Linking packaging to marketing:

how packaging is inuencing the

marketing strategy
Bo Rundh
Department of Business Administration, Karlstad University, Karlstad, Sweden
Abstract
Purpose The purpose with this paper is to investigate the relationship between packaging and the
inuence it has on marketing from a management point of view.
Design/methodology/approach Based on case studies different packaging solutions are
discussed in relation to requirements by customers in the supply chain. Data for the cases were
collected by different means including narratives and personal interviews.
Findings New packaging solutions offer the prospect of improved functions in the supply chain,
delivering protection and preservation before reaching the ultimate customer. It also offers improved
opportunities for better information and communication with the customer. However, the possibilities
for innovative packaging solutions must be analyzed in relation to increased costs for packaging and
the inuence they can have on the environment.
Research limitations/implications This study extends previous research by linking packaging
to the marketing strategy. Even though it is based on four case studies it combines different data
sources including both qualitative and quantitative data.
Originality/value This paper evaluates the implementation of new packaging solutions in the
supply chain from a managerial point of view, discussing benets against challenges. This paper
therefore fulls an identied need for recognising the importance of packaging in relation to the
marketing strategy.
Keywords Marketing strategy, Supply chain, Packaging
Paper type Case study
Introduction
Intensive competition requires rms to develop innovative solutions in order to remain
competitive and survive in the long term. Entrepreneurial activities and creative
marketing contribute to such initiatives. Packaging and packaging design have
therefore come increasingly to be seen by rms as an effective way of differentiating
product offerings from those of competitors (Rettie and Brewer, 2000). Well-designed
packages can in addition build brand and drive sales. Major retail chains devote
considerable resources to packaging, in-store promotion and visual issues to remain
competitive and packaging has developed from a silent salesperson to a brand builder
(Clement, 2007). New packaging solutions have also contributed to more efcient
distribution systems in several packaging industries and to customer convenience in
others (Packaging Federation, 2008). Packaging innovation has also contributed to a
revolution in distribution within the food sector (e g TetraPak), as well as the
development of packages for meeting new customer demands (take-away food).
Further, new packaging design has helped to provide better opportunities for customer
information and marketing communication at the store level (Underwood and Klein,
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/0007-070X.htm
Linking
packaging to
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Received 13 December 2011
Revised 4 April 2012
Accepted 16 April 2012
British Food Journal
Vol. 115 No. 11, 2013
pp. 1547-1563
qEmerald Group Publishing Limited
0007-070X
DOI 10.1108/BFJ-12-2011-0297
2002; Young, 2004). Packaging innovation has even played an important role in
achieving better logistic solutions such as conforming packaging size to pallet sizes.
Despite the importance of the subject area product marketing, packaging has
generated little research interest among scholars from a management point-of-view
(Rundh, 2005). Basic textbooks in marketing include packaging as an important
variable for the decisions of marketing managers, but treat it in a general way and
ignore the importance of the possibilities that packaging can offer for marketing
purposes (De Pelsmacker et al., 2007; Kotler and Keller, 2009). However, packaging is
also an important aspect of trade in industrialized countries and is becoming more
signicant for logistic purposes in developing countries (World Packaging
Organisation, 2009). Large quantities of food are now wasted due to poor logistics
and packaging processes. The packaging industry accounted for a turnover of $485
billion including machinery sales in 2004 and the turnover was estimated to reach $564
billion in 2009 (World Packaging Organisation, 2008). Studies in the US market show
that many new packaging solutions reach the market annually. This development is
especially important for the distribution and protection of food products in emerging
market areas. This paper reviews packaging research and relates it to marketing
theory. The empirical section consists of four case studies. The main aim of the paper is
therefore to highlight the importance of packaging within the marketing concept and
link packaging to marketing strategy. The rest of the paper is organised and structured
as follows. First, there is a discussion of the contribution of packaging to business
success, followed by a review of the literature in the packaging area. Then, the research
method used in the study is presented. Two subsequent sections discuss the research
ndings in four case studies together with other research material. In the nal section
the conclusions and implications for managers are drawn.
Packaging contributes to business success
Numerous factors have made packaging an important marketing tool. The main
function that companies have traditionally assigned to packaging has been related to
the protection of products during distribution from a producer to an end consumer.
