PRODUCTPACKAGING
Learning ObjectivesI.   Does product packaging affect consumers’ buying decisions?      © 2013 Berlin Asong. All rights re...
?        PRODUCT       PACKAGING© 2013 Berlin Asong. All rights reserved.   3
The outward                tangible elements                  of a product.© 2013 Berlin Asong. All rights reserved.   4
Colours                                              Size                                             Shape               ...
Is it worth spending                 millions of pounds on                 product packaging?© 2013 Berlin Asong. All righ...
© 2013 Berlin Asong. All rights reserved.   7
1                                          Portability                             Convenient to carry, transport & consum...
2Preservation  High-tech packagesare extending the shelf-    life of products.    © 2013 Berlin Asong. All rights reserved...
3                                                   It conveys                                                critical pro...
Lack of information tomake informed  and educated    choices, is   perceived asrisky by buyers.© 2013 Berlin Asong. All ri...
Perceived Risk                                                                                  Psychological Risk        ...
Putting a message on packagingcosts significantly less than newspaper,      TV, or Internet advertising.                  ...
4       Visual elements      of actual product.    © 2013 Berlin Asong. All rights reserved.   14
Glossy packaging gives a luxurious orpremium impression   of the product. © 2013 Berlin Asong. All rights reserved.   15
Visual differentiation  frequently drives purchase          decisions.                                            Tetra Pa...
Visually appealingpackaging can provoke   impulse buying.© 2013 Berlin Asong. All rights reserved.   17
Studies show impulse        shoppers respond highly          to packaging visuals.© 2013 Berlin Asong. All rights reserved...
of all purchasing decisionsare made inside the store,you realise how important is product appearance.Tetra Pak (2012), “Te...
5                                                Safety    © 2013 Berlin Asong. All rights reserved.            20
Consumers want to be confident thatthe [package] is safe and protects thecontents, but they also want to know if it is env...
6        Packaging serves to    differentiate a product from           rival products.    © 2013 Berlin Asong. All rights ...
Classic coke’s curvy, “stripes”,etc. are instantlyrecognisable byfans, worldwide.  © 2013 Berlin Asong. All rights reserve...
Packaging gives                                            personality to classic                                         ...
7     It could serve as a salespromotional tool.    © 2013 Berlin Asong. All rights reserved.   25
Multipack meanslower unit cost, cost-savings       to customers.© 2013 Berlin Asong. All rights reserved.   26
8                   To flaunt                a firm’s green                 credentials.    © 2013 Berlin Asong. All right...
Coca-Cola’s PlantBottle© 2013 Berlin Asong. All rights reserved.   28
Anatomy of Product PackagingTetra Pak (2012), “Tetra Pak Magazine No 96 - Package Communication”. Retrieved Feb. 27, 2012,...
© 2013 Berlin Asong. All rights reserved.   30
1                          It increases the                        cost &, consequently                          price of ...
2                                       Deceitful                                      packaging    © 2013 Berlin Asong. A...
© 2013 Berlin Asong. All rights reserved.   33
3                                                Using excess                                                packaging.   ...
© 2013 Berlin Asong. All rights reserved.   35
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Product Packaging

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Does product packaging influence consumers’ buying decisions?

