Packaging serves several important purposes including protecting products, gaining acceptance from distributors, and influencing consumers. There are different packaging strategies such as family packaging which groups related products together and multiple packaging which bundles several units of the same product. Packaging may need to be changed when requirements change or a product is repositioned. However, changing packaging is often costly. Packaging can be criticized for depleting resources, posing health hazards, generating waste, and being deceptive or expensive. While services do not have traditional packaging, some elements like uniforms, tickets, and branding colors serve similar roles.

1. Marketing Research
Packaging Research

2. Packaging
Why Packaging?
• Protect a product before & after purchase
• Gain acceptance from middlemen
• Help convince the consumer (the “silent
salesman”)

3. Packaging Strategies
Family Packaging
• Packaging a
particular product line
or even closely
associated products
with noticeable
similarities
Multiple Packaging
• Placing several units
of the same product
or associated
products in a large
pack
• Influences bulk
buying and as a result
increases sales
volume

4. Changing the Packaging
• When the existing packaging is not
matching the requirements of the
middlemen and/or consumers
• When the product has been repositioned
• If the company just wishes to capture the
attention of the consumer by introducing
something different
• A costly option in any case

5. Packaging Criticized
• Depletes natural resources
• Health hazard
• Waste Disposal
• Deceptive
• Expensive

6. Packaging in Services?
• Not exactly!
• Up to a very limited extent…., you may
take into consideration scratch cards by
telecom organizations, tickets by travel
services, credit cards and check books by
banks, uniforms (for the personnel) in
airlines & restaurants, and the use of
similar colors by cab services etc.

7. Labeling
• The part of a product that carries
information about the product and the
seller.
• May be a part of the package or a tag
attached to the product

8. Types of Labels
• Brand Label
• Descriptive Label
• Grade Label

9. Product Design
• Arrangement of elements that collectively
form a good or service
• An attractive design improves the
marketability of a product
• Consider the importance of design in
products like cell phones, computers, cars
etc.

10. Product Color
• Color can be a part of registered
trademark
• Appropriate choice of color can increase
brand recognition and recall
• Poor choice of color may even create a
differential disadvantage

11. Packaging Research
• Color Response
• Color Recall
• Color Association
• Symbolism in Logos (does it work?)