Essays on The Presentation and Packaging of Wine Coursework

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The paper "The Presentation and Packaging of Wine" is a perfect example of marketing coursework. Wine is one of the major consumed drink in the world and one of the oldest drinks in the world. The presentation and packaging play a big role in marketing compared to the content inside. It has been found out that most of the consumers concentrate on how the bottle looks like. The packaging differs from one organisation to the other and there are several elements that affect the design. The factors that will be considered when it comes to packaging are the colour of the wine box, carrying and graphics, pouring and opening mechanisms, material, colour, size and bottle shape (Aaker 2006, p.

63). The other factors are wine box printing, bottle cover, the label of the by adhesive and labelling. The functions of packaging are divided into three sub-sections: communication, convenience and protection. The aspect of protection is to make sure that the wine is not damaged during purchase, display and transportation. The protection is to prevent the damaging of the contents and the reduction of any tampering.

The wine is more delicate compared to other drinks so they have to handled and transported with care. The part of convenience is to represent how they are used and opened and also the usability of the bottle. Communication generally is how the product is labelled, the specifications of how is being used, the element of aesthetics and brand personality which is normally used to attract attention from the users and any prospective buyers. The three elements i. e. communication, convenience and protection are very important to facilitate the marketing and advertising of the wine.

They form the backbone of selling wine and making sure that the product penetrates the market as it is supposed to be.     2.0 Information contained in labels Designing and packaging help in the branding of the wine which portrays the image of the product and communicates to the buyers about the product. It is what attracts the buyers towards the product. Branding is the combination of the packaging and design which is the information on the label of the container or the bottle and it is normally defined as symbol or design, sign, term, name or the combination of all these which are used to identify the services or goods of a group of sellers or one seller and to distinguish them from the other competitor sellers.

It seems as if branding is a very simple task but sometimes can be complex (Belk 2002, p. 145). It involves a lot of research and a lot of capital is required to make it happen. There are some challenges that arise during the development of the brand and to make sure that it is effective.

There are several meanings that can be derived from the brand and they have to be clear to the consumers and the potential buyers. There are several trends of wine and spirits and they are in different categories depending on the make and country of origin. Wines from Italy and France are normally identified by bottles which are straight-sided. Wines from Portugal are represented by bottles which are bell-shaped and squat. The wines from Germany and its environment are represented by bottles which are tapered and tall.

These are kind of attributes and characteristics that make the consumer come nearer to the display even if he saw the advert from afar. In many of the case, the bottle shape will give the consumer enough clue of what is in the bottle without him coming closer to read the contents on the label. There are a lot of outlets of wine and spirits which are competing either being licensed or not being licensed trying to win the consumer to buy from them (Chaney 2007, p. 15).

References

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Chaney, M, 2007, “External search effort for wine”, International Journal of Wine

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Phillips, R 2008. "A Short History of Wine," The Penguin Press, London.

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