PACKAGING AS PROMOTIONAL TOOLS IN THE MARKETING OF BEAUTY CARE PRODUCTS (A CASE STUDY OF PETALS ENUGU). A RESEARCH PROJECT MATERIAL ON MARKETING
ABSTRACT
This research project is very crucial study for petals Ltd. The study was motivated by the necessity of packaging as promotional tools in the marketing of beauty care products. This research project aimed at the following.
a. To identify packaging as a promotional, in order to increase sales and profitability of the product.
b. To determine whether a good package can help improve a brand image.
c. To determine whether a good packaging can help to increase its sales.
d. To determines whether a good package can serve as a substitute to advertising.
The population of study comprises of the personnel of petals Ltd., distributors and consumers of petals beauty care. The researcher used data collections were questionnaire and oral interview. Tables and percentages were used in presenting and analyzing to data collected. The chi – square statistics was used to test the various hypothesis. The overall promotional tool adopted by petals has helped to increase sales and profitability of the product tremendously. Based on the findings, the researcher recommences the following: The company should
1. Be unique in packaging design
2. Choose the type of packaging that must be assessed against its attributes during the appraisal of the design proposals.
3. They should have it in mind that packaging is a complement to media advertisement.
4. Since the company knows that properly designed package serves as a constant reminder of the firms production. It is recommended that it should incorporate all those things that will project the company’s image. The conclusion of the study of the petals Beauty care which is one of the leading cosmetics produce by petals Nigeria Limited has been successful and in order to keep up its marketing of the product, the company should use a properly designed attractive and captivating package.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
The word of marketing today is a word of unprecedented competition where company with goods and services to work extra- hand to survive such company must adopt sound marking mix in order to compete favourable.
The basic aspect of marketing mix is the product development and product mix. The product mix or component is however not complete without packaging.
Throughout the world, packaging plays a significant role in the protection presentation and promotion of consumer goods and durables; it helps in the storage, reduces damage and loss to good – in – transit and minimizes pilferagse.
Traditionally, packages have been viewed in a very utilitarian fashion, that is, as a way of protecting the physical goods as it moves through the distribution channel. However, packaging in developing nation would sound to be out of place when we still see market women and traders wrap their wares with banana leaves, used newspapers, and green leaves. These traditional methods of packaging not with standing, the need for packaging is growing fast and cannot be overemphasized. In recent times, marketers have been conscious of the fact that packaging is important in the decision to purchase a product. Emphasis have therefore been shifted from the traditional belief of manufacturers that package is meant for protecting a product only. It can now be seen that in most of the super- market, various colourful and indigenous packages are used especially when the products are competing for attention.
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