Silent Salesman Package: A Review in the Bottled Drinking Water Industry

Yıl 2024, Cilt: 5 Sayı: 1, 156 - 184, 30.06.2024

Mustafa Doğaner , Eren Temel

https://doi.org/10.59113/niibfd.1427543

Öz

Packaging is an indispensable component that provides physical benefits such as protection, preservation, transportation, storage, and more for all food products. Additionally, packaging stands out as a visual communication and marketing tool, incorporating psychological elements such as attracting consumer attention, generating interest, and prompting purchase decisions. For businesses, strategic choices related to packaging are crucial in differentiating their brand on shelves. While packaging decisions are essential across all industries, specific limitations exist for some sectors. The packaged drinking water industry is particularly noteworthy in this regard. On one hand, it is essential for the product and packaging to comply with specific standards and ensure consumer health. On the other hand, the product must be visually appealing on shelves, catching attention and enticing purchases compared to other brands or alternative products. However, a common challenge observed in many packaged drinking waters is their similarity in size, color, and appearance, making it difficult for consumers to distinguish between brands from a distance. In this sector, where differentiation through taste and quality may be relatively challenging compared to other food products, the potential for differentiation through packaging is considered significant. The main focus of this study is on bottled water packaging. The study addresses the impact of packaging design and material on consumer behavior in light of a literature review. Unlike many other products in this field that offer limited flexibility to businesses in design, color, and shape, businesses' strategies are evaluated within the triangle of cost factors, marketing strategies, and consumer responses. Within this scope, through document scanning and based on the information available in the literature, some insights into the packaging strategies awaiting exploration in the bottled water sector, where different actors and messages competing to attract consumer attention in an intensely competitive environment, have been made and evaluations have been conducted.

Anahtar Kelimeler

Packaging, Natural Spring Water, Drinking Water, Design, Marketing

Sessiz Satış Elemanı Ambalaj: Ambalajlı İçme Suyu Sektöründe Bir İnceleme

Öz

Ambalaj hemen tüm gıda ürünleri için koruma-muhafaza etme, taşıma, saklama-depolama gibi fiziksel faydalar ile vazgeçilmez bir bileşendir. Ayrıca ambalaj, tüketicilerin dikkatini çekme, ilgi uyandırma ve satın almak yönünde harekete geçirme gibi psikolojik unsurlar barındıran bir görsel iletişim, bir pazarlama aracı olarak öne çıkmaktadır. Bu da işletmeler için rafta markasını farklılaştırmak adına önemli stratejik kararlara bağlıdır. Ambalajlama kararları tüm sektörler için önem arz ederken, belli başlı sektörlerde işletmenin bazı sınırlılıkları bulunmaktadır. Ambalajlı içme suyu endüstrisi bunların başında gelmektedir. Bir yanda, ürünün ve ambalajın belirli standartlara uygun olması ve tüketici sağlığını koruması önemlidir. Diğer yanda ise, ürünün raflarda dikkat çekici ve diğer marka veya alternatif ürünlerle karşılaştırıldığında çekici olması, satın almaya yönlendirmesi gerekmektedir. Ancak, ambalajlı içme sularının birçoğunda ortaya çıkan bir durum, genellikle benzer şekillerde, büyüklüklerde, renklerde olmaları ve tüketicilerin uzaktan markaları ayırt edemeyecek kadar benzer görünmeleridir. Tat ve kalite açısından elbette belirli farklar bulunan, ancak birbirinden bu özellikleriyle farklılaşması diğer gıda ürünlerine göre görece daha zor kabul edilebilecek bu sektörde ambalaj üzerinden farklılaşmanın potansiyel taşıdığı düşünülmektedir. Bu çalışmanın temel odak noktası içme suyu ambalajlarıdır. Çalışmada literatür derlemesi ışığında tüketici davranışı açısından ambalajın tasarımı ve materyali ele alınmıştır. Diğer birçok üründen farklı olarak tasarım, renk, şekil gibi alanlarda işletmelere sınırlı esneklik sunan bu alanda maliyet faktörleri, pazarlama stratejileri ve tüketici tepkileri üçgeninde işletmelerin stratejileri değerlendirilmiştir. Bu kapsamda doküman taraması yapılarak literatürde yer alan bilgiler ışığında, yoğun rekabet ortamında tüketicinin dikkatini çekmek için yarışan farklı aktörlerin ve mesajların bulunduğu ambalajlı su sektöründe keşfedilmeyi bekleyen ambalajlama stratejilerine ilişkin bazı çıkarımlarda bulunulmuş ve değerlendirmeler yapılmıştır.

Anahtar Kelimeler

Ambalaj, Doğal Kaynak Suyu, İçme Suyu, Tasarım, Pazarlama

Kaynakça

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