Analyse, using examples, why packaging could be important in the marketing mix.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2016). The mark or mark type is shown in brackets.

1. Packaging is often advanced as an additional P to the 4P's – the quality, design, colour of a product's packaging is often considered to be very important.(eg: perfume/fragrance as a luxury product)
2. Packaging can perform a number of functions – protect and contain the product – give instructions to the customer about the product (contents, ingredients, how to use) – support and sustain the image of the product – support the recognition/brand of the product.
3. If packaging is poor it can destroy the quality image that is sought for a product.
4. If packaging is seen to be too wasteful of resources, consumers may respond negatively in an environmentally concerned time.
5. Packaging has to support the overall objective of the business.
6. So packaging is functional (protects product) – it attracts the customer – it promotes the product - it differentiates the product – it encourages purchasing.
7. NB: the question asks for examples; these can be product specific or examples that demonstrate application of packaging to the marketing mix.
8. [7-8] Good analysis of the importance of packaging in the marketing mix - with at least one example
9. [5-6] Some analysis of the importance of packaging in the marketing mix with at least one example
10. [3-4] Some application of packaging to marketing
11. [1-2] Understanding of packaging
12. [0] No creditable content
13. Is there a need for an effective marketing/promotion/advertising strategy?
14. The need for an effective distribution /policy strategy
15. Is there room for one more entrant where prices, quality, and product features may be similar?
16. Can a differentiated offer be made – specialise in one area e.g. anti-ageing cream, beauty soap/cream etc.?
17. Can a value for money offer be made?
18. How valuable (profit margins) might your customers be? – is there room for growth?
19. Can you provide an online shop (website) that contains the following features? – clear order form – speed of payment – security – quality product catalogue – ease of navigation
20. Are processes of ordering, logistics, accounting, marketing and sales integrated?
21. Does the business really understand the particular demands and aspects of e-commerce/online retailing, e.g. speedy guaranteed delivery – returns policy?
22. A considerable number of factors particular to online retailing of beauty products plus more generic factors – is this the right move to make? – does the business understand customer behaviour and has it prepared and planned appropriately?
23. NB: the candidate taking the approach of advantages / disadvantages of deciding to set up an online shop can be awarded up to 5 marks.
24. [9-12] Effective evaluation of factors affecting the success of an online retail beauty product shop
25. [7-8] Limited evaluation of factors affecting the success of an online retail beauty product shop
26. [3-6] Analysis and some application of factors affecting online retailing
27. [1-2] Understanding of online retailing
28. [0] No creditable content