Commercial Applications
"Packaging is a silent salesman." Give five reasons to justify.
Marketing Mix
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Answer
For the statement — Packaging is rightly called a 'silent salesman' because it performs many functions of a salesperson without speaking. Five reasons:
- Attracts attention — A well-designed package with attractive colours, shapes and graphics catches the customer's eye at the point of purchase. It draws customers towards the product among many alternatives on the shelf, just as a salesman would attract attention.
- Provides information — A package displays vital information such as brand name, ingredients, weight, manufacturing date, expiry date, MRP and usage instructions. This helps customers make informed buying decisions, replacing the need for a salesman to explain the product.
- Stimulates impulsive buying — In the era of self-service stores and supermarkets, packaging acts as a forceful salesman that encourages impulsive buying decisions, especially for products like chocolates, snacks and cosmetics.
- Differentiates the product — Packaging gives the product a unique identity and distinguishes it from competitive products. It lends individuality and prestige to the product, helping customers recognise and choose it.
- Builds customer confidence — A good package, by sealing the product and displaying authentic information, builds customer confidence and protects them from spurious products. This trust is what a salesman would otherwise build through interaction.
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CASE STUDY
Innovation and brand consultant, Anisha Motwani, believes that free trials or sampling as a strategy is mostly prevalent and successful in categories that have deep seated habits and have high frequency of consumption. Brand switching in this category require attitude and behavior changes and free sampling influences customers to try new brands and thus increasing the probability of purchase. Such categories could include newspapers, food products, etc. Free trials can also be found in case of expensive offerings where consumers prefer sampling before making a final commitment……
Success of Reliance Jio in the intensely competitive Indian telecom market brings forth the strength of trial marketing strategy, even in the service industry. Reliance Jio Infocomm Ltd offered free sampling of Jio's voice calling, text messaging, and data services, and acquired stupendous 100 million subscribers, of which it continued to retain 72 million even after the free trial period ended.
Conventional wisdom suggests that brand that indulge in trials and discounts erode brand Value. Here's the reality though. People value brands. But people also seek value for money ……
Source:
https://www.ascdegreecollege.ac.in/wp-content/uploads/2020/12/Marketing-Management-Indian-Cases.pdfWith reference to the case study answer the following question:
Identify and explain suitable element of marketing mix that has been discussed here.