Academic Master

Marketing

Role of Packaging and Market Development

The packaging is known to be a marketer’s canvas on which one can creatively send his marketing message of the product to encourage purchase. The packaging of the product attracts the buyers/ customers to buy the product and provides extensive information related to it.

The basic function of packaging is to provide safety and protection to the product while it is in the transit process. The packaging process for any particular brand requires recognizable color, brand in the form of attractive packaging for marketing and product strategy. The strategic and attractive packaging attracts the customer and provides aid for advertisement and marketing. Self-service selling has enhanced the importance of the packaging in selling brand products so that the product speaks itself. The innovative and attractive packaging facilitates the buyer/ customer to identify the particular brand product and prevents the buyer to buy any competitive product. On the other hand, the major disadvantage of the packaging within the paradigm of marketing is that the packaging cost increases the product price. The more, the marketing team invests in the packaging of the product, the more price of the product increases causing a problem for the buyer to purchase the product. The problem in recycling and bio-degrading the packaging material is also the biggest drawback. Expensive packaging for marketing purposes leads to expensive pricing and recycling the packaging also costs more to the company.

The consumer is responsible for understating the consumption behavior and environmental consequences of failing to fulfill environmental responsibilities. As a consumer, we should recognize our social and individual choices/responsibilities to conserve natural/ environmental resources for our future generations. Recycling is our foremost responsibility in consumption behavior. However, one often fail to fulfill the consumer choices towards environmental responsibility and sustainability. The main reason for failing is excessive use of disposable products which should be minimized. The marketers should adopt green marketing plans emphasizing the ideal marketing mix strategies (Product, Price, Place, and Promotion) to gain maximum profits by sustainability principles. The packaging of a product plays a significant role in the marketing and sales of any product (brand recognition). Therefore, sustainable and environment-friendly marketing strategies should be implemented.

References

Anderson Jr, W. T., & Cunningham, W. H. (1972). The socially conscious consumer. Journal of marketing36(3), 23-31.

Boyd, Harper W., Jr., and Orville C. Walker Jr. (1990) Marketing Management: A Strategic Approach. Boston: Irwin.

SEARCH

Top-right-side-AD-min
WHY US?

Calculate Your Order




Standard price

$310

SAVE ON YOUR FIRST ORDER!

$263.5

YOU MAY ALSO LIKE

Pop-up Message