Why are product packaging important for a firm?
Packaging is a key element in merchandising. Product packaging is concerned with formulating a design of package, and producing a safe and attractive container for the product.
There are a variety of reasons for packaging a product — to protect it, to differentiate and identify it, to make it more eyecatching, to provide for ease in handling, and to furnish information to the consumer about it.
In keeping with the “total product” philosophy, the management must give due weightage to the packaging of its products. To increase sales, it is not necessary for the company to market a new product or change its design. Anything that makes a product new in the eyes of customers is new in terms of product planning.
In some cases, packaging is so unique that the product is known by its package rather than its features. The best example of product packaging is the coco-cola bottle which itself speaks of the peculiar feature of the product throughout the world. Other distinctive packages or designs which act as shelf salesman are Amul Butter package, Modern Bread package, Wrapping of Carefree sanitary napkins, etc.
Every product requires packing — whether it is a consumer product or an industrial one. Because product packaging is an important element in boosting the company’s sales.
For example, if the package is used for brand differentiation and identification, it should bear some peculiar features that make it identifiable among a variety of similar products lying on the shelf, and it should remain intact until purchased by the consumer.
In the case of consumer goods, where it is meant to identify the product at the point of purchase or to stimulate impulse buying, product packaging should be attractive, as goods like Cadbury’s Chocolate and Britannia Biscuits.
In the case of products like spices, ghee, other eatables and medicines, it is meant for the prevention of adulteration.
In the case of milk, curd, cheese and butter, packaging largely aims at the prevention of adulteration and maintenance of the freshness of products.