Packaging as an Important Marketing Tool - Assignment Example

Packaging as an Important Marketing ToolQUESTION 1Packaging is an important marketing tool adopted by companies with the objective of offering products to customers in worldwide market segments with enhanced quality and in an attractive form. Packaging also assists companies in preserving the quality of products supplied in different market segments on a global context, which thus have to face challenges of time and climatic conditions. Hence, the products are also packed with the intention of moving products from the place of production to the place of consumption in an effective manner.

In this regard, packaging can be identified as an important activity in the distribution operations (Brody, “Development of packaging for food products”). Packaging is important for preserving quality as well as building a communication channel between manufacturers and buyers in the form of information and convenience. For example, packaged food items are often served with information regarding its nutrition level and ingredients as well as are packed in a convenient manner for the customers’ use.

It is through these features that manufacturers tend to build a relationship with their ultimate customers with the advantages of packaging. Moreover, packaging also plays important functions with the objective of seeking that products are packaged and distributed to end consumers with appropriate weight, quantity, measure and quality as per the industry standards. Hence, packaging also contributes to the transparency of the production and distribution process (Brody, “Development of packaging for food products”).

In the present business scenario, with the development of different technologies, packaging is seemed to be playing an effective role in offering different types of products to worldwide customers. Notably, with rising awareness among customers, intensification of competition as well as greater need for transparency in the distribution process, have essentialized computerized packaging systems. With this development, companies are now able to obtain higher cost efficiency in their packaging process (Brody, “Development of packaging for food products”).

QUESTION 2There are various factors responsible for the changes observed in packaging processes followed in the recent era. Few of these major responsible factors have been discussed below.Market Competition: In the recent era, market competition has aroused to a significant level due to the arrival of new companies as well as products. Moreover, companies are observed to be offering products resembling identical features and uses in the form of close substitutes. In this respect, companies have focused on developing innovative packaging ideas as a differentiation strategy.

Hence, packaging is nowadays also deemed to assist companies create their unique identification and niche market within the global periphery yielding better competitive advantages (Perception Research Services International, Inc., “Packaging & in-market impact: uncovering the drivers of success”).Changing Consumer Behavior: Consumers in different market segments are determined to be influenced with the information communicated by the manufacturers through packaging. In this regard, companies provide products in lucrative packages with the objective of attracting more customers.

Respectively, companies with better packaging are able to positively influence consumer behavior and obtain higher degree of loyalty (Perception Research Services International, Inc., “Packaging & in-market impact: uncovering the drivers of success”). New Market Segments: Companies have adopted effective packaging services when expanding to new market segments. Using the process as a communication model facilitating direct-to-customer interaction, companies are able to influence customers in a new market environment with effectiveness.

Hence, packaging also assists in developing demand and building effective market positioning in a new market (Perception Research Services International, Inc., “Packaging & in-market impact: uncovering the drivers of success”). Works CitedBrody, Aaron L. Development of packaging for food products. Chapter 8, 2000. Web. 9 Sep. 2013. . “Packaging & in-market impact: uncovering the drivers of success.” PRS insights. Perception Research Services International, Inc., 2013. Web. 9 Sep. 2013. .