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Product Packaging

  1. 1. PRODUCTPACKAGING
  2. 2. Learning ObjectivesI. Does product packaging affect consumers’ buying decisions? © 2013 Berlin Asong. All rights reserved. 2
  3. 3. ? PRODUCT PACKAGING© 2013 Berlin Asong. All rights reserved. 3
  4. 4. The outward tangible elements of a product.© 2013 Berlin Asong. All rights reserved. 4
  5. 5. Colours Size Shape Weight Pictures Labels Materials© 2013 Berlin Asong. All rights reserved. 5
  6. 6. Is it worth spending millions of pounds on product packaging?© 2013 Berlin Asong. All rights reserved. 6
  7. 7. © 2013 Berlin Asong. All rights reserved. 7
  8. 8. 1 Portability Convenient to carry, transport & consume. © 2013 Berlin Asong. All rights reserved. 8
  9. 9. 2Preservation High-tech packagesare extending the shelf- life of products. © 2013 Berlin Asong. All rights reserved. 9
  10. 10. 3 It conveys critical product information to buyers. © 2013 Berlin Asong. All rights reserved. 10
  11. 11. Lack of information tomake informed and educated choices, is perceived asrisky by buyers.© 2013 Berlin Asong. All rights reserved. 11
  12. 12. Perceived Risk Psychological Risk Functional Risk Financial Risk Physical Risk Social Risk Time Source: adapted from Kotler (2012)© 2013 Berlin Asong. All rights reserved. 12
  13. 13. Putting a message on packagingcosts significantly less than newspaper, TV, or Internet advertising. Tetra Pak (2012), “Tetra Pak Magazine No 96 - Package Communication”. Retrieved Feb. 27, 2012, from www.tetrapak.com/Document%20Bank/TetraPak_Magazine/TP_Magazine%20Nr98_EN.pdf© 2013 Berlin Asong. All rights reserved. 13
  14. 14. 4 Visual elements of actual product. © 2013 Berlin Asong. All rights reserved. 14
  15. 15. Glossy packaging gives a luxurious orpremium impression of the product. © 2013 Berlin Asong. All rights reserved. 15
  16. 16. Visual differentiation frequently drives purchase decisions. Tetra Pak (2012), “There’s No Second Chance to Make a First Impression”. Retrieved Feb. 27, 2012, from http://www.tetrapak.com/about_tetra_pak/cases/Pages/First_Impression.aspx© 2013 Berlin Asong. All rights reserved. 16
  17. 17. Visually appealingpackaging can provoke impulse buying.© 2013 Berlin Asong. All rights reserved. 17
  18. 18. Studies show impulse shoppers respond highly to packaging visuals.© 2013 Berlin Asong. All rights reserved. 18
  19. 19. of all purchasing decisionsare made inside the store,you realise how important is product appearance.Tetra Pak (2012), “Tetra Pak Magazine No 98 - Consumer Trends”. Retrieved Feb. 27, 2012, from www.tetrapak.com/Document%20Bank/TetraPak_Magazine/TP_magazine96_EN.pdf © 2013 Berlin Asong. All rights reserved. 19
  20. 20. 5 Safety © 2013 Berlin Asong. All rights reserved. 20
  21. 21. Consumers want to be confident thatthe [package] is safe and protects thecontents, but they also want to know if it is environmentally sustainable. Tetra Pak (2012), “Tetra Pak Magazine No 98 - Consumer Trends”. Retrieved Feb. 27, 2012, from www.tetrapak.com/Document%20Bank/TetraPak_Magazine/TP_Magazine%20Nr98_EN.pdf © 2013 Berlin Asong. All rights reserved. 21
  22. 22. 6 Packaging serves to differentiate a product from rival products. © 2013 Berlin Asong. All rights reserved. 22
  23. 23. Classic coke’s curvy, “stripes”,etc. are instantlyrecognisable byfans, worldwide. © 2013 Berlin Asong. All rights reserved. 23
  24. 24. Packaging gives personality to classic coke, & identifies its maker, Coca-Cola.© 2013 Berlin Asong. All rights reserved. 24
  25. 25. 7 It could serve as a salespromotional tool. © 2013 Berlin Asong. All rights reserved. 25
  26. 26. Multipack meanslower unit cost, cost-savings to customers.© 2013 Berlin Asong. All rights reserved. 26
  27. 27. 8 To flaunt a firm’s green credentials. © 2013 Berlin Asong. All rights reserved. 27
  28. 28. Coca-Cola’s PlantBottle© 2013 Berlin Asong. All rights reserved. 28
  29. 29. Anatomy of Product PackagingTetra Pak (2012), “Tetra Pak Magazine No 96 - Package Communication”. Retrieved Feb. 27, 2012, from www.tetrapak.com/Document%20Bank/TetraPak_Magazine/TP_Magazine%20Nr98_EN.pdf © 2013 Berlin Asong. All rights reserved. 29
  30. 30. © 2013 Berlin Asong. All rights reserved. 30
  31. 31. 1 It increases the cost &, consequently price of product. © 2013 Berlin Asong. All rights reserved. 31
  32. 32. 2 Deceitful packaging © 2013 Berlin Asong. All rights reserved. 32
  33. 33. © 2013 Berlin Asong. All rights reserved. 33
  34. 34. 3 Using excess packaging. © 2013 Berlin Asong. All rights reserved. 34
  35. 35. © 2013 Berlin Asong. All rights reserved. 35

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