PACKAGING AS AN EFFECTIVE PROMOTION TOOL IN PRODUCT MARKETING

PACKAGING AS AN EFFECTIVE PROMOTION TOOL IN PRODUCT MARKETING

(A CASE STUDY OF NASCO COMPANY, JOS)

Abstract

This study is put together to unveil the effect of packaging on the marketing of product. Also in discussing this topic, promotional tools such as advertising, branding, sales promotion and personal selling were compared that they all have to work together hand in hand with packaging to attain the expected profitable results. Further, the study reveals the relevance of organization and agencies whose concern is to ensure that packaging of product are legally accepted, safe and  not deceptive to consumers. Studies have shown that it must be managed by individuals who have the appreciation of the packaging function in order to attain high profit through packaging and who will give direction to as well as definition of goals of packaging companies that recognize the value of good packaging must develop flexibility in pursuing various marketing strategies. It is recommended that at the end of the study that company with packaging takes decisions that serve society interest.

CHAPTER ONE: INTRODUCTION

1.0     BACKGROUND OF THE STUDY

Packaging involves the design and effective production of a containers or wrapper for a manufactured product. The packaging of a product can promote such product if well designed; it would attract prospective consumers of such product. The beauty of a design has a lot to do with the buying of a product especially by the youths. Poorly designed package are likely going to repel prospective buyers. This project will attempt to study how packaging of product act as effective promotional tool for products.

The study covers packaging as an effective promotional tool using NASCO Company, Jos as case study. NASCO Company, Jos is a company concerned with product at various goods for onward sales to consumers. This research work focuses on the effect of packaging products with the view of determining its adequacy and improvement where necessary and improving economic marketing.

1.1     HISTORICAL BACKGROUND OF NASCO COMPANY JOS

The company started operation in 1963 with the establishment of a jute bag factory in the central city of Jos, Nigeria- the very first is sub-Saharan Africa. This was in response to the desire of the founding fathers of Nigeria on the eve of independence to meet the challenges for the large agricultural yields prevalent in the country. Investor from Europe, Asia, and the middle east were invited by the Federal Government to participate in the economic development of the new nation. An investment agreement was accordingly stipulated, palling the way for the formation of a company whose ambitions purpose was the development of industrial, agricultural, real estate and marine areas. Since then NASCO has been building a company whose values are deeply held a commitment to people and communities, to quality and customer service, and to success in successive generations have continued to grow the company and adopt the business as markets evolved, demonstrating the entrepreneurial flair and strength of purpose that is required for a business to survive half a century.

Over the period, NASCO has achieved many milestones and contributed significantly to Nigerians rich agricultural. Many new factories were established in diverse areas from food and household product to packaging materials and industrial chemicals. Today NASCO has become renewed for the quality of its product and for its ability to match product demand.

 1.2     STATEMENT OF PROBLEMS

Packaging plays a very important role in product marketing. Packaging calls for creation of awareness, packaging gives products a very nice look and shape when well packaged, packaging protect products against damage threat or insects. Packaging refers to as the general groups of activities in product planning that includes designing and producing the container or wrapper for the products, with this explanation companies must design and produced a well beautiful packs for packaging of products that will enable or attract customers or potential consumers of the firms product. Goods or products that are well package draws the attention of prospective consumers to purchase the product.

But the story is not bearable as many companies lay emphasis on advertising rather than packaging, regardless the fact that when faced with selling to the  customers, consumers use the physical appearance of the product which must be well designed, shaped, coloured and materials used to make products different from other competitive products.

Having taken a wider look at the nature and quality of packaging today, you will see the following:

• Some packaging are not attractive
• The deceptive nature of packaging
• High financial implication which leads to high cost of products.

Consequently, any producing firm that fails to take good consideration of the above mentioned problems, will definitely experience low sales volume, low market share.

1.3     OBJECTIVE OF THE STUDY

The general objective of this study are to examine the effect of packaging as promotion tool on product marketing.

At the other hand, the specific objective includes:

1. To determine the extent at which packaging affect product attractiveness.
2. To determine the extent to which high financial implication influence product marketing.
3. To determine the extent to which the deceptive nature of packaging affect promotion of product marketing.

1.4     RESEARCH QUESTIONS

Questions are asked in respect of research objective.

• How will the deceptive nature of packaging affect promotion of product marketing?
• How will; the absence of product attractiveness affect product packaging?
• What will be the effect of high financial implication which leads to high cost of product?

1.5     RESEARCH HYPOTHESIS

Ho:     The deceptive nature of packaging will not significantly affect promotion of product marketing.

Hi:      The deceptive nature of packaging will significantly affect promotion of product marketing.

Ho:     Absence of product attractiveness will not significantly affect product packaging

Hi:      Absence of product attractiveness will significantly affect product packaging

Ho:     High financial implication which leads to high cost of product will not influence product marketing significantly.

Hi:      High financial implication which leads to high cost of product will influence product marketing significantly.

1.6     SIGNIFICANCE OF THE STUDY

This study show how packaging has developed to become a very important marketing tool in marketing strategy and tactics for product in the process and how it increase sales of goods and disposition to it consumers.

The study could be very useful to those who engage in packaging especially to students undergoing such courses relevant to the study.

1.7     SCOPE OF THE STUDY

This study covers the theoretical issue of packaging affects on promotion of product marketing.

The study is limited to NASCO Company Jos. However, theoretical and some empirical issue may reflect views and position of scholars elsewhere.

1.8     LIMITATION OF THE STUDY

The following are factors encounter by the researcher:

Time: the tine provided for writing and submitting the research was quite short. The researcher shares her time between other academic work which held back to further research.

Finance: lack of financial constraint really limit the conduct of the research bearing in mind the individuals status of student.

1.9     DEFINITION OF KEY TERMS

The following operational terms have been defined in relation to the context in which they are used in the study

• Primary package: the first level of the package i.e. the tube of Maclean toothpaste.
• Secondary package: the material that protects the primary package and which is discarded when the product is about to be used.
• Shipping package: this is the packaging necessary for storage, identification or transportation.
• Packaging: it is defined as the general group of activities in product planning that include designing and producing the container or wrapper for the product.
• Marketing: is defined as a social and managerial process by which individual and group obtain what they need and want through creating and exchanging product of value with other in such a way as to enhance the profit position of the firm.
• Product: It anything that can be offered in the market for attention, acquisition, use or consumption that might satisfy a want or need.
• Promotion: Is all activities designed to inform and persuade the target market. It includes advertising, sales promotion, publicity personal selling and direct marketing.
• Marketing mix: It is describe as a set of controllable practical marketing tools that firms can use to influence the response its want in the target market. The elements includes product, price, place, promotion, people, process and physical evidence.

REFERENCES

Philip, Kotler. (2003) Principles of Marketing. 10^th Edition (New jersey; prentice Hall international).

Jafaru, Itopa. (2014) Fundamentals of Marketing un-published lecture note. (Marketing Department; Federal Polytechnic Nasarawa).

Williams J. Stanton. (1992) Fundamentals of Marketing 6^th Edition. (Tokyo McGraw Hill).