However, new customer needs have led to a consideration of new requirements for the
design of a package and a development process involving the logistic, commercial and
environmental functions of packaging. The logistic function includes the way a
product travels from a producer to the consumer and the physical requirements that
packaging must full within the actual supply chain. The commercial function
concerns the different requirements for marketing communication, the necessary
information to the consumer (e g about the content; how to use the product), knowledge
of customer demand and its potential impact on the purchase-decision process. The
environmental function relates to the re-utilisation, recycling and reduction of
packaging materials as well as general ecological awareness. The function also
includes the market environment with consumer, competition and legislative
requirements (see Figure 1).
The basis of competitive advantage entails meeting customers needs in a way that
is superior to that of competitors (Day, 1994, 2011; West et al., 2010). Among the factors
leading to competitive advantage are better user convenience, better in-use
characteristics and superior design. Competitive advantage may result from a
reinterpretation of product functions or an emphasis on one of the functions. Packaging
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can therefore be an important source for creating competitive advantage in a
companys offering. Developing an integrated marketing strategy including packaging
as a marketing tool requires several important decisions about the packaging and its
relation to other marketing tools. One issue is to establish a packaging concept dening
what the package should be, or do for the particular product. Decisions must also be
made on additional factors such as size, shape, material, colour, text and brand mark.
This is especially important for the international market depending on whether the
company is working with a standardised or adaptive marketing. However, all decisions
depend on where the activities take place in a supply chain. The research question in
this study can therefore be formulated as follows: how can packaging contribute to
fullling competitive advantage in relation to the marketing strategy? To answer this
research question a qualitative study has been carried out based on different product
cases within the packaging industry.
Theoretical context
The distribution of products and commodities has become an even more important
function in our society today. Without packaging, we would not be able to export or
supply food products over long distances. According to the Swedish research
organisation Innventia (2011), the packaging material costs for Fast Moving
Consumer Goods (FMCG) can be as much as 20 per cent of the sales price. Every day, a
consumer faces and handles 20-30 packages, some of them several times.
However, even if there are arguments for using less packaging, large quantities of food
are now wasted in developing countries. This is often due to poor packaging and
packaging processes, resulting in damage during logistics and storage, as well as the
lack of cold chain facilities. Up to 10 per cent of all fruit and vegetables at an estimated
value of 10 billion Euros are also destroyed during transport within the European
Union (World Packaging Organisation, 2009). Even if packaging has become a
recognised marketing tool, relatively few studies have been devoted towards the
theoretical work in marketing literature. Some of the early research was done in the
area of general characteristics and the role of packaging design as a variable
inuencing product evaluation (Banks, 1950; Schwartz, 1971). Packaging related
research has also included studies of its communicative role (Nancarrow et al., 1998;
Figure 1.
A conceptual model of the
packaging chain
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Underwood and Ozanne, 1998; Underwood et al., 2001) and ethical packaging matters
(Bone and Corey, 2000). Another research area has discussed packaging design with
respect to the use of material (Lee and Lye, 2003); advertisement and package
coordination (Garreston and Burton, 2005) and packaging size and shape (Wansink,
1996; Raghubir and Greenleaf, 2006). Packaging design and its contribution to creating
competitive advantage has been studied by others (Rundh, 2009). The multi-function of
packaging has been investigated by Prendergast and Pitt (1996) and Rundh (2005).
Despite these works, little is known about packaging and its relation to marketing
strategy. The intention with this study is to contribute to this area.
Packaging innovation
Previous studies show that more than 15,000 new food products are introduced
annually in the US market, which all require new packaging solutions even if the
contents are just line extensions. Innovative packaging can obviously produce large
benets for the consumer and prots to producers. Innovative solutions can be
achieved by incorporating new materials and unique features such as resealable
materials and new ways of opening a package (Selame and Koukos, 2002; Young,
2004). A new packaging design can also revitalize the sales of a brand such as Heinzs
unique colourful and upside-down bottle for ketchup.
Competitive advantage through packaging
Competitive advantage can be achieved in any function of a rms activities (Aaker
and McLoughlin, 2007). Several factors have contributed to a growing interest in and
use of packaging for differentiation and the possibility of achieving competitive
advantage. For this, it is necessary to analyse and develop packaging as a creative
marketing tool and not only as an element in the product strategy. Packaging and the
packaging process consist of all the activities that different actors perform to add value
in a supply chain from the design of a package, to its re-cycling by the end-consumer.
This can include, for example, the primary package for a product, the secondary
package and the transport or shipping package. The package can be the rst contact a
presumptive buyer has with a product in a store or at a supermarket and a
well-designed package can function as the silent sales representative, leading to the
sale of the product. Previous research also stresses the importance of the
communicative aspects and brand-building functions of the package (Rettie and
Brewer, 2000; Underwood, 2003). Packaging can also contribute to inuencing the
consumers later experiences of a product through their use of the package for other
purposes. Various factors can obviously contribute to an increasing use of packaging
for marketing purposes. Among those factors is the increased importance of
self-service, where an effective package needs to perform many of the sales tasks such
as attracting attention, describing the contents of the box, or the products features.
Since 50 to 70 per cent of all purchase decisions are made in a store, the packaging
concept must even create consumer condence and provide a positive overall
impression of the content in the package (Rettie and Brewer, 2000).
Packaging as a marketing tool
Apart from the functions of protection and facilitating distribution, packaging has
become a tool for fullling several other marketing purposes. Another important
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function is for communication purposes such as facilitating brand and product
recognition. Customer information about price and ingredients, together with
information about how to handle and use the product are other necessary functions
of a package (Schoormans and Robben, 1997). To be effective in advertising a package
needs to attract and keep the customers attention. This can be achieved through the
format of the package, its colour, size and shape. Previous research shows that a
moderate alteration in the package design may be the best solution for drawing
attention and generating a favourable judgement of a package (Schoormans and
Robben, 1997). The results from ve studies by Wansink (1996) show that large
packages of familiar branded products also encourage more use of the product than
small packages. In these studies large package sizes consistently increased the usage
volume of a product. An important reason why consumers may use more from larger
packages is because they perceive such packages as less expensive per unit than
smaller packages of the same products. Wansink (1996) also argues that from a
managerial point-of-view it is important to realize that packaging inuences
consumer behaviour long after it inuences purchase (p. 10). The shape of the package
has been investigated by Bloch (1995); and in another study, Raghubir and Greenleaf
(2006) examined the effect of the proportional ratios of packages. In their research they
found that consumer reactions to rectangular forms of the package may inuence
purchase intentions and preferences, but also that this is related to marketplace
demand. The results from their study support the importance of considering product
form in marketing strategy, as previously suggested by Bloch (1995). The use of colour
to attract customers attention has been investigated by Kauppinen (2004). The role of
colours on packages for low-involvement purchasing was found to have an impact on
consumers decision-making at the point of purchase. Kauppinens (2004) study implies
that the role of colours is threefold. Colours on packages attract attention, they have an
aesthetic function and they communicate meaning. The ndings also suggest that an
additive effect may be gained when the functions of colours on packages support each
other (p. 166). The communicative importance of packaging has been studied by
Underwood and Klein (2002) and Underwood (2003). In these studies, they investigated
the communicative power of packaging for creating and communicating brand
identity. This research supports the importance of the packaging component and the
proposition that for products that are not bought in their nal form consumers often
rely more on the package than other forms of marketing communication to develop an
impression of the product in its prepared state (U

lger, 2009, p. 106). New technological

devices in relation to a packaging solution can also improve the possibilities for market
communication within a store by digital signage or RFID technology.
Packaging in marketing strategy
Intensive competition provides an opportunity to use packaging as an integrative tool in
marketing strategy. New packaging design can be the marketing tool for achieving
marketing objectives and satisfying consumer desires. This can be achieved by using the
aesthetic and functional components of a package. Aesthetic considerations relate to a
packages shape and size, material, colour, text and graphics. Packaging design is not
just crucial for branding purposes but also for the function of the package. Innovation
has played a role in the design of many new packages that are re-sealable, tamperproof
and more convenient to use, e.g. for take-away food. These innovations have resulted in
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packages that are easy to hold, easy to open or more convenient for storage at home.
However, packaging must harmonize with other functions in the marketing mix such as
pricing, advertising and other aspects of marketing strategy. In a traditional marketing
program, packaging can be treated together with labelling as a function of the product
strategy. Warranties and guaranties are other important elements of the product
strategy which often appear on a package. From a marketing perspective, packaging
needs to full a number of objectives within a marketing strategy:
.
