6th Jeddah Marketing Club, (Packaging) by Dr. Sameh Gaber

THE POWERFUL MARKETING TOOL FOR YOUR
BUSINESS
Presented by :
Sameh Gaber

 What is Packaging ?
 The anatomy of Product Packaging.
 Purpose of Product Packaging.
 How Does Packaging Affect Consumer Buying Behavior.
 The Different Approaches to Achieve Packaging Excellence.
 Eco-Friendly Packaging Concepts.
 Pack It Like the Experts.
 Examples of Best Packaging.
 Examples of Worst Packaging.

 Packaging can be defined as the general group of activities in product planning which
involves designing and producing a container or wrapper for a product
 It is usually done for the purpose of transportation and storage
 Types of Packaging :

 Substantial Protection
 Marketing ( Product’s Promise)
 Promotion
 Footprint
 Product Differentiation
 Suppression
 Green Effect
 Convey of Information
 Price

First Impressions Matter
 According to Business Insider, 1st impressions generally take about 7 seconds, making
subsequent judgements based on quick information's.
 Packaging is the most tangible representation of a brand, consumer can touch it, pick it
up, read its brand communication, and determine whether they wish to purchase the
product, but first they have to be attracted by the packaging .
 Packaging influence is subconscious, your brand is represented by your product
packaging, the same as your office, employees, and yourself.
Icons
Icons are instantly recognizable, sometimes on a global scale.
Emotions are often connected to brand icons as memories and feelings can brought up on
sight, leading to long-term relationships between the brand and the consumer.

Color
 Color is simple way to unify your brand across all communications with consumers
 Brand recognition: is the consumer’s ability to identify a product with a brand, this established
by using a specific formula of colors and shapes to form a brand mark.
 When a brand ( owns ) a strong color, it should be carried into its packing as its Calling Card.
Black, gold or silver are used alone or in combination for luxury brands.
Green denotes growth and harmony, and is often associated with ( Eco-Friendly) products
Simple, clean products tend to be packaged in white.
Kids’ toys are packaged in bright primary colors: yellows, blues and reds. Girls’ toys in a range
of pinks.
Lavenders are often used for women’s and new age products that evoke spiritualism.
Bright colors used with black evoke sophistication and edgy brands.

Graphics
 The graphics on your packaging can convey messages or evoke feelings in consumers.
 Different shades of blue are considered cool, relaxing colors, while reds, oranges and
yellows are seen as hot or exciting.
 Children respond to cartoons and drawings.
 Photos of people using your product can create empathy.

Ripple Effect
 Packaging is another chance for brands to be marketed long after purchasing.
 About 52% of online consumers say they would likely return to another purchase if they
receive products in premium packaging.
 About 90% of consumers reuse product packaging boxes and bags after purchase
 30% increase in consumer interest when the company shows a strong attention to
packaging.

Packaging as the Stimulus
Based on Ian Pavlov’s (classical conditioning theory), we can treat the consumer as a
subject who gets exposed to a product on the shelf, wrapped in its packaging, as the
stimuli. The stimuli in this case is heavily cultured to affect subject’s response and achieve a
desired consumer behavior.

A . Stimulus Generalization
 When a particular brand uses the similar/same packaging design for all or most of its
products in order to extend its goodwill to all its products.
 When a competing brand uses the similar packaging design as an already established
brand for its product. This is done in the hope of attracting (or deceiving?) consumers.
 Similar Stimuli trigger same response.

 Garnier has established itself as a very
good skincare brand although it is
famous for its shampoo range.
 The generalization here is that all
Garnier Face products have more than
one thing in common.
 Other than the obvious logo, product
name placement and packaging in a
box, the design on the package shows
the container (tube, bottle, etc.) of the
product itself.
Garnier Products

 Schweppes is a well-known
beverage company that has used
generalization to extend its goodwill
to all products.
 All of Schweppes products can be
identified due to the prominent logo
which is a ‘swish’. It vaguely divides
the bottle/can into two halves. The
top is always silver no matter what
the beverage is while the color of the
bottom half varies depending on the
contents.
Schweppes Cans

 Nutella has been established as a
Chocolate hazelnut spread for years
now.
 Hintz is trying to ape Nutella’s
packaging (right from the shape,
logo color) in order to attract
consumers who may pick it up due
to its presence on the same shelf as
Nutella and other factors such as
price.
 Even the position of the hazelnuts is
the same
Nutella Vs. Hintz

 Parle and Britannia are both well
established biscuit brands . Our brand is
Britannia.
 This is a classic case of what came
first? The chicken or the egg?
- Parle has the same visual
representation of the biscuits and wheat
on the packaging as Britannia.
- The logo is similarly placed.
- The SAME colors (red and yellow) are
used although on opposite sides. The
only difference is the font.
Parle and Britannia

B . Stimulus Discrimination
When a brand uses packaging design in order to COMPLETELY differentiate itself from its
competing brands. It is done to stand out.

