Unit 8: The Marketing Mix as a Business Strategy

Lesson 6
Product Packaging

Entrepreneurship
Senior High School Applied - Academic
How does product
packaging play an
essential role in the sales
performance of any
business?

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 ● Identify the functions of
Learning product packaging.
Objectives ● Understand the role of product
packaging in the marketing
At the end of the
lesson you should mix.
be able to

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1. How important is product packaging to you
when you make purchase decisions?
2. Do you easily get persuaded to buying
products that have aesthetic packaging?
3. What is your stand on the use of
eco-friendly packaging materials?

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 Product Packaging in Marketing Mix

Packaging can make or

break the success and
growth of a business, so it
is important to innovate
packaging that fulfills its
essential functions.

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 Product Packaging in Marketing Mix
The only way for consumers to notice any
product is through store displays, shelves,
point-of-purchase displays, and product
packaging.
A great deal of making purchase decisions is
allotted to color testing and psychological
manipulation.
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 Product Packaging in Marketing Mix
Some consumers are easily influenced by the
external features of a product.

This is precisely the role of packaging in

marketing—it can be used as a tool to
encourage or persuade consumers to
purchase a product.
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Why do you think product
packaging plays a vital role in
marketing?

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 Elements of Product Packaging
1. Visual elements
During the process of package designing, it
must be remembered that consumers assess
product packaging in their own different ways.
One major component of this element is
graphics, which include image layout and
typography.
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Remember

Graphics refers to the visual

representation of a product
packaging in the form of artwork
or design.

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 Elements of Product Packaging
2. Color combinations
Color is a key element of design because it is
an important consideration in brand
awareness and recognition. An excellent color
combination has the ability to make a product
stand out from the competition.

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 Elements of Product Packaging

3. Informational elements
The inclusion of necessary product information
is also important in product packaging. This
has to be communicated to the consumers to
help them in making the right purchase
decision.

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Tip

Another key component of

information elements is
technology image. Technology
image, as a communication
element, should be transmitted to
the consumers visually to activate
their attention toward the product.
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Example: Informational Elements of Packaging

The “healthy lifestyle”

bandwagon is becoming
more rampant each day as
people and businesses
continue to develop
healthier food alternatives.

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Example: Informational Elements of Packaging
Because of this, the trend
of consuming healthy
food has expanded the
importance of including
the product’s nutritional
information in its
packaging.
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 Functions of Packaging

1. Protection
One of the main reasons why a product is
always wrapped or bottled is to protect it from
external and environmental factors. Packaging
performs a big role, most especially in the
logistics aspect.

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 Functions of Packaging
2. Information
The packaging must contain essential pieces of
information about the product, such as
nutrition content, usage directions,
ingredients, and storage instructions.

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 Functions of Packaging

3. Convenience
Part of the normal operations of a business is
to store, transport, and distribute its products
to the end consumers.

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 Functions of Packaging

4. Security
A product that is sealed perfectly has higher
chances of being bought by a consumer. To
make sure that products are stored in
excellent condition, packaging must be taken
into consideration.

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 Packaging as a Marketing Tool

Product packaging can serve as a useful tool in

the marketing strategies of a business.

A good packaging strategy will enable the

business to persuade the consumers to buy
the product.

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 Packaging as a Marketing Tool

1. Brand recognition
The proper combination of color themes and
well-designed graphics in product packaging is
deemed to be effective in keeping a product in
the limelight.

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 Packaging as a Marketing Tool

2. Product Identification
Sticking to packaging that represents the main
colors of a brand will help the customers
identify the product when shopping at their
favorite store.

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 Activity

Based on your personal experiences as a

consumer, give three other functions of product
packaging along with a brief explanation.

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 Questions

Part A. Answer the following questions briefly

and coherently:
1. How do you define product packaging?
2. What specific role does product packaging
play in the marketing mix?

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 Questions

3. What are the two essential elements in

creating product packaging?
4. What is the primary aim of having
well-designed product packaging?
5. What do informational elements entail?

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 Questions
Part B. Read the situationer below, then follow
the instructions given.

You are the product manager of a business that

caters to healthy meals delivery services within
Metro Manila. Your products are home-cooked
meals that need to be delivered to your
customers every morning.
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 Questions
Come up with an essay that details your
strategies or approaches that you will follow in
making your business a successful one.

Take into consideration the following guide

questions that will help you in your product
packaging strategies:
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 Questions

1. How would you describe the product

packaging of your food products?
2. Will you consider opting for eco-friendly
product packaging? Why or why not?
3. What information will you include in your
product packaging?

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 Questions
4. How will you emphasize on the visual
elements of your product packaging?
5. Apart from a delivery service, what other ways
or methods can you think of in order for your
food products to reach customers outside
Metro Manila?

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 Wrap Up

The role of packaging in marketing is to be

used as a tool in encouraging or persuading
consumers to purchase a product.

The elements of product packaging are

visual elements, color combinations, and
informational elements.

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 Wrap Up

The following are the functions of product

packaging:
● to protect the product,
● to inform the consumer,
● to provide convenience, and
● to secure the product.

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Wrap Up

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 Bibliography

Calder, Bobby J., and Steven Dupuis. “Packaging and Brand Design.” Wiley International
Encyclopedia of Marketing, 2010. https://doi.org/10.1002/9781444316568.wiem04024.

Koh, S. C. L., and Stuart Maguire. Information and Communication Technologies Management
in Turbulent Business Environments. Hershey, PA: Information Science Reference, 2009.

Longenecker, Justin G., and Carlos W. Moore. Small Business Management: An Entrepreneurial
Emphasis. Cincinnati: College Division, South-Western Publishing, 1991.

Rundh, Bo. “The Multi‐Faceted Dimension of Packaging.” British Food Journal 107, no. 9
(2005): 670–84. https://doi.org/10.1108/00070700510615053.

Wagner, Marcus. Entrepreneurship, Innovation and Sustainability. Sheffield: Greenleaf

Publishing, 2012.

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