THE EIGHTH “P” OF MARKETING: PACKAGING

UDC 659.12(476)+339.138(476)

Maevskaya Elena Vladimirovna – PhD (Philology), Associate Professor, Assistant Professor, the Department of Communication Technologies and Public Relations. Belarusian State University (9, Kalvariyskaya str., 220004, Minsk, Republic of Belarus). E-mail: helen@pygmalion.by

DOI: https://doi.org/ 10.52065/2520-6729-2024-285-12.

Key words: packaging, product, brand, promotion, marketing mix, communication, advertising.

For citation: Maevskaya E. V. The eighth “P” of Marketing: Packaging. Proceedings of BSTU, issue 4, Print- and Mediatechnologies, 2024, no. 2 (285), pp. 88–92 (In Russian). DOI: 10.52065/2520-6729-2024-285-12.

Abstract

The article examines the role of packaging in the process of product promotion and expresses an opinion about the exceptional value of this marketing and branding tool. Representing a unique combination of product protection and communication at the same time, packaging is equally important for both seller and buyer, and should be among the main elements of the marketing mix.During the research, both general scientific (modeling, analysis and synthesis, induction, generalization, classification, observation, comparison, experiment) and special scientific methods of understanding reality are used: media content analysis, qualitative (focus group, in-depth interview) and quantitative (hall test) packaging testing methods. In his analysis, the author relies on available scientific and specialized literature, mass media and online sources, as well as his own many years of practical experience in the field of advertising and print packaging, including the full-cycle production of two-layer corrugated cardboard and full-color laminated containers, branded packaging and POS-materials. As a result of the research, the purpose of which was to increase the status of packaging in the marketing strategy of the brand, and this shows its scientific novelty, the author comes to the conclusion about the key importance of packaging in the marketing mix, first of all, in the ideology of the product, optimization of its implementation and profitability of its communication, and it defines the special status of modern packaging – a complex within a complex.

Download

References

  1. Allen Alicia. Understanding The 7Ps of The Marketing Mix. Available at: http://oxfordcollegeofmarketing. com/Blog (accessed 25.06.2024).
  2. Dave Hill Jr. Dialing In Your Marketing Mix with the 8 Ps of Marketing. Available at: http: // davehilljr.com (accessed 20.06.2024).
  3. Maevskaya E. V. Reklama v sisteme marketingovykh kommunikatsiy [Advertising in the marketing communications system]. Minsk, BGU Publ., 2003. 72 p. (In Russian).
  4. Liohkaya D. Perfumers of Imperial Russia. Available at: http://culture.ru/Materials/Traditions (accessed 23.02.2024) (In Russian).
  5. Jones John Philip. Reklamnyy biznes: deyatel’nost’ reklamnykh agentstv, sozdaniye reklamy, mediaplanirovaniye, integrirovannyye communicatsii [Advertising business: activities of advertising agencies, advertising creation, media planning, integrated communications]. Мoscow, Izdatel’skiy dom Williams’ Publ., 2005. 784 p. (In Russian).
  6. Feldman Emi. Finding the Perfect Box: How AI Helped Amazon Reduce Packaging Costs. Available at: http://forbes.ru/ForbesLife/Sustainability (accessed 17.05.2024) (In Russian).
  7. Vasil’eva Margarita. Such different names. Reklamnyye idei [Advertising Ideas], 2006, no. 4, pp. 94–97 (In Russian).
  8. Vasil’eva M., Nadein А. Brend: sila lichnosti [Brand: Strenght of Personality]. St. Petersburg, Piter Publ., 2003. 208 p. (In Russian).
  9. Taylor N. Vybor imeni, ili Vse o neyminge [Choosing a name of Everything about naming]. Мoscow, Olymp–Biznes Publ., 2010. 197 p. (In Russian).
  10. Frankel Alex. Neyming. Kak igra v slova stanovitsya biznesom [Naming. How word games become a business]. Мoscow, Dobraya Kniga Publ., 2006. 320 p. (In Russian).
  11. Korolenok G. A., Klimchenja L. S., Ostal’tseva O. J., Flerko S. L., Osipovich T. A., Gotskiy G. G., Sadovskaya T. V., Zapol’skiy A. V. Prodvizheniye belorusskikh tovarov i uslug na potrebitl’skiy rynok [Promotion of Belarusian goods and services to the consumer market]. Мinsk, RIVSh Publ., 2021. 288 p. (In Russian).
  12. Ensuring sustainably caught fish are delivered in sustainably designed eCommerce packaging. Available at: http://smurfitkappa/Case Study (accessed 23.06.2024).
  13. Maevsky A. V. Laminating: an alliance of beauty and strength. Tekhnologii pererabotki i upakovki [Processing and packaging technologies], 2007, no. 1 (54), pp. 22–23 (In Russian).
  14. Pygmalion.by. Available at: http://pygmalion.by/POS-materials (accessed 15.06.2024).
  15. Моljaeva Svetlana. The Russian packaging market is changing thanks to sanctions. Tara i upakovka [Containers and packaging], 2024, no. 1. Available at: http://magpack.ru/Соntents (accessed 20.06.2024). (In Russian).

05.07.2024