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  • III. Analysis of the results of psychological analysis of the 1st and 2nd periods of activity led to the following understanding of the generalized structure of the state of psychological readiness.

    • The aim of the work is to consolidate the theoretical material and master the methodology for analyzing the functions and characteristics of consumer packaging from a marketing point of view.

    As part of preliminary preparation for work, it is necessary to independently study the content of the theoretical sections of the textbook and familiarize yourself with the images of information signs of various groups given in the appendices.

    Samples of consumer goods packaging, as well as materials on product labeling and bar coding, contained in the appendices of this tutorial, are used as material support for the work.

    Task 1. Studying the functions and characteristics of packaging Using a sample of packaging, determine the functions that it performs from a marketing point of view:

    Preservation of the quality and quantity of goods;

    Formation of product quality;

    Demand generation;

    Product identification;

    Providing information about the product;

    Promotion of the sale of goods;

    Marketing Research;

    Merchandising.

    Task 2. Determination of varieties of trademarks By a sample of product packaging, determine:

    Country of origin (Switzerland);

    Manufacturer of goods (Sosiete des Produites Nestle S.A.);

    Trademark or trade mark of the product
    giver (image of the brand name - a bird in a nest with
    chicks - and the original outline of the corporate name
    Vania - logo Nestle, located under the picture);
    250


    A prestigious brand name, if such has been appropriated
    Xia to the manufacturer;

    The manufacturer of the goods, if the goods are manufactured according to the license
    zii, subsidiary, branch (Nestle India Ltd) and etc.;

    Assortment trademark or brand (special
    new brand name of the product - Nescafe Select, having
    original way of drawing);

    Dealer trademark or mark, if any
    are available;

    Additional trademarks or marks of others
    manufacturers:

    Raw materials (Lycra);

    Packaging (Tetra Pak);

    Developer (Ponds Institute);

    Systems of performance of functions or protection (stay-dry).
    Explain on the basis of what criteria can be made

    conclusion about the presence of a trademark or brand in each specific case.

    Determine what kind of designation are the existing trademarks or brands.

    Task 3. Analysis of the elements and structure of marking List the marking elements used on the sample and roughly estimate its structure.

    Decipher the markings on the sample packaging:

    Appellations of origin of goods;

    Compliance;

    Quality;

    Dimensional;

    Component;

    Operational;

    Manipulation;

    Warning;

    Environmental;

    Original, developed by the manufacturer;

    Analyze the appropriateness of the use of original markings.


    Task 4. Examining a barcode

    Determine the coding system used by the manufacturer and the type of code by the sample of the product packaging. Explain why this type of code is applied to the packaging of this product.

    Decrypt the barcode and check its correctness using the check number.

    Prove the authenticity of the bar code.

    Explain to whom and for what purpose the information contained in the bar code is intended.

    Based on the results of the work, draw a conclusion about the degree of compliance of the packaging sample with modern requirements from the point of view of marketing and the influence of packaging on the competitiveness of the product in this particular case.


    | | | | | | | | | | | | | |

    We will examine the presented sample of buckwheat packaging (Appendix 1) and evaluate how the packaging and labeling functions are implemented.

    • 1. Physical functions:
    • 1.1. Container of goods - the product is placed in a biaxially oriented polypropylene film;
    • 1.2. storage of goods (is it possible during use) - it is allowed to store buckwheat in packaging as it is gradually used;
    • 1.3. protection of the content / protection of the environment of the product - the product does not pose a threat to the environment;
    • 1.4. means of packaging goods: dosage in certain quantities - the package contains 900 g of buckwheat;
    • 1.5. ease of use, including opening / closing and use - the packaging is easy to open (not supposed to be closed);
    • 1.6. safety in use - there are no traumatic parts;
    • 1.7. strength - the packaging is strong enough for transportation and storage;
    • 2. Informational functions, i.e. transmission of basic information about the product (marking):
    • 2.1. product category - consumer goods;
    • 2.2. product characteristics - the product is used for culinary purposes;
    • 2.3. product advantage - convenience and ease of use;
    • 2.4. product features (composition, instructions) - selected groats, quick-digesting, cooking method: to prepare 3 servings of buckwheat porridge, 1 glass of buckwheat groats and 2-2.5 glasses of water are required. Pour cereals into a saucepan with boiling water, mix and close with a lid. Cook over low heat for 15-20 minutes. Turn off the heat and leave the buckwheat in a saucepan under the lid for a few minutes until the water is completely absorbed. Add oil to taste.
    • 2.5. information signs - manufacturer's information signs;
    • 2.6. manufacturer's information - LLC "Company" Angstrem Trading "", 198035, Russia, St. Petersburg, st. Scottish, 6.
    • 2.7. barcode - the manufacturer's barcode is printed on the package - 4 607081 900500;
    • 2.8. date of manufacture - 01.12.2009;
    • 2.9. shelf life - 12 months;
    • 2.10. TU 9294-002-33150217-96; Quick-digesting buckwheat unground. First grade.
    • 3. Identification functions (recognition):
    • 3.1. manufacturer's name (logo) - grain-to-grain selected cereals;
    • 3.2. trademark - "grain to grain";
    • 4. Emotional functions (through design, aesthetics, color combinations):
    • 4.1. attracting attention - the packaging attracts with the colorful design, the colors are perfectly matched;
    • 4.2. aesthetics - the packaging is quite elegant and beautiful;
    • 4.3. pleasantness - the packaging does not carry negative information;
    • 5. Advertising functions:
    • 5.1. advertising on packaging (advertising text, photos, drawings, etc.) - the packaging contains a logo drawing, contains transparent inserts through which the content is clearly visible;
    • 6. Meeting channel packaging requirements in order to facilitate the transport, storage and handling of goods:
    • 6.1. The packaging is made in accordance with the requirements of transportation and storage.
    • 7. The ability to segment the market, the ability to select the target segment:
    • 7.1. The packaging is designed for the mass consumer.
    • 8. Environmental functions of packaging:
    • 8.1. Perhaps this is the only drawback of packaging - it is not an environmentally friendly material, since it requires a special disposal procedure.

