The 5P’s of effective marketing is a tried and tested and much used method for getting products out to market.  As a marketer I am sure you have referred to this method for numerous product launches and there are many different versions and expansions on this theme, I have seen some with over 20 elements, too much detail.

What I find extraordinary is that one of the core elements which touches every other is often just a footnote within ‘product’ or ‘promotion’ and that of course is packaging, the element which encompasses just about everything.

It is time that packaging moved up the hierarchy and becomes a first division player within this mix and gets the recognition and attention it deserves.

The case for Packaging to be promoted as the 6^th Element

1. Product – The customer often sees the packaging first, even before they see the actual product, so how important is that first impression?
2. Price – The packaging gives the customer a perception of quality and value, cheap packaging equals cheap product in the customers mind.
3. Place – Physically the packaging might determine where the product is placed in store but more importantly these days is online selling.  When your customer receives their goods it might be the first time they have physically touched your brand, how important is your packaging then?
4. Promotion – The packaging plays a huge role in helping promote the product and is used in advertising and marketing campaigns as part of the overall offering.
5. People –Maybe a bit more difficult to argue a case here as people refers to your company, employees and values linking to the overall brand promise to your customers, but I am sure we could find a way of helping package that as well!
6. PACKAGING – Newly promoted as a versatile member of the team. It says too much about your brand and products to be ignored.