Innovative design to create customer awareness (Vazquez et al., 2003; Ampuero
and Vila, 2006).
.
Identication of a brand (Selame and Koukos, 2002; Clement, 2007).
.
Conveying descriptive and persuasive information (Selame and Koukos, 2002;
Underwood and Klein, 2002).
.
Facilitating product transportation and protection of the content (World
Packaging Organisation, 2009)
.
Aiding at-home storage (Bloch, 1995).
.
Ease of opening and closure (BSI, 2011).
.
Supporting product consumption (Wansink, 1996; Underwood and Klein, 2002).
.
Clever dispensing and recyclability (Incepen, 2011).
.
Increasing awareness of environmental issues (World Packaging Organisation,
2009).
The importance of safe and convenient packaging solutions can obviously be an
important element in the marketing strategy for any producing company.
Well-designed packages can build brand and drive sales, and obviously become an
important element for building customer value and competitive advantage.
Marketing tactics
In the development of a marketing strategy, marketing managers devise strategies and
tactics aimed at providing satisfaction by adding value for customers. This must be
done in relation to the existing competitive situation and the various variables, or
elements, are blended into a suitable marketing mix (controllable variables). Packaging
has become an important element for innovation and product differentiation at the
retail outlet. One way to describe the necessary variables is by using Lauterborns
(1990) four Cs convenience for the customer, customer value and benets, cost to the
customer, and communication including customer relationships.
Propositions
The framework presented in this study suggests that packaging can be of strategic
value for a rms marketing strategy and tactics. In some product areas it can also be
the decisive factor in creating a competitive edge. Packaging is also important for
quality purposes in logistic functions such as distribution and export of food products
to distant markets and innovations in packaging solutions can make the difference in
the marketplace. This discussion leads to two research areas. The rst is related to
whether packaging contributes to the marketing strategy and the second to how
packaging is linked to the outcome.
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P1. Packaging can have a measureable impact on market performance (ceteris
paribus).
P2. This specic/unique capacity is appreciated by marketing practitioners.
P3. This appreciation is expressed through the systematic incorporation of
packaging issues into product/brand planning at an early stage.
P4. The systematic incorporation of package issues into planning can be linked to
positive performance outcomes.
We address these issues by examining the role of packaging in different areas of
packaging solutions within the food and beverage-packaging industry. The different
packaging solutions concern both primary and tertiary packages. Our main concern is
the contrast of products and customers using them.
Research method
To gain more detailed knowledge of packaging for marketing purposes, a multiple-case
study was conducted in accordance with Yin (1994) and Eisenhardt (1989). Multiple
cases are used rather than a single case since, as Eisenhardt (1991) argues, multiple
cases encourage the researcher to study patterns common to cases and theory and
avoid chance associations. Even though there is no ideal number of cases in a multiple
case study approach, the recommendation is to use between four to ten cases. In this
study, we use four cases on the basis of innovative packaging solutions. When a study
has less than four cases, theory might be difcult to generate, whereas with more than
ten cases the volume of data can be difcult to handle. Meredith (1998) denes a case
study as a method that typically uses multiple methods and tools for data collection
from a number of entities by a direct observer(s) in a single, natural setting that
considers temporal and contextual aspects of the contemporary phenomenon under
study, but without experimental controls or manipulations [. . .] The goal is to
understand as fully as possible the phenomenon being studied through perceptual
triangulation, the accumulation of multiple entities as supporting sources of evidence
to assure that the facts being collected are indeed correct (pp. 442-3). Meredith (1998)
gives example of suitable sources such as nancial data, interviews, memoranda,
business plans, questionnaires and observations of managerial or employee actions
and interactions. Lyons (2005) has also discussed the value of case studies for the
communication of applied research within the food industry. A major contribution to
the case stories has been corporate stories from three companies where two corporate
stories relate to the same company. The use of corporate stories has been discussed
by Benjamin (2006) and Denning (2006). The story typically consists of narrative that
is interspersed with quotations from key informants and other important evidence
(Eisenhardt and Graebner, 2007, p. 29). We have also interviewed the marketing
director, the communications manager and sales people at exhibitions. Together with
other documents, this has provided us with an extensive basis for developing the cases.
