It is about time for manufacturers to wake up to the fact that packaging is not just an afterthought in the marketing mix because it can generate a strong impact on sales. In the supermarket, there are literally thousands if not millions of food products to choose from and they are judged by consumers according to price and ingredients. However, in several categories, children in particular can get attracted to colorful and innovative packaging.
In order to keep pace with customers, manufacturers have to see to it that their brands standout from the others on the market. Brands have to recognize the power of good packaging because it is crucial to stay ahead of the competition. For example, Parle Agro Frooti, a mango juice brand has been around for decades but recently, it has it changed its logo and packaging to give way to its child-eccentric image and to generate a bold and contemporary look.
Parle Agro has always believed in the power of packaging because they have seen it on impulse purchase. In their category as where impulse is a key driver, building a strong brand identity and unique package design delivered in a consumer friendly pack format is their absolute key. Their rebranding exercise is focused on building better brand recognition apart from relatable and strong on-shelf visibility.
According to reports from India Institute of Packaging, the $24.6 billion packaging industry is expected to grow continuously at an average annual growth rate of 13% to 15%. Increased consumption of consumer products as well as India’s retail growth will fuel the demand for better packaging in the country.
Packaging should more than just attract and inform; it needs to engage, communicate and form an emotional bond between the brand and the customer. Packaging that challenges the status quo and the norm usually stands outs and adds a new dimension to the brand itself by making it more human, more fun and more friendly.
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