Answer to Question 1
Effective packaging involves more than simply putting products in containers and covering them with wrappers. First, packaging materials serve the basic purpose of protecting the product and maintaining its functional form. Fluids such as milk and orange juice need packages that preserve and protect them. The packaging should prevent damage that could affect the product's usefulness and thus lead to higher costs. Because product tampering has become a problem, several packaging techniques have been developed to counter this danger. Some packages are also designed to deter shoplifting.
Another function of packaging is to offer convenience to consumers. For example, small, aseptic packages-individual size boxes or plastic bags that contain liquids and do not require refrigeration-strongly appeal to children and young adults with active lifestyles. The size or shape of a package may relate to the product's storage, convenience of use, or replacement rate. Small, single-serve products may prevent waste, make storage easier, and promote greater consumption. A third function of packaging is to promote a product by communicating its features, uses, benefits, and image. Sometimes a reusable package is developed to make the product more desirable. For example, the Cool Whip package can be reused as a food-storage container.
As they develop packages, marketers must take many factors into account. Obviously, one major consideration is cost. Although a number of different packaging materials, processes, and designs are available, costs vary greatly. In recent years, buyers have shown a willingness to pay more for improved packaging, but there are limits.
Marketers should consider how much consistency is desirable among an organization's package designs. No consistency may be the best policy, especially if a firm's products are unrelated or aimed at vastly different target markets. To promote an overall company image, a firm may decide that all packages should be similar or include one major element of the design. This approach is called family packaging. Sometimes it is used only for lines of products, as with Campbell's soups, Weight Watchers foods, and Planters Nuts.
Answer to Question 2
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