Importance of Packaging and Point of Purchase (POP)

Importance of Packaging and Point of Purchase (POP) If in the book The Little Prince of Antoine de Saint-Exupà ©ry The essential is invisible to the eyes in marketing (and while planning a strategy to catch the consumers attention) this concept unacceptable and it can even decide the entire future of a companys brand, turning it into a successful or a painful experience. In short terms: What the consumer needs must be highlighted by a powerful magical potion which basic ingredients: an attractive packaging design presentation, a carefully planned display of products and often most important the front cover of the product , which must be as appealing as the product itself. So, the essential must be visible to consumers eyes at first sight, smell and even touch. Figuring this combination out the success of a product should happen, but thats not all. So how it is possible to turn a brands concept into a sales example-to-follow and what is the role played by packaging and design in the marketing planning and how it can affect consumers choice? Lets find out more about it! IMPORTANCE OF POP Self service shopping environment Proliferation of packs on display More decisions made in store Shoppers less brand loyal Last chance to make a difference Low involvement= need for cues POP (Point of Purchase) is the place where sales occur (retailers, market, malls, and even virtual commerce) mostly created and prepared by the manufacturer for distribution to wholesalers or retailers who sell the manufacturers merchandise. Nowadays POP play a very important role in marketing strategy because most of many buying decisions are made in the area surrounding the counter, exactly at the same place where customers pay for their goods, at the so called point of sale. In these terms self service can be described as a way to reduce staffing costs for retailers, suppliers, to improve efficiency in manufacturing and distribution allowing access to a larger market. For customers for example it is a faster and cheaper way to buy with less personable interaction and in some cases obtaining more satisfying results, with less frustration resulting from human contact, which explains the tendency to self service proliferation in the last years. So instead of concentrating in reducing costs with staff retailers can focus on other aspects like logistics, negotiating with suppliers as well as planning the merchandise available according to the shoppers. But before any step is taken a market research is necessary to determinate if is there any actual demand for the product that is going to be presented to the public, even if possible several items should be tested and only after available for purchase. Some strategies can be helpful in testing a products demand in a POP: Quantity discounts offering 2 products by the price of one or offering a discount in the purchase of 2 complementary products; Complete a purchase POP advertising can be used to guide customers to purchase accessories; Offering free samples / promotional items obtained in manufacturers; Creating an excitement feeling in customer constantly by mixing the merchandise and fresh approaches. How to insure that a product is wanted by a customer in these last minute purchasing decisions? Unique/ high quality products easily available to the consumer as entering the store; Emotional connection and loyalty to the brand before and also after the POP ; Bonding with customer, brand Identity has to be easy-to-understand and easy-to-see using appealing packaging ,shape, size and colours ; Using the POP has a effective mean to communicate with the consumer : it should reveal what makes the real difference in the brand including its superior value (doesnt mean a lowest price) ; Retailers: metrics and motivations should be considered while developing product programs A good relationship with retailers will ensure that the products will be more visible inside the shop POP insure: Dynamic selling Fast way of recovering investment Low cost and effective way to present products information to customers (with low cost materials like Corrugated board, Cloth, metal, plastic, glass Appealing and quick way to interact with customers for example presenting the product in a separated stand using an outpost display this way customers can easily see and purchase the items. Effective and persuasive way to draw customers attention to new or existing products leading to impulsive purchase Establishment of popularity regarding a specific product or brand (the customer will associate the point of sale to the place where we can come back to buy it again) wich is good for retailer, wholesaler and product manufacturer Evaluate Packaging One of the most important 4 aspects in marketing should include packaging besides thinking of product, place, promotion and price. The same way a book can be sold just by its cover, flashy colours and by recurring to well known sources to make comments about its content any other product can be sold with the right wrapping. The consumer will be