through consistent logos, colors, and design elements.
3. Communication: Packaging conveys important and persuasive information about the product. This includes brand values, benefits, instructions, and legally required details (e.g., ingredients, warnings), all of which influence customer perception and choice.
4. Color Coding: Colors on packaging carry emotional and psychological associations that affect how people perceive and experience products. For example, certain colors can be linked to flavor, freshness, or even luxury. Color helps distinguish products and shapes consumer expectations.
5. Preservation and Protection: Packaging keeps the product safe from damage, contamination, spoilage, and tampering during storage, display, and transport. It ensures the product reaches the consumer in good condition.
6. Storage (Containment): Packaging provides a convenient way to contain the product for storage. It allows consumers to handle, keep, and store the product easily at home or in retail environments.
7. Facilitate Transportation: Packaging makes it easier and more efficient to ship and move products in bulk. It allows for secure stacking, organized distribution, and minimal damage during transit.
Wrap Up: For Last Section & Higher Level Question
Article: 56 Of The Best Packaging Designs Ever
Note: You can see the full list in the article below (Full Article).
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But, I decided to highlight a few of my favorite designs. When you look at the article and the images that I highlighted, ask yourself the following questions:
- Do you really need to advertise if your packaging and the quality of your product get the job done?
- Is packaging as relevant in an age of e-commerce?
- If packaging truly sells, why have so few of the products listed become global products?
- Think of Lesson 3-8: Advertising The Elon Musk Way. Do any of these products have the "substance" to become a global product or could highly creative packaging, perhaps lead to one time sales before getting ignored by consumers due to a higher production price? (The production costs eventually get passed on to the consumer).
- Go back to Lesson 3-3, Types Of Economic Competition. Products in which level of economic competition do you see dominating this list?
1.) Goldfish Tea Bags
1.) Goldfish Tea Bags: Whoa! Tea bags that are shaped like Goldfish. But.......ask yourself, is the art worth the extra price? This is a beautiful product but there is definitely an extra cost to manufacture it.
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2.) Parmesan Pencils
2.) Parmesan Pencils: OK I am officially HORRIFIED! I hate Parmesan cheese in the first place. But in the shape of a pencil? Really? There are stories written about this across the internet......Most of the stories about it were around the year 2011. But I challenge you, FIND THIS PRODUCT FOR SALE ON THE INTERNET TODAY. The product no longer exists. This could be because people were as horrified as me and they already had a go to way to put Parmesan on their meals. Its called a jar! The other thing that bothers me is.....what is the primary packaging made of? Is it plastic? If it is, there are health risks.
3.) Trident Gum
3.) Trident Gum: Interestingly, Trident Gum is a global product. But this was a short term design and probably at a higher cost. It would be an interesting case study to see if this helped or hurt sales, since people were already so used to their products.
4.) Butterfly Tea
4.) Butterfly Tea: You will see a LOT of tea on this list. You see a lot of products in pure competition here. You may remember from Lesson 3-3, products in pure competition do not need advertising. (Remember paper clips and salt). Tea fits in that category too. Everybody knows what it is and companies with products in this category of economic competition look for a pricing advantage over competitors or reach for a gimmick like a butterfly paper top designed to fit on the side of a cup.
5.) 19 Crimes Wine
5.) 19 Crimes Wine: One wine company has transformed the typical wine shopping experience by introducing the first-ever talking wine labels, utilizing augmented reality technology. Customers can download an app from Google Play or iTunes, which allows them to scan the label of their chosen wine. Once activated, the label shares engaging stories related to the wine's heritage, such as the historical accounts of convicts in Australia. This innovative approach not only enhances the enjoyment of the wine but also educates consumers about its background, making it a fantastic conversation starter at social gatherings. Currently, this feature is available for several types of wine, including Chardonnay, each highlighting a distinct narrative from Australian history, thereby connecting drinkers to the past in an interactive way. This product definitely still exists.
6.) Sugar Jigsaw Puzzle and 7.) Cupcakes In The Oven
6.) Sugar Jigsaw Puzzle: Imagine buying sugar cubes.....that aren't cubes. They fit together like a jigsaw puzzle. I did a search for this product in Google Shopping and it doesn't seem to exist today.
7.) Cupcakes In The Oven: I am actually surprised that this product is no longer around. I would guess that the box could be mass produced at a reasonable price. But when we buy cupcakes, we are used to getting multiple cupcakes in a box or tray. Why pay high price for one when you can get many for the same price.
7.) Cupcakes In The Oven: I am actually surprised that this product is no longer around. I would guess that the box could be mass produced at a reasonable price. But when we buy cupcakes, we are used to getting multiple cupcakes in a box or tray. Why pay high price for one when you can get many for the same price.
8.) Gnome Bread Packaging and 9.) Whitebites For Dogs
8.) Gnome Bread Packaging: I love the concept but what happens when you get the end piece of bread which is shaped like a cone? Does anybody want to eat the hat part? Having a pointy end takes away from the function of the bread. I cant find this product anywhere on the internet. The packaging is easy to print, but imagine making a sandwich with something shaped like an ice cream cone!
9.) Whitebites For Dogs: I cant find this anywhere on the internet. Very creative packaging and naming of the product (I get it that these help clean doggy teeth) but does this product still exist?
9.) Whitebites For Dogs: I cant find this anywhere on the internet. Very creative packaging and naming of the product (I get it that these help clean doggy teeth) but does this product still exist?
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10.) Fit Buns High Protein Bread
10.) Fit Buns High Protein Bread: Brilliant packaging. Stackable and rectangular. It seems to be a local thing or a prototype designed for a marketing class project. I would like to see how this would do as a more widespread product.
