Packaging : From Silent Salesman to Proven Performer……

Gone are the days when packaging was meant to be carrying product details and wrapping the product. Packaging is no more what it used to be. It has become the frontrunner in branding the product as it directly confronts the customer at the time of purchase. Many FMCG companies have moved on from mediocre packaging to attract customers with enticing ‘look and feel’ of the product. In the era where exposure to international brands increasing ingenious and eye-catchy packaging trend has evolved a proven performer in captivating the minds of the consumer.

In the last couple of years FMCG majors such as Hindustan Unilever, P&G, ITC, Nestle, Pepsi Co, etc. have launched and relaunched wide range of products putting emphasis on packaging. Recent DNA article stated that, FMCG companies working with extremely low margins after absorbing most of the last year’s rise in raw material prices and higher logistics cost due to fuel price hike are exploring innovation in packaging to retain profitability. Everybody is eyeing for that distinctive attention of consumers at shelves. Companies have also understood that enticing and winsome packaging attracts lots of first time buyers. With the use of color, Illustrations, typography and various packaging materials it has become a very important sales tool.

It is also essential for companies to maintain their brand’s image and status with respect to their international competitors who maintains the policy of high quality packaging. A product or a brand has to differentiate itself from identical products on the shelves and has to retain the brand loyalty. A large no. of loyal customers are an asset to the company and it is a major determinant in deciding Brand Equity. Packaging develops and maintain an image of the product or brand in the minds of consumer. Brand managers maintain that packaging has to communicate right message on and off the shelf. The marketers now understands the importance of creative packaging design and they are trying to innovative ways in packaging to have an edge over other brands or products. Also new breed of brand conscious people is increasing in the Indian market and companies are looking for tapping this source early on by relaunching their product line.

But do companies are willing to spend on packaging….? The wider business community broadly welcome the trend in packaging but smaller businesses still concerned about the financials attached to it. Companies do not want their packaging cost to go up more than 5% of product’s cost. They may be willing to spend on other advertising and promotional materials but not on packaging alone. Although companies are breaking the rule and foraying into the brand war in retail stores, creating separate window for their brand portfolio.

To conclude, “Packaging should not a meaningless and generic emptiness…it should reflect the right image of your brand.”  To put it simple you just need to ask…                                                                                                                                “is consumer going to have a second look or your message is getting lost...!"

Mahesh R Bhor

MarCom Consultant (Marketing Communication)

022 65229520

The MarCom way!

First and foremost I would like to greet all my readers. I am thankful to each one of you for sparing your precious time for going through my first blog.

Through this medium we will share our experiences our innovations and obviously our pitfalls too. I and my team will try our level best to bring out live case studies that will surely help to have a better know how of Marketplace. 

These days the recent jargon for marketing department is MarCom / MarComm. Integrated approach is a common phrase amongst marketing and branding professionals. Every plan every activity should have 360 degree approach. Even during board room meetings the emphasis is to catch hold of prospect at every possible place at every possible time.

Being a MarCom consultant myself I realized the displease of the ‘prospect’.

Morning when he gets up a gliding newspaper insert comes out of his tabloid.

He might even see a banner or a promoter or a free sampling exercise at Joggers Park.

While driving he is forced to see at hoardings lined up on his way. At parking lot somebody is awaiting to tag his car handle.

He just entered his cabin and SMS tone catches his attention. Probably a discount or a promotional event alert!

Going through all this evenings he will again go through more hoardings. Reaching home when he opens up his email he is engaged in deleting those promotional mails.

Now with an intension of knowing current affairs he puts on the news channel and off course he is now watching those commercials too.

Time to go to bed but nightmares of morning “MarCom” routine are getting ready again to reach to ‘prospect’ again.

And this all credit goes to our 24 hours round the clock working marketing team.

I am surprised and a bit confused too. As I was taught in my MBA lectures that                                       

“Average mind is already a dripping sponge that can only soak up more information at the expense of what’s already there. Yet we continue to pour more into the supersaturated sponge and disappointed when our messages fail to go through.”   

(The above lines are inspired by two great marketers Al Ries and Jack Trout, the experts in communication.)

So I am scratching my head and request my fellow readers also to think that how do I successfully reach my customer and make an impact too. And obviously how do I treat my prospect as a prospect rather than a Target.

At Azure we have been helping our clients to reach to our prospect as a perspective client rather than as a target. working with brands like Tanishq, Piramals and Lifestyle we have successfully implemented our marketing modules.


There is no thumb rule for marketing neither there are any specific modules to win customers. But there is surely a need to understand human mind to communicate a message. 
Rather than bombarding leaflets, SMSes, Emails it is important to reach at the right place and at the right time AND obviously at the convenience of audience. 


MarCom way guides us various tools to reach to the consumer mind. It never means to reach there any how. 


In the next coming blogs I am going to share few case studies where our panel of consultants have successfully implanted the "The MarCom way" with the support of marketers of various corporate brands.


I will be delighted to see feedback via emails or by any other "MarCom way" :) 


Best Regards, 
S.K Bharti  
Director 
Azure Consulting 
T: 022 65229520