Importance of Packaging and Point of Purchase (POP)

Importance of Packaging and Point of Purchase (POP)If in the book The Little Prince of Antoine de Saint-Exupry The essential is intersectt to the eyes in marketing (and while planning a strategy to catch the consumers attention) this concept unacceptable and it stool even decide the entire time to come of a companys soft touch, turning it into a successful or a painful experience.In short termsWhat the consumer needs must be highlighted by a powerful magical potion which basic ingredients an attractive packaging convention presentation, a c arefully planned display of merchandises and often most important the front cover of the harvest-feast , which must be as appealing as the proceeds itself. So, the essential must be visible to consumers eyes at first sight, liveliness and even touch. Figuring this combination out the success of a harvest-time should happen, but thats non all.So how it is practicable to turn a carrys concept into a sales case-to-follow and what is the role played by packaging and design in the marketing planning and how it can affect consumers choice?Lets find out more nigh itIMPORTANCE OF POPSelf service shopping environmentProliferation of packs on displayMore decisions made in storeShoppers less grease firmLast chance to make a difference subaltern involvement= need for cuesPOP (Point of Purchase) is the place where sales occur (retailers, market, malls, and even realistic commerce) mostly created and prepared by the manufacturer for distribution to wholesalers or retailers who sell the manufacturers merchandise. Nowadays POP play a very important role in marketing strategy because most of many another(prenominal) buying decisions are made in the area surrounding the counter, exactly at the same place where customers profits for their goods, at the so called manoeuver of sale.In these terms self service can be described as a way to reduce staffing be for retailers, suppliers, to improve efficiency in manufacturing an d distribution allowing access to a larger market. For customers for example it is a faster and cheaper way to buy with less personable interaction and in some cases obtaining more satisfying results, with less frustration resulting from human contact, which explains the tendency to self service proliferation in the last years. So preferably of concentrating in reducing costs with staff retailers can focus on other aspects wish well logistics, negotiating with suppliers as well as planning the merchandise available check to the shoppers.But before any step is taken a market research is obligatory to determinate if is there any actual demand for the product that is going to be presented to the public, even if possible several items should be tested and only after available for leveraging. Some strategies can be helpful in testing a products demand in a POPQuantity discounts offering 2 products by the price of i or offering a discount in the purchase of 2 complementary product sComplete a purchase POP advertising can be used to guide customers to purchase accessoriesOffering free samples / promotional items obtained in manufacturersCreating an excitement feeling in customer constantly by mixing the merchandise and fresh approaches.How to insure that a product is wanted by a customer in these last minute purchasing decisions?Unique/ high quality products easily available to the consumer as entering the storeEmotional connection and loyalty to the brand before and also after the POP Bonding with customer, brand Identity has to be easy-to-understand and easy-to-see apply appealing packaging ,shape, size and annotates Using the POP has a effective mean to communicate with the consumer it should reveal what makes the real difference in the brand including its superior value (doesnt mean a lowest price) Retailers metrics and motivations should be considered while developing product programsA good relationship with retailers will witness that the products w ill be more visible inside the shopPOP insureDynamic sellingFast way of recovering investmentLow cost and effective way to present products information to customers (with low cost materials uniform Corrugated board, Cloth, metal, plastic, glassAppealing and quick way to interact with customers for example presenting the product in a separated stand development an outpost display this way customers can easily see and purchase the items.Effective and weighty way to draw customers attention to new or existing products leading to impulsive purchaseEstablishment of popularity regarding a specific product or brand (the customer will associate the point of sale to the place where we can come back to buy it again) wich is good for retailer, wholesaler and product manufacturer esteem PackagingOne of the most important 4 aspects in marketing should include packaging besides thinking of product, place, promotion and price. The same way a book can be sold just by its cover, flashy work and by recurring to well known sources to make comments about its pith any other product can be sold with the right wrapping.The consumer will be mostly attracted by the packet boat but thats not necessary all, it will be just the calling card for whats coming next the product itself, and that should include the concernment for the quality also and not just presentation. Although packaging is one of the most crucial steps in business is mostly neglected, but only if the product is a good one will customers become loyal to that brand, otherwise sales wont be repeated no matter how frequently the budget is applied on marketing and sales promotion and how practically buzz is created around it.An intelligent packaging scheme should make possible for client to interact with the product to the point that the product becomes an object of desire, of evaluation, to be touched, smelled and eventually bought. Necessarily quality packaging should be considered for it might make the difference between buying or simply ignoring a product, thats why for some companies this point is so important that they spend more money on packaging than in the product itself, others consider designing the core aspect, sometimes changing totally the products ensure or making only small changes or special editions. For example Coca-Cola since 1931 launched the famous Santa-Claus to celebrate the 75th anniversary forever changing the image of Santa-Claus and Christmas and catching the publics attention all over the world. It was such an impact caused by these campaigns that a true legion of fans was following all campaigns and even new kinds of packages were created (cartons that cover the bottles completely with a handle at the top allowing consumers to take more bottles with them).Using view model of evaluate packagingView Model definition It s a framework viewpoints defining a coherent group if views which can be used to analgise a system.Components of the view modelVisibility how much attention does it attracts at POPInformation supposed benefits, slogans, and any additional information printed on the package, usage instructionsWorkability package way of functioning instead of how it communicates does it protects the product, is eco-friendly, fits on shelvesEmotional Appeal How able is the package to evoke a desired feeling or mood.Applying the view model components to Bloom ProjectIn terms of visibility it should catch customers attention by its colourful packaging, being easy to handle and to carry anywhere.Information the benefits are clear as betterment of the skins health and appearance, each product has its own label and specific instructions for usage