11.) Fruits Toilet Paper
11.) Fruits Toilet Paper: This is a product that is still in existence. 12 rolls for $31.34. But you could get 32 ROLLS of Scott's Toilet Paper for $29.87.
12.) Note' Earbuds 13.) NYC Spaghetti 14.) Origami Beer
12.) Note' Earbuds: Clever but wired headphones are not in fashion now and haven't been in a while. There are headphones that are listed for $1.59 at Staples. So if you decide to participate in this market there is little to no profit margin.
13.) NYC Spaghetti: It turns out that this was student artwork.
14.) Origami Beer: Interactive beer label created for origami beer features simple instructions on how you can easily transform it into a beautiful paper flower. The Origami Beer with paper folding instructions designed by Clara Lindsten. Instead of peeling off the beer label, you can fold it into Origami Water Lily.
13.) NYC Spaghetti: It turns out that this was student artwork.
14.) Origami Beer: Interactive beer label created for origami beer features simple instructions on how you can easily transform it into a beautiful paper flower. The Origami Beer with paper folding instructions designed by Clara Lindsten. Instead of peeling off the beer label, you can fold it into Origami Water Lily.
15.) Coffin Cigarettes 16.) Whats Wrong Pills 17.) Japanese Baked Goods Packaging
15.) Coffin Cigarettes: The idea is to buy it for the person who you are trying to get to quit smoking.
16.) Whats Wrong Pills: Zoom in on this one. I like the concept but I almost feel like the company that makes this thinks that people are stupid.
17.) Japanese Baked Goods Packaging: Awesome and memorable design.
16.) Whats Wrong Pills: Zoom in on this one. I like the concept but I almost feel like the company that makes this thinks that people are stupid.
17.) Japanese Baked Goods Packaging: Awesome and memorable design.
18.) Blossom Wine 19.) City Harvest Grocery Bag
18.) Blossom Wine: Read the bottle when it is upside down, just like you are pouring it.
19.) City Harvest Grocery Bag: shaped like an esophagus and stomach. This bag was made specifically to showcase what was bought at City Harvest.
19.) City Harvest Grocery Bag: shaped like an esophagus and stomach. This bag was made specifically to showcase what was bought at City Harvest.
20.) Green Berry Tea 21.) Honey Packaging For Klein Constantia Farm 22.) Beeloved Honey
20.) Green Berry Tea : Please note that tea is all over this list! I suppose tea needs to differentiate itself. But would you rather get the cheaper tea or buy a more expensive version in prettier packaging?
21.) Honey Packaging For Klein Constantia Farm: Honey shows up on this list a lot also. (See caption above)
22.) Beeloved Honey: Yep! Honey again!
21.) Honey Packaging For Klein Constantia Farm: Honey shows up on this list a lot also. (See caption above)
22.) Beeloved Honey: Yep! Honey again!
23.) Loco Wine 24.) (no) More 25.) Just Laid Eggs
23.) Loco Wine: Lots of great packaging on Tea, Honey and Wine.
24.) (no) More:
25.) Just Laid Eggs:
24.) (no) More:
25.) Just Laid Eggs:
26.) Hanger Tea 27.) Beehive Cookies 28.) BlaBla Cookies
26.) Hanger Tea
27.) Beehive Cookies
28.) BlaBla Cookies
27.) Beehive Cookies
28.) BlaBla Cookies
29.) Thelma's Cookies 30.) Rellana Wool 31.) Blood Of Grapes Wine
29.) Thelma's Cookies
30.) Rellana Wool
31.) Blood Of Grapes Wine
30.) Rellana Wool
31.) Blood Of Grapes Wine
32.) El Buscador Wine 33.) Landmine Ketchup 34.) Swimsuit Packaging
32.) El Buscador Wine
33.) Landmine Ketchup
34.) Swimsuit Packaging
33.) Landmine Ketchup
34.) Swimsuit Packaging
35.) Moustache Paintbrushes
35.) Moustache Paintbrushes
36.) Christmas Tea
36.) Christmas Tea
37.) Sliced Bread (Resembles Post It Notes) 38.) Tea Bag From Ochapost.com
37.) Sliced Bread (Resembles Post It Notes)
38.) Tea Bag From Ochapost.com
38.) Tea Bag From Ochapost.com
Higher Level Questions:
Task: Do some internet research. For this lesson, you can even use AI. I want you to research and come up with an answer to the following three questions in a three paragraph response:
1.) There are billions of products able to be bought and sold across the world. What percentage of products pay for advertising?
2.) Can good packaging fully replace advertising for a product or does it just raise the price of the product?
3.) Does E-Commerce (buying products on the internet without physically seeing them before you buy) damage the effectiveness of good packaging?
And just a one word answer to the following question:
4.) Go back to Lesson 3-3, Types Of Economic Competition. Products in which level of economic competition do you see dominating this list?
Don't just depend on AI to spit out an answer for you. For the upcoming module four test, be ready to form a strong opinion that you are able to back up.
1.) There are billions of products able to be bought and sold across the world. What percentage of products pay for advertising?
2.) Can good packaging fully replace advertising for a product or does it just raise the price of the product?
3.) Does E-Commerce (buying products on the internet without physically seeing them before you buy) damage the effectiveness of good packaging?
And just a one word answer to the following question:
4.) Go back to Lesson 3-3, Types Of Economic Competition. Products in which level of economic competition do you see dominating this list?
Don't just depend on AI to spit out an answer for you. For the upcoming module four test, be ready to form a strong opinion that you are able to back up.