Marketing strategy is a key element for businesses of all types and sizes, including even sole proprietors or retailers. They must apply various strategies to compete in the market, especially when selling similar products. An important strategy is packaging design, which serves as a marketing tool for modern entrepreneurs.
Meaning and Benefits of Packaging
Packaging refers to any material used for wrapping, protecting, transporting, delivering, and presenting products, from raw materials to finished goods, from producers to consumers. The roles and benefits of packaging include protecting the product from damage, serving as a label to provide product information, attracting attention, promoting sales, and increasing sales volume. For food and beverage packaging, it also helps preserve the product’s quality and extend its shelf life.
Packaging as a Marketing Tool for Entrepreneurs
Given the meaning and benefits of packaging, many entrepreneurs see opportunities in using packaging as a tool or strategy for marketing. Key elements in marketing planning include:
1. Defining the scope of operations: Clear allocation of tasks related to the use of marketing strategies, such as planning packaging designs suitable for holidays or special occasions to increase product value, making it an ideal gift for various events or seasons.
2. Marketing strategies should include clear objectives and goals, as well as measurable success criteria. For example, designing packaging with natural, eco-friendly materials to create a positive image for the brand and product.
3. To gain a competitive edge, when packaging is used as a marketing tool, the results must enable the product to compete with similar goods or services. Sometimes, designing packaging suitable for specific products or occasions may increase costs, so the strategy must generate enough benefit or income to justify the higher cost.
4. Using packaging as a medium for product information by adding labels with product details and brand information. This can help increase product recognition or make it easier for customers to access useful product information for the business, such as promoting organic products or eco-friendly products, fostering a positive attitude toward the product.
- Create brand identity: Develop and design eco-friendly packaging that is innovative, unique, and difficult for competitors to easily replicate.
Eco-friendly trends are on the rise. Packaging made from natural materials is a marketing tool for entrepreneurs. Those willing to adjust their mindset to keep up with the changes can succeed in quickly achieving sales goals and sustaining profits in the long term.