mostly attracted by the package but thats not necessary all, it will be just the calling card for whats coming next: the product itself, and that should include the concernment for the quality also and not just presentation. Although packaging is one of the most crucial steps in business is mostly neglected, but only if the product is a good one will customers become loyal to that brand, otherwise sales wont be repeated no matter how much the budget is applied on marketing and sales promotion and how much buzz is created around it. An intelligent packaging scheme should make possible for client to interact with the product to the point that the product becomes an object of desire, of evaluation, to be touched, smelled and finally bought. Necessarily quality packaging should be considered for it might make the difference between buying or simply ignoring a product, thats why for some companies this point is so important that they spend more money on packaging than in the product itself, others consider designing the core aspect, sometimes changing completely the products image or making only small changes or special editions. For example Coca-Cola since 1931 launched the famous Santa-Claus to celebrate the 75th anniversary forever changing the image of Santa-Claus and Christmas and catching the publics attention all over the world. It was such an impact caused by these campaigns that a true legion of fans was following all campaigns and even new kinds of packages were created (cartons that covered the bottles co mpletely with a handle at the top allowing consumers to take more bottles with them). Using view model of evaluate packaging View Model definition: It s a framework viewpoints defining a coherent group if views which can be used to analgise a system. Components of the view model Visibility how much attention does it attracts at POP Information supposed benefits, slogans, and any additional information printed on the package, usage instructions Workability package way of functioning instead of how it communicates: does it protects the product, is eco-friendly, fits on shelves Emotional Appeal How able is the package to evoke a desired feeling or mood. Applying the view model components to Bloom Project: In terms of visibility it should catch customers attention by its colourful packaging, being easy to handle and to carry anywhere. Information: the benefits are clear as improvement of the skins health and appearance, each product has its own label and specific instructions for usage according to age group. Speaking about workability the packaging protects the quality of the product , both tube or glass container option, also the fact that Bloom Project is eco-friendly: all the glass used is recycled and refillable. Regarding the emotional appeal the search for eternal beauty and for a healthy look is being enhanced by the fact that the products public target are men instead of women, turning the product into a mean to achieve healthier skin along with an anti-aging formula, all the marketing and promotion will emphasize the skin regeneration by using Bloom Project which will be available in the mainly retailer and pharmacies and uptown departmental stores at an affordable price. Theories and models of design packaging A package has two different components: The Structural Component product features and characteristics to guarantee the packages physical and technical requirements i.e. protection, qualities, preservation. The Graphic Component product relevant features and characteristics that attract, inform and motivate a purchase decision. Most important part is the decoration ,material and shape, product attention should be given to the product prior to any consideration of the package design. No amount of clever packaging will sell a product that the consumer does not want. Technical Functions Marketing Functions Graphic Design Basic Size how large or small the object or design i.e. size can be physical. Shape the actual package outline, or body of test. There are two different shapes positive and negative. Length-to-width, boring shape. Colour can attract attention and affects the moods or persona of the package. Tone the lightness or darkness. Icons Graphic design elements or symbols that convey meanings or massage Colour Theories and Package Design : Colour is a basic human needà ¢Ã¢â€š ¬Ã‚ ¦like fire and water, a raw material, indispensable to life. Fernand Là ©ger, painter (1881-1955) The healing ability and symbolic importance of colour goes all the way back to the Ancient Egypt and Greece, coloured minerals, stones, crystals and sanctuaries for treatment, along with the 4 elements (air, fire, water and earth) which were associated with qualities such as coolness, heat, wetness and dryness. For example white colour is the use to symbolise mourning in some parts of India and China and was also used in the Imperial Rome, is the bridal colour in Europe, red is associated to humanitarianism (Red Cross) and in Islamic Countries (in the form of the Red Crescent) regarding the Geneva Convention. Yellow in China