Home Technology Packaging and Marketing: A differentiation strategy.

Packaging and Marketing: A differentiation strategy.


On this article we’re going to speak about a subject, which now we have already handled in earlier posts “El packaging”, However this time we’re going to give it a extra customer-oriented strategy. advertising.

In more and more globalized markets, with merchandise of very related traits and high quality, differentiation is the important thing ingredient that may assist corporations outperform their competitors. As a basic rule, the division of advertising, in collaboration with different areas, is in command of discovering the formulation in order that the patron finally ends up selecting a sure product over one other. Can the packaging assist to get it?

Let’s begin by defining: What’s packaging?

We might outline it because the set of packaging, packing containers or wrapping used to accommodate a sure product, with the purpose of preserving its properties and attracting the consumer’s consideration.

However … What’s the objective of packaging?

As now we have talked about earlier than, the overwhelming majority of corporations compete in more and more globalized markets, the place there are hardly any borders. Which means that these days an organization not solely has to compete with different nationwide corporations, but additionally with corporations from different nations. In such a approach {that a} shopper can fill their procuring cart with “Italian Pasta”, “Spanish olive oil” or “French cheese” with out having to go away their grocery store.

Subsequently many corporations are going to wager on the packaging to distinguish your merchandise from the competitors and seize the eye of shoppers, making certain that your product leads to the procuring cart.

Let’s take an instance:

It’s important to select a wine to take to the household meal subsequent Sunday at your brother-in-law’s home (who’s an unconditional fan of Sport of Thrones), you go to the grocery store to decide on it and also you discover a crowded aisle with an infinity of wines from totally different manufacturers, costs and designations of origin, however all of a sudden you come upon “The Wine of Westeross”. At first look it appears like a bottle of wine just like the others, however if you get nearer you understand that the totally different kingdoms of the favored tv collection seem on every of the labels.


As of that Sunday, you could be one of many “coolest” individuals in your brother-in-law. If you wish to know extra about “The Wine of Westeross” I like to recommend this text by Puromarketing from which now we have taken the picture.

A packaging technique

After this transient introduction and this instance we’re going to delve slightly extra into what we should take note of when finishing up a technique of packaging appropriate:

Level 1: Be clear concerning the values ​​as a model: Earlier than getting all the way down to work with the packaging, the corporate should have its well-defined model id. This contains the emblem, the naming, a potential slogan and the company colours amongst different parts.

Listed below are some examples of brand design made by the LN Creativity and Expertise:


Level 2: Don’t forget that packaging shouldn’t be magic and if the product shouldn’t be good, the patron might purchase it solely as soon as. Subsequently earlier than venturing out with a technique of packaging, the corporate should be sure that the product meets the patron’s wants.

Level 3: Know properly the general public to which the corporate goes to handle: When you promote a high-end product geared toward a shopper with a excessive buying energy, the packaging it have to be commensurate with the excessive worth of the product it accommodates.

Level 4: Don’t deviate from the colours, typology and values ​​of the corporate when making a design. For instance, are you able to think about a Coca Cola packaging the place the purple, white or black colours don’t seem?

Level 5: Facilitate the consumer expertise: Don’t forget that the target of a product is to fulfill a shopper want. You have to create a packaging unique and simple to deal with by customers.

Level 6: Discovering a stability between prices and innovation: The price of growing the packaging it can not exceed the anticipated advantages for such a venture.

Level 7: Enjoying with the exclusivity ingredient: On many events the phrase “Restricted Version” makes shoppers purchase the product just because they’ve one thing that different individuals would not have. Like for instance this restricted version of the American Backyard model:


If you wish to discover out extra about this unique packaging we advocate you check out the article of Graphics of which now we have taken the picture.

A most private packaging

The packaging It isn’t solely reserved for big corporations, there are a lot of entrepreneurs who’ve a enterprise thought or who provide you with an progressive product and wish to make it attain shoppers.

Beneath we present you a venture carried out by our colleague from the graphic design division, Maria Rodriguez:

Are you able to think about {that a} planet is found the place you’ll be able to dwell? How would you present it to individuals? How would you persuade them to inhabit it?

The product: New “imaginary” planet.

El packaging: On this venture, our colleague María was in command of creating the company id of this “new imaginary planet”, which incorporates:

  • Naming: Picker Planet
  • Brand
  • Packaging
  • Explanatory file of the planet


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