Post by sakibkhan50 on Feb 27, 2024 0:15:19 GMT -5
Packaging is one of the key elements in the production of consumer goods. Despite this, the tendency is to underestimate its strategic role on a functional but above all communicative and marketing level. In this article we analyze the different functions of packaging , the strategic advantages of correct use, the tactics to use to increase intrinsic value and, finally, some best practices ! What is packaging? To understand the importance of packaging, let's first start from the definition of the term. On the one hand, a more functional definition taken directly from Treccani reads: “In commercial language, the complex of methods of packaging, packaging and presentation of the products to be offered to the public, from the point of view of the effects that these operations and procedures can have on the success of the sale of the product”.
Generally, packaging is also divided into three different types: Primary : packaging directly in contact with the consumer Secondary : the set of primary packaging Tertiary : packaging used for transportation and logistics packaging division Source: Packaging and Logistics Interactions in Retail Supply Chains by Hellström and Saghir On the other hand, however, if we wanted to describe packaging from a less functional but more strategic point of view, we could define it as a communication process and means that connects producers Ecuador Mobile Number List and consumers in one of the most critical moments of the customer journey , that of the purchase. Therefore, it is clear that there are some common elements in the two possible perspectives: The procedural nature The functionality The needs of producers Consumer expectations The meaning The comunication The sale Packaging is therefore not simple packaging , but a complex system of strategic choices that must guarantee benefits, which are multiple and in scientific literature are called roles/functions . The functions of packaging Simms and Trott (2014) classified the different functions of a packaging. Below we will list the main roles which serve to provide a general idea of the importance that the pack has. The main functions are: Protection : the first role in the creation of new packaging of a strictly functional nature.
Correct packaging protects the product from external phenomena and preserves it internally without altering its nature; Containment : basic function which however is reflected in the convenience with which people can interact and transport the product; Identification : the first functional but also connotative role. Some packaging must comply with precise guidelines to be defined as suitable and correctly inform about its contents. On the other hand, the identification function also serves as recognition for the manufacturing brand to differentiate itself from competitors; Communication : a decidedly more connotative role is that reserved for the strategic variable of packaging which must become a key element in communication and marketing actions; Cost : both for the producer (therefore the brand) and for the consumer, the cost of producing the pack, the cost of the packaging and the management costs are a key factor for economic sustainability; Convenience for the consumer : this aspect considers all the factors that help simplify the user experience and make it as simple and valuable as possible; Attractiveness for the market : in relation to competitors and market standards, a pack can be more or less significant for the context in which it is used, resulting in its ability to increase sales, reinforce the identity of the product and be distinctive; Innovation : the last function purely concerns the technological and creative novelty of the pack which consequently becomes an interesting factor to attract the consumer's attention. If some roles listed by the two researchers are indispensable by nature (see simply the ability to
Generally, packaging is also divided into three different types: Primary : packaging directly in contact with the consumer Secondary : the set of primary packaging Tertiary : packaging used for transportation and logistics packaging division Source: Packaging and Logistics Interactions in Retail Supply Chains by Hellström and Saghir On the other hand, however, if we wanted to describe packaging from a less functional but more strategic point of view, we could define it as a communication process and means that connects producers Ecuador Mobile Number List and consumers in one of the most critical moments of the customer journey , that of the purchase. Therefore, it is clear that there are some common elements in the two possible perspectives: The procedural nature The functionality The needs of producers Consumer expectations The meaning The comunication The sale Packaging is therefore not simple packaging , but a complex system of strategic choices that must guarantee benefits, which are multiple and in scientific literature are called roles/functions . The functions of packaging Simms and Trott (2014) classified the different functions of a packaging. Below we will list the main roles which serve to provide a general idea of the importance that the pack has. The main functions are: Protection : the first role in the creation of new packaging of a strictly functional nature.
Correct packaging protects the product from external phenomena and preserves it internally without altering its nature; Containment : basic function which however is reflected in the convenience with which people can interact and transport the product; Identification : the first functional but also connotative role. Some packaging must comply with precise guidelines to be defined as suitable and correctly inform about its contents. On the other hand, the identification function also serves as recognition for the manufacturing brand to differentiate itself from competitors; Communication : a decidedly more connotative role is that reserved for the strategic variable of packaging which must become a key element in communication and marketing actions; Cost : both for the producer (therefore the brand) and for the consumer, the cost of producing the pack, the cost of the packaging and the management costs are a key factor for economic sustainability; Convenience for the consumer : this aspect considers all the factors that help simplify the user experience and make it as simple and valuable as possible; Attractiveness for the market : in relation to competitors and market standards, a pack can be more or less significant for the context in which it is used, resulting in its ability to increase sales, reinforce the identity of the product and be distinctive; Innovation : the last function purely concerns the technological and creative novelty of the pack which consequently becomes an interesting factor to attract the consumer's attention. If some roles listed by the two researchers are indispensable by nature (see simply the ability to