The Role of Packaging in Building the Pringles Brand (P&G)

This report examines the crucial role of packaging in building the brand of Pringles (P&G). It delves into the significance of packaging as a key component of the marketing mix, exploring its influence on consumer behavior and brand perception. The study investigates the research issue of how packaging impacts brand development, considering both positive and negative aspects, and its relevance in the current market. The report outlines the rationale, research questions, and methodologies employed, including qualitative and quantitative research techniques, a descriptive research design, and a deductive research approach. Primary and secondary data collection methods will be used, with thematic and statistical analysis. The research aims to shed light on Pringles' promotional strategies and the direct and indirect impacts of packaging on the product, providing valuable insights for future research and practical applications in marketing and brand management.

To analyse the role of packaging in building a brand of the
product: A case study of Pringles (P&G).
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Table of Contents
Introduction......................................................................................................................................3
Rationale of the study......................................................................................................................4
What is the research issue?.........................................................................................................4
Why is it an issue?......................................................................................................................4
Why is it an issue now?...............................................................................................................4
What could this research shed light on?......................................................................................4
Research Question...........................................................................................................................4
Methodologies..................................................................................................................................5
References........................................................................................................................................6
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INTRODUCTION
Packaging is the container for a product – encompassing the physical appearance of the
container and including the design, colour, shape, labelling and materials used‖. Most marketing
textbooks consider packaging to be an integral part of the product ‘component of the 4 P‘s of
marketing: product, price, place and promotion. Some argue that packaging serves as a
promotional tool rather than merely an extension of the product. Keller considers packaging to
be an attribute that is not related to the product. For him it is one of the five elements of the
brand – together with the name, the logo and/or graphic symbol, the personality and the slogans.
While the main use for packaging can be considered to be protection of the goods inside,
packaging also fulfils a key role in that it provides us with a recognizable logo, so that we
instantly know which product is inside the package (Ford, Moodie and Hastings, 2012). On the
other hand, brand can be defined as a unique name, sign or symbol that been taken into account
to develop an image in the mind-set of customers. Branding aids in differentiating products from
the competitors and also helps in attracting wide range of customers. In present era, packaging
helps in creating differentiated image of products and hence helps in develop brand. From the
consumer perspective, packaging plays a major role when products are purchased – as both a cue
and as a source of information. Packaging is crucial, given that it is the first thing that the public
sees before making the final decision to buy (Deliya and Parmar, 2012). It is essential for
company to develop its product as a brand in order to attract the customers toward it. In this
context, packaging is one of the key aspects that been focused by companies majorly. With time,
packaging became an essential part of products that aids in influencing customers to purchase the
same (Klimchuk and Krasovec, 2013). Therefore, following research in proposed with an aim of
assessing the role of packaging in building a brand.
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RATIONALE OF THE STUDY
What is the research issue?
As per the above discussion determining the role of packaging to build the brand of
Pringle (P&G) on sales is the major issue of current investigation. Problem includes that whether
packaging have positive and negative impacts on building the brand of a product.
Why is it an issue?
It is an issue because, large number of studies have conducted on advantages and
disadvantage of packaging to build the brand. But, no one has investigated on impact of
packaging of Pringles on products. So, researcher has focused on this issue. Major problem of
current investigation is that no one has sufficient knowledge about the major of packaging to
build the brand of a product. So, researcher wants to determine the positive and negative impacts
on role of packaging.
Why is it an issue now?
It is an issue now because, retail organizations have invested large amount of money in
packaging for products. Similarly, Pringle (P&G) is also invested large funds on packaging. With
the rising cost of packaging, it is essential to ascertain the benefits derived from it. Hence,
present research is proposed in order to justify the cost that been incurred in making packing
attracting.
What could this research shed light on?
As per the above discusser objectives and ration researcher will focus on different
concepts of packaging to build the brand. Afterwards research will shed lights on different actual
promotional activities and strategies of Pringles (P&G). Further, for attaining all objectives as
well as for resolving research problem focus will also give on direct and indirect impacts on
products. The current research will be significant for PHD scholars and future investigator
because it will provide sufficient information about the major concept of role of packaging.
Along with this, it will provide assistance in conducting future investigation on similar subject.
RESEARCH QUESTION
1. What is the role of packaging in building the brand of the Pringles (P&G)?
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METHODOLOGIES Research Type: The current research report will use qualitative and quantitative research
techniques for analysing the major impacts of packaging to build the brand (Kumar,
2010). Research Design: For understanding the concept of packaging to build the brand
descriptive research design (Kuada, 2012). Research approach: Deductive research approach will be most appropriate for testing the
different theories and insights on promotional strategies. It will comprise hypothesis
testing for examining collected insights, facts and figures. Data collection: In order to collect appropriate information about packaging, author will
use both primary and secondary data collection methods (Goddard and Melville, 2004).
 Data analysis: For analysing qualitative facts and figures on role of packaging author
will use thematic analysis. In contrast for determining major impacts of packing on the
brand of product, author will use statistical analysis.
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REFERENCES
Books and journals
Aaker, D., 2011. Marketing Research. John Wiley and Sons.
Deliya, M.M. and Parmar, M.B.J., 2012. Role of packaging on consumer buying behavior–patan
district. Global Journal of Management and Business Research. 12(10).
Ford, A., Moodie, C. and Hastings, G., 2012. The role of packaging for consumer products:
Understanding the move towards ‘plain’tobacco packaging. Addiction Research &
Theory. 20(4). pp.339-347.
Goddard, W. and Melville, S., 2004. Research Methodology: An Introduction. Juta and Company Ltd.
Klimchuk, M.R. and Krasovec, S.A., 2013. Packaging design: Successful product branding from
concept to shelf. John Wiley & Sons.
Kuada, J., 2012. Research Methodology: A Project Guide for University Students. Samfundslitteratur.
Kumar, V., 2010. Customer relationship management. John Wiley & Sons, Ltd.
Online
Product Packaging Marketing, 2016. [Online].Available through<
http://smallbusiness.chron.com/importance-product-packaging-marketing-648.html>. [Accessed
on 15th November 2016].
Role of packaging, 2016. [Online]. Available through :< http://www.ijser.org/researchpaper/The-Role-
of-Packaging-in-Brand-Communication.pdf>. [Accessed on 15th November 2016].
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