Packaging As a Marketing Tool Term Paper

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The use of packaging as a marketing strategy is also prevalent in the cereal isles of grocers, where cross-sell-, up-sell and unique packaging all work in conjunction with another to drive up trial and eventually customer loyalty for a given cereal type. One only needs to observe a child arguing for a cereal they have never tasted before to see the powerful connection of packaging and its integration to commercials and other advertising. The use of packaging from a marketing standpoint is increasingly being used to communicate what the benefits are to a product in entirely new ways, as is the case with Proctor & Gambles' approach of packaging the Swiffer to underscore doing a messy job (mopping floors) without the mess.

Reference:

Brody (2006).

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Packaging Innovation as a Marketing Tool. Food Technology. Aaron Brody. June, 2006. Accessed from the Internet on July 21, 2007 from location:

http://members.ift.org/NR/rdonlyres/2189B5E5-5744-4493-871484009FDEDED2/0/0606pack.pdf.....

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