Die Verpackung als Marketinginstrument

Diploma thesis from the year 2006 in the subject area Business Administration - Offline-Marketing and Online-Marketing, grade: 1,7, Eberhard-Karls-Universität Tübingen, language: German, abstract: ¿Gut verpackt ist halb verkauft¿ is the headline of the lead article of a packaging special in the trade journal Lebensmittel Zeitung (LZ). According to this, packaging is considered by experts to have a strong selling power. Packaging acts as a consumer booster immediately before the act of purchase and tries to appeal to consumers' wishes and needs. It therefore provides a surface for advertising messages that also aim to create long-term customer loyalty. Branded products and packaging form a single unit. The packaging must sell the product at the point of sale (PoS), where the experience of million-dollar TV adverts has long since faded. This paper focusses on consumer goods packaging in the sense of primary packaging, as this is where packaging is used as a marketing instrument in an exemplary and efficient manner. The aim of this paper is to provide an overview of the key factors that are decisive for the ¿ideal packaging¿ and lead to its successful use as a marketing instrument. The aim is to show how strong the impact potential of packaging as an advertising medium is at the PoS, how this impact potential can be used optimally and how this can affect purchasing behaviour at the PoS. Packaging information and the packaging itself rank fourth and fifth, directly after price and even before television and shop advertising, when it comes to influencing purchasing decisions. In order to utilise this fact efficiently, the packaging should communicate its benefits to the consumer by appealing to the consumer both functionally and emotionally. This can be achieved not only through the packaging functions, but also through strategically planned and sensibly utilised packaging design.