Packaging: An Essential Marketing Tool

Paper Summary:

This paper looks at the history of packaging and then examines how PepsiCo., the producers of Pepsi Cola, have methodically utilized packaging as a key marketing initiative to maintain a competitive position in the industry. The paper discusses the various strengths of packaging as a marketing tool as well as the weaknesses of packaging that involve time and cost investment in an uncertain environment, an absence of quality assurance in the production process and increased volume of solid waste stream in landfills. The paper concludes that manufacturers are realizing the increasing importance of packaging in establishing and retaining customers.

Outline:
Abstract
History of Packaging
Relevancy
PepsiCo.
Strengths of Packaging as a Marketing Tool
Weaknesses of Packaging as a Marketing Tool
Current Trends
Conclusion

From the Paper:

"The competitive nature of global business demands that companies develop innovative strategies to attract and retain customers. Researchers have illustrated how visual appearance is increasingly critical in harnessing consumers, particularly when customers are faced with a multitude of choices and limited shopping time (Centaur Communications Limited, 2007). It is estimated that products are judged for their value by customers in the first ninety seconds of viewing and ninety percent of the judgment is influenced by color. Hatch (2007) argued that packaging is a primary draw for consumers typically weighing more heavily than the product, its quality, and even product satisfaction following the purchase. This has led to the evolution of spin-marketing, or producing a sellable package, regardless of the product (Hatch, 2007)."

Sample of Sources Used:

• Ampuero, O, & Vila, N. (2006). Consumer perceptions of product packaging. The Journal ofConsumer Marketing, 23(2), p102.
• Baliga, J. (1998). Twenty years of packaging progress. Semiconductor International, 21(14),p46.
• Bourdeau, A. (2005). Brilliant package design. Strategy, Toronto, p8
• Centaur Communications Limited. (2007). Brand Design: Cracking the color code. Marketing Week, London, p. 28.
• Clarke, P., & George, J. (2005). Big Box Thinking: Overcoming barriers to creativity in manufacturing. Design Management Review, 16(2), 42-51.

More papers on Packaging: An Essential Marketing Tool:

• Book Review # 105852 : "Lovin, Robin. Christian Ethics: An Essential Guide. Abingdon Press."
• Essay # 89181 : "Travelocity Marketing Tools"
• Term Paper # 120896 : "Dell's Web Site Marketing Tools"

APA Citation:

MLA Citation: