Extra Marketing Mix P - Packaging

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Extended Marketing Mix > Best Practices > Extra Marketing Mix P - Packaging

Extra Marketing Mix P - Packaging
Another P should be added - Packaging. The rationale is that it is very important how the product is presented to the customer, and the packaging is often the first contact that a customer has with a product.

the 8th P
Packaging is part of Product. When you think of a product, packaging is an integral part of it. From the primary packaging to the secondary to the shipping package.

Packaging in Marketing Mix
Brian Imber
I would rather consider Packaging being part of Promotion, because the presentation of a (consumer) product to the buyer is often very significant. Howewer this would be less valid for B2B goods.

No more Ps please
Come on, don't add more Ps, already 7 Ps are more than enough as 4 Ps can cover up the whole marketing mix model. If we start to add more Ps then almost all of the words related to the Marketing fall under it.
It can be more confusing to the fresh students too, remember those days in college when you were studying about the marketing mix concept.

Importance of Packaging in Marketing Mix
I'd like to get your responses or views on the following questions:
1. Why do some people consider packaging as the 5th "P" of the marketing mix?
2. What is the strategic importance and relevance of packaging for product decision making?

Packaging in 7 Marketing Mix
Vivek, Analyst, India, Member
Some say packaging is to be seen from a product angle, others say it should be considered part of promotion. This ambiguity and importance of package being in more than 1 P has led to its enhanced status… That's why it is sometimes added as another P.
Packaging no doubt is a way to build a 'personal' relationship with your customer... If you succeed in doing so… your chances to succeed with the product in the market are increased.

Importance of Packaging in Marketing Mix
aniruddha tambe, Teacher, India, Member
In fact, Packaging is a very important "P". If you consider the Awareness, Interest, Desire and Action model, we will find all these functions can be very effectively performed by good packaging. Especially for products where there is a lot of impulse buying.
As such, packaging can be a part of Product; and it can also be considered part of Promotion. Even if it does not merit a special "P", it certainly merits special attention, given that today we have a lot of self help stores, where the only way a customer can be attracted towards a product is by having an attractive and informative packaging.

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