Q.4 What is meant by ‘packaging’ in a product mix?
Ans:
In the product mix, ‘packaging’ refers to the process of designing the product appropriately and securely packing it in a container or wrapper. The purpose is to protect the product from damage, assist in its identification, and facilitate its transfer.
There are three levels of packaging:
- Primary Package: This is the first layer of packaging for the product, such as placing milk directly into a packet.
- Secondary Package: An additional layer of packaging for protecting the primary package, such as placing milk packets in a carton.
- Transportation Package: Packaging done to securely transport the product from one place to another, such as covering goods on a truck to protect them from rain.
Packaging not only keeps the product safe but also increases its sales.
| Source : NIOS : Module 7 : Marketing Mix : 220 |
| Extra Info : COMPONENTS OF PRODUCT MIX In order to optimise the product requirements by the consumers, importance should be given to the following elements or components of product mix : Branding : It is the process of using a name, sign, symbol or design to a product. A brand is an identification of a product. The part of the brand which can be spoken is called the brand name e.g., Detol, Nike etc. The part of brand which cannot be spoken but can be recognised is the brand mark. e.g. arrow sign of Nike, star of Mercedz etc. A brand that is given legal protection against its use by other firms is called trade mark. e.g., is the trade mark of State Bank of India. Customers demand the product by calling its brand name. For e.g. give one Lux, one Coke etc. Thus, it helps in product differentiation. Branding help companies to adopt differential pricing for its product. Customers are ready to accept that price because of its quality. Companies which use their brand name find it easy to market a new product.Packaging : Labeling : Label is a part on the cover of the product which will devote its name, contents, ownership, expiry date, manufacturing date etc. A label helps in identifying the product. It is full of information about the product. It helps in grading the product. It attracts customers because of its colourful packing. |