A Marketer’s Life

One facet of marketing that is often omitted but by large manufacturers is packaging. Numerous producers believe that putting the product in a container that can be showcased on the shelf with beautiful graphics to call the buyer attention is enough for it to sell. It may have functioned before but not anymore. Nowadays users are more choosy, and there are greater choices to choose from in systems and materials, virtually all conceptualized especially for certain products. Wax packaging, for example, are commonly used for foodstuffs, seafood packaging use vacuum packs to maintain taste, while poultry boxes are for eggs, of course.

Granted the bewildering choices, errors in packaging concepts are quite often producing slow-moving products. Following are a few errors and suggestions to correct them:

Misunderstood market niche: The packaging design did not attract the target market because of wrong market research data. Product failures due to wrong packaging are quite many, appearing and disappearing without great fuss. With a new research of right design that rectified errors, some products managed to make a comeback and sold.

Overreaching the markets: In the effort to hit too many market niches, the product packaging design failed in all. Simply reconceptualize the package can target the biggest niche and make take off packaging for corollary markets.

Too small or too large package: For some products, a single serve packaging functions very well but not for others. Women may opt for easy-to-carry items they put in their handbags or purses, but older people may merely care for easy-to-open packaging designs. Many manufacturers get tuned to the market by observing which package amount sell best and make more of them.

Opening the package is too hard: No one wants to struggle just to open a product package, but nobody wants to have a meddled one either. So a balance between tamper-proof and easy-open (as well as other considerations) package is in order. For a few, however, this will be a overly difficult order and will settle for one extreme or the other.

Obsolete packaging: In this fast-paced world it will be ridiculous to tote home from the store a 10-kilo bag of potatoes. Most will want only five pounds or maybe a ten-pound sack infrequently if the need is great. In fact, the fast-moving foodstuff packages in stores are those of the easy-tote, a-few-days-consumption kinds.

In addition, many product manufacturers are redesigning their packaging to answer present customer wants and preferences, not only in foodstuffs but in several other kinds of products.

Overdecorating the package: Stuffing too many product data can clutter the design and reduce visual attraction. When people do not recognize your product in one look they will go to the adjacent one on the shelf. Product information must be clear and very legible to optimize visual recognition.

Product packaging errors are not limited to those above, however, inasmuch as there are very many products in the market. These are only a few to give you an understanding of the issues you have to consider in packaging your product.

On the other hand, if your product sells agreeably; why belabor it?

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