Amazing Pasta Design by Nikita Konkin

Both the brands are
 Premium ice-creams
 Expensive
How Haagen-Dazs ( HD ) is different:
 The visual representation of the flavor
brings interest to HD while London
Dairy just has a scoop of the ice-cream
on it.
 There is an obvious color difference:
 The Red & Gold royal theme attracts
attention as compared to the regular
blue.
 While London Dairy has a plain theme,
HD has a unique design/pattern on it..
London Dairy Vs. Häagen-Dazs

Equal and SugarFree are closely-
competing sugar-substitutes . Our
brand is Equal.
The differentiation:
 The shape of the container differs.
 While SugarFree uses a friendly
yellow color, equal employs a
serious blue.
 SugarFree attempts to show that it
can be used for anything (even
sweets!) while Equal just displays a
cup of coffee.
Equal Vs SugarFree

 Packaging is a vehicle to engage the sense,
display your personality & to start a conversation.
 There are many ways to produce great packaging,
but the importance is to have a clear focus around
which story can be created.
 Those that apply strong creative and storytelling rigor, can produce a level of engagement
that make a person convinced both intellectually and emotionally.
 Here are a few examples :

1. The focus of packaging is to deliver a functional
message.
Fit Buns High Protein Festina Waterproof Watches

The focus of packaging is to deliver a functional message.
Clearasil Squeeze Ford Ranger Extreme Matchbox

The focus of packaging is to deliver a functional message.
La Vieja Fabrica Marmalade Collections

2. The focus of packaging is to leverage a partnership
(Create Collector Items)
Coca-Cola Packaging For The Olympic Games

The focus of packaging is to leverage a partnership
(Create Collector Items)
Danish Bread maker ( Cancer Society) City Harvest Donation Bags

3. The focus of packaging to make your product an object
of desire
Coca-Cola Serving Cups

4. The focus of packaging is to imbuing the product with
physical or sensual memory ( Textual Magnetism )
The Fizz when you open a can Heinz pouring rituals

The focus of packaging is to imbuing the product with
physical or sensual memory ( Textual Magnetism )
Kase Stifte ( Cheese )

5. Packaging focuses on bringing to life the Brand world
that you want your consumer to escape into.
Vonnegut Dollhouse CD Pack Hanger Tea Packs

 Eco-friendly packaging may also be called "sustainable" or “green” packaging
 Safe for individuals and the environment, is easily recycled, utilizes renewable energy
 The Environmental Protection Agency (EPA) encourages companies to move toward
eco-friendly packaging and has many online resources to help businesses make the
transition.
 The Green Way® trademark gives assurance of natural, recycled or sustainable
packaging

An incredible design featuring a nifty
illustration of what’s packaged inside.
The top of the cups isn’t made from
your usual plastic called PVC, it
contains a bio-degradable material that
resembles plastic.

This garbage bag packaging is simple,
creative, yet effective. It seems like an invitation to try pencils

The 360 Paper Bottle is the first of its kind
in the world, and a true environmentally-
friendly solution to the problem of plastic
water bottles.
Tous H20 is the latest fragrance
launched by Perfumes Y Diseño. Tous
H20 is being billed as “eco-chic”, the
glass is made from 25% recycled
material and is 100% recyclable.

Starbucks Coca-Cola (Chill activated can
& Sixer)

Lite2go:
 One of the greenest ways to do
packaging is to incorporate it into the
product.
 Functional lighting system while
eliminating any waste that will come
from the unwrapping .

Three- dimensional furniture:
 Line of furniture made from cardboard
that transforms from flat packaging.
 The end product is virtually zero-
waste.

Steve Haslip’s Hanger Park :
 This packaging design turns in to
something you can use with what
comes inside.
 It gets an extra life cycle instead of
going straight from package to
recycling bin.
 This project won First Prize student
awards 2007

TV Packaging Stand:
 The package of your new TV comes in
transforms into the stand for it.
 Made from a variety of ( recycled,
recyclable and biodegradable )
materials.

Chicago Paper Tube & Can Company
:
 Eco-pack can directly house beauty
products like butter, balm, solid
perfumes and oil based products.
 Including 80% post comsumer
recycled content.

10 small foil bags inside a large
plastic bag
Anchor-triple-layer-plastic-milk-
bottles

Certified organic product but they are
sold in two unrecyclable packets
Trouble disposing of it and takes so
much room in the recycle bags

6th Jeddah Marketing Club, (Packaging) by Dr. Sameh Gaber

6th Jeddah Marketing Club, (Packaging) by Dr. Sameh Gaber

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6th Jeddah Marketing Club, (Packaging) by Dr. Sameh Gaber