This research project is very crucial study for petals Ltd. The study was motivated by the necessity of packaging as promotional tools in the marketing of beauty care products. This research project aimed at the following.
The population of study comprises of the personnel of petals Ltd., distributors and consumes of petals beauty care. The researcher used data collection were questionnaire and oral interview. Tables and percentages were used in presenting and analyzing to data collected. The chi – square statistics was used to test the various hypothesis. The overall promo tool adopted by petals has helped to increase sales and profitability of the product tremendously. Based on the findings, the researcher recommences the following: The company should
1. Be unique in packaging design
2. Choose the type of packaging that must be assessed against its attributes during the appraisal of the design proposals.
The word of marketing today is a word of unprecedented competition where company with goods and services to work extra- hand to survive such company must adopt sound marking mix in order to compete favourable.
The basic aspect of marketing mix is the product development and product mix. The product mix or component is however not complete without packaging.
Throughout the world, packaging plays a significant role in the protection presentation and promotion of consumer goods and durables; it helps in the storage, reduces damage and loss to good – in – transit and minimizes pilferage.
Traditionally, packages have been viewed in a very utilitarian fashion, that is, as a way of protecting the physical goods as it moves through the distribution channel. However, packaging in developing nation would sound to be out of place when we still see market women and traders wrap their wares with banana leaves, used newspapers, and green leaves. These traditional methods of packaging not with standing, the need for packaging is growing fast and cannot be overemphasized. In recent times, marketers have been conscious of the fact that packaging is important in the decision to purchase a product. Emphasis have therefore been shifted from the traditional belief of manufacturers that package is meant for protecting a product only. It can now be seen that in most of the super- market, various colourful and indigenous packages are used especially when the products are competing for attention.
According to the contribution of professor Julius Onah in the book, mass media and marketing communication principles, perspectives and practices, edited by Dr. Ikechukwu Nwosu (1996), where a Survey was conducted in Nigeria, “ Usuable when Empty” dominated the elements of package appeal with 36.9% frequency of mention. When the respondents were asked to indicate the type of packaging, plastic (46.9%) and glass (30.5%) came top most in the list (Nkeora & Associates 1970). However, packaging is not important only in after use services, the success of the modern super market derives primarily from the establishment of self- service operation at such a small net profit figure is dependent upon the movement of goods based on packaging.
Packaging could be said to exist in all field of human activity, the marketing consultant who tastefully furnishes his offices is trying to package, both himself and his offices for acceptance by his client. Also, the young single girl who uses cosmetics, to enhance her beauty is packaging herself for greater acceptance by the wife- seeking bachelor”.
The aim of this research work therefore, is to examine the use of packaging as a promotional tool in the marketing of beauty care products. Also, it aims at finding out to what extent packaging influences behaviour and salient features that make it a potent respect of competition.
The main objective of this study is to critically assess the area of problems and seek to proper solutions.
It is therefore necessary to find out the impact of a change in the package of a product. The studies will find out among others, whether packaging has a positive effect on the buying habit and decision of consumers. To determine whether the company is image is being projected through it’s packaging policy. To what extent producers are considering packaging in their product decisions.
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