Summary
Intro
Packaging and marketing mix
Packaging and market research
Case study: Amaro Limoncé
Eco-sustainability
Webinar summary
On Friday, December 2, we held a webinar with a very special guest, Cinzia Trimboli, an expert in qualitative market research.
During the webinar we explored in detail the role of packaging within a corporate marketing strategy and why it plays a crucial role.
Throughout history, the pack industry has evolved considerably, but the need to transport products and preserve them is a need that the ancients already expressed.
However, it was only during the era of industrialization that the first canning boxes were born, and packaging then followed consumer buying habits.
Packaging and marketing mix
Marketing mix refers to the set of all those variables that companies use within their strategy. Until the 1960s, the marketing mix consisted mainly of the famous “4Ps”:
Product
Price
Place
Promotion
Only later did other P's take their place, including:
Packaging
Placement
People
Nowadays, Pack therefore assumes a 'considerable importance within a business strategy as it aims to design and create packaging that makes the product unique and easily distinguishable from others in the market.
Packaging and market research
During market research, verifying that the packaging is consistent with the product concept is essential. The reason is the possibility of verifying whether what the customer perceives actually corresponds to what we want to communicate with our brand.
This can be confirmed precisely through the pack. How? By going to analyze some factors such as:
the impact of the packaging,
the values it conveys
the uniqueness of the label itself compared to those of competitors.
Case study: Amaro Limoncé
During the webinar, we delved into the case study of Amaro Limoncé's pack in detail to evaluate the current pack in relation to new proposals.
Through interviews and focus groups with target users, the company was able to find out the values and perceptions of end users for each type of label and thus derive useful information for its marketing strategy.
Eco-sustainability
At the end of the webinar I wanted to focus on sustainability, given the topicality and importance of the issue itself. At Alkam, the use of eco-sustainable materials to make labels is a responsibility but also an added value for the environment and for all our customers.
If you are looking for FSC® certified eco-sustainable labels please contact us and click the image below to request free samples.
Do you also think that the choice of packaging is important within the marketing strategy? Comment below and tell us your opinion.
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