represents the imperial colour and power as well as the earth. Green for example was considered the colour of Venus the goddess of love and fertility. Orange in China and Japan means happiness and love while black colour in Europe is the traditional colour of mourning since eleventh century. However colours are not seen in the same way by any individual or group and tastes and opinions about the same exact colour can change depending on the person. On in twelve males is colour blind, women instead have a much lower colour perception deficiency : one in two hundred females (its passed from mother to daughter). It can also be caused in post-birth resulting into retina accidents and brain damages. Also UV can damage the retina as well as some medication. Nearly two million people in the UK suffer of this condition. Defective colour vision was first mentioned by the scientist John Dalton in his 1794s publication while realizing that both him and his brother had this defectiveness, originating the term Daltonism. So using some of the following colours can make the difference if you are colour blind: red/green (to a colour blind the red will change into brown , orange , dark yellow and green into dark yellow , purple and dark blue , this is called Protanopia). If you have Deuteranopiat green becomes brown, purple turn into plain blue. With Ritanopia bright red becomes magenta, orange becomes pink, green becomes blue and purple/blue changes to light blue/maroon. In Monochromacy (lack of colour vision) all is black and white. A recent study from University of British Columbia using the red and blue colours concluded after showing several non-real ads to a students group control the more effective were the ones using the red colour, no matter what kind of product. Instead blue colour would remind them of water, ocean, peaceful thoughts and relaxation, not so fitted state of mind for impulsive purchase purposes. The same study found that for eclectic messages blue works well, instead red is better for accomplishing a specific objective. Some other studies show that the yellow and brown colours may suggest hunger evoking burgers and fries, blue on the other way is less probable to cause hunger feeling due to the fact that not many kinds of food are actually blue. The food industry uses the connection between colours, vision and taste in many ways for example trough colorants to improve the looks of food. Colours used in packaging can transmit messages to customer for example pink and red indicates sweetness while green is associated with mint flavour. Purple , gold or black are associated with luxury and quality. So colours do matter in packaging design (especially in areas like market for foods, pharmaceutical and cosmetics) for they can also stimulate and even influence the consumers choice to the point of stimulating impulsive buying(for example most of products use yellow or red to stand out a new product or an improved one. Following the trend of a more sophisticated and busiest type of consumer nowadays the labelling should be printed in a more silk screening using appropriate size and colour to make reading easier (high-quality colour making it possible to use in any media in any type of material) because ingredients do matter to the consumer. So minimizing the type size on the reverse labels may not be such a wise choice. In order to enhance the natural ingredients of a product many times the labelling uses the wrong colours like gray ink on clear labels, not allowing the customer to satisfy the information need that should be available in the label. The product will lose interest. So even worse if the customer is colour blind it may become impossible to read the labels at all and the product instead of becoming a sale will be returned into the shelf. No wonder that Packaging design is now concerned with more realistic images, visual clarity, bright colours and very clear and recognisable symbols. Also, packages should be odour-free, resistant and compatible with the contents. Summary: In a to buy or no to buy decision many aspects should be considered in order to a product or brand to succeed, for they play a very important role in the consumers decision. Packaging design and POP materials if wisely combined as marketing strategy can inform the customer about the main characteristics of the product, can remind the customer about a product or brand and even can encourage for the selection of a new product. All together manufacturers, retailers and customers gain with this for the markets are stimulated by the constant pursuit to satisfy the customers demand. And as well as the quality and the benefits or the price of the product the packaging and the final appearance of the product (colour, shape, taste/smell) also triggers or not the consumers attention turning it in to an impulsive purchase within this demand market the self service is becoming a very important way to achieve the goal of sales again with the use of POP materials placed mostly at the entrance of the shops where can be easily seen and hopefully bought.

