PACKAGING
Product is everything consumer received as exchange. For a
restaurant business like McDonald's, the product can be directly affected by
packaging, size, option, service and the seller's image etc. Nowadays PACKAGING is not the only function for containing and protecting
products any more. McDonald's is one of the smartest companies that make fully
use of packing functions.
1. Promote products.
Through the package design, they influence the consumers perception and buying behavior to improve the purchase power. For example, recently, Mc Donald's tell their brand story and promote the products to the buyers through the new bag packaging. This is another way to conduct Public Relations to build up a better company image.
Through the package design, they influence the consumers perception and buying behavior to improve the purchase power. For example, recently, Mc Donald's tell their brand story and promote the products to the buyers through the new bag packaging. This is another way to conduct Public Relations to build up a better company image.
2. Facilitating storage, use and convince.
Consumers are always seeking for
items that are easy to handle and open. This April, Mc Donald's introduced a
new entree line- McWrap which is served in a hand-held package. This
easy-to-eat packaging attracts a lot of consumers who are living a on-the-go busy
lifestyle.
3. Facilitating recycling and
reducing environment damage.
As reported, currently 82% of Mc
Donald’s consumer packaging is made from renewable materials. They also
switched to unbleached paper napkins made from recycled materials. They were concern
about the environmental issues, and made more effort on eco-friendly packaging
to save nature.
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