The under rated “P”

Anyone attempting to embark on building a Brand is told to take into account the traditional framework which has been tested, proven.

- BY Tusitha Kumarakulasingam

Marketing Mix contains a set of tactics or actions a company should consider when embarking on this journey. The typical mix includes, Product, Price, Place and Promotion at the fundamental level. The concept has evolved over the years to include other Ps such as Positioning, Packaging and People. The use of the concept to gain impact and achieve results, winning in a competitive environment is a choice, progressive organizations make.

Organizations may use the concept as a whole or in a way it suits their thinking to differentiate the business, Brand or Product from the rest and to create higher, positive recall in the minds of the consumer. The consumer decodes the messages created and shared by such manufacturers to build a connection with the product or service.

The author believes that out of all the Ps we consider there is one that has a lot more potential but yet is not recognized or given due credit by most. The article attempts to provide the entrepreneur some home truths that can be used to get the best value and impact from PACKAGING the underrated “P”

Packaging For Brand Building

Packaging is traditionally defined as the format that is used to wrap or protect the product. The definition itself is so skimpy, it does not adequately cover the importance. Good packaging protects the product. it holds and allows transport of the goods easier, and economical. But packaging can be used to do a lot more , which can directly and indirectly help a company in their success.

We will attempt to explore the importance of packaging beyond it’s traditional function.

Packaging can help higher recall:

Mention the Brand names, Heinz, Cocacola, Lion and see what comes into the mind. You will visualize the product in it’s established packaging, before any other element associatedwith the mix is recalled. Your Brand and your pack is interconnected, thus the importance is no secret.