Henry Walker and the Three of Hearts Essay

Henry Walker, the self-made Negro magician or rather the â€Å"self-made freak† can simply present his life through the analysis of his signature card trick – the use of the Three of Hearts. Each of these hearts represents one of the women who played significant roles in his life. These women were his mother, his sister Hannah, and his assistant and lover, Marianne la Fleur. Henry’s mother The mother of Henry Walker best represents the primary source of tragedy in the story. It can be noted that the setting of the story best emphasizes its tragic theme only when the plot reaches a recollection of Henry’s youth, where the young boy loses his mother. In one way or another, Henry’s mother symbolized familial care and love which should be nurturing, supportive, and developmental – something which the â€Å"magician† was deprived of at a very young age. Technically, the lack of a mother equated to the lack of family, the conflict which Henry tries so hard to resolve all throughout the story. To a certain sense, the mother – or rather the lack of having a mother best depicts Henry Walker as a â€Å"lost soul in perpetual mourning over his departed family†. She is the first of Henry’s losses and probably the most dreadful of all. However, unlike other losses, the loss of Henry’s mother is probably the only real event in the story which is not masked by any illusion or schizophrenic dilemma. It was clear that his mother died from a disease before his ninth birthday and from there, his life has gone towards the worst as he is left in the arms of his lying father. To a certain sense, much of Henry’s doomed destiny can be blamed on the fact that he had lost his mother. With a mother, perhaps Henry might have had a more â€Å"real† life and he might have not lived under pretentious and perplexing situations fostered by his imagination and his father’s false encouragements. The role of the mother was to create a â€Å"real† reality, upholding a family that is essential for the foundation and formation of emotionally, socially, and psychologically healthy individuals. The lack of fulfillment for this motherly role in Henry Walker’s life shows why almost everything went wrong. It can also be noted that whenever the lack of motherly care is tackled in the story, Henry is almost always merely seen as a little young boy – helpless and innocent, not an egomaniac who is forging stories and lies for his own benefit. With his mother, Henry becomes a victim of life’s cruelty, a once pure soul who has been corrupted because of the lack of love. As such, apart from setting what was supposed to be real and right in the magician’s life, the mother was supposed to maintain Henry’s chasteness. Through his mother, Henry is blameless and naive: â€Å"You have to know what’s true to lie and Henry didn’t. He didn’t know the difference. † What’s more is that the early loss of a mother therefore established a series of losses for Henry. As noted in the book, for Henry, life is â€Å"One losing battle after another†¦ Winning doesn’t even exist, really, not as something you can hold on to; it’s just something that happens between losses. † Henry’s sister, Hanna If Henry’s mother – or rather the lack of her – was the ultimate source of tragedy in the magician’s life, his sister Hannah was the reverse. Although the boy also lost her sister when he was nearing eleven, the loss of her sister gave his life meaning – although an illusionary one. As shown in the story, because Henry Walker believed that his sister was stolen by the Devil – Mr. Sebastian, he had devoted his life into looking for her. That search gave her a source of life and a direction which he cannot simply find. In this sense, Hannah symbolized a crusade for both vengeance and righteousness for the magician. Hannah’s loss shows the different side of the magician – one who is no longer lured by innocence and youthfulness. Instead, through the vanishing of his sister, Henry becomes a miracle worker, someone that has power and will to defeat the devil. This determination and motivation originating from the loss of his loved one and from his guilt showed a singular Henry, a surprising persona that cannot be expected from a feeble man that the â€Å"Negro† magician posed himself to be. As claimed by Adam Sobsey, â€Å"When late in the book he (Henry Walker) declares that he’s spent his entire life looking for his lost sister and her kidnapper, it’s almost a surprise: He’s scarcely shown that kind of will or anima. He is, in the words of one character, ‘like a puddle in the sun: every day he became smaller and smaller. ’† Hannah symbolized the fight against evil for Henry. As noted by the Daniel Wallace, the author, in one of his interviews: â€Å"The stories that Henry has embraced, generated by his father, that only the Devil could have engineered the taking away of Henry’s sister. So, Henry had to believe in that evil in order to set himself up as a force of good in the world. † This was symbolically emphasized in the story as