Packaging Redesign Project: Analysis and Marketing Strategies

This project undertakes a comprehensive analysis of existing product packaging, specifically focusing on the packaging of chopped fruits. The assignment begins with an observation of the current packaging, identifying its shortcomings in terms of environmental impact, health concerns, and consumer appeal. The student highlights the negative effects of plastic packaging on the environment and human health, emphasizing the need for a redesign. The project then delves into defining the target customer for the redesigned packaging, using segmentation criteria such as geographic region, age, gender, occupation, and psychographic factors. Based on this analysis, the student proposes a new packaging design using pulp containers, aiming for sustainability, product protection, and effective communication with consumers. The new design is intended to mitigate environmental pollution, preserve the product's quality, and enhance the overall customer experience. The project includes relevant references to support the analysis and proposed solutions, demonstrating a solid understanding of marketing principles and packaging design.

Marketing

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Step 1:
Step 2: Challenges with the original packaging
A. While visiting the supermarket, it has been found that the chopped fruits are packed in
plastic bags which are wrong in terms of health and society environment. As per the
facts, plastic bags are highly polluted that affects the environment. It is observed that
plastic bags are one of the main causes of marine pollution which affects the environment
as well as society because it directly enhances the global warming. Apart from the
environment, packing the fruits in plastic bags affects the health of human being as the
nutrients and protein have been reduces. Fruits are also get damage due to long term
storage in plastic bags as these are the perishable goods that cannot be store for long time
(The Conversation, 2019).
B. Being the marketing student, it is observed that the plastic bags those are used for fruits
packaging are also not attractive as nothing is mentioned on packet that attracts the

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consumers towards the baskets. It is a fact that the presentation of product attracts the
customers towards the products. It is required to mention all the details related to
products and its price amount so that the consumers gets all information through
packaging that’s why; it is required to redesign the product packaging.
Step 3: Target Customer
Target customers of the chopped packed fruits are as given below:
Segmentation Type
Segmentation Criteria
Target Customer
Segment
Geographic Region Packed Fruits is
available in all areas
of nation but the
main target is those
cities that have large
number of industries
and highly developed
areas (Schlegelmilch,
& Bodo , 2016).
The fruits are not
transfer from long

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way.
Density Urban/ rural areas
Age There is no age
limited but new born
babies cannot eat
fruits and these are
not beneficial for
their health.
The main target 4
years to all ages.
Demographic Gender Men, Women and
others
Occupation Not necessary but
more privilege is
given to business
professionals,
Students and all other
customer segments.
Business professional
and students who stay
away from the
families and have

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busy schedule in
daily routine.
Life Cycle Stage Lifetime
Loyalty High brand loyalty
Behavioural Behaviour It target those
consumers who are
highly health
conscious
Psychographic
Social class, lifestyle
Upper and middle
Class can easily
afford the prices of
fruit (Shareef,
Yogesh, & Vinod
2016).
Step 4: New Packaging Idea
Pulp Containers are the new design packaging for the product that helps to protect the fruits for
long time with less damage and also less affects for society and health.

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This container helps to prevent the fruits long time
with less affects.
This packet is biodegradable which means it can easily
recycle and use again and again that reduces the
pollution from environment. That is why; this
packaging for delivering food is beneficial.
The main purpose of this packaging is to prevent the environment from plastic pollution and
prevent the fruit for long time. It is also easy to print the details on packet with price and name of
fruits which is a good technique to communicate with customers (MPE, 2018).

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References
MPE. (2018). Sustainability. Retrieved from:
https://www.moldedpulpengineering.com/sustainability/
Schlegelmilch, & Bodo B. (2016)."Segmenting Targeting and Positioning in Global Markets." In
Global Marketing Strategy, pp. 63-82. Springer, Cham,
Shareef, Mahmud Akhter, Yogesh K. Dwivedi, & Vinod Kumar. (2016). "Target Marketing and
Development of the Communication Channel." In Mobile Marketing Channel, pp. 103-
119. Springer, Cham.
The Conversation. (2019). Plastic packaging is often pollution for profit. Retrieved from:
http://theconversation.com/plastic-packaging-is-often-pollution-for-profit-95015