In this study we have used the following sources:
.
Written documents.
.
Web-pages.
.
Interviews.
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.
Packaging exhibitions (Pack and Emballage, 2008, 2009, 2011; Scanpack, 2009,
2010).
.
Field visits.
Research into packaging is well suited for the use of a multiple-case study since it is a
current phenomenon on which limited academic research has been conducted and
published. The four cases were selected through purposeful sampling in relation to
packaging board products (Patton, 1990). The rst case A is an improved packaging
material to better full customer requirements, whereas case B is the development of
the material for a premium brand. In case C the supplier of the packaging material is
introducing an innovative material with improved properties for new end-uses,
whereas in case D the secondary packaging has become an important factor in relation
to the branding of the product.
Findings in the case studies
In order to conduct the research and answer the research question four corporate
stories have been used. The empirical context in these narratives has been obtained
from the communications manager in each company (Billerud (2011), Korsnas (2011) and
Stora Enso (2010, 2011)). Together with other data about the products and interviews
with sales people at exhibitions, these data have been categorised in a short description
in the form of a case study and then interpreted and analysed in a matrix. The unit of
analysis has been the product package. The cases are presented in the following, and the
rst case with a product based on a white packaging board for a liquid product.
Case story A
Packaging creates feelings among customers and is a crucial factor for the brand
experience of the purchased product. Tine, the biggest supplier of dairy products in
Norway have had some problems with the sustainability and taste of their milk
products and asked their packaging supplier Elopak to develop a new packaging
solution. Elopak is one of the leading converters in the eld of liquid board packaging
around the globe with 16 production units and with activities in more than 100
countries. The requirements from the ller were that the new package should have a
better barrier for light and be more environmentally friendly. Elopak re-considered the
whole concept and evaluated different packaging materials for the new package with a
screw cap at the top of the package. The choice of material was made and two new
types of packaging board (with two customized substances) were developed for the
Norwegian customer by the Swedish material supplier. The main aim of the change of
material was to eliminate the slight avour, but also to improve the environmental
issues (Market Unit Manager for Elopak Norway). A growing awareness on the
Norwegian market made it also necessary to search for solutions that reduced the level
of carbon dioxide pollution. When we introduced the new packaging solution we also
printed information about it on the package (ibid). The material supplier had also
developed a coated surface that was suitable for printing.
Interpretation: After a long period of testing different types of packaging boards, the
converter found a simple solution with several advantages; a more efcient barrier for light, a
whiter surface for printing due to the coating and a reduced effect on the environment.
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Together with the material supplier, the converter played an important role in the
development of the new package to meet the market requirements.
Case story B
Chivas Regal, already introduced in New York in 1909, has become a global icon for
many whisky connoisseurs and its premium brand Chivas Regal 12-year-old whisky
sells more than 30 million bottles a year. The whisky brand is sold worldwide and
enjoys a strong consumer and brand loyalty. Even though the whisky brand was
introduced as early as 1801, it is the modern design of the bottle and gift carton that has
contributed to its success. The distinctive shape of the bottle together with its label and
the gift carton have always been important features in creating the brand portfolio for a
premium brand of whisky. The packaging design is both bold and distinctive, with an
air of nobility and heritage. As for the gift carton, the powerful design with its metallic
feel and proud heraldry requires a material that is consistent with that solid, robust
visual appearance (Communication Manager). In 2008, the Chivas Brothers were
searching for a further improvement to enhance their shelf presence and improve
consumer grip stiffness since gift cartons are handled a great deal in the retail stores.
The strength of the carton board had to cope with the daily interest among the
consumers for the brand and its design, which required an even heavier material. In a
joint process, the converter, the foil laminator and the producer of the packaging board
developed a 480gsm board for the customer. By the end of 2008, the converter was
running the rst trials and found that the weight of the new board compared favourably
with other higher gram mage board tested and available at the time. The new packaging
board material was introduced at the same time as the latest brand graphics during the
summer of 2009. The packaging design is revisited every few years to ensure that the
consumers are engaged with the brand and that the packaging is appropriate. A
common trend in recent years has been to increase premiumisation and the overall
strengthening of the gift carton played a key role in this company strategy.
