Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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what is the summary (bullet type) of this topic?
Transcribed Image Text:Definition of the Chosen Topic
Some businesses take packaging very seriously, because they see it as a
major point of customers interacting with their product and recognize the great
marketing opportunities that packaging represents, you need to know in advance how
customers will respond to that package and how they feel about that package.
Packaging is to attract customer attention packaging innovation can sometimes
provide a temporary edge on competition. Packaging serves to identify your product
the package appearance can become an important means of brands recognition it can
aid identification and help the customer to quickly pick out the product, the packaging
designers must keep in mind the shelf impact of a package on how does it stand out
or how noticeable is it when put against many other products in the context like cover
shelf of a supermarket bigger and brighter packages are not always better, but color
is always one of the most important design element in the packaging.
A good package can convey persuasive information, the information conveyed
or inferred from the package can build or reinforce variable brand associations and it
can influence choice some information of course is legally required on the package.
Like we said color is very important in packaging, in marketing colors are
associated with brand personality they say that the product of a certain color takes the
values and the meaning that customer hold above that color and customers tend to
associate that with that product in some cases various products or brand are
associated with the specific color and the personality-like connotations that it brings,
now to discover such insights researchers use qualitative tests they do research to
find out they use some techniques like projective technique to find out the views that
customer hold about colors.
Transcribed Image Text:Let we talk about this package the Cadbury drinking chocolate this package is color
purple the drinking chocolate package used to be brown in the past many years ago.
Cadbury did a lot of research across its market to assess the implication of changing
the color to the purple package, packaging can affect the of food that taste actually is
a perception and that colors do influence taste? Actually, people say drinking
chocolate tastes better in this purple package than the taste when put in some other
colors.
.wys for -
CADBURYS
ORICINAL
DARK
Drinking
Chocolaie
COCOA & SUGAR
HOT
Drinking
CHOCOLATE
50% COCOA
WITH
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