Packaging As A Promo Tool In The Marketing Of Beauty Care Products (A Case Study Of Petals Enugu)

Project and Seminar Material for Marketing

Packaging As A Promo Tool In The Marketing Of Beauty Care Products (A Case Study Of Petals 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.

  1. To identify packaging as a promotional, in order to increase sales and profitability of the product.
  2. To determine whether a good package can help improve a brand image.
  3. To determine whether a good packaging can help to increase its sales.
  4. 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 consumers of petals beauty care. The researcher used data collections 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 promotional 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.

Chapter One


Background of the Study

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 pilferagse.

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 Onah (1996) “ principle perspectives and practices” in mass media and marketing communication 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 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.

Statement of Problems

Despite the increasing popularity of packaging in the promotion of goods and services, one cannot but agree that there are areas or problems which need to be studied. Through some business organisations are now using packaging to promote their wares, yet many business orangisations in Nigeria concentrate their marketing effort on the traditional elements in the marketing mix. The performance of their marketing activities. The rate at which wares or products are being advertised, one may be forced to ask questions bothering on the use of packaging.

In the application of marketing mix, many companies are faced with one problem or the other. It will not be out of place that they are confronted with packaging related problems. Such problems among others may be the following.

There is the need to know whether packaging is a good promotional tool: whether it affects consumer buying decision, whether it projects the image of a company and whether its usage is a good compliment or substitute for advertisement. Does the package of a product constitute one of the determinants of seller of that products

Purpose of Study

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 image is being projected through it’s packaging policy. To what extent producers are considering packaging in their product decisions.

Research Question / Hypothesis:

In determining the use of packaging as a promotional tool in the marketing of beauty care products, some null hypothesis, otherwise known, as tentative statements have to be tested. It is only when such statements are tested by way of asking relevant questions that solutions could be offered, to likely problems in the study.

When these tentative statements are tested and found to be correct, then, they are accepted where they are found to be otherwise, such statements are rejected.

The following tentative statements will therefore be tested to find out their validity.

  1. H0: A good package cannot serve as a substitute to advertising.
    Hi: A good package can serve as substitute to advertising.
  2. H02: An attractive package does not create impulse buying.
    Hi: An attractive package does create impulse buying.
  3. H03: Packaging is not a silent salesperson.
    Hi: Packaging is a silent salesperson.
  4. Ho4: A good packaging policy cannot help improve a brand Image.
    Hi: A good packaging policy can help improve a brand image.
  5. H05: A beautiful packaging design cannot attract consumes.
    Hi: A beautiful packaging design can attract consumers.

Significance of Study

This research work is significance in the sense that the outcome will go a long way to solve the research problems.

  1. It will show the importance of packaging as promotional tool, to both consumers and companies.
  2. To the company, it will show the effect of packaging as a promotional tool in the marketing of their products.
  3. To the consumers, it will show that package is part of the product brought by them.

Limitations of Study

Generally, speaking, all areas of human endeavour are characterized by some limiting factors. The successful completion of this research work might be faced with the following limitations:

Time and cost could be a major militating factor. The limited time that will be used for the research work might not provide room for accuracy and reliability of the results. One might have to make return visits top the respondents before getting the questionnaire answered which will involve increased transportation costs.

The small number of sample taken might also be a limiting factor on this research work because large samples lend themselves to more reliability and ensure sound validity of the result.

Scope of the Study

The scope of this research work is narrowed to the use of packaging as an effective promotional tool in the marketing of beauty care products as it related to impulse buying, projecting company’s image and its effect as a silent salesperson. It will cover the marketing of beauty care products and effects of promotional efforts.

Brief History of the Company

Franemm industry Limited marketers of petals cosmetics Limited was established in 1992. It is owned by Mr. Francis Nwakama. He is the present managing director of the company. It started as one-man business but now it has many branches all over the country. Nwakama held from Anabra State and he is married with children.

The organization commenced manufacturing of petals range of cosmetics products, but today, petals is a held name in Nigeria as he operate the nation as in all ECOWAS State. He is still making moves to develop new markets.

A national distribution network is maintained to ensure that the products are available all over the country.