Interpretation: New customer habits and requirements in the store required the ller and
brand owner to develop an improved package in co-operation with the converter and the
board manufacturer. This resulted in a material with higher performance and consistency. A
closer look at the conversion and packaging process made it clear that the ller needed a
high-performance board material. The board is rst foil-laminated in a reel-to-reel process
and then run through a exographic printing press, where it is printed on both sides,
varnished, embossed and then glued at a high speed. At the llers, it then goes into a
demanding bottle packaging process before its distribution to retailers. This requires a
package that can protect a precious product and the brand image.
Case story C
It is the appearance of the packaging that determines how much attention a product will
get and how well it attracts customers in a purchasing situation. Since the number of
products is increasing, the competition is ercer and it is a question of getting customers
attention in the store. Aunique packaging solution can attract the consumer and increase
sales since 80 per cent of purchasing decisions are made in the store. FiberForm is a new
and innovative product concept with unique properties that makes it possible to design
creative and personal packaging solutions in new and exciting shapes. It is also possible
to create deep embossing that can reinforce a product brand. An anonymous product can
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be given a fresh breath of life and thus stand out from other products on a shelf, or in a
display format. FiberForm is a paper that is expected to replace plastic in a variety of
packaging solutions that require formability and purity, e g for trays and blister packs
for food, consumer products and pharmaceuticals. FiberForm is a lightweight product,
suitable for food packaging. It also has sustainable credentials through FSC
accreditation, says a representative, responsible for all technical aspects of food
packaging at Marks and Spencer. Another company that has tested and found the
material interesting and suitable for their packaging is Sony Ericsson. FiberForm
enabled us to create a unique design that communicates environment . . . We are
always looking at the packaging. Both printing methods, colours and volume are
reviewed and improved says Senior Manager Creation Communication Design at Sony
Ericsson. Even though the packaging in the form of a leaf is not available on the market,
the response from the market has been very positive.
Interpretation: The new material with great capacity to form and stretch the package offers
the possibility of developing new packaging solutions where traditional paper qualities
previously had their limitations.
Case story D
Transport packaging is an important function in the distribution of products before
they reach the shelf in a store. It includes all packaging for the containment and
protection of goods during handling, storage and transportation in the supply chain.
Absolut Vodka is one of the most well-known vodkas in the world and requires real
packaging during its transportation from its producer in Sweden to its 126 different
markets in the world. For our volume products the challenge is to nd the right level
in the relation between cost and quality [. . .] for the campaign products we can be more
adventurous [. . .] and the various packaging types must speak the same language.
This places great demands on the suppliers creativity and technical abilities, says a
representative, responsible for Transport Packaging. A preferred product for the
secondary packaging is boxes based on paperboard (Korsnas Design), which is used in
the transport/display units for the overseas export of Absolut Vodka. The board
material has a top layer of white chemical pulp and a double coating that provide a ne
print surface, as well as the strength and stiffness to protect the bottles products
during distribution. The secondary packaging material is converted in Nybro, which is
an integrated plant including exo printing facilities. But its never just a matter of
printing. No single property is decisive what matters is the sum total of all the
characteristics. We do not sell print, we sell function. Here, the customer has chosen a
packaging material that is tuned to the brand. If you are Absolut Vodka, for instance,
you never want to be number two. You set out to be number one at all times. So you
choose a packaging material thats in harmony with your number one position, says
Business Area Manager for Smurt Kappa LithoPac. Strength is an important factor in
the choice of board material but also the capacity to run it smoothly in the converting
machines it is imperative that the liners gluing side has a surface with the right
absorption properties to produce plain at board (ibid). A packaging board based on
recycled material has shorter bres and the surface may break when it is being
processed. A package is not just a package, its a communication channel, an
ergonomic tool, a packed unit, a brand builder, an environmentalist, a piece of
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craftsmanship and thus a fun challenge for co-operation (ibid). This means that, apart
from product specication, other factors such as relationships and human interaction
form part of the process. The suppliers service level and logistics also contribute to the
choice of supplier.
Interpretation: Secondary packaging has also become an important ingredient in the
packaging concept especially if it is used for display purposes in the retail outlet. This
includes branding aspects and the design of the package. A basic pre-condition is that the
exterior appearance maintains the level that is expected of a design-strong brand such as
Absolut Vodka. The 15 basic avours are bottled in up to 12 different sizes that are packed in
boxes and distributed to the 126 different markets (see Table I).
