Communications (IMC)

Integrated Marketing

Chapter 2
Corporate Image and
Brand Management
 Primary Purposes of
Packaging
Protect the product inside
Provide for ease of shipping, moving,
and handling.
Provide for easy placement on store
shelves.
Prevent or reduce the possibility of
theft.
Prevent tampering (drugs and foods).
Packaging
-The product’s package is the
last opportunity to make an
impression on a consumer.
-Marketing surveys have revealed
that only 31 percent of
purchases are planned prior to
reaching a store. This means 69
percent of purchase decisions
are made in the store.
-Other research indicates that
when consumers walk within
10 to 15 feet of a product, the
brand has 3 seconds to make
contact with the consumer.
 Packaging
-A package design must stand out. It must tell consumers what
is inside and why the brand should be purchased.
-Most retail purchase decisions are made based on familiarity
with a brand or product at a retail store.
-Consequently, a unique package that is attractive or that
captures the buyer’s attention increases the chances the
product will be purchased, sometimes as an impulse buy.
New Trends in Packaging
•Meets consumer needs for speed, convenience, and portability

• Must be contemporary and striking

• Must be designed for ease of use

 Labels
-Labels on packages serve several functions.

-First, they must meet legal requirements. This includes

identifying the product contained in the package and any other
specific information about content, such as nutritional
information on foods.

-Many times the only distinguishing feature of a product, such

as a 12-ounce bottle of beer or a 1-gallon container of milk, is the
label.

-The company’s logo and the brand name must appear

prominently.
-Labels often contain special offers and Labels (Cont.)
other tie-ins, such as a box of cereal with a toy contained inside.
The consumer is notified of the offer on the label.

-Labels often carry terms designed to build consumer interest

and confidence in making the purchase.

-Word such as “gourmet,” “natural,” “premium,” “adult formula,”

and “industrial strength” make the product seem like a better buy.
Thank You……….