Hannah was often referred to have angelic qualities. As such, the loss of Hannah – which Henry though was his fault – made Henry’s life a struggle between good and evil and that somehow presented a sense of order into the complexities of the real scenarios that the magician was involved in. However, Hannah was also a source of Henry’s tortuous frustrations for he never can really rescue her from the â€Å"Devil† and Henry will never win against evil. This was emphasized by Henry in the novel: â€Å"Evil always wins†¦ Eventually evil wins. We fight it because it’s the right thing to do, but in the end we’ll always lose. Always. Because to be good- truly good- there are rules, we have rules inside of us, rules we have to follow to be that way, to stay good. And evil can do anything it wants to. It’s not a fair fight. † Wallace, the author, also notes that Henry will always fail at his goal to defeat the Devil because â€Å"The fact is that evil doesn’t exist. There isn’t this Manichean struggle between the two. † Marianne La Fleur, the unattainable Marianne La Fleur, the stage assistant, was the centerpiece in Henry Walker baffling life. In the novel, Henry brings her back to life in one of his shows. This stunt proves to be a success in Henry’s career. This somehow symbolizes Henry’s one good shot back at life; however, the trick fails to receive much awe as its eeriness does not impress the popular audience. In his attempt to love and to be loved, Henry also fails to no avail. Yet, Marianne serves a very defining role in Henry’s life. In a sense, she was the magician’s hope to life and love which remains unattainable, despite their similarities in â€Å"freakishness†. If Henry was presented as a man who had a devastatingly depressing life, his assistant – whom he loved – mirrored the same degree of oddity that he posed: â€Å"Marianne La Fleur was not ugly, though; she was something worse. She was scary. Or no – haunted. She was a haunted woman about whom, when you looked at her, you would wonder, What happened to her? . . . She was odd, and everything she did was odd. . . . Ask her a question, and there was always an uncomfortable pause before she replied. Even the simplest question, ‘How are you? ’ One, one thousand, two, one thousand, three. Fine, she said. One, one thousand. ‘How are you? ’† As described in the novel, Marianne was someone whose characteristics dwell between the living and dead. She was as troubled as the magician and that was probably why he became attracted to her. Through Marianne, Henry defines his fondness of the odd and the haunted. By being attracted to his weird stage assistant who is described as â€Å"a creature ever fluttering on the border between Life and Death†, the magician embraces the divergence from normalcy and tries to embrace the life of a â€Å"freak†. This tendency to be fond of what’s strange and unnatural gave him what he was always looking for: the love of a family. The freakishness was what defined the people who were in the circus – the people whom, as based on their narratives and recollections of Henry – loved and cared for the magician in the way that his family failed to do so. In the narratives of Rudy the Strongman, Jenny the Ossified Girl and JJ the Barker, the life of Henry was delivered not only to deliberately emphasize the horrors of the magician’s life. Rather, through their narrations, Henry was given more than pity. The circus denizens sympathized with their friend and even honored him by saying that â€Å"In the end, Henry was a man with two stories: one story was about revenge, and the other was about love. † In Henry’s life, Marianne was both his mother’s and his sister’s substitute. Through her, the author was able to emphasize an important theme that he tried to present in the story: â€Å"It’s about getting (a) family, losing (a) family. All of the stories presented are about family. Henry loses one family, but in the end he gets another since the circus becomes a family in itself, where the freaks are able to live a normal life with each other and love each other as real people, where their similarities are more important than their differences. † Marianne was the supposed fulfillment to Henry’s final vision which is to gain â€Å"that final ideal of community and family and being a part of the world. † References: Sobsey, Adam (2007). Mr. Sebastian and the Negro Magician: The new novel from Chapel Hill’s Daniel Wallace. Published 25 Jul 2007 (Retrieved April 6, 2009 from http://www. indyweek. com/gyrobase/Content? oid=oid%3A157570) Turner, Daniel Cross (2009). The Magical Work of Fiction: An Interview with Daniel Wallace. Published March 2009 (Retrieved April 6, 2009 from http://www. storysouth. com/2009/03/interview-with-daniel-wallace. html) ____________ (2007). Bigger Fish Swim in Wallace’s Latest. Published 19 August 2007 in the Mobile Register (Retrieved April 6, 2009 from http://www. weirdplots. com/2007/08/that-old-multicolored-magic. html) Wallace, Daniel (2007). Mr. Sebastian and the Negro Magician. Doubleday. 257 pp.