    Individual work # 1. "Marketing analysis of product packaging"

    • 1. Determine how fully it performs its functions from a marketing point of view:
      • a) - the function of maintaining the quality and quantity of goods.
      • b) - the function of forming the quality of the goods.
      • c) - the function of the formation of demand.
      • d) - product identification function.
      • e) - the function of providing information about the product.
      • f) - the function of promoting the sale of goods.
      • g) - the function of marketing research.
      • h) - merchadising function.

    At the same time, substantiate how the packaging performs each of the above functions, and (or) for whatever reasons, any functions are not performed.

    • 2. Give suggestions for replacing (or improving) packaging, if it should, but does not fulfill the above functions.
    • 3. If the packaging is not required to fulfill any of the above functions, it is necessary to justify the absence of this function.
    • 1. Polymer cup for sour cream a) does not fully perform the function of maintaining the quality and quantity of sour cream, since this type of container can be damaged when dropped or squeezed; the material from which it is made is not very durable. The goods must be transported in a certain way so as not to damage the packaging, do not compress.
    • b) The function of forming the quality of the goods, the polymer cup for sour cream fully fulfills, the sour cream, hermetically packed in a polymer cup, has a longer shelf life, in comparison with if it was packed in a bag.
    • c) The name of the product carries a social character, which allows you to create an easily recognizable image of the product, which in turn increases demand;
    • d) The cup does not fully fulfill the function of identifying the goods, since it is not transparent and we cannot see the sour cream. Due to the hardness of the polymer sour cream cup, we cannot estimate the consistency of the sour cream. We can only rely on information posted on a polymer sour cream cup.
    • e) This type of container performs the function of providing information about the product at the required level, since on the lid, or sour cream, all the necessary information for the consumer about sour cream is placed.
    • f) - The polymer cup for sour cream does not perform the function of promoting the sale of goods and the function of marketing research, since the type of this consumer container does not allow placing questionnaires inside it, and inserts, coupons,
    • g) which makes it impossible to conduct marketing research. Also, due to the inconvenience to send the required number of packages, or lids from cups, it is difficult to hold prize draws and contests.
    • h) - The merchandising function is fully implemented. It is convenient to put polymer cups for sour cream on the shelves, they are clearly visible.
    • 1. In my opinion, it would be more convenient to add a plastic one to the foil lid that closes a polymer cup with sour cream, so that after opening the foil lid the sour cream can be closed with a plastic one so that the polymer cup does not stand open and the sour cream does not deteriorate.
    • 2. The manufacturing enterprise needs to supplement the information about the product, and also, in order to stimulate sales, to conduct prize draws;
    • 3. Thus, a polymer cup for sour cream performs the functions of packaging to the extent that it is provided for this type of container and in accordance with the specifics of the goods placed in it.

    Packaging from a marketing point of view. Introduction The packaging of goods today serves not only to preserve the goods, to protect them from damage, convenient to transport, but also to attract and retain the attention of consumers. In the modern world, packaging is an additional tool for forming the preferred attitude of the end consumer to a product, since it is one of the main carriers of the main brand values. Packaging is the first thing that allows the consumer to notice a product on the counter among others of the same kind and helps ...


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