Do you drink Coke or Amul flavored milk? Does the packaging mode make any difference to you (cans or pet-bottles are easier to carry ) Do you prefer to drink it in a glass bottle, pet-bottle or a can (in Amul’s case a glass-bottle? Rajesh makes a lot of sense when he quotes this in one of his blog-posts – ‘Though packaging is at times considered as the 5th P of marketing mix it has not received the attention it ideally should have.’
I recently bought an iPod shuffle (in the pic) for my Pune based friend. Apart from the quality of music and the usual set of features I am quite impressed with the manner of packaging. The transparent-rectangular box is quite compact and it allows you to see and actually feel the iPod from your eyes. I showed it to a couple of my close-mates who happen to be proud owners of different models of iPods. Now, amazingly their first comment about the box-wrapped gizmo was the change in its ‘packaging’. Both of them expressed their unhappiness with the packaging of their iPods. Understandably they had bought it several months back, but then again it throws a couple of questions in your mind. Is Apple also emphasizing on the packaging quality during the product life-cycle? Perhaps, because of this packaging you aren’t allowed to open it and try some music on the iPod.
Put your thinking caps on as a customer and try to answer the following questions:
I welcome you to join the conversation
Don’t miss-out Rajesh’s two cents here and here. He has quite beautifully highlighted the philosophy and the approach of product packaging in the context of Indian consumer durables. He has also quoted Parachute’s example which is perhaps the best demo. of what packaging innovation can do for a product.