Discussion
Even though the primary function of packaging is protection from damage and
contamination during distribution in the supply chain, other factors have become more
vital. From a consumer perspective packaging plays a major role when products are
purchased and packaging has become more crucial since this is the rst thing a
consumer sees before making the nal decision to buy a product in a store. This function
has also increased with the increasing level of self-service systems in most retail
branches. In this situation, packaging provides suppliers with the last opportunity to
persuade presumptive buyers before product and brand selection. Recent studies show
that more than 70 per cent of customer decisions to purchase a product are made at the
point of sale (POPAI, 2011; GfK, 2011). Packaging and packaging design has therefore
been recognised as an important ingredient for marketing purposes. All packaging
elements such as selection of packaging material, design in the form of shape and
colours, text, structures and image need to be combined to provide the consumer with
visual sales arguments when buying and using the product. This is in line with what
Ampuero and Vila (2006) found in their research on consumer perceptions of product
packaging. The possibility of designing innovative and consumer-friendly packaging is
obviously only limited by the creativity and imagination of the design team, although
material properties and costing can place limitations on the packaging solution. One of
the major contributions of a successful packaging concept lies in the role that packaging
Case
Type of product
packaged Packaging material Stage Inuence on marketing
A Liquid Packaging board with
plastic coating and plastic
cup
Product
development
Distribution/logistics
B Liquid Packaging board with
embossing and printing
New material Distribution and storage.
Positioning and branding.
Pricing
C Consumer goods Packaging board with 20 per
cent ability to stretch the
material
Innovation Innovative gives
opportunity to new market
areas
D Liquid Packaging board for
secondary packaging
Product
improvement
Distribution/storage/
displaying. Branding
Table I.
Type of packaging in the
case studies
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plays, for instance, in a supply chain for the distribution of food products. The
distribution of liquid products has been considerably improved by innovations in the
product package and its role in increasing cost effectiveness. Another contribution has
been the reduced risk of contamination and damage to the liquid product (compare Case
A). This supports P1 that packaging enhances market performance for actors in a
supply chain. Another important benet of packaging is its function as a marketing tool.
In the competition between similar products on a shelf, a package can be effective in
attracting and retaining the attention of the customer through its format in terms of
colour, size or shape. Previous research has shown that a moderate alteration in the
package design may be the best solution for attracting attention and generating a
favourable judgement of a package (Schoormans and Robben, 1997). This has been
proven in cases B and C, which also support P2 and P3. Acommunicative capacity in the
packaging concept is a necessity for marketing in a competitive environment. Further,
close co-operation between material suppliers (packaging board material), llers and
converters also supports P4 in this study. However, the study also reveals diverse factors
that will contribute to, or limit, a packaging solution in relation to marketing strategy
(see Figure 2).
Product requirements
Among the factors that are crucial to the packaging solution are the requirements that
depend on the product characteristics as such (solid/liquid/gel/cream/tablet). The risk
of a reaction in some packaging materials must also be tested. Another critical factor is
Figure 2.
Inuencing factors on the
packaging concept
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how fragile the product is and how this risk of physical damage will affect packaging
requirements during distribution in the supply chain. For food products the
requirements are even dependent on product degradation, where moisture,
temperature and light are critical. Further, the risk of contamination, affecting smell
and taste among other things, needs to be considered in relation to the product concept.
The requirements that the necessary product shelf-life time entails must also be
fullled. Finally, from a marketing point-of-view, the anticipated pack size
(weight/volume) in relation to consumer preferences has to be taken into account.
Production limitations
The choice of suitable packaging material and design depends on the ability to actually
produce it in a cost-efcient manner. Any new innovative pack needs to t the existing
production facilities without investing in newequipment. The projected product sales may
either contribute to or limit such investments. Filling and weighing the product in a new
innovative package together with closing and sealing are other vital production factors
inuencing the production process. On-line printing and labelling and the number of
primary packs in relation to secondary packs are further requirements on the packaging
solution that could limit the possibility of producing the package in an efcient manner. In
some areas, furthermore, the packaging needs to withstand a sterilisation process.
