Page 315 - Foundations of Marketing

282 Part 4 | Product and Price Decisions

product’s usefulness and thus lead to higher costs. Because product tampering has become
a problem, several packaging techniques have been developed to counter this danger. Some
packages are also designed to deter shoplifting.
Another function of packaging is to offer convenience to consumers. For example, small,
aseptic packages—individual-size boxes or plastic bags that contain liquids and do not require
refrigeration—strongly appeal to children and young adults with active lifestyles. The size or
shape of a package may relate to the product’s storage, convenience of use, or replacement rate.
Small, single-serve products may prevent waste, make storage easier, and promote greater con-
sumption. A third function of packaging is to promote a product by communicating its features,
uses, benefits, and image. Sometimes a reusable package is developed to make the product
more desirable. For example, the Cool Whip package can be reused as a food-storage container.
As they develop packages, marketers must take many factors into account. Obviously, one
major consideration is cost. Although a number of different packaging materials, processes,
and designs are available, costs vary greatly. In recent years, buyers have shown a willingness
to pay more for improved packaging, but there are limits.
Marketers should consider how much consistency is desirable among an organization’s
package designs. No consistency may be the best policy, especially if a firm’s products are
unrelated or aimed at vastly different target markets. To promote an overall company image,
a firm may decide that all packages should be similar or include one major element of the
design. This approach is called family packaging . Sometimes it is used only for lines of prod-
ucts, as with Campbell’s soups, Weight Watchers’ foods, and Planters Nuts.
A package’s promotional role is an important consideration. Through verbal and nonver-
bal symbols, the package can inform potential buyers about the product’s content, features,
uses, advantages, and hazards. Fancy Feast cat food packaging and labeling alludes to a pet
owner showing as much concern about what the cat eats as what he or she eats. A fi rm can cre-
ate desirable images and associations by its choice of color, design, shape, and texture. Many
cosmetics manufacturers, for example, design their packages to create impressions of rich-
ness, luxury, and exclusiveness. To develop a package that has a defi nite promotional value,
family packaging Using similar a designer must consider size, shape, texture, color, and graphics. Beyond the obvious limita-
packaging for all of a firm’s tion that the package must be large enough to hold the product, a package can be designed to
products or packaging that has appear taller or shorter. Light-colored packaging may make a package appear larger, whereas
one common design element darker colors may minimize the perceived size.

© iStockphoto.com /Dansin

Innovative Packaging
Using vacuum-sealed packaging
is an innovative way to preserve
the freshness of apples.

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