PRODUCT REPACKAGING AS A TOOL FOR PROMOTING PRODUCTS (A CASE STUDY OF ORANGE DRUGS LIMITED)

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✎: PRODUCT REPACKAGING AS A TOOL FOR PROMOTING PRODUCTS (A CASE STUDY OF ORANGE DRUGS LIMITED)

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Keywords: PRODUCT REPACKAGING AS A TOOL FOR PROMOTING PRODUCTS (A CASE STUDY OF ORANGE DRUGS LIMITED)

 

RESEARCH BODY

TABLE OF CONTENTS

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

1.2     STATEMENT OF THE PROBLEM

1.3     OBJECTIVES OF THE STUDY

1.4     RESEARCH QUESTIONS

1.5     RESEARCH HYPOTHESIS

1.6     SIGNIFICANCE OF THE STUDY

1.7     SCOPE OF THE STUDY

1.8     LIMITATION OF THE STUDY

1.9     DEFINITION OF TERMS

CHAPTER TWO

LITERATURE REVIEW

2.1     PACKAGE AND PACKAGING DESIGN

2.2     PACKAGING FUNCTIONS

2.3     PACKAGING AS A DECISION MAKING INSTRUMENT

2.4     PACKAGING AS A COMMUNICATION INSTRUMENT

CHAPTER THREE

RESEARCH METHODOLOGY

3.1     INTRODUCTION

3.2     RESEARCH DESIGN

3.3     STUDY POPULATION

3.4     SAMPLE AND SAMPLING TECHNIQUE

3.5     DATA FOR THE STUDY: INSTRUMENTATION

3.5.1  INSTRUMENTATION

3.5.2  VALIDITY OF INSTRUMENT

3.6     METHOD OF DATA ANALYSIS

CHAPTER FOUR

4.0              DATA PRESENTATION, ANALYSIS AND INTERPRETATION

4.1     INTRODUCTION

4.2     DATA ANALYSIS (QUESTIONNAIRE)

CHAPTER FIVE

SUMMARY CONCLUSION AND RECOMMENDATIONS

5.1     SUMMARY OF FINDINGS

5.2     CONCLUSION

5.3     RECOMMENDATION

REFERENCES

QUESTIONNAIRE

CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND OF THE STUDY        

Marketing innovation is the implementation of a new marketing method involving significant changes in product design and redesign or repackaging, product placement, product promotion or pricing (OECD Oslo Manual, 2005). Marketing innovations target at addressing customer needs better, opening up new markets, or newly positioning a firm’s product on the market with the intention of increasing firm’s sales. Marketing innovations are strongly related to pricing strategies, product package design properties, product placement and promotion activities along the lines of four P’s (Place, Product, Promotion, Price) of marketing (Kotler, 1991). Drucker (1985) defined innovation as the process of equipping in new, improved capabilities or increased utility. Products are always protected by packaging. Repackaging is not a new idea. A package is a material around the product meant to protect it from damages. It contains information about the brand, indicates the quality and how to use it. The fate of a business organization operating in a market environment is ruled by its customers. Product Repackaging is a very important marketing strategy to glamorize and modify a product in order to attract the customer’s attention.

Packaging prevents spoiling and breakage, enhances convenience in use or storage, and makes product easier to identify. Repackaging could be regarded as putting or modifying a product in a form from its original form to attract or appeal to more customers. It is logical to say that attractive packaging is crucial in order to get the first time buyers to buy. Soroka (2002) opines that without attractive packaging, it would be difficult for a product to sell in a market. Your first step to enter the market is crushed if packaging is ugly or worn-out. Pilditchin (1972), simply defined “package” as “the silent sales-man”. Lewis (1991) expanded further on Pilditchin’s views, stating that “good packaging is far more than a Salesman, it is a flag of recognition and symbol of values”. Product re-packaging as an innovation in marketing involves changing the size, shape and design of products in order to suit the firm or for consumers’ convenience. Repackaging means re-casing of a product into a new packaging using boxes, bags and/or other types of containers and provides a brand new product to bring to market. Marketing strategy formulation is viewed as an antecedent to performance outcomes (Lages 2004). It is the modus operandi that allows an organization to concentrate its limited resources on the best available opportunities to increase sales and achieve a sustainable competitive advantage (Michael, et al., 2013). Market share is one of the primary indicators companies use to measure how well they are doing versus competition. Market share is the percentage of business or sales a company welds out of total business or sales by all competitors combined in any given market. Market share is the percentage of an industry or market’s total sales that is earned by a particular company over a specified time period. Market share represents the percentageof an industry or market’s total sales that is earned by a particular company over a specified time period (Ivestopedia, 2016).

