INNOVATIVE PACKAGING AS A MARKETING TOOL
Innovation in packaging plays a key role in the success of consumer products. The main explanation for this phenomenon is that packaging plays a fundamental role in buying choices. It is a main vehicle of choice in terms of both innovation and product differentiation.
For the consumer, it is difficult to evaluate the innovation achieved at the level of the intrinsic dimensions of the product. Therefore, purchase choices are, to a greater extent, driven by packaging.
Product differentiation strategies in mature markets are supported by packaging. An original and innovative packaging is able to constitute a competitive advantage for the company and to give more value to the brand. Many products, of widely established brands, have achieved success in terms of quality and uniqueness of the product, also thanks to innovative packaging.
First of all, packaging has the task of protecting and preserving products for longer. The importance of this factor is fundamental, especially in the field of fresh products. It is well known by now, the growing attention of consumers to issues such as quality, sustainability, and traceability within the supply chain process.
Source: Innovative packaging
Secondly, the packaging is a strategic player in terms of marketing. Innovative and attractive packaging is fundamental to guide consumers in their purchasing choices.
In fact, the packaging is the first point of contact between product and consumer. The company through a packaging created ad hoc for its products can 'convince' customers to buy the good offered.
The packaging is able to communicate the company's values and to give identity and uniqueness to the product offered.
The factors that must be leveraged to make an innovative packaging are related first of all to the graphics, i.e. size, colors, and type of graphics. Secondly, it is necessary to leverage on the textual part, that is the components that concern the information about the product.
http://archives.marketing-trends-congress.com/2007/Materiali/Paper/It/Cristini_Sabbadin.pdf
