Packaging

When we are about to buy a product, despite all the marketing strategies that may have been use in that specific product, when we go to a store the packaging is what you see, is the direct image of the product and for extension the brand. So it is obvious the packaging has to attract customer's attention, but it also has to protect the goods effectively. Currently the concept of self-service stores are the most common ones, so apart from attractive, and protective, the packaging must describe product features. Companies also try to make a package that will grant instant recognition to the brand.

Coca-cola for example has created a great example of good packaging.

• Their bottle is very recognizable, as a matter of fact they included in the logo.
• They are constantly trying to innovate. And, in my opinion, in their last attempt, they have outdone themselves. Yes I am talking about the names in the bottles. Coca-cola made years of research in different countries to fiend the most common names to print them in bottles an by doing this they have increased the sales in a 13%.
  
• Also they make special editions targeting different segments of their extensive target market. For example the exclusive Taylor Swift edition or the bottles with prints.