The Marketing Role and Environmental Impact of Packaging - Assignment Example

The Role of Packaging Marketing communication Part A. Introduction Packaging is regarded as an essential component of the modern lifestyle since it affects the way business is organized. It is recognized as an integral part of modern marketing operation which embraces all phases of activities involved in the transfer of goods and services from the manufacturer to the consumer. Packaging is also an important part of the branding process as it helps to communicate the image and identity of a company to the customers (Giles, 2004). The significance of packaging has been recognized increasingly in the international as well as in the local market in marketing a wide range of industrial goods and services. Purpose of packaging Packaging refers to the process of placing a company’s product into a container or enclosing of a physical object mostly a product that will be offered for sale. It involves activities such as designing and producing the container for a product. Packaging can also be defined as the wrapping material around a consumer item that serves to contain, identify, describe, protect, display, promote and market a product. It serves various purposes for both the manufacturer and the consumer which include protecting the product inside from extreme heat, cold, moisture, vapor, drying atmospheres and harsh weather conditions like rain sunlight and rain during transportation (Giles, 2004). In addition packaging helps protect the product from being contaminated by pathogens, dust particles or being damaged by pressure. Its importance is also seen in grouping of small objects for efficiency (agglomeration). This is done by placing many small objects into one package making it easy to transport unlike when the products are transported individually. For instance, putting pencils into one box is one way of combining little products in one package that is easy to handle and transport. In case of bulk commodities, packaging helps to transform them into suitable sizes that are easy to transport. Another importance of packaging is that since it involves labeling of products; information included in the design is passed on to those who will come across the product. Labeling packaged products is a requirement especially for those products that require specialized transportation for safety reasons. This is because products might break, scratch or deform during transportation but packaging makes sure that the products reach their destination without any breakage (Mathlouthi, 1999). Information written on the containers holding the packaged goods shows how a product can be used, the date of expiry, date of production , number of calories, price of the product and opening instructions for the consumers. Communication is thus a major function of packaging and for it to be effective; a package must communicate what it sells. For manufacturers, packaging reduces theft incidences during transportation. Some packages such as software packages are purposely made larger than the product inside making it difficult for a thief to steal the product. In addition to reduced theft cases, manufacturers also benefit from lowered cost of advertisement since attractive packaging will draw more customers and encourage more purchases. Some of the marketers use labeling and packaging for marketing because they believe that marketing cannot be done without a proper design for the product especially packaging design. It helps to persuade consumers to purchase the product and also plays the role of identifying one product from another due to its uniqueness in each product for which it is used. Packaging increases shelf life of a product since it keeps the products clean and fresh such as canned food(Mathlouthi, 1999). Integrating marketing communication Since thousands of new products are introduced in the market every year, packaging the product with the right message is the only to gain a marketing advantage. Marketing communication is a systematic relationship between a business and its market. Among the different communication tools available to the marketer, packaging is the most important. Other marketing communication tools include personal selling, advertising, sales promotion, direct marketing, public relations, sponsorship, exhibitions, point of sale and merchandising, internet, word of mouth and corporate identity (Fishel, 2003). Integrated marketing is a concept which ensures that all the forms of communications and messages are carefully linked together. All promotional tools are integrated so that they work together in harmony. Although integrated marketing communications (IMC) requires a lot of effort, it delivers many benefits since it creates competitive advantage, boosts sales and profits while at the same time saving money, time and eliminates the possibility of the marketer being stressed (Wendy,2008). IMC focuses more on customers and helps them to move through various stages of the buying process. It creates a bond of loyalty with the customer which is a powerful competitive advantage. In addition, IMC increases effectiveness thereby resulting to increased profits. Clear and consistent messages have a better chance of getting to the customers in a better way. Packaging is important