Thousands of new products are introduced every
year. How can your product compete, not
only with established brands but with the plethora of new products that are
being introduced? The answer of course is THE PACKAGING. The right packaging
with the right message will rise above the competitive landscape. But how many
companies understand the value behind packaging as a marketing weapon? Most
just look at as a way to convey the product or recycle tired images and product
packaging that doesn't work.
Understanding the complexities of how a package
reaches out to a consumer is one of the most important things to understand.
Communicating that message on product packaging is a time consuming and
difficult challenge. The answer derives from understanding what the consumer
wants from their product packaging. A good way to assess this problem is to
look at yourself and how and where you shop?
Packaging now plays a vital role in promoting brands in the
competitive market. Corporate is getting more and more aware about protecting
their innovations in various sectors of their business. The credit for this
goes to Bern Convention and TRIPS (Trade Related Aspects of Intellectual
Property Rights). Initially companies used to concentrate on product, price,
place and promotion as marketing tools of the Companies. But it seems that companies are diverting
their attention towards packaging as 5th
P of Marketing Strategy.
Packaging as a brand promotion is way back popular strategy adopted by
large companies such as Cadbury, Unilever, P&G etc. However this concept of
5th ‘P’ of Marketing is not very prominent in the small scale
manufacturer. They don’t realise that what they think as an investment is
actually can be proved as an asset of the company. Many MNCs find
packaging very unique to be protected
under various Intellectual Property Rights such as Trademark, Copyright and
Designs and as well as Patent. The main factor which buyers consider while
buying any products or services is how companies care for the comforts of the
buyers. Are Company sale their product as a tool to earn profits only or they
are more concerned about the comfort zone of the consumers? Ultimately
consumers are the sole earning provider of any company. One may observe that
people buy products for betterment of their day to day requirements of food,
beauty, leisure’s and luxury. If a company serves better performance of their
products, than they can built good reputation and loyal customers in the
Market. Companies should consider their
target audience while deciding and investing on Packaging of their Branded
Goods. We can step into shoes of our customers to think what kind of packaging
they will find it mesmerizing to buy our products. It’s not at all a easy task
for any company to decide about packaging style and comfort zone requirements
of consumers. Market survey would be great solution for this problem. A content
market survey will give companies a better way to look for the lope holes which
they can provide to consumers.
What compels you to look at a new product? What drew
you to pick it up and take a closer look? Your answer may be different from
that of another member of your family or a significant but the message is the same. You were
intrigued enough by whatever ever that made you pick up the product and take a
closer look. That's half the battle won because your product will never sell if
someone doesn't pick it up in the first place.
I know it's a trite saying by now but seriously
"think outside the box." That is what makes your product unique from
its competitors.
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