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  • An Overview of the 5 Ps of Packaging

    James Flick
    February 11, 2023
    5-ps-of-packaging

    Packaging plays a key role in the marketing of the product as well as in holding it. As you finalize your packaging design, consider the five Ps of packaging. Here are the five Ps of packaging and the features to include that will fit your product and marketing strategy best.

    Promote

    Marketers often look at this as the heart of their work – getting the product in front of consumers in the most creative, effective way possible. Lead generation has changed significantly since the days of print advertising and cold calling. It is now essential for marketers to utilize a variety of strategies and concepts to attract consumers to their products, whether they are digital or traditional. Both companies and their products can benefit from product packaging.

    The consumer is becoming more independent and educated so he or she does not have to be guided or persuaded by advertisements or sales pitches when making purchasing decisions. Marketing professionals are promoting their products and getting them out to consumers through conferences, trade shows, giveaways, and special events. In such cases, marketers are immediately placing their products in the hands of their customers, so packaging must be attractive, intuitive, and functional.

    Position

    Your products’ positioning in retail stores may have a significant impact on their sales, did you know? The chances of more people buying the product have increased when it is placed with complementary or similar products. Nevertheless, you cannot control where your products are displayed in retail stores.

    That decision can, however, be influenced through display packaging. You can use colors, images, and graphics to display nutritional information and ingredients in food products. Retailers can use this to determine what products to place near it. You can also position your product in terms of what retail outlets stock it. Shelf-ready and shelf-appealing packaging is essential to creating a good perception of your product among retailers.

    Price

    Price communicates the perceived value of a product and forms part of its positioning. Customers who share the values of the business should be attracted by good packaging designs. A department store like Jacy’s, for instance, is marketed as being upscale and fashionable, but also a good value for people with higher incomes.

    The familiar gold star logo is embossed on both sides of the sleeve and tray boxes, which are made of white, glossy stock. The more upscale look is offered by Xohl’s, which targets middle-income shoppers. During the holiday season, their clothing boxes are only available and are unbleached brown stocks with plain printed logos and no embossing. However, their target market is appropriate for that design and structure. This may give the wrong impression to the more price-conscious, middle-class customers at that store if they have the same package box as Jacy’s.

    Product

    In today’s market, companies spend more time on the customer experience than obsessively perfecting their products. Therefore, product element of the marketing mix could be replaced by “customer.” Products satisfy customers’ needs and wants and are a part of the marketing mix. A marketer has a responsibility to stay up to date on innovation and changes in their industry and retool their strategies as needed.

    Present

    It is through packaging that brands can convey not only their product’s unique characteristics, but also their brand’s story in general. The reasons and how’s behind a brand and its products are important to consumers, so they want to feel welcomed into the brand’s world.

    Packaging design is an important tool for communicating a brand’s story to potential customers, which increases the chances of connecting with them, engaging with them, and ultimately securing a sale.

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