2011-07-29

The Packaging

Probably many of the products out there are as worthy as of being valued as hybrid cars - because of their quality, quantity per price or just durability. However, many companies fail to understand that the consumer’s mind is guided not by what is inside the box but what the box looks like. This is because presumably a good packaging means good products. But this is not always the case. Several examples - there is a tonic water sold in non-labeled bottles in France that is twice distilled, better flavored and absolutely free of any unwelcome ingredients. However, Coca Cola’s Tonic is the best sold tonic water because its packaging is not only labelled by Cola, but because it has different interesting writings on it, it has those smiley recipes written somehow casually under the name of the drink and because the bottle is well shaped and attracts the attention.

So what is the conclusion - you would need good packaging for your product even if the quality is not better than the other products of that kind out there. This is the first step towards successful marketing strategy. The consumers would be attracted to the appearance of the product, they will be interested in having it because it looks nice and it represents quality.

Further steps are already less important once you have generated interest from the mass consumers. Then you can allow yourself different marketing techniques such as online advertising, email marketing, advertising over the broadcasting agencies and so on. But to start such a successful chain, you must ensure you have captured the interest and that your product is the attraction among its equals.



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