Alexander the Great Essay Topics - a Brief Outline

Alexander the Great Essay Topics - a Brief Outline Actually, Alexander the Great is deemed to be one of the best military leaders of all moment. In conclusion I think that Alexander shouldn't be called great anymore and that individuals should observe the villainous side of him. The Alexander the Great Essay Topics Game The Middle East region was united on account of the efforts which he made. Alexander the Great is thought to be one of the strongest military person in the history. Overall, regardless of the simple fact that sometimes Alexander the Great isn't called great, there are various reasons to consider him to be great. Alexander's treasured tutor was Lysimachus. However, it's also possible that Philip's choice wasn't just for academic factors. He died at age 32. The fantastic leaders can claim to observe the great. This work is a rather recent revaluation of the well-known themes regarding Alexander. This morning, both troops met on the battleground. What You Can Do About Alexander the Great Essay Topics Starting in the Next 2 Minutes One of the absolute most difficult facets of writing a paper is actually creating something initially. Although Aristotle's zoological work is much less famous as his logical and philosophical books, it turned into a huge encyclopedia of pure history and was surpassed just in the 18th century. To get started writing your assignment you would want to run into an interesting and promising topic. You must be proficient in the topic, have an overall idea about the chosen issue and can get the best arguments to show your thesis. When it is simply too tough for you, you can get an essay online from our writing service. Total summary, so return later. It promises to be a simple read and that's what it exactly is. Again, a comparatively effortless read. Several professionals, including doctors, lawyers, and engineers, came from throughout the empire due to the employment opportunities that was created. The neighborhood people began to absorb and adopted a number of the Greek cultural ideas. The effect of the Jewish faith in the previous hundred decades. The effect of the Muslim faith in the previous 100 years The sociological effect of classical music in the modern society. Following that, the world was never the exact same again. It is among the most effective sciences on earth. Show them which you have knowledge. In this moment, knowledge advanced. Absolutely free Alexander Great essay samples can be found FreeEssayHelp with no payment or registration. There are topics that each student would like to write about. The teacher might need to provide models or instruction on developing a bibliography or works cited. Get custom essay sample written depending on your requirements. Together with the topics, you'd discover loads of papers at no cost. When you have picked a topic, conduct research. The more sources which you have, the more vivid of a picture you will receive at the conclusion of the research. Research papers are trying, but in addition they have the capability to be somewhat rewarding. That's the reason why we tailored a thorough purchase form, which is still simple to finish. In an identical purchase form, you will give your name, email, and contact form. Whatever topic you've got to write about, it is crucial to consider whether there is sufficient information available and whether you are able to provide adequate insight into this issue. Actually, you can make up any topic you want by yourself, as long because there is unlimited amount of those.

Body Language Is It Important Way That Helps People...

Introduction Body Language is one of the important way that helps people understand others even though they are facing a stranger. Body language can be divided into sight language, eye contacting, posture, gesture,manner, facial expression and movement.Now that Naheed Nenshi is elected to be a mayor in the Calgary, he must have some attractive features that arouse people to vote for him. Body language that used by him is one of them. This nonverbal communication is influenced by people’s thoughts, feeling and psychology. Nenshi’s body language plays a positive role as he spreads his idea through media. In a word, Naheed’s body language helps to improve people’s approval. The affection of Naheed Nenshi’s body language not only reflected by people’s approval, but also shortening the distance between the officer and citizen by establishing a friendly atmosphere. Observation During this interview, with body language that Naheed Nenshi used, interviewer or Audience can get what Naheed Nenshi wants to show. At the beginning of the interview, around 0:36 to 0:38 minutes, he had a big, toothy smile with closing eyes. Smiling means happy and people with good smilling face always let others feel comfortable.In the research, it shows that â€Å"open smile emphasizes happiness, and to trigger happy reactions in others†. It displays Nenshi created a friendly atmosphere at the beginning of the interview so that audience would give him a good impression. Smiling not only let himself feelShow MoreRelatedEffective Communication Is Important For All Ages Ranges1590 Words   |  7 Pagesalthough your tone, body language and terminology may differ to accommodate understanding. It is important in life to be treated as an individual and for others to treat you individually too. 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