Packaging In Marketing Mix

Marketing Tool

• Contributes to various aspects like

• Promotional campaign
• Establish brand identity
• First and last impression
• Unique packaging idea (curiosity, desire)
• Recall, remember etc
• Packaging Product functionality, Secures sales
• Ex: ‘Butter! Better!’
4P’s 5P’s

• Evolved and Developed

• Major research
• Extensive marketing/promotional tool
• Consumers POV provides information
• Brand representation
• Increased impact on point of purchase ( more than
70% of purchase decisions are made on the shelf)
• New channels of distribution
• Packaging affects consumer buying behavior through:
• Colour
• Shapes
• Passive Messaging
• Information
• GOOD & SUCCESSFUL Packaging not only draws
new customers but convinces them to buy
• Ex: PaperBoat
• Nostalgia through spout pouches
SMIRNOFF VODKA
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