Product Package Marketing

Product packaging must meet numerous goals. In protecting the product, the package reduces cost to breakage, it keeps perishable products on the shelf longer, and protects the product from damage due to tampering or theft. But not only does it need to be an efficient and functional shipping container, it also needs to be attractive to the potential consumer.

Almost all physical products require packaging. This means that a box or wrapper needs to be designed to hold the product. But at the same time as protecting the product, the package can also be a powerful selling tool.

Products can also have more than one package. This includes the container itself, such as wrapper, or can. The product also is often enclosed in another box to protect it as well. The product may also have a  larger package to ship multiple products within the same box. All level of packaging provides an opportunity to communicate information to potential consumers at a crucial point in their shopping.

Promotion of the product by its packaging, or product packaging marketing can be designed to fulfill multiple goals. Firstly, it needs to communicate information to the buyer such as brand name, product name, use(s), ingredients, company information, warnings, etc. This is standard for products. But promotion of the products needs to go to a deeper level.

At the same time, product packaging can complement other promotional activities. It can provide increased purchase justification. It can serve as the dispenser of the product itself.  The packaging can also be used for other purposes after the product has been used up.

As we can see, the product packaging delivers needs to deliver information to the consumer as well protecting the product. Product package marketing needs to be looked at closely in order to enhance the value of the product. Different product may do this in various ways, but this is beyond the scope of this article.