Packaging. The missing P in the Four Ps of Marketing.
In today’s digital world, the concept of Four Ps of Marketing (Product, Place, Promotion, and Price) seems Pretty Primitive (sorry, couldn’t resist the use of more Ps). Promotion, in particular, has become much more complicated, with traditional front-line tactics declining while contemporary online tactics are proliferating. Nothing is simple anymore!
But one traditional medium is undervalued, and deserves a ‘P’ of its own. I am referring to the incredible world of Packaging. Packaging still plays a dominant role in marketing, and can be a competitive advantage for astute marketers. Look at the many strategic roles that packaging can play:
Packaging is a vital brand builder. The design of the package, including materials and shape, conveys your brand image and attributes.
A brand’s packaging continues to ‘speak’ to us long after it has left the store! We are reminded of it every time we open our refrigerator and kitchen cupboards.
In many cases, a package is a critical part of a brand image. Consider health and beauty products; a perfume bottle is a powerful conveyer of brand image.
In other cases, a package can become iconic. Consider the Coca-Cola and Heineken bottles.
Packaging can influence a buying decision at the point of purchase. A heavily marketed national brand can drive demand, but a truly effective package can switch brand choice at shelf level. It only takes a few seconds for a consumer to hesitate, compare brand choices, and then switch at the last moment!
Strategic packages can dominate at shelf level, in terms of both visual impact and space.
Many packages are an integral part of the product. Orville Redenbacher reenergized the popcorn market with its convenient microwaveable packaging!
Packaging can be a strategic carrier for promotions. Consider in-pack premiums, on-pack coupons, recipes, contests, collectible packaging, bonus packs, and more.
Finally, packaging protects and preserves the product, ensuring consistent quality for consumers.
It is a shame that most packaging is damaging to our environment. But as long as consumerism drives our economy, astute marketers will continue to leverage its many strengths. Its about time that we gave Packaging its own P!