Packaging and packaging design have become significant factors in the marketing of diverse “consumer goods” and have a main role in communicating product benefits to the customer. Czinkota & Ronkainen (2007) deem that product packaging is connected to other variables in the marketing mix (Rundh 2009, p. 988). Cateora & Ghauri (2000) say that these variables are within the control of the company and they help to adapt to the changes in the business environment (Rundh 2009, p. 988). According to Packaging Federation (2004 a,b), these changes occur in different areas: new technology, materials development, logistics requirements, environmental issues, consumer preferences; all are the key factors for making decisions on marketing strategy (Rundh 2009, p. 988).

Consumer preferences and consumer buying behavior are the major issues that should be taken into account when designing a new package. In spite of factors such as new technology or material development, consumer’s choices and desires are the important elements that drive the marketing process. Consumers are the key actors in planning and implementing packages. Hereby, the key issue for packaging design is to understand the consumer (Stewart 2004).

In the ever increasing competition of today’s global market the need for effective product promotion is crucial, and the product packaging has come to play a more important role as a brand communication vehicle. Today, virtually all goods that are manufactured or processed require some packaging in some phase of their production or distribution;

Packaging decisions are to be considered in early marketing plans as an integral part of the total marketing strategy (Panwar, 2004).Packaging is an important integrative aspect of the product and often a critical factor in the success or failure of a given product (Schoell, 1985).The packaging component of a product refers to any container in which it is offered for sale and on which information is communicated (Berkowitz et al, 1989).Packaging of consumer products is extremely important at the point of sale. It plays a major role when products are purchased. After all, it is the first thing seen before making purchase choices and it is widely recognized that over 50% of purchasing decisions are made at the shelf, or point of purchase (Ferrell, 1987; Frontiers, 1996).

1.2     STATEMENT OF THE PROBLEM

Consumer market grows rapidly every year and the number of competitors among different types of products and goods increases steadily. To standout against competitors, every company tries to invent something new and to get the competitive advantage for providing the product to the end customer. One of the marketing tools that have become popular and important is product repackaging and packaging design which allows companies to be different from each other’s and to have more priorities among competitors. This has become a reason why nowadays there is a big variety of design packages in the market. Consumer preferences and consumer buying behavior are the major issues that should be taken into account when designing a new package. In spite of factors such as new technology or material development, consumer’s choices and desires are the important elements that drive the marketing process. Consumers are the key actors in planning and implementing packages. However, the key issue for packaging design is to understand the consumer (Stewart 2004). Shammot (2011) observed that that more value than cost can be achieved from successful repackaged designs. Mohammad et al (2012), identified that cost reduction, improved profits, improved sales can be achieved due to repackaging of products.

1.3     OBJECTIVES OF THE STUDY  

The general objective is to carry out a study on Product repackaging as a tool for promoting products (a case study of orange drugs Limited). The specific objectives of the study include the following:

1.     To find if there is a necessity of product repackaging in orange drugs Limited.

2.     To ascertain if product repackaging influences the attitude of customers towards the product of orange drugs Limited.

3.     To examine the effect of product repackaging on customers’ satisfaction.

4.     To investigate if Re-packaging activities will have significant impact on market share expansion of orange drugs Limited.

5.     To determine if product repackaging will influence the productivity of orange drugs Limited.

1.4     RESEARCH QUESTIONS

The relevant research questions related to this study include the following:

1.     Is there a necessity of product repackaging in orange drugs Limited?

2.     Does product repackaging influences the attitude of customers towards the product of orange drugs Limited?

3.     What is the effect of product repackaging on customers’ satisfaction?

4.     Will Re-packaging activities have significant impact on market share expansion of orange drugs Limited?

 

 

Keywords: PRODUCT REPACKAGING AS A TOOL FOR PROMOTING PRODUCTS (A CASE STUDY OF ORANGE DRUGS LIMITED)

 


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Keywords: PRODUCT REPACKAGING AS A TOOL FOR PROMOTING PRODUCTS (A CASE STUDY OF ORANGE DRUGS LIMITED)

 


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