Product additional features - packaging

Consumers everywhere accept not only physical products, but also product features such as packaging, branding, guarantees, and product image. Since a large part of the product image is established by advertising, the product image issue will be further discussed when discussing product promotion later. Other additional features of the product will be discussed here.

package

The important role of packaging is mainly reflected in two aspects: First, the protection of products, the second is the promotion of products, each role has changed due to different conditions in different countries. The type of "protection" that a product requires for packaging depends on various accidents that the product may encounter from the factory to the end consumer. The quality of transportation services is an influencing factor. For example, in some countries in Africa and Latin America, it is not appropriate to use glass bottles for product packaging because the roads there are often bumpy. Climate is another influencing factor and it becomes unsuitable for use in temperate zone packaging to tropical or frigid zones. The length of product distribution is also an influencing factor. In developing countries, the process of packaging consumer goods from production to consumption usually takes more than half a year, and it takes only one or two months in the United States. The longer it lasts, the more protection the product needs.

Packaging also serves as a promotion - encouraging consumers to purchase this product. This promotion has the following aspects: First, the size and size of the packaging. In the United States, the familiar packaging volume is an 8-ounce beer bottle, a large soft drink bottle, and a fine neck wine bottle.

In foreign markets, smaller packing sizes are often used due to different buying habits or lower income levels. In low-income countries, the product packaging size used by a single person is not very common. The second is that countries have different preferences for packaging materials, and accordingly different packaging may be used in different markets, such as paper packaging, plastic packaging, glass packaging, wood packaging or metal packaging.

Another aspect is that consumers in some places prefer reusable or dual-use packaging. This is more common in the United States, such as margarine or instant coffee bottles. In other countries, especially in low-income countries, the packaging of this requirement is also very popular. Although the use of such packaging is generally more expensive, because consumers can continue to use the packaging, consumers are willing to buy it because they have obtained a relatively large "overall value." Ecological issues are also one aspect.

In some countries, environmentalists expressed concern about recyclable bottles and small metal containers that spray aerosols. Other countries have different views. Therefore, international marketing companies must understand which packaging is appropriate in each market. The last aspect of packaging's promotional role is the retailer's requirements. In the United States, the internal facilities of large-scale retail enterprises such as supermarkets, department stores, and discount stores are relatively standardized, and the shelf capacity is large. In many other countries, especially in developing countries, the retailer’s business area, shelf space, and product sales are relatively small and lack self-service facilities. Their requirements for product packaging are very different from those of large US retailers.