Packaging as part of the marketing mix

From 1st October it will be a legal requirement for all packets of cigarettes to carry graphic pictures of the sort of damage that smoking can do to the body – rather revolting images if the example here is anything to go by, and definitely not something that is designed to encourage anyone to take up smoking. This is a far cry from the brand images that were used in the past before the ban on tobacco advertising, with pictures, colours and slogans all used to create an image of the glamour, coolness and attractiveness that each brand could give to the smoker. However the anti-smoking lobby wants the regulations to go even further and insist on plain packaging with no brand identification. They suggest that this would draw attention to the health warnings and avoid the distraction provided by branding on the pack – I assume that they would want the new pictures to be left there as well. 

Online retailing fluctuates

Online shopping is fluctuating this year, which a growth of 15.7% in July compared to June, but a 10% fall in August to a value of £3.8bn. The goods given as the drivers of these rises and falls show which items we buy most online: the main reason for the August drop was lower sales of alcohol due to the wet weather causing barbecues to be cancelled (and also lingerie – can anyone suggest a seasonal reason for that one?) although online sales of shoes were up by 3%, thought to be due to parents buying back-to-school shoes ready for September. July’s increase was largely down to clothing with internet stores becoming better at converting browsers to shoppers – retail research showed that one in every 15 visits to a clothing shopping site resulted in a purchase – and electrical online sales were up by 11%. However, the increases were probably driven by heaving discounting and promotions so don’t necessarily indicate a boost to the profits of the providers. On the other hand, as we head towards a difficult Christmas retailing period for the second year, those who are establishing their online presence through discounting to penetrate the market may be using clever tactics.

Video case study - football shirt sponsorship under pressure

A cracking good video report on the challenges faced by football clubs who look to generate revenue from allowing firms to sponsor their shirts…

Q&A - Where does packaging fit into the marketing mix?

Packaging is sometimes known as the “fifth P” in the marketing mix.  It is closely associated with product because it is in what most goods are delivered to the customer.

Q&A - What makes for a successful or effective marketing mix?

An effective marketing mix is one which…

Q&A - What goes into the “marketing mix”?

The marketing mix deals with the way in which a business uses price, product, distribution and promotion to market and sell its product.

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