Culture and packaging Essay Example for Free

Culture and furtherance EssayPackaging is conside ablaze(p) to be an integral part of the point of intersection and is the first point of contact with the grunge for a consumer product. So, close of the companies that do business internationally redesign their packages for each food foodstuff. The principle reason is that expectations and utilizations of consumers neuter crosswise closes. The worlds two leading industrial powers, U. S. and Japan have almost opposite approaches to packaging. Packaging is recognized as an expression of finishing in Japan and designed to be appreciated, whereas in America cultural aspect is largely ignored and packaging is calculated to be accepted. Foods that lonesome(prenominal) Japanese eradicate have beautiful, traditionally designed wrappings that resemble handmade paper or leaves and accommodate s toilette able stymy codes. Such products look Japanese and be intended to do so. Products that are foreign, such as coffee, look foreig n even to the point of having only Roman lettering on the can. We speak of orbicular villages and international grocery store places, but packages reveal some unexpected cultural boundaries.Few compositors cases of such cultural implication of packaging are- Canadians prefer to drink milk turn out of flexible plastic pouches that fit into reusable plastic holders while Americans are believed to be so resistant to the idea that they have not been given the hazard to do so, Japanese consumers prefer packages that oblige two tennis balls and view the standard U. S. package of three as cheap and undesirable, Germans insist on super detailed technical specifications on packages of videotapes, while Americans dont, Swedes consider blue Colour of packaging as masculine whereas Dutch consider it to be powder-puff and so on.(Eric, J. A. et al. , 2004, p. 298) Culture Packaging Colour Schmitt and Simpson (1997) states, Colour is one of the many marketing as wellls that global manage rs use to cr tuckere, maintain, and modify brand images in customers minds while Schmitt and locomote (1994) discovers, Colour is to a fault an important component of many incorporate and brand-building cues, such as logos, packages, and displays. It is a commonality reflecting in the views of both the authors that- Colour is one of the major element which affects consumer perception regarding a brand.The research results show cross-cultural patterns of both similarity and dissimilarity in Colour preferences and Colour meaning associations. Colour utilise in packaging is equally important in determining a products desirability. James Mandle, a Colour consultant, changed the Colour of Ty-D-Bols chamberpot bowl cleanser bottle from light and green to stark white letters on a dark background. He believed that the original colors were too wimpy and that the new, bolder Colours would connote strength and cleanliness. In an 18 month period following the change of Colour, sales of Ty- D-Bol jumped 40% (Lane 1991). (Thomas, J. M. et al. , 2000, p. 91) Packaging is not near Colour only there are various otherwise factors involved in it. Factors like design shape of the package, text on the package and other factors of the packaging. But it is true that Colour is the most important attribute in terms of draging the attention of the consumer. Packaging is not only made up of a single Colour but combination of Colours to create a brand image. So preferences in regard to combination of Colours also vary crosswise cultures. Few examples of such combinations are of pairing Colours with green and red.The Colour best paired with green is yellow in Canada, Hong Kong, China, and Taiwan, blue in Columbia, and white in Austria. Only the Chinese and Taiwanese pair green with red as red is a potent Colour in China. In Brazil and the US people pair red with black, whereas in Canada, and China, the preferred combination with red is yellow. ( Mooij and Marieke K. de, 2004) Cultu re Packaging Information Packaging not only protects and contains a product but also provide the consumer with loads of information about the product such as its composition, correct use etc.For instance, packaging of foodstuffs and pharmaceuticals provides information regarding the call up of the product, manufacturer, country of origin, best before date and expiry date, ingredients and additives or composition of drug along with quantity and price. Since packaging is subject to country-specific jurisprudence so ear of legal action has made many companies in the US and the UK includes all sorts of warnings on label instructions on consumer goods. On bar of Dial soap Directions Use like regular soap. On a Sears hairdryer Do not use while sleeping. On packaging for a Rowenta fight Do not iron clothes on body. On Nytol sleep aid Warning May cause drowsiness. On a childs Superman costume Wearing of this garment does not enable you to fly. On Sainsburys peanuts Warning contains nuts. On Marks Spencer bread pudding Product result be hot after heating. On Boots childs cough medicine Do not drive a motorcar or operate machinery after taking this medication. ( Mooij and Marieke K. de, 2004, p. 265) In the present scenario various countries have included