Product Design: Folding Carton - Assignment Example

Packaging involves designing and production of product wrappers or containers (Strydom, 2004). There are different measures that can be taken when designing a package of a product. Increased competition means that packages must now perform many tasks such as attracting attention of the customers, describing the product and facilitate sales (Kotler & Armstrong, 2010). As such, this paper seeks to discuss some of the measures that can be taken into consideration when designing and producing product packages for a new product to be sold in the United States. In this particular case, the product and package will be produced in a small town in China and then shipped and sold in the United States. The product line will be comprised of small runs during the preliminary stages comprising of a package that will be a folding carton with a three color print. There are mainly two print methods that might be considered for the first smaller runs. First and foremost, the print for the smaller runs ought to be carefully designed such that it looks attractive to the targeted customers. The three color print will be carefully designed such that it appeals to the interests of the targeted customers. The main reason for colourfully designing the print package of the product is to influence the perceptions of the customers towards the product. Quality packaging of the product helps create instant customer recognition of the brand or the firm (Kotler & Armstrong, 2004). This is essential in business since there are many advantages likely to be obtained in the long run. Basically, people process what they see in order to better understand their environment and this is referred to as perception (Hoffman et al, 2007). Perception is very important since it influences the behaviour of the consumers towards purchasing a particular product. Personal characteristics such as attitude, interest, expectations as well as motives often shape the perceptions of the consumers and ultimately their behaviour. Therefore, colourful print for the products will be meant to stimulate the interests of the customers and how they will perceive a particular product. In most cases, people react different to a particular product depending on how it is presented. In this case, there are likely chances that the consumers will positively respond to a product if the package is colourfully designed. Colourful prints are meant to make lasting impressions among the customers who in turn will become loyal towards a particular offering if they are happy about it. The other aspect that will be taken into consideration is related to standardisation of the print method on packages of the products containing smaller runs. Standardisation is about producing and marketing the product to all the firm’s international markets using the same method (Kotler & Armstrong, 2010). This strategy is very effective in as far as the aspect of packaging is concerned. Standardization of product packaging helps to create similar product perceptions among the customers from different parts of the globe. Since this new product is going to be sold in the US, there is need to standardise the package so that the consumers can easily create identity with the product offered. This will also help the customers to understand better the product and they may also be in a position to distinguish it from other competing products in the market. In the event that the product does well and goes into larger production runs, there is no need of changing the method. First and foremost, it can be noted that advances in communication technology and transportation are turning the world into a common market place (Kotler & Armstrong, 2010). It is generally believed by the marketers that consumer trends and needs around the world are becoming similar. This means that the packaging of the product does not necessarily need to change as production goes into larger runs. The main reason is that the consumers would be used to the package and this can also help to develop the product into a global brand. It can be noted that the convergence of needs and wants of the customers has created large “global markets” for standardised products. This means that the product will ultimately develop into a global brand if the packaging is maintained. The main issue that should be taken into account is to stimulate the interests of the customers then standardise the brand so that it can also appeal to the interests of other people from different locations across the globe. This can be achieved through maintaining the package of the product that has gained recognition in the market and is performing well. The other reason why packaging must be maintained even if the product does well and goes into larger production runs is that standardisation results in lower production, distribution, marketing and management of the costs (Kotler & Armstrong, 2010). This also helps the firm to offer the consumers high quality products that are reliable at lower prices. Essentially, the notion of standardisation of product packaging entails that there are likely chances that brand power is created and the costs are reduced as a result of the economies of scale obtained from increased efficiency in the production of the product and the packaging. There are many benefits that are likely to be obtained by the firm that has standardised its products in a particular market. Over and above, it can be noted that the concept of packaging is related to designing and producing product containers and wrappers. However, packaging goes beyond this common purpose since it is now used to attract the customers. Product packaging usually appeals to the interests of the customers and it shapes the way they perceive the product. This in turn influences the behaviour of the consumers towards a particular market offering. Therefore, careful product packaging is very important since it helps to create lasting impressions among the customers about the product. This in turn helps to create loyalty among them which helps to improve the viability and sustainability of the product in the long run. References Hoffman, E. et al (2007). Operations and Management Principles for Contact Centers. CT: Juta. Kotler, P. & Armstrong, G. (2010). Principles of Marketing. CT: Person. Kotler, P. & Armstrong, G. (2004). Principles of Marketing. NJ: Pearson Education, Upper Saddle River. Strydom, J. (2004). Marketing. 3rd Edition. CT: Juta & Co Ltd. Read More