ABSTRACT

Packaging is central of effective distribution, sales, and use of products and services.

Many manufacturing firms have come to the realization that one of their valuable assets is their packaging associated with products. This study was to identify and examine the role which packaging plays as an effective marketing tool in the soap and detergent industry. Packaging activities of the soaps and detergents of Unilever Ghana Limited were used for this assessment.

In conducting this research, the researcher made use of structured questionnaires for primary data collection and relevant information from secondary sources. In all, three set of questionnaires were designed and targeted at customers, distributors and management of Unilever Ghana Limited respectively.

It was found out that consumers are very much aware of the role of packaging. Customers and distributors consider packaging at the point of purchase. They are therefore motivated to buy more of product and services that have attractive packaging in terms of color and label and are of high quality. Quality packaging carries a positive image about a product, making it more appealing and desirable to consumers.

The study further revealed that when effective packaging strategies are implemented, it assists in differentiating a firm’s products from that of its competitors.

It is therefore recommended that, companies in the soap and detergent industry should consider packaging as an effective tool in marketing their product. In designing packaging, the brand name, color and graphic should be able to communicate the attribute and benefits of the products to the consumer.