The Importance of Branding and Packaging on Marketing Productivity of Locally Made Products (a Case Study of Kingmos Paint Ltd)
Chapter One
OBJECTIVE OF THE STUDY
The objectives of this study are the following:
- To examine the scope of packaging and branding of product.
- To discover out reasons why firms package and brand their products.
- To find out the effects of packaging and branding on firm’s marketing productivity.
- To identify the factors that has contributed to packaging growing use as a marketing tool.
- To find out the relationship existing between branding of products and the creation of corporation images.
CHAPTER TWO
REVIEW OF RELATED LITERATURE
INTRODUCTION
The objectives of any study can fully be achieved if the study has a sound theoretical framework. Hence, in this chapter, the literature related to the subject matter or packaging and branding of products is reviewed.
The following subheadings will be discussion;
- Concept of packaging
- Function and use of packaging
- Attributes of good packaging
- Factors that led to the use of packaging as a marketing tool.
- Packaging decisions for a new product.
- Meaning and scope of branding
- Types of brands
- Brand name decisions strategies.
- Importance of branding products
- When a brand name becomes generic
- Problems encountered in making packaging and branding decision.
- Labeling as part of packaging and branding.
CONCEPT OF PACKAGING
According to Anyanwu (1993), packaging can be thought as a system of building blocks. The smallest size units are the retail or consumer packages of cartons one seen on the shelves of stores. The building block hierarchy is important to remember because each of the different building block is inside another and their total effect must be to protect the product. He further states that packaging is the container or wrapping for a product item.
In the view of Kotler (2000), packaging includes the activities of designing and producing the container for a product. The container is called the package and it might include up to the three levels of materials. For instance, the aftershave lotion is a bottle (primary package) that is in the cardboard box (secondary package) that is in a corrugated box shipping package) containing many dozens of the product.
Packaging has come to stay as a potent marketing tool. Well- designed packages can crate convenience and promotional values. Many markers have called packaging a fifth P, along with price, product, place and promotion. However, most marketers treat packaging as an element of the production mix strategy.
FUNCTIONS AND USE OF PACKAGING
packaging can be considered as having many functions or uses. However, barker (1984) and Anyanwu (1993) classified the functions of packaging into three viz;
- Protective functions
- Utility factor functions and
- Promotional functions
PROTECTIVE FUNCTIONS OF PACKAGING:
Protective packaging must perform the following functions:
- To protect the materials themselves and to protect them from other items.
- To restrain them from undesired movements with in the containers when in transit.
- To separate the contents or prevent undesired contact, such as through the use of corrugated fiberboard partition used in the shipment of glassware.
- To cushion the content form outside vibration and shocks
- To support the weight of identical containers which will be stacked above fore fairly uniform weight distribution within the package for easy handling.
- To provide for fairly uniform weight distribution within the package easy handling.
UTILITY FACTOR FUNCTIONS OF PACKAGING:
The utility factor include the offer of:
- Convenience in handling, storage and opening of package at all stages of distribution.
- Reduced transportation costs.
- Opportunities for package re-use in the storage of the item once the original product is consumed, e.g. plastic and aluminum containers.
CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
INTRODUCTION
According to Okeafor (1996), thee concept of research is formalized way of supplying relevant information for a study, while methodology is the system used in carrying out a research. Thus, the research methodology employed in this study refers to the methods used in carrying out the study so as to achieve its major objective of finding out the effects of packaging and branding on marketing productivity of locally products with out focal point of study being kingmos paint Ltd, Uyo. The cheaper consists of the following subheading:
- Research design
- population of the study
- Sample and sampling technique.
- Instrumentation- primary and secondary sauces of data
- methods of data collation
- methods of data analysis,
- Analysis and interpretation of data,
- Discussions
RESEARCH DESIGN
Research design is the framework and strategy used in carrying out a study Baridam, (1990). This study was designed to use the survey research method in which the option of knowledge staff of kingdoms paints Ltd was sought on he subject of product packaging and branding and their effect on marking productivity. This method of product design was considered most appropriate because of its cross- sectional approach that endures seeking the view of the individual on certain areas of product packaging and branding, which provide generalized statistics when data are abstracted from the number of individual cases
POPULATION OF THE STUDY
The population for this study was made up of the entire staff of kingdoms panties Ltg. Uyo which numbered one hundred and seventy (170) as supplied by the administrative department of the company.
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND INTEPRETATION
INTRODUCTION
The main focus of the section to analyses the data collected for the study suing the simple percentage formula. In this section, the answer to the research questions are given based on the responses on the completed questionnaire forms.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
INTRODUCTION: this chapter deals with summary of findings, conclusion and recommendation.
Summary
This study was designed to find out the effect of packaging and branding on marketing productively of locally made products with kingmos paints Ltd. Taken as the focal point of study. The first chapter of the study gave preliminary information about the topic and statement of problem was made. Objectives of the study and research to questions were stated and asked, respectively to give the research. A descriptive survey was the approach used for the study. A judgmental sampling technique was sued in selecting thirty (30) samples of which twenty- fire (25) samples finally served as respondents. Thee instrument of the study was a questionnaire that win close or structured form. Data collection was through the sue of questionnaires ,while data analysis employed was the descriptive w statistics- frequencies and percentages. Data obtained were computed and analyzed in relation with the research questions findings obtained were discussed supported by citing relevant literature.
FINDINGS OF THE STUDY
The findings revealed that firm embarks on branding of its products so that customers can easily identify its. The finding also showed that the firm packages it product in the present way so as to prevent chemical changes of the product (paint) due to it chemical composition. It has also bee established that packaging and branding have the combined effect of increasing the profitability of firms.
CONCLUSION
Product packaging and branding as revealed by the study has high effect on marketing productivity of companies. Both qualities packaging and branding of products have been identified by marketers (or sellers) as the main way to ensure that product loyalty is created in consumers. It has also been found to be responsible for creating cognitive consonance in buyers. Cognitive consonance on its part lead to repeat buys or purchases by the year. Packaging and branding have very important role they play in marketing of products. They form an integral part of promotional advertisement in marketing of product to consumers. Packaging branding are part of the product mix in the marketing strategy and as such are 3 considered seriously marketing product planning decision.
REFERENCES
- Ibekwe, O. (1984): Modern Business Management. (Owerri: New African Pub. Co.).
- Kotler, P. (2001): Marketing Management. (Englewood Cliffs., New Jersey: Prentice Hall).
- Giles, (1978), Successful Marketing Technique Approach, Mac-donald and Evans Ltd
- Aaker (1995), Strategic Market Management. New York. John Wiley and Sons Inc.
- Kapferer J. N (1992). Strategic Brand Manangement: New approaches to creating and evaluating brand equity. Kogan, Page, London UK.
- Anyanwu JC 1993. Monetary Economics Theory, Policy and Institutions. Onitsha: Hybrid Publishers Ltd., pp. 247 – 274.
