PACKAGING AS A PROMOTIONAL TOOL IN THE MARKETING OF CONSUMER DRINKS AND FOOD

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PACKAGING AS A PROMOTIONAL TOOL IN THE MARKETING OF CONSUMER DRINKS AND FOOD

ABSTRACT

This Study was designed to investigate the significance of Packaging as a marketing strategy for consumer drinks and food, using Cil Water as a case study. The ultimate goal of this study is to investigate how good packaging service can be used as a promotional tool in the development and promotion of a company’s product,

as well as to provide guidance to manufacturers of consumable products on some of the factors to consider when developing a package for a product. Data collection was mostly done through personal interviews and questionnaires administered to Cil Water firm management and employees.

The collected data was analysed using percentages. The research was directed by three hypotheses that were examined using the chi-square statistical method to ensure the tenacity of the null hypothesis.

Chapter one

INTRODUCTION

1.1 Background of the Study

Packaging has become so vital in today’s marketing that marketers cannot disregard it while managing products. Marketers are paying more attention to packaging since it plays such an important role in product management.

A market can devote a significant amount of resources to developing a product, investing far more in advertising campaigns and other personal selling efforts as the most acceptable price strategy.

However, he may realise to his great surprise that the product is not acceptable to the target consumers after being informed of the cause of such development. The market may discover that he used the long package or, inadvertently, did not place the package in the proper location during the product planning process.

Nowadays, it is apparent that packaging is an important defining feature and companion in the competitive market sector. The extensive usage of self-service kiosks, automatic vending machines, and the competition for space. The extensive usage of self-service sales automated vending.

The machine and the competition for space in the shop make packaging strategy essential. The majority of middlemen in the distribution route are financial in nature, directing producers to employ effective packaging. In recent years, packaging safety has emerged as a promotional marketing and social issue.

1.2 Statement of Research Problem

It should be mentioned that most marketing businesses do not view packaging as a critical promotional element when managing their product contents.

As a result, it has become vital to educate marketers on the importance of packaging as a promotional tool for consumer goods marketing. Proper product planning includes designing successful packaging policies or strategies for their products.

1.3 Object of the Study

The ultimate goal of this study is to investigate how good packaging service can be used as a promotional tool in the development and promotion of a company’s product, as well as to provide guidance to manufacturers of consumable products on some of the factors to consider when developing a package for a product.

1.4 RESEARCH QUESTION.

The following research questions were created to lead this study:

1. Does the packaging of consumer items influence their seamless marketing?

2. Does packaging affect the promotion of Cil Company Table Water.

3. Does management always address the social responsibility of product packaging?

4. Has the packaging of Cil Table Water been criticised by consumers?

The researchers will be guided by this question as they investigate packaging as a promotional technique in consumer product marketing.

1.5. Research Hypothesis

The two hypotheses for the study were developed to evaluate the two relationships that exist between the two variables “consumer goods and packaging”.

The null and alternative hypotheses were utilised for this purpose.

Hypothesis One.

Hello: Packaging does not have many indispensable effects in the enhancement and advertising of a company’s goods, such as the Cil Company.

Ho: Packaging has various vital effects on the enhancement and promotion of a company’s product, such as Cil.

Hypothesis Two

Hello: Packaging does not have a direct influence on product completion.

Ho: Packaging has a direct impact on the finished product.

1.6 Significance of the Study

The significance of this scientific work leads to;

1. To provide organisations with guidance on how to create and produce an effective package that will assist them in marketing their product.

2. To help businesses understand the role packaging plays in the sale of consumer goods in self-service outlets.

3. To help enterprises recognise that good packages of consumer goods are essential for any firm looking to increase profitability.

4. To help industrial operators grasp the numerous packaging criticisms made by their product’s consumers.

5. To help consumers realise the importance that good packaging plays in protecting consumable items.

6. To help the firm understand that the package is not only used to package items, but also as a promotional tool.

1.7 Scope of the Study

This project will look into the impact of packaging on Cil Table Water’s promotional activities and how it affects product sales.

Much attention will be dedicated to the company. This project will be based on the information they provide in the form of feedback.

1.8 Limitations of the Study

Due to time constraints, the researcher was unable to complete a more detailed and developed task. Besides, combining lectures, assignments, and tests did not make things any easier.

Another significant drawback of the study was the lack of currently published materials, such as journals and papers on the issue.

Travelling from Auchi to Aviele on the Benin Auchi motorway by motorcycle in quest of materials for effective work did not make the research any simpler. There was no way the researcher could keep any of them from influencing the ultimate write-up of this project effort.

Nonetheless, the best possible solution was implemented with the materials available.

1.9 Operational Definition of Terms

Packaging refers to all of the tasks associated with designing and producing a product’s container or wrapper.

Promotion is defined as one of the marketing mix components that connects with individuals, groups, or organisations directly or indirectly in order to facilitate exchange by persuading audience members to accept an organisational product.

A brand is made up of a name and a mark that is designed to identify a product of one seller or group of sellers while also distinguishing a company’s goods from competitors.

Labelling: This is the portion of the product that contains information about the product.

Price: This is the value that the member agreed to during the exchange process. It is a method of increasing the perceived worth of products and services in the eyes of both buyers and sellers.

Consumer: An individual who purchases or acquires goods and services for personal or home consumption.

Data Analysis: This is the process of determining which instrument you will use to do research by dividing the data into sections and evaluating the statistics.

Product: Anything that may be given to a market for use or consumption and meets the intended needs, including packaging, colour, price, manufacturers, and retailers.

Trademark: This is a legal designation that indicates that the owner has exclusive use of a brand or a portion of a brand and that others are prohibited from using it under the law.

Trade Name: This is a chosen legal name for an organisation rather than the name of a specific product, or the name under which a firm works.

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