Packaging and labeling
Have
you ever payed close attention to the outside of the cereal box you purchased,
to the plastic bottle containing your water or to the bag containing your
chips? Often packaging is a very important part for businesses to consider when
selling their products. In fact, the first exposure a consumer may have to a
product is its package and label. For this reason, packaging is expensive and a
vital part in marketing strategy. A lot
of time, thought and money goes into its design. A unique package and design
can create a competitive advantage for any company.
Types
of packaging benefits:
Communication benefits: This is the information it conveys to the consumer such as directions, nutrition information and dietary. This is especially important for food products.
Perceptual benefits: This
is the perception that is created in the consumers mind from the products
presentation. Packaging, label shape, color and graphics distinguish one brand
from another. Packaging increases brand recognition and can facilitate favorable
and memorable brand associations. The packaging of a product can change every
few weeks to reflect different themes. The changes in packaging can uphold a
brand’s image in a consumers mind.
An
example of unique product packaging done by Nike…
Nike
Air Max
Nike introduced its Air Cushioning
Technology and shoe in 1979, so the air max shoe is clearly nothing new. The
shoe of course has developed over the 36 years it has been out. It has gained
more cushion, comfort and advanced technology has improved its performance. Although
it is the same product, the new packaging does a great job at showcasing its
new features. A new packaging design can change the placement of a product in a
consumers mind. I would say Nike has created a favorable and creative brand association
by its means of new packaging. I think that Nike’s newest labeling and
packaging will have a positive effect on its sales for the air max shoe. People
will probably precise and associate the new packaging with a newly designed
shoe. It is futuristic and its Nike's change shoe design has finally caused a change in its product packaging. It makes me wonder if cardboard shoe boxes are now a thing of the past. The new plastic bubble could easily become a new norm, with Nike setting the precedence.
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