Cost limitations
The design of innovative packaging solutions requires more than creative ideas in order
to meet production and cost factors. There is a limited value in developing innovations
that cannot be realized due to cost factors. Such cost factors can be hidden in the
complexity of producing, lling or sealing the package. The combination of materials can
also make the packaging material too expensive in relation to the value of the product.
Customer requirements
The many changes in society and the emergence of new technologies affect how
products are sold. One of the most important drivers is the development of self-service
systems, which have had an important inuence on customer requirements and
packaging design. Customer requirements can take many forms and it is essential for
retailers and their suppliers to be aware of what is essential for the end consumer when
selecting and buying a particular product at the retail outlet. One important factor is
product visibility prior to the purchase of a ready food product, which Findus (2011)
have found in their market research among their customers. Change in household size
is another factor affecting the specic package size (weight/volume). Storage capacity
in the home as well as a suitable size for ease of carrying to the home are other
signicant factors. Safety aspects together with the disposal of the product can
inuence the choice of a particular brand.
Environment and ethical requirements
Environmental requirements from organisations and individual consumers have become
crucial in marketing any product these days. This is particularly important in relation to
packaging since many consumer products are considered over-packed. Even though
paper-based packaging materials have an advantage over many other materials since
they are produced from sustainable and renewable resources suitable for re-cycling.
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Product dispensing and consumer disposal (reusable/recyclable/compostable) of the
product are important issues in the debate. There is also the requirement that food
products be produced locally in order to reduce the effects of distribution and storage.
Competitive factors
Most products face aggressive competition, which requires consumers to select a
certain item among other products in the store. Competitive packaging solutions can
have different forms which enable the consumer to either see or estimate the value of
what they can get for their money. An established practise in a market segment can
reveal the specic congurations (pack size/weight/volume) that need to be followed.
However, an innovative packaging can change the rules.
The ndings in the case studies emphasise the importance of market research in
relation to developing new packaging solutions. Many packaging design projects have
a short lead time, but new requirements compel management to ensure they are
well-informed about the market segment by listening to consumers and analysing the
results from other actors in the supply chain. The intensive competition on the retail
side requires innovative design to create customer awareness, as Ampuero and Vila
(2006) point out. It also requires that a customer can identify a certain brand, as other
researchers (Selame and Koukos, 2002; Underwood and Klein, 2002; Underwood, 2003;
Clement, 2007) have argued. This identication should be possible in a situation where
the product is competing with several other brands. A supermarket may store more
than 40,000 items. Another requirement from customers and authorities is that the
information is clear and readable. The packaging should convey descriptive
information, as Selame and Koukos (2002) have shown. Criticism from
environmental organisations and governments about over packaging products has
also focused interest on environmental and ethical issues. This has become an
important factor in the marketing of many products.
Conclusions and managerial implications
This study has highlighted some factors that managers need to consider when
developing new packaging solutions. The case studies show the importance of
innovative packaging solutions in order to stay competitive. This is underscored by
changing consumer behaviour and a number of other factors which have a direct or
indirect effect on packaging demand irrespective of the size and growth of the market
(World Packaging Organisation, 2009). Packaging has become more than a logistic
function to protect and preserve the product during its distribution in the supply chain
and, to be successful, it must full several marketing functions before reaching its
ultimate customer. A functional packaging must also contain the product, maintaining
the quality of the product without any spillage. Another major function is
communication in relation to the customer. A package must communicate the content
of the product and how it can be used, together with other necessary information. In
international trade the use of unambiguous text and symbols is essential. Proper
labelling includes information about the content and other premium data. The
signicance of packaging in relation to branding and other marketing variables has
become increasingly recognised among managers, especially within the wide range of
consumer products, but also for industrial products. Almost every product on the market
requires some sort of packaging and it is often the rst thing a customer will see when
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they consider purchasing a product. Selecting the right packaging for a product requires
time and effort on the part of marketing management. The consumer must feel that they
will receive some benet from using the product in relation to competitive offerings and
this needs to be presented on the packaging. An effective and convincing packaging is
the best way to present the product to the consumer.
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About the author
Bo Rundh PhD is a Professor at the Department of Business Administration at Karlstad
University. His current research areas of interest are international marketing and marketing
strategy. Dr Rundh has previously held different positions in the exporting industry. He has also
published in diverse international journals and at marketing conferences. Dr Bo Rundh can be
contacted at: [email protected]
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