Petals products are reputed for quality and most of its brands have become household adhered to in order to ensure that petals products are consistency dependable.

Franemm cosmetics industry is a well established company to reckon with in terms of beauty care products produced for consumer use. It is on of the leaders in the cosmetic industry.

Chapter Five

Summary of Findings, Conclusion and Recommendation:

Summary of Findings

The purpose of this study was to show the use to packaging as a promotional tool in the marketing of beauty care products. The study is summarized in five chapters. The first chapter comprises of the introductory part, statement of problems, purpose of the study, significance of the study, choice of the study, history of the company, working hypothesis and limitations of the study.

The second chapter deals with the review of related literature, review on the scope of the study and opinions of the knowledgeable people in the field as related to packaging as a promotional tool.

The third chapter contains the research methodology, research design and the method used in carrying out the research project. These include the determination of sample size, population of the study, questionnaire administration, and treatment of data. The fact collected were analyzed in chapter four. The set hypothesis were also tested through the use of chi- square and was followed by discussion of findings.


Today’s consumer lives in an area of abundance and thus many intentions of modern life and association with the problems of choice. To the manufacturer it suggests the need for a positive approach to make it for the purchaser to buy. By providing easy recognition, clear benefits and an attraction in the packaging itself, the manufacturer exploits his opportunity, but in doing so, he fulfils a felt need.

It should be clear while developing packaging for a new product that may cost a few hundred thousand Naira and taken from several months to a year. This may sound like excessive attention to pay to packaging, but for those who recognize the several functions. i.e performs, the attention can be said to be well warranted. In addition, the packaging design provided a unique promotional opportunity for the advertising message on the packages may be seen after the purchase in the home every time the product is used. When stored, say in the kitchen or dressing table, its package is a constant reminder to the house wife or user. Even when the package is empty, it provides a promotional activity because it needs replacing.

Packaging has to be considered as a silent salesperson even though it base objective extend for beyond just attempting to influence the purchase of a particular good. Almost any product has to be packaged to make the trip to the ultimate consumer. But packaging necessity. Therefore, the public does not want just the product; it wants explanation, assurance, encouragement, confidence and a part – on- the back.

In conclusion of this study, it is appropriate to state here that all the five hypothesis formulated were accepted at five percent significant level and thus shows that: –

  • A good package can serve as a substitute to advertising.
  • Alternative packaging creates impulse buying.
  • A good packaging policy can help improve image or brand image.

Taking together the source of the data used in testing the hypothesis was approximately 52 – 70% level of reliability and this was derived from a well chosen sample which can be said to be a time representative of the whole country. In the near future, greater anticipation of package, may serve as a competitive weapon in Nigeria market. In relation to cost, the cheapest form of packaging is the “plastic” for example, hair relaxer can container followed in ascending order by paper, aluminum foil and mental container. Irrespective of their cost (higher cost) increased use is being made of the later materials because of the added convenience and improved performance which they offer consumers.


Having undertaken a through analysis of the topic under study, the use of packaging as a promotional tool in the marketing of beauty care products, it is deemed necessary to give some useful recommendations provided below from the researchers point of view is supposed to be of immense help to manufacturing companies, petals cosmetics in particular, companies in the packaging industry and the advertising agencies alive.

  1. To be known is not always enough, since the competitors are known as well, it is therefore essential to be known for something special and this should be through uniqueness in ones packaging design. This should be done at not too high cost.
  2. Also recommended is that choosing the design proposals, this should be referred to constantly and each design must be assessed against its attributes as laid down in the brief.
  3. The idea of reducing or curtailing packaging expenditure for advertising is very myopic; the package is a complement to media advertisement.
    If a product is advertised without the pack, consumer’s recognition and perception of the product becomes difficult.
  4. The image created today will be used as a judge against the company in the future. Since a properly designed package that is reliable or that can be used for decoration is a constant reminder of company’s product, it is recommended that it should incorporate all those things that will project the company’s image.
  5. The packaging companies have had a good deals in influencing the package design of the manufacturing companies, so it is recommended that manufacturers of consumers beauty care products to avoid such firms handling the materials for competing brands of product.

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