Download free eBooks at bookboon.comMarketing Communications
Sales Promotion And Publicity
Package Colour: the use of colour for instance, indicates the ability of package to convey psychological
meaning. For example, white packages may be used to suggest purity and cleanliness, green packages
suggest association with nature or natural ingredients, blue packages indicate coolness while red and
yellow packages in contrast, indicate “hot” new product which demands consumer’s attention.
Package Shape: the physical form of a package in addition to providing protection, convenience, can
also convey the psychological and emotional meaning deemed appropriate for the selected target market.
For example, the package shape of fragrances, perfumes and some cosmetics, which suggest elegance to
consumers, may also create some form of status symbol attached to the consumption of such product.
Package Size: by making different amounts of product available to different types of buyers, package
size variation can increase the size of market in many situations, thus a good size of product depth
can be achieved to target more segments of the market. For example, toothpaste packaged in sachet,
small, medium and family large size tubes will successfully open up more marketing opportunities. This
promotion strategy is very useful to marketers of consumer products.
Resellers Needs: packaging plays an important role in gaining the support of resellers – especially the
support required in stocking and securing shelf position for the product to succeed in the marketplace.
In order to gain adequate chance of success in competition with other similar products, three packaging
conditions must be satisfied:
- The package must be durable and easy to handle by the reseller.
- The package must be specially designed so that it can be stacked and displayed with a
minimum use of shelf or floor space. - The package must aid in the sale of the product to such an extent that in combination with
the rest of the manufacturer’s promotional effort, the reseller’s return per unit of space
allocated will be in the acceptable range of profitability.
Packages as Premiums: product packaged in containers which can be re-used as storage savers or reused
for other purpose after the content has been consumed, can be used as premiums by marketer. Consumer
may be induced to purchase such product because of the package’s reusable ability.
Packaging should be carefully handled because there are many places where package design can enhance
or detract from the sales appeal of the product. Such appeals are: personality, psychological appeal,
appetite appeal, shelf appeal, in-use appeal, package visibility, memorability, and establishment of family
relationships.