'Packaging as an Effective Communication Tool in Marketing\r'

'This has led to an enormous increase in the re newfoundal of exactaging equipment, materials and design techniques. Prior to this, in gold coast, spate had thought of corks and bottles only as box components. Ghanian had seen case only as a defensive bastard rather than a communication tool and It had centered on boxes, containers, bottles, etc. With the growth of selling and self-service however, manufacturers and for that matter Ghanaian swallow stick with to realize the value of packaging as an impressive communication tool in marting than unless a container or wrap because of intense design on the market.Packaging is to be considered as an aspect of the tangible overlap when seen in the light of the three study components of a product; the core, augmented and extended product. These inbred features, benefits, grapheme level, styling, brand name, logo plus a host of related offerings are what the buyer expects to must(prenominal)er up and all these are care fully embodied in packaging and labeling. It should be realized that people straightway acquire products not necessarily because of its functional aspects exclusively because of packaging, Drank, logo, colors etc.Evidence of good packaging is demonstrated by most of the foreign goods we see on our markets †a display of very bright and attractive labels and pack designs that catch the eyes of buyers easily and presently. In 1996, consumer reproval led to the passage of the federal fair packaging and labeling Act which requires that consumer goods be clearly labeled in easy †to †understand terms to join consumers more(prenominal) information. Due to this most companies today, now place spectacular emphasis on the registration and protection of their brands and labels and typical features.Some f them even have centralized departments that go for the use of brand names so as prevent imitation especially by clientele mark. Another significant point to consider h as to do with the consumer and how he or she recognizes brands to which he has become loyal. In the market these days, consumers do not have quantify to consider every aspect of the product. As a result, they normally pick the brand they are long-familiar with. In this respect, manufacturers in Ghana should strife to exonerate software products that are attractive and different from others which will give maximum and handy information to customers to make obtain sessions.The size, shape, design and closure of the pack should also go a long way to get up the number of the product and give a visual appeal. The coffee Processing companionship Limited has been chosen as an area for the study because this company is seen as a model to others. The main concerns are the Golden manoeuvre Chocolate Products. Packaging is becoming an increasingly in-chief(postnominal) aspect of marketing strategy. Companies are seeking packaging as a way to attract customers to new and existing pro ducts or brands.For existing brands there is development tendency to repackage, that s to redesign the existing package, wrapper or container. In 1989, the Cocoa Processing Company developed or repackaged its Golden Tree Chocolates to enhance the image of the products. Redesigns cost as little as CHIC,OHO to CHOUGH and are seen as potentially cost utile way to boost sales. There are ii different trends in packaging; one involves decrease the packaging size and the other is increasing the size. A significant packaging issue facing marketers is the environmental impact of packages.Concern is growing about the effect of charge card packaging on animals and human beings. Sea animals and birds misunderstanding discarded plastic packaging and bags for food which results in the destruction 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 intact for up to quartette centuries, and for thi s reason packaging producers are putting millions of bills into research to find biodegradable plastic packaging.Packaging is designed to protect a product from spoilage and reserve its functional form. It is to offer convenience for consumers to ensure portability and helps in identifying the product with the company. Most importantly, packaging and labeling go a long 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 attention instantly and create intent to buy.A package must carve up the consumer all he or she wants to know about a product to enable her make purchase decision, so that a package and its labeling should act as a silent salesman. Packaging in Ghana had not really developed as with the outside(a) markets and this had hampered the effective marketing of goods made 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.\r\n'