The Role of Packaging in Strategic Marketing
You may ask yourself the question what is packaging? Its something that you may not even notice it just holds your product together. If that is what you answered you are very mistaken. Ok yes packaging holds your product together but that is not the only function. Lets take a deeper look into the world of packaging and discover what packaging is all about. The first packages used the natural materials available at the time: Baskets of reeds, wineskins, wooden, pottery vases, ceramic amphorae, wooden barrels, woven bags, etc.
Processed materials were used to form packages as they were developed: for example, early glass and bronze vessels. The study of old packages is an important aspect of archaeology. Iron and tin plated steel were used to make cans in the early 19th century. Paperboard cartons and corrugated fiberboard boxes were first introduced in the late 19th century. Packaging advancements in the early 20th century included Bakelite closures on bottles, transparent cellophane over wraps and panels on cartons, increased processing efficiency and improved food safety.
As additional materials such as aluminum and several types of plastic were developed, they were incorporated into packages to improve performance and functionality. What is Packaging? If you look up packaging in the dictionary you might come across these definitions: 1. The wrapping or container in which an item is presented for sale, or the materials used to make it 2. The design or style of the wrapping or container in which something is offered for sale, especially from the point of view of its appeal to buyers 3.
The manner in which something or somebody is presented to the public in order to create a favorable image or impression Encarta® World English Dictionary © 1999 Microsoft Corporation. All rights reserved. Developed for Microsoft by Bloomsbury Publishing Plc. Undoubtedly all of those meanings are correct but we are going to dive in even deeper to reveal importance of packaging and its role in marketing. The Purpose of Packaging These are the reasons why we have packaging. • Physical Protection – the product inclosed in the packaging may require protection from various elements like climate change shock and vibrations.