in product identification (Wendy, 2008). It can be used as a channel of stretching messages to the customers since this is an avenue of making customers aware of, aroused and to ultimately influencing them to purchase. During packaging, messages on special offers should be carefully linked in order to give timely reminders thus encouraging them to purchase the product. It is important observe consistency in the messages labeled on the package since this makes it easy for the customers locate the products they want among many brands. Environmental impact of packaging There is a lot of criticism against packaging for the environmental impacts that it has caused. It is evident that all packing materials pose certain kind of impact towards the environment. Packaging has both positive and negative effects on the environment. The positive effects of packaging are that it ensures that there is safe delivery of the product to the consumer while preserving the designed and processed usage and aesthetic value of the product. It also plays an important role in saving natural resources by preventing wastage of natural resources used in processing the products. The negative effects are that packaging has come to symbolize the issue of waste. It represents roughly one-third of municipal solid waste in almost all countries in the world. These levels have really expanded during the recent times since most people feel that packaging is used once and then it is discarded. Actually it is seen like an ephemeral presence in our lives as it rushes from the factory to the landfill. The benefits of packaging have come at an environmental price. It has been found that 3.2 million tones of the 26 million tones of household waste produced annually are from packaging of consumer goods. It is unfortunate that less than half of the plastic bottles that are used get recycled and all of them end up as waste to the environment posing a negative impact. Other impacts that are attributed to different kinds of packaging include; formation of greenhouse gasses, release of toxin for example vinyl chloride monomer into the air and extensive scarring of land e.g. mining pits. The question been asked by marketers, lawmakers and companies is what requirements are needed to safeguard the environment against pollution from various types of packaging materials (Bennett, 2010). Some of the many impacts attributed to different kind of packaging include; formation of greenhouse gasses e.g. carbon dioxide, release of toxin in air for example vinyl chloride monomer and extensive scarring of land e.g. mining pits. Other than the above discussed negative impacts there are several positive impacts associated to packaging. For instance, packaging is known to allow competent distribution of food therefore reducing chances of food poisoning to the consumer. It is clear that packaging ensures that food is preserved during its transportation hence reducing the probability of it going bad. There is a growing consensus among consumers, policy makers and scientists to come up with ways of protecting our environment especially from packaging materials used by different companies. Companies have with the help of shareholders and lawmakers realized that there is great need to regulate the kind of packaging been used to safeguard the environment. According to an assessment by Bennett (2010) most companies have become conscious of environment therefore encouraging the use of degradable materials and marketing originality which is very important in the development and maintenance of competition within market place. “Packaging is the marketing message in the cupboard” this statement is clearly defined by the fact that marketing through packaging contributes largely to environmental protection through the re-use of the packaging by the consumer. Every time a consumer is able to reuse a packaging then it becomes a message in the cupboard. According to Bennett (2010), if a product designs (packaging) cannot be able to wholly avoid environmental or health effects, then it is the duty of the companies to provide the consumer with information on how the package should be disposed to ensure environmental safety. It is evident that if packaging is not environmental friendly it cannot be placed in the cupboard since it cannot be reused. So as to fulfill the statement “Packaging is the marketing message in the cupboard” there is the need for companies to adapt various environmental labels known to all its consumers so as to have a stronger platform when it comes to competition in markets. For companies to minimize the environmental impact brought about by packaging design there is great need for one to understand the complete product lifecycle. There are several factors which are known to influence the kind of environmental impact resulting from packaging. For instance, it is very important that companies consider energy and the kind of sourcing material being used. This assists in the overall reduction of waste released to the environment. It is also essential for companies to minimize the use of hazardous substances when packaging. Finally, packaging decisions or ideas should be followed by an effective assessment so as to find out its implication on the environment especially for those products that are not bio-degradable. For