packaging waste into hazardous matter to contribute in pollution.This led the government to adopt some policies to restrict the use of non recyclable products as a packaging material where it is not required. These have also present challenge among business boldnesss to try and find out recyclable materials and present themselves as a responsible corporate citizen among the stakeholders. This is also one aspect of culture which leads to this kind of environmental concern approach. Culture Packaging Images/Pictures Imagery is an important element of packaging, as it enhances the accessibility of packaging information.As said by Bolen (1984), optic information in advertisements generally attracted more a ttention and was noticed before verbal advertising content. While Alesandrini (1982) declared, visual information may serve to attract consumers attention and set expectations for the contents of the verbal elements the visual information thus serving as an advance organizer for the verbal elements of packaging. (Underwood et al. , 2001) Different culture recognizes various symbols differently with different meanings altogether.Picture that is very meaningful for people in one culture as it expresses important values of that culture can be completely meaningless to the people of the other culture. For instance, a box of pineapple cookies sold in Singapore has an image of a lion, as in Singapore lion is considered to be a symbol of royalty. Hence, if the similar box of cookies is launched in UK it wont be given equivalent importance as in Singapore due to the differences lying in culture. Culture Packaging Communication Customer or prospect assesss the products on the behind of it s name as well.Language used on the product package including its brand or product name creates impression among consumers. Consumer interprets the information selectively on the basis of his culture and his make personal factors. Different aspects of marketing communications like corporate identity, brand name, package design, and advertising styles impacts consumer in certain(p) tracks. Marketing communications styles are interrelated with personal communication styles. Chinese-speaking consumers tend to judge a brand name based on its visual appeal whereas English speakers judge brand name based on whether the name sounds appealing.In Asia, visual symbolism is a key aspect of a firms corporate identity. A comparative study of package design across seven countries found that packages differ both in three-dimensional design and in the way they communicate through graphical design and vary in the use of textual information use of Colour, shape, and symbolism and degree of structur e and detail in the package design. All the above differences are highly influenced by culture. Even the product category is influenced by the packaging design, for example Deodorant is communicated differently from cigarettes, and that is reflected in its design of the packaging.( Mooij and Marieke K. de, 2004, p. 213) Why it is important to understand culture differences in cultures? It is always very important for a marketer to understand the culture of his patsy market place. Many good products have failed in the market only due to ignorance of socio- cultural aspects. There are underlying components that influence culture such as religion, family, customs, politics, weather, etc, which must be taken into account when marketing products on an international basis.Consequently, it is important for marketers to be aware of the 25% of cultural differences in the world market to promote their product properly. Therefore, it is of great importance to understand similarities and diff erences in culture which also affects the consumer purchasing deportments across the cultures. (Weber, J. M. et al. , 2002, p. 396) Tastes and preferences of consumers vary in different part of world. In the European continent itself consumer preferences and taste varies so much that retailers Marks Spencer had to made different advertising campaigns for each country.Initially Marks Spencer has a single similar advertising for the whole of Europe in 2001. Later it recognized its weakness and immediately changed the advertising campaign according to the taste and preference of different split of European continent at the end of 2001. Toyotas modeling Camry was a huge success in US which it tried to launch in UK market in 2000. It was a huge failure due to difference in the lifestyle and cultural set up of these two countries. Toyota re-launched it later with changes in the model according to the European culture and it was a huge success.Companies have to estimate the strength of their products along with the market they are trying to trap irrespective of their own brand name and value. One of the mistakes by the snacks giant Kelloggs is Indian market was with its breakfast cereals. Within Indian culture people tend to eat heavy breakfast in the morning. In such market breakfast cereals as a healthier alternative to the heavy Indian breakfast was unpresentable offer to the Indians. Later on go with improved its communication strategies and compared it with traditional chapattis (Indian breads). Even in that case Kelloggs could sell to a Westernized