product and packaging

• Marketing mix


  A foundation model in marketing, defined as the "set of marketing tools that the business uses to pursue its marketing objectives in the target"
• Marketing is about creating and accumulating customers. Marketing Plans are designed to capture market share and defeat competitors. The marketing function and the marketing mix serve the overall business strategy.
• The 7Ps of the marketing mix

  • Positioning
  • Product
  • Packaging
  • Place
  • People
  • Promotion
  • Price
• Product


  The tangible good or the intangible service that the enterprise offers to its customers in order to satisfy their needs and to produce their expected results. Products are often identified with their brand names to distinguish them from other products in the market.
• 4 General Types of Products

  • Offer completely new performance benefits. They may double the performance at half the cost.
  • Marketing breakthrough products need a higher level of customer education and orientation.
  • Try to claim a new space in the mind of the customer different from the spaces occupied by existing products.
  • Do not intend to compete directly with the giants. They are products with lower reach, lower visibility, lower prices, and lower top of mind.
  • Will not make much impression on the customer's mind.
• Packaging


  The wrapping material around a consumer item that serves to contain, identify, describe, protect, display, promote and otherwise make the product marketable in the market.
• Roles of packaging


  • Protect the contents from the elements
  • Allow for the ease of transportation
  • Provide information
  • Add convenience in stocking, marketing and communicating the value of the product
  • Security of the product to keep the consumer safe
  • Environmental responsibility
• Packaging


  The technology of enclosing or protecting products for distribution, storage, sell, and use. Packaging also refers to the process of designing, evaluating, and producing packages. It does not refer only to the wrapper or container of the product. It can mean bundle of products or services that are put together to attract and delight customers. It can also mean the terms and conditions attached to the sale or after-sale servicing of the product. Now, packaging can even be more important than the product itself, if done imaginatively.
• Purposes of Packaging


  • Identifies the product, provides easy brand identification for the customers.
  • Differentiates the products from its competitors and even from its other brand offerings.
  • Lengthens the lifespan, physically protects and extends the usefulness of the products.
  • Become an environmental issue by itself.
  • Have increased the cost of packaging and therefore, the price of the product.
• Packaging Cost


  Typically, companies spend 10-40% of the product's retail price on packaging. Components of packaging include design and prototypes, materials, production, labor, volume, freight, and shipping.