years, packages that are not bio-degradable have been of concern to both the government and consumers. It is essential for caution to be exercised when it comes to packaging so as to avoid any packages breaching the rational property such as trademarks, patents and copyrights of other companies (Langowski, 2010). In conclusion, it is clear that there is no good or bad packaging. The only determining key is the decisive factor found in different modes of packaging. This factor can sometimes be one with insufficient functionality hence creation of high environmental impacts brought about by product losses. A wise man once said that “Habit is a cable. We (as companies) intertwine a thread of it each day in anticipation of it becoming strong and eventually it becomes too hard for us to break.” This sentiment is true especially when it comes to learning the different types of consumer habits. It is obvious that customers remain the ultimate judge in determining the quality of products within their reach (Rose, 2009). How a company packs its products determine the kind of sales it is targeting to make. Though a product may be of high quality, if its packaging is not attractive, then it is so obvious that the customer is not likely to purchase such a product. The statement “Packaging is the marketing message in the cupboard” ceases to make sense where attractiveness lacks in packaging. It is clear that the study of consumers’ habit based on packaging has assisted companies in improving on various marketing strategies. According to Langowski (2010), it is clear that the use of a product creates a greater interest toward the marketer; this is due to packaging which widely influences the positioning of a product by customer. The disposal of these products is concern to customer especially when it comes to environmental safety. The importance of packaging is ensuring that he is able to identify product with ease, assists in the evaluation of this particular product, establish the position of the product within the market, reducing the risk involved during purchasing and finally, communicating the benefit and features displayed by the product. It is therefore the duty of various companies to ensure that the kind of packaging used on their products is one which appealing to the customer so as to maintain the image and quality of the products and also that of the company. According to an assessment Catertrax (2010), as a marketer, it is good that one understands how he or she will get consumers into the habit of buying. The first step is getting a customer to buy a commodity and by so doing you have managed to establish a relationship with him. Secondly, it is important for companies or marketers to make a discovery on the ability of customers to distinguish their product in the manner its intended. This can be achieved through asking customers question or conducting a customer satisfaction survey. Thirdly, it is a marketer responsibility to involve the customers’ habits into the business so as to make them feel that they are part of the business. This can be achieved through incorporating customers when compiling the companies’ annual reports so that they can realize how their presence affects your business. Finally, it is good that you develop trust with your potential customer. This is achieved through honesty and transparency in communication between the two parties. It is clear that understanding the customers’ habit especially those involving the image of company and product creates a platform for good marketing hence “Packaging is the marketing message in the cupboard”. Part B Packaging for consumer goods is becoming more diverse with changes in consumer lifestyles. This has called for the need to develop unique packaging solutions. Marketers and product designers are now creating innovative packaging using such materials as bottles, plastics and boards of different shapes. These function as differentiating factors that help manufacturers to obtain marketing advantage over the competitors in the market. There has also been an increased demand for promotional packaging, multipacks and carrying handles. Packaging consumer products is one of the most important aspects in marketing. Eye catching design packaging should make both a physical and psychological connection (Mark & Keith, 2007). Packaging identifies the product and reassures consumers that their purchase is the right one but this can only happen when brand owners match the qualities of the product packaging with the consumer’s desire. To increase market share of the product through the packaging it is important to keep the details simple, accurate and relevant. The text on the packaging should be legible and the colors used should blend well with the overall design for packaging. Thinking green (environmental safety) is also important since most consumers are now more conscious of how the products they buy affect their environment. They even get involved in recycling of materials used in packaging and therefore expect materials used in packaging of products to be to be environmental friendly. The manufacturer may invest in high quality packaging considering that the benefits outweigh the cost involved. There's has been quite some high quality buzzing in the tea markets. With the large diversity