THE EFFECT OF PACKAGING IN THE MARKETING OF BEAUTY CARE PRODUCTS (A CASE STUDY OF PETALS COSMETICS, ENUGU)
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.
a. To identify packaging as a promotional, in order to increase sales and profitability of the product.
b. To determine whether a good package can help improve a brand image.
c. To determine whether a good packaging can help to increase its sales.
d. To determines whether a good package can serve as a substitute to advertising.
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.
3. They should have it in mind that packaging is a complement to media advertisement.
4. Since the company knows that properly designed package serves as a constant reminder of the firms production. It is recommended that it should incorporate all those things that will project the company’s image. The conclusion of the study of the petals Beauty care which is one of the leading cosmetics produce by petals Nigeria Limited has been successful and in order to keep up its marketing of the product, the company should use a properly designed attractive and captivating package.