Packaging is the science, art and technology of enfolding or protecting products for distribution, storage, sale and use. It also refers to the process of design, evaluation and making of packages. It can also be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale and end use. It contain, shields, prevents, transports, informs, and sells.
Following types of packaging can be considered with respect to marketing management:
Family packaging
Family packaging means that products in the same brand have a similar type of visual packaging, conversely individual packaging means products of the same firm have different packaging.
Family packaging helps consumers recognize the products on the shelf, and also helps them to quickly assign characteristics to each product based on previous experience of the brand. Elements of the family packaging, such as colour and pattern, are generally carefully chosen by packaging designers to make the products as appealing as possible to potential customers.
Many decisions are split second, as people do not generally have the time to inspect all the choices individually. A brand represents a promise of a particular quality or of value to a customer, and if the customer recognizes a brand he or she likes on the shelf, it is the product he or she may choose above other, untried choices. The packaging of this type might be for similar products or might be for completely different products from the same brand.
Family packaging gives a product an illusion of desirable attribute present in other products of the brand like quality, luxurious, cheap or any other unquantifiable qualities. However the danger with this method of packaging is that if a customer is unsatisfied with one of the products from the brand, he may hesitate or completely stop buying other products from that brand.
Examples:
1. LAYS potato chips in India and abroad have similar packaging except for minor change in...