of brand names in the industry it may become difficult for a product to cut a niche for itself. Even as grand products require and may well warrant, appropriate introductions, praise and descriptions, there comes a time when these have to be toned down. It's after that that extra senses come into play. This is when appeal to the eyes through packaging is made. Bold colors, unique shapes, and unique shapes are the things that make up great packaging. These are the things that give the client a premium experience that keeps them coming back for more. Demand for specialty teas and is rising steadily, and there now exists a wide range of brands on offer as well as diversity in customer tastes and preferences. This calls for more revolutionary and innovative packaging if a product is to stand out from the competition (Admap, 2010). The packaging of this product will make use of synthetic plastic material. The concept of the packaging is to have a resealable pouch. The pouch being resealable would prevent the tea from losing its flavor or from spilling. Wood is not an option as the options for the resealing of wooden containers are limited and not as effective as those of plastic (Robert et al 2002). The opening of the package has also been enhanced by an inbuilt plastic zipper which is easy to operate by anyone. This has been adopted due to the need by customers to have simple easy to use containers. Opening the pouch is easy as anyone who can operate a zipper can operate it. In addition, the container keeps the tea fresh by having tight resealing method as opposed to materials like tin and wood which are hard to seal and to open. The package will employ green lettering on a white green background. The pliability of the pouch will make the pouch to be capable of being stood up on shelves. The shape will also enable the pouch to hold more of the tea while taking up less space than other packaging designs. The use of green lettering is due to the nature of the green tea being marketed. As the color green is associated with environmental awareness colors it is particularly significant as it would draw the environmentally conscious customers to the product. As green is a cool color it appeals to the customer as it gives the customer a feeling of calm, serenity and an intimate feeling (Admap, 2010). The packages are fitted with a special lacquer which makes it possible for printing on them which can also be erased. This is for the reason that containers are many a time made for one blend of tea which is written on the surface of the container. For customers this becomes a handicap as it can only be used for only a specific blend of tea. With the unique plastic lacquered surface of this package, the lettering can be erased, and the names of a different blend written at the customer’s pleasure. The lettering on the package is green in color and bold to make it eye catching and easy to spot among the cacophony of brands on offer (Robert et al 2002). The message on the package is particularly targeted for the consumer’s emotions by equating tea drinking with leisure in a non alcoholic setting. The use of plastic for container is informed since plastic containers are cheap and easy to work with. Use of wood and for instance is not that preferable as wood does not augur well with environmentally conscious clients. Plastic is also relatively light as compared to materials such as metal and wood and as such would have more appeal to customers. Moreover plastic does not react with many substances as opposed to metal which is very reactive. Going with plastic would therefore ensure that the authentic taste and flavor of the tea is maintained. The elegant packaging makes a statement of exclusivity to the customer making him feel important which increases the chances of purchasing the product (Robert et al, 2002). References Admap, J. B. (2010). New Product Insight. Consumer Insight, 233(7). 44-45 Bennett, A. (2010). The Big Book of Marketing: Lessons and Practices from the World's Greatest Companies. NY: McGraw-Hill. Catertrax. (2010).Changing Customer Habits: How to Raise the Percentage of Catering Customers Using Online Ordering. Retrieved from http://www.catertraxstories.com/changing-customer-habits-how-to-raise-the-percentage- of-catering-customers-using-online-ordering Catharine Fishel, (2003) Design Secrets: Packaging, Massachusetts, Rockport Publishers. Giles Calver, (2004) What is Packaging Design?, Switzerland, RotoVision SA. Langowski, H. (2010). Environmental Impacts of Packaging. Retrieved from http://www.cofrescoinstitute.com/fileadmin/redaktion/Documents_2008/Langowski.pdf M, Mathlouthi, (1999) Food Packaging and preservation, New York, Aspen publication. Mark Hampshire and Keith Stephenson, (2007) Packaging: Design successful packaging for specific customer groups, Switzerland, RotoVision. Robert, H., David, W., & Mark H. (2002). Eco-design and Successful Packaging. Design Management Journal, 43(7). 39-45 Rose, D. (2009). The Reason Why: Smart packaging can improve habits. Retrieved from http://healthspottr.com/weeklydigest/20-the-reason-why-smart-packaging-can-improve- habits-and-transform-healthcare Wendy Jedlicka, (2008) Packaging sustainability: Tools, systems and strategies for innovative package design, New York. John Wiley and sons, Read More