niche market only.So it is quite clear from the above examples that thorough understanding of the culture as well as its differences across cultures is very important to survive in todays competitive environment. There are some other companies which have done very well in understanding various markets on socio-cultural dimensions like Disney, Pizza hut, dominos, Mc-Donalds and others. Success pf these brands was result of their conscious effort to keep the significance of culture in their minds. These companies went local irrespective of their global trading operations for each and every market for them. One such example is Mc-Donalds.The reasons behind success of Mc-Donalds in foreign markets apart from a strong brand image and consistent service a standard around the world is, its advertising which is local and its product offer has a local touch. Examples are the kiwi fruit burger in New Zealand the Maharaja Mac in India the Prosperity burger in Malaysia the Teriyaki burger in Japan the McKorket in the Netherlands McLaks, a grilled salmon burger, in Norway and the Croque McDo in France that refers to the popular French Croque Monseiur, a hot ham and cheese sandwich. Advertising by McDonalds in France tied into local habits and symbols.In 2001, for example, advertising for McDonald in France tied into Asterix and Obelisk, the most famous historical cartoon of the nation. Hence, loca lization makes it increasingly important for marketing and advertising people to understand the influence of culture. ( Mooij and Marieke K. de, 2004, p. 18) Importance of Colours can not be ignored in the case of international markets. Colours are associated with different cultural beliefs, moods and meanings. Understanding of these aspects of Colour, culture and society helps the organization to develop appropriate strategy.As said by (Kirmani 1997 Schmitt and Pan 1994), one marketing cue that global managers can use regardless of location is Colour. The set up of culture on the meaning associated with Colours are very critical for international marketing purposes. Wagner, the creator of the Wagner Colour Research Institute, contends that Colours are associated with certain images (Lane 1991). For example, Blue is associated with wealth, trust, and security Gray is associated with strength, exclusively, and success and orange denotes cheapness.These associations may explain why b anks are more likely to Colour their logos and collateral exploitation Blue or Gray rather than orange ( Seitel 1993). It is cultural background due to which Colour has a strong effect on choice of a customer. It is important to understand which Colours are preferred by people in different cultures. It will help to create, maintain, or modify brand images in consumers minds. The associated with Colours and combination of Colours are important to understand for any marketer. Colour combinations are considered culturally bound with certain ideologies and traditions (Geboy 1996).For example, black on red signifies happiness to Chinese people and is commonly used for wedding invitations while a combination of red over white represents celebration and signifies the life violence to the Japanese ( Tektronix 1998). (Thomas, J. M. et al. , 2000) After Colour it is cultural beliefs which have impact on the consumer minds. It is important to understand the beliefs related to target product category within the target market place. For instance in India people feel that ancient herbal methods are good choices over the cosmetic options available today.This led various cosmetics company in India to launch their promotional programs comparing their product with traditional methods or showing the products equivalent to the traditional benefits. In these leading brands like Lux, Fair attractive and many others are present. Success of a fair and lovely brand due to the fact that Indians believe fairness is beautiful. Vicco turmeric cream is another example which positioned itself as a cream that would be useful for would-be brides to enhance their complexions, as applying turmeric for skin care is a part of the Indian tradition.These types of behaviour which are associated with a specific culture or belief can also be associated with different product categories such as, for instance, the bindi worn in most parts of India. It is important that the brand name selected for su ch a product category should have an ethnic-sounding name whereas a Western name is prone to be counter-productive. (S Ramesh Kumar, 2003) Another product category is food where the role of mother and grand mother is considered important. This is the reason all spices, traditional quick meals and cooking oil etc contain some or more of the mothers recipe kind of concept.Not only that change in the societal socio-cultural structure can also be seen as some of the advertisement in India show modern man helping their women in their work as well like backwash clothes or taking care of child. There is a strong need to understand and consider the culture which constitutes of the values, beliefs and habits of consumers which show a discrepancy across the nations. The other aspect of the changing cultural environment and upcoming trends are also important to understand.