Every BMMite is well versed with the 4P's of marketing. PRODUCT. PLACE. PRICE. PROMOTION.
In some countries words like giant pack or jumbo pack are prohibited.
These 4P's play a major part for the marketing of a particular product in the market. But another important aspect or rather the important P of marketing is PACKAGING.
Packaging and labeling, two important aspects which every manufacturer/service provider should consider while his product is going to hit the market.
Take a walk across the super market. Every super market holds about 45,000 products. And the ultimate goal of every manufacturer is that my product has to land in my potential consumers shopping basket.
To achieve this goal, what is required is a cutting edge packaging, with brilliant use of colors. Colors which will appeal to the potential customer and will turn him into the products consumer.
Since this is the era of globalization, the protocols of packaging are also to be followed at the global level. In this case what the marketer has to undertake is "glocalisation", which means going global keeping the local essence intact. There are several differences in the marketing environment across the countries.
Modification may be required in all the 3 levels of the packaging. The 3 levels of packaging are as follows:
Primary Pack: For example, a labeled tooth paste tube
Secondary Pack: For example, the labeled carton which is going to hold the tooth paste tube
Tertiary Pack: The box which contains a specific number of cartons
Labeling:
Labeling not only specifies the contents of a particular product, but is is also legally essential to mention the same in all the countries. The labeling protocols change from one country to another. The labels are to be modified into the local languages or it has to be multilingual if a particular product is a world brand.
Product names have to be specific. You cannot call a ketch up "Hot chilli" in Saudi Arabia. It needs to be named as Spiced Hot Chilli. Diet Coke a product of Coca Cola did not work in Brazil because the work Diet refers that the product has some medicinal qualities. Coke had to get special approvals and they had to alter the name to Coca Cola Light in countries like Germany, France due to legal restrictions.
In some countries words like giant pack or jumbo pack are prohibited.
Package Size and Price:
Package size and price have a great importance where the income level is meager. In poor countries make the products in smaller size in small packages.
For example, Sunsilk launched in the concept of satches in India to reach the potential target group with lower income group.
Trade Mark:
I read this somewhere, a country had red circle as their trade mark which was not used in Asia because it drew references with the Japanese flag. A company had yellow flowers as their trade mark which was not used in Mexico where yellow flowers symbolize death. Hence care should be taken while choosing trademarks where in the trade marks don't have any other meaning across the globe.
Color:
Color is one more important factor which has to be considered while packaging a particular product. While in some country white symbolizes purity while in some it is associated with mourning.
Also one more factor has to be taken into consideration while packaging a particular product.The product has to be well protected in the packaging in all sorts of climatic conditions. Quality of the packaging also has to be considered. Japanese attitude about quality includes the packaging of the product. A poor packaged product conveys an impression of poor quality.
Container material preferences also alters across the globe, like the Americans consumer beer in cans where as Europeans prefer in glass bottles.
Hence it can be said that the success or the failure of a particular product depends on the understanding the cultural differences in terms of the factors which are essential for the packaging of the product.
For example, Sunsilk launched in the concept of satches in India to reach the potential target group with lower income group.
Trade Mark:
I read this somewhere, a country had red circle as their trade mark which was not used in Asia because it drew references with the Japanese flag. A company had yellow flowers as their trade mark which was not used in Mexico where yellow flowers symbolize death. Hence care should be taken while choosing trademarks where in the trade marks don't have any other meaning across the globe.
Color:
Color is one more important factor which has to be considered while packaging a particular product. While in some country white symbolizes purity while in some it is associated with mourning.
Also one more factor has to be taken into consideration while packaging a particular product.The product has to be well protected in the packaging in all sorts of climatic conditions. Quality of the packaging also has to be considered. Japanese attitude about quality includes the packaging of the product. A poor packaged product conveys an impression of poor quality.
Container material preferences also alters across the globe, like the Americans consumer beer in cans where as Europeans prefer in glass bottles.
Hence it can be said that the success or the failure of a particular product depends on the understanding the cultural differences in terms of the factors which are essential for the packaging of the product.
