Post by sakibkhan47 on Feb 22, 2024 8:14:44 GMT
Packaging is one of the key elements in the production of consumer goods. Despite this, the tendency is to underestimate its strategic role on a functional but above all communicative and marketing level. In this article we analyze the different functions of packaging , the strategic advantages of correct use, the tactics to use to increase intrinsic value and, finally, some best practices ! What is packaging? To understand the importance of packaging, let's first start from the definition of the term. On the one hand, a more functional definition taken directly from Treccani reads: “In commercial language, the complex of methods of packaging, packaging and presentation of the products to be offered to the public, from the point of view of the effects that these operations and procedures can have on the success of the sale of the product”.
Generally, packaging is also divided into three different types: Primary : packaging directly in Croatia WhatsApp Number contact with the consumer Secondary : the set of primary packaging Tertiary : packaging used for transportation and logistics packaging division Source: Packaging and Logistics Interactions in Retail Supply Chains by Hellström and Saghir On the other hand, however, if we wanted to describe packaging from a less functional but more strategic point of view, we could define it as a communication process and means that connects producers and consumers in one of the most critical moments of the customer journey , that of the purchase.
Therefore, it is clear that there are some common elements in the two possible perspectives: The procedural nature The functionality The needs of producers Consumer expectations The meaning The comunication The sale Packaging is therefore not simple packaging , but a complex system of strategic choices that must guarantee benefits, which are multiple and are called roles/functions in scientific literature . The functions of packaging Simms and Trott (2014) classified the different functions of a packaging. Below we will list the main roles which serve to provide a general idea of the importance that the pack has. The main functions are: Protection : the first role in the creation of new packaging of a strictly functional nature. Correct packaging protects the product from external phenomena and preserves it internally without altering its nature;
Generally, packaging is also divided into three different types: Primary : packaging directly in Croatia WhatsApp Number contact with the consumer Secondary : the set of primary packaging Tertiary : packaging used for transportation and logistics packaging division Source: Packaging and Logistics Interactions in Retail Supply Chains by Hellström and Saghir On the other hand, however, if we wanted to describe packaging from a less functional but more strategic point of view, we could define it as a communication process and means that connects producers and consumers in one of the most critical moments of the customer journey , that of the purchase.
Therefore, it is clear that there are some common elements in the two possible perspectives: The procedural nature The functionality The needs of producers Consumer expectations The meaning The comunication The sale Packaging is therefore not simple packaging , but a complex system of strategic choices that must guarantee benefits, which are multiple and are called roles/functions in scientific literature . The functions of packaging Simms and Trott (2014) classified the different functions of a packaging. Below we will list the main roles which serve to provide a general idea of the importance that the pack has. The main functions are: Protection : the first role in the creation of new packaging of a strictly functional nature. Correct packaging protects the product from external phenomena and preserves it internally without altering its nature;