Packaging to the damage of products during

Packaging is formed by
four elements: Primary packaging keeps core product safe and fresh (if appropriate);
Secondary packaging presents the core product; Shipping packaging helps to
store and transport the product; Labelling  information printed on or with the packaging (Peattie,
Environmental marketing management: meeting the green challege 1995).  Among techniques used in marketing, labelling
appears to emerge as one of the most strategic elements in influencing a
consumer’s decision.

Information and visual
content are only a small part of packaging design. Size, form, packaging material,
ergonomics, and colors also importantly contribute to the overall statement. In
his book Czinkota and his colleagues (Czinkota
and Ronkainen, International Marketing n.d.)add: “Colors play an
important role in the way consumers perceive a product, and marketers must be
aware of the signal being sent by the product’s color”. The core of the modern
marketing practice is to understand and respond to consumers’ values and needs.
In order to succeed on the modern market, businesses place great focus on their
customers and invest the majority of their resources into marketing activities.
The main goal of the modern business is to understand and satisfy the needs of
its buyers in well-defined target markets (Czinkota and Ronkainen,
International Marketing n.d.). Hence, green
marketing from a business perspective should not be viewed as a way to support
the environment but as a way to strengthen business position on the market by
satisfying the needs of the growing amount of “green customers”, providing them
with the “extra ecological value” they expect and, by doing so, reinvigorating
the customer relationship.

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Generally, the
packaging is completed in factories. The elements of the packaging which have
an impact on warehouse and transport costs are size, shape and materials. The
enhanced packaging of products, along with rearranged pallet patterns, makes
organizations realize the significant savings by reducing materials usage,
increasing space utilization in the warehouse and in the trailer and reducing
the amount of handling required. The outcome is less packaging waste and fewer
vehicles required. This efficiency directly converts into less environmental
impact. One the contrary, the insufficient packaging can direct to the damage
of products during transport. Dealing with the inadequate packaging problems,
innovative packaging technologies and environmental certifications can be
introduced. They will help companies to minimize the product’s losses in transportation
and improve their product’s packaging.

the same time, understanding customers’ needs is only one pillars of modern
marketing. (Kotler, Armstrong, et al., Principles of Marketing 2008): “Understanding
customers is