according to age group.Speaking about workability the packaging protects the quality of the product , both tube or glass container option, also the fact that Bloom Project is eco-friendly all the glass used is recycled and refillable.Regarding the emotional appeal the search for unfading beauty and for a healthy look is being enhanced by the fact that the products public target are men instead of women, turning the product into a mean to achieve healthier skin along with an anti-aging formula, all the marketing and promotion will emphasize the skin regeneration by development Bloom Project which will be available in the mainly retailer and pharmacies and uptown departmental stores at an affordable price.Theories and models of design packagingA package has two different componentsThe Structural Componentproduct features and characteristics to guarantee the packages physical and technical requirements i.e. protection, qualities, preservation.The written Componentproduct relevant features and characteristics that attract, inform and be active a purchase decision. Most important part is the decoration ,material and shape, product attention should be given to the product prior to any consideration of the package design. No amount of clever packaging will sell a product that the cons umer does not want.Technical Functions Marketing FunctionsGraphic Design Basicsizing how large or small the object or design i.e. size can be physical.Shape the actual package outline, or body of test. there are two different shapes positive and negative. Length-to-width, boring shape.Colour can attract attention and affects the moods or persona of the package.Tone the lightness or darkness.Icons Graphic design elements or symbols that convey meanings or massageColour Theories and Package Design Colour is a basic human needlike harass and water, a raw material, indispensable to life.Fernand Lger, painter (1881-1955)The healing ability and symbolic importance of colour goes all the way back to the Ancient Egypt and Greece, aslope minerals, stones, crystals and sanctuaries for treatment, along with the 4 elements (air, fire, water and earth) which were associated with qualities such as coolness, heat, wetness and dryness. For example white colour is the use to symbolise mourni ng in some parts of India and china and was also used in the Imperial Rome, is the bridal colour in Europe, red is associated to humanitarianism (Red Cross) and in Islamic Countries (in the form of the Red Crescent) regarding the Geneva Convention. chickenhearteded in China represents the imperial colour and power as well as the earth. Green for example was considered the colour of Venus the goddess of love and fertility. Orange in China and Japan means happiness and love while black colour in Europe is the traditional colour of mourning since eleventh century. further work are not seen in the same way by any individual or group and tastes and opinions about the same exact colour can change depending on the person. On in twelve males is colour blind, women instead have a much lower colour perception need one in two hundred females (its passed from mother to daughter). It can also be caused in post-birth resulting into retina accidents and brain damages. Also UV can damage the retina as well as some medication. Nearly two million people in the UK suffer of this condition.Defective colour vision was first mentioned by the scientist illusion Dalton in his 1794s publication while realizing that both him and his brother had this defectiveness, originating the term Daltonism.So using some of the following colours can make the difference if you are colour blind red/ cat valium (to a colour blind the red will change into brown , orange , dark yellow and green into dark yellow , purple and dark bad , this is called Protanopia). If you have Deuteranopiat green becomes brown, purple turn into plain blue. With Ritanopia bright red becomes magenta, orange becomes pink, green becomes blue and purple/blue changes to light blue/maroon. In Monochromacy (lack of colour vision) all is black and white.A recent battleground from University of British Columbia using the red and blue colours concluded after showing several non-real ads to a students group control the more e ffective were the ones using the red colour, no matter what kind of product. Instead blue colour would remind them of water, ocean, peaceful thoughts and relaxation, not so fitted state of mind for impulsive purchase purposes.The same study found that for eclectic messages blue works well, instead red is better for accomplishing a specific objective. Some other studies show that the yellow and brown colours may suggest hunger evoking burgers and fries, blue on the other way is less probable to cause hunger feeling due to the fact that not many kinds of food are actually blue. The food industry uses the connection between colours, vision and taste in many ways for example money box colorants to improve the looks of food. Colours used in packaging can transmit messages to customer for example pink and red indicates sweetness while green is associated with push-down storage flavour. Purple , gold or black are associated with luxury and quality.So colours do matter in packaging design (especially in areas like market for foods, pharmaceutical and cosmetics) for they can also stimulate and even influence the consumers choice to the point of stimulating impulsive buying(for example most of products use yellow or red to stand out a new product or an improved one.Following the trend of a more sophisticated and busiest vitrine of consumer nowadays the labelling should be printed in a more silk screening using appropriate size and colour to make reading easier (high-quality colour making it possible to use in any media in any type of material) because ingredients do matter to the consumer. So minimizing the type size on the reverse labels may not be such a wise choice.In order to enhance the natural ingredients of a product many times the labelling uses the wrong colours like gray ink on clear labels, not allowing the customer to satisfy the information need that should be available in the label. The product will hurt interest. So even worse if the customer is colou r blind it may become impossible to read the labels at all and the product instead of comely a sale will be returned into the shelf. No wonder that Packaging design is now concerned with more realistic images, visual clarity, bright colours and very clear and recognisable symbols. Also, packages should be odour-free, resistant and compatible with the contents.SummaryIn a to buy or no to buy decision many aspects should be considered in order to a product or brand to succeed, for they play a very important role in the consumers decision. Packaging design and POP materials if wisely combined as marketing strategy can inform the customer about the main characteristics of the product, can remind the customer about a product or brand and even can encourage for the selection of a new product.All together manufacturers, retailers and customers gain with this for the markets are turned on(p) by the constant pursuit to satisfy the customers demand. And as well as the quality and the benefi ts or the price of the product the packaging and the final appearance of the product (colour, shape, taste/smell) also triggers or not the consumers attention turning it in to an impulsive purchase within this demand market the self service is nice a very important way to achieve the goal of sales again with the use of POP materials placed mostly at the entrance of the shops where can be easily seen and hopefully bought.