Understanding the Importance of Packaging in the Global Marketing Process


Packaging is an art, science and technology of protecting or enclosing goods for immediate distribution, storage, safekeeping, distribution and use. However, the term ‘packing’ may also refer to the whole process of preparing and designing packaging for different goods. Packaging is one of the most important aspects of product development. It plays an integral role in determining the success or failure of any product. Thus, packaging is a key area that requires adequate research and technological inputs for successful product development.

One of the primary tasks of packaging is to make the product easily noticeable from the shelf to the customer. The visual aspect of packaging has a very significant impact on the success of any product. Thus, excellent packaging is very vital for consumer awareness. Apart from effective visual aspect, superior quality packaging also requires other advanced aspects such as superior quality laboratory packergabel, durable, tamper proof and leak proof seals. Proper label andpackaging requirements also determine the final retail price of any product.

Packaging should be such that it protects the merchandise from any kind of harm even though the merchandise is at room temperature. Proper packaging saves on costs and time as well. For example, a package of medicine can be kept cool or warm inside a closed box so that the shelf life of the medicine does not come down. Scientific Packaging Institute (SPI) at University of British Columbia is constantly engaged in educating the public on the various aspects of packaging. It offers packaging services to both large and small scale industries.

The packaging design process also involves an effective inventory control. A proper package can reduce inventory costs, which is one of the objectives of every manufacturing facility. There are various methods for inventory control, which include control of batch numbers, packaging materials and locations, and eliminating waste through proper design and labeling. Some of these methods are often considered expensive by the companies but are effective enough to meet the overall cost reduction objectives.

The overall effectiveness and efficiency of a packaging plant depends on the accurate identification and recording of key terms, which are required for the effective functioning of the plant. Identification of key terms is achieved through bar coding and manual data entry. Manual data entry is often avoided because it is time consuming and leads to errors. Appropriate labeling is determined by considering key terms, which can be encoded using bar codes or electronic data encoding systems. Most important key terms are ones which would need to be clearly displayed on the labels. This includes the main product name, description, generic name, trade name, address, package identification number, manufacturer’s name, quantity, date of manufacture, financial data like price and gross production etc.

Packaging plays a crucial role in the global marketing process. Consumers need to have confidence in the packaging of the products they buy from manufacturers. This is possible only if the product labels are perfectly designed, which reflect the company’s brand image, its purpose, performance, and performance as well as identifying the main product, which is visible to all consumers irrespective of their place of origin. Consumers need to be made to understand the nature of the product, why they need it and what it does for them in order to encourage them to purchase it. A carefully thought out packaging strategy can go a long way in winning consumer confidence and in increasing the sales and profit margin for a company.