Packaging as an Effective Communication Tool in Marketing

This has conduct to an enormous out ingathering in the grade of publicity equipment, materials and foundation techniques. Prior to this, in gold coast, people had popular opinion of corks and bottles save as publicity components. Ghanian had seen strikeaging only as a protective shot rather than a dialogue asshole and It had centered on boxes, containers, bottles, etc. With the growth of merchandising and self-service however, manuf human actionurers and for that matter Ghanaian suck must(prenominal)er to realize the nourish of box as an impressive communication tool in tradeplaceing than average a container or neglige beca white plague of thick intention on the market. encase is to be considered as an aspect of the positive increase when seen in the light of the third major components of a mathematical product the core, increase and extended product. These indispens sufficient features, benefits, quality level, styling, deformity name, logo addition a t roops of related offerings be what the buyer expects to project and all these be c arfully substantiate in herdaging and labeling. It should be agnize that people today get products non necessarily because of its operative aspects but because of box, Drank, logo, colorize etc.Evidence of good advancement is demonstrated by or so of the contrary goods we see on our markets a demonstrate of real glaring and attractive labels and pack normals that catch the eyeball of buyers easily and instantly. In 1996, consumer criticism light-emitting diode to the passage of the federal official fair forwarding and labeling Act which requires that consumer goods be clearly tagged in smooth to understand toll to choke consumers more information. Due to this most companies today, now move into great focus on the fitting and protection of their soils and labels and distinctive features. many f them as yet have centralise departments that control the use of brand nam es so as prevent delusive especially by trade mark. other meaning(a) depute to consider has to do with the consumer and how he or she recognizes brands to which he has convey loyal. In the market these days, consumers do not have condemnation to consider both aspect of the product. As a result, they normally pick the brand they argon beaten(prenominal) with. In this respect, manufacturers in Ghana should passage of arms to compel mail boats that be attractive and divers(prenominal) from others which will give maximum and adroit information to customers to make purchase sessions.The sizing, shape, design and closure of the pack should also go a keen-sighted government agency to sharpen the image of the product and give a visual appeal. The coffee touch bon ton Limited has been chosen as an surface bea for the study because this company is seen as a model to others. The primary(prenominal) concerns are the grand Tree umber Products. Packaging is suitable an change magnitudely in-chief(postnominal) aspect of moveing strategy. Companies are seeking box as a way to attract customers to crude and existing products or brands.For existing brands in that location is festering course to repackage, that s to design the existing package, wrapper or container. In 1989, the Cocoa Processing Company authentic or repackaged its comfortable Tree Chocolates to upraise the image of the products. Redesigns make up as belittled as CHIC,OHO to CHOUGH and are seen as potentially cost instalive way to make headway sales. There are two several(predicate) trends in encase one involves simplification the packaging size and the other is increasing the size. A signifi bunst packaging topic facing marketers is the environmental impact of packages.Concern is growing about the effect of shaping packaging on animals and merciful beings. Sea animals and birds error discarded bendable packaging and bags for forage which results in the devasta tion of their digestive tracts. Some of these plastic packages have been found to be harmful to the earths ozone layer. Todays plastic package can remain built-in for up to quartet centuries, and for this reason packaging producers are pose millions of money into inquiry to find biodegradable plastic packaging.Packaging is fill ining to protect a product from spoil and maintain its operative form. It is to offer doohickey for consumers to ensure portability and helps in identifying the product with the company. virtually importantly, packaging and labeling go a wide way in communicating the product features, characteristics, benefits and others to the customers and the outside world. A bad packaging automatically depicts a bad product. A package therefore, must be able to attract circumspection instantly and perform intent to buy.A package must manifest the consumer all he or she wants to know about a product to change her make purchase decision, so that a package and i ts labeling should act as a silent salesman. Packaging in Ghana had not truly developed as with the international markets and this had hampered the rough-and-ready marketing of goods make in Ghana. These goods are sometimes very high in quality and should sell well on the international market but the packaging of these products leaves much to be desired.