1. CHAPTER 20 Packaging © 2011, PR Smith
These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011),
published by Kogan Page, London,

2. Learning Objectives
Understand the three functions of packaging and the importance of packaging at the point of sale
Explain how packaging design can create competitive advantage
Appreciate the six design variables
Outline the stages in the packaging design process
© 2011, PR Smith
These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011),
published by Kogan Page, London,

3. Introduction The importance of packaging The packaging opportunity
The three basic functions of packaging 
The communication functions of the pack 
The silent salesperson 
Overprotective packaging 
The long-term commitment 
Brands, packs and corporate identities 
© 2011, PR Smith
These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011),
published by Kogan Page, London,

4. The Importance of Packaging
Silent salesperson – amidst the misery of choice
Can create competitive advantage
Extraordinarily effective advertising medium
Free medium
Under as much environmental scrutiny
Good pack design also saves
manufacturing and distribution costs
© 2011, PR Smith
These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011),
published by Kogan Page, London,

5. The Packaging Opportunity
Some sectors are laden with:
impenetrable packs
inadequate labelling
inadequate packets
Markets with weak pack design = opportunity
Marketers need to get more from their packaging
Creative packaging can create competitive advantage
© 2011, PR Smith
These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011),
published by Kogan Page, London,

6. 3 Basic Functions of Packaging
Protect (and contain)
Offer convenience
Communicate
NB Some products prioritize some functions over others
© 2011, PR Smith
These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011),
published by Kogan Page, London,

7. The Communication Functions of the Pack
Grab the attention
Persuade and convince
Build brand personality and forge links with the buyer
Build loyalty with a pack that:
looks nicer on the table
is easy to find in the garden shed or in the warehouse
is distinctive and easily recognizable
is easier to use than the competition’s
Instruct the user about how to use the product to optimum benefit
Inform the user of mandatory requirements
© 2011, PR Smith
These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011),
published by Kogan Page, London,

8. The Silent Salesperson
Often final opportunity to communicate with a customer
Shout boldly to grab attention
Fade into the background to let the product benefits come forward
Can stop customers dead in their tracks
Invite them to:
have a look
pick up the pack
pause for a few valuable moments
© 2011, PR Smith
These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011),
published by Kogan Page, London,

9. The Silent Salesperson (cont.)
Pack can develop a dialogue by:
attracting
intriguing
arousing unconscious aspirations
informing
reminding
involving
entertaining
persuading
© 2011, PR Smith
These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011),
published by Kogan Page, London,

10. Over-protective Packaging
Balance between:
Protective packaging
Sales
Returns
Overall costs
© 2011, PR Smith
These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011),
published by Kogan Page, London,

11. The long-term Commitment
Pack design needs to:
Develop and change as markets constantly move away from existing products
Reflect changes in the
customers’ aspirations
incorporate demographic shifts
exploit new technologically driven opportunities
Constant review of customers is required
NB Sometimes customers just get tired of a design
© 2011, PR Smith
These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011),
published by Kogan Page, London,

12. Brands, Packs and Corporate Identities
Some brands and their packs:
are inextricably linked with the corporation
have a lower profile with a more subtle form of corporate endorsement
have a freestanding brand or pack identity very separate from the corporation
© 2011, PR Smith
These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011),
published by Kogan Page, London,

13. The Designer’s Tools Shape Size Colour Graphics Materials Smell
© 2011, PR Smith
These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011),
published by Kogan Page, London,

14. The Packaging Design Process: Why Redesign?
‘If it ain’t broke, don’t fix it’
But some pack designs can become
tired
dated
the market simply moves away
NB valuable brand equities or properties (names and logos )
Are assets worth maintaining?
May need ‘tweaking’ from time to time
© 2011, PR Smith
These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011),
published by Kogan Page, London,

15. The Packaging Design Process: Packaging Design Brief
SOS + 3Ms
Situation
Objectives
Strategy +
Men/Women
Money
Minutes
© 2011, PR Smith
These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011),
published by Kogan Page, London,

16. Figure 20.5: The packaging design process
© 2011, PR Smith
These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011),
published by Kogan Page, London,

17. Figure 20.5a: The packaging design process
© 2011, PR Smith
These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011),
published by Kogan Page, London,

18. Figure 20.5b: The packaging design process
© 2011, PR Smith
These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011),
published by Kogan Page, London,

19. Advantages Packaging is the silent salesperson:
Catching customers’ eyes
Drawing them in
Selling the finer detail
Often the last chance to communicate before customer decides
Message is controlled
Carries the brand into the customers’ homes or workplaces
Adds perceived value to a product
Can create competitive advantage
© 2011, PR Smith
These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011),
published by Kogan Page, London,

20. Disadvantages Requires long lead times Expensive to change
Wasteful packaging is un-environmental
© 2011, PR Smith
These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011),
published by Kogan Page, London,

21. Key Points from Chapter 20
Packaging has three functions: to protect, offer convenience and communicate
Packaging design presents an opportunity to create competitive advantage
The designer’s six tools are shape, size, colour, graphics, materials and smell
All marketing is a series of processes, and packaging development is no different:
sequential method for managing the design
process
© 2011, PR Smith
These resources accompany the publication of Marketing Communications, 5th edn, PR Smith and Ze Zook (2011),
published by Kogan Page, London,