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Essay / Research Paper Abstract
This 3 page paper looks at the way in which packaging of products developed into a marketing tool, examining this from an historical context and assessing the way it has and is still changing in the 21st century. Examples are used to illustrate the points raised. The bibliography cites 3 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEpacktool.rtf
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Unformatted sample text from the term paper:
hay bales to bottles for wine packaging has as much a history as the product themselves. However, it may be argued in recent times that packaging has taken on a
new role complimenting as well as providing a role in marketing of the product while still remaining functional facilitating distribution and sales. The
role of packaging as marketing has evolved parallel to the retail trade becoming more sophisticated themselves as markets themselves have become more competitive. Early examples of marketing support provided by
packaging include the well known OXO stock cubes box from the 19th century, with the box and the advertising, painted on walls created an early, but effective form of branding
(Kotler and Keller, 2008). Marketing is supported by the creation of brand images and the association of a product with that brand or image. This is a basic
concept of marketing, with many modern firms spending millions of dollars on creating brand awareness; the idea is that a customer is more likely to make a purchase if they
are aware of the brand and have more perceptions of it (Kotler and Keller 2008). OXO stock cubes is an early example of effective marketing reflected in the packaging,
other examples include Pears soap, Fairy washing powder and Bovril. The utilisation of packaging as more than carrying a message through images,
but becoming more an integral part of a product, differentiating its image can be typified with the development of the iconic Coca Cola bottles with their segmented bulbous bases and
painted logos. The image of Coca Cola became enmeshed with the design of the packaging this strong association and effective branding can be seen today with the revival of
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