The basic function of packaging has always been to protect and contain a product. In a competitive market, branding and packaging are important and have become an integral part of the product. We instantly recognise products by the size, shape and colour of packaging. Packaging may be used by the manufactures to promote the goods, as the colour, design or lettering may make the product more attractive and noticeable to certain consumer on the shelf. Packaging is not just a safety attribute, different features are added to packaging to attract different segments, for example a children’s crisp might have colourful cartoons, entries to competitions or even a mini game on back of the packet. These types of products define whom the product is targeted to. Manufacturers have many segments they might want to target, for most product target group is based on the socio-economic group, age, gender, area, ethnic, cultural and/or religious groups. Packaging is like the covering of a book, it tells the customer more about the merchandise.
Packaging can also give an impression to the customers about the brand, confine component parts, promote other products and even create physiological attraction. The marketing department give a product a unique look and decide on the package design. This will incorporate the and will differentiate the product from competitors. This is known as a . Large manufacturers understand the importance of their brand name. Kellogg's, Adidas and Microsoft are all household names, which we associate with quality. As a result, we are likely to buy one of their products when we go shopping rather than an untried or unknown one even if it is say, a supermarket's . This is why it is important for their brand name or a striking to be prominent on packaging. The main aim of is to give a product a distinctive image, which will differentiate it from similar products. An expensive perfume or aftershave might be sold in an elegantly designed bottle. This sort of packaging suggests quality and would be targeted at a person with taste. Even if the product itself was not very good, the packaging alone could give the impression that it was. The success of a product through branding can lead to . A positive buying experience results in repeat sales. Consumers tend to stick to a product if we like it. This in turn can lead to a trust in other products under the same brand name. Packaging contains logo, which plays an important part in selling the product; the logo represents the brand of the manufactured good, many customers by their things according to brands. Nike is an example of a brand that is well established and some of their customers buy Nike trainers to go with their Nike tops, most people do this because of public relations. Some packaging can create point of sale. Packaging is a form of promotion and is a marketing responsibility.
