Marketing Aquaculture Products — 1

have a case or larger container to ship multiple
products within one box. Each of these packages,
particularly those that the consumers see
before their purchase, off ers the opportunity to
communicate information to buyers, retailers
or consumers at critical points in their decision
making processes.
Packaging off ers the opportunity to promote
the product in that the packaging can easily
be designed to compliment other promotional
activities. It also can be used to communicate
information: your core benefi ts, “why to buy”
testimonials, Internet addresses and toll-free
telephone numbers, for product information,
sales support or additional direct-to-consumer
sales.
Packaging can also serve as a display to highlight
the product and make it stand out from
the competition. In this way, professional
marketers and advertisers use packaging and
point-of-purchase related materials to provide
additional value and diff erentiation. Th is has
been proven to provide increased purchase
justifi cation and is what encourages many
consumers to try new products. For example,
for some value-added (processed) perishable
aquaculture products, a consumer-convenient
seal-and-reseal package may constitute a strong
decision maker between two product off erings.
Th is especially holds true for products that may
work well from a decorative jar or tube-type
dispenser (anchovy paste for cooks, smokedshrimp
or smoked-trout spread, highly fl avored
or spiced condiments best dispensed in small
metered portions).
Of course, for some products, the package also
should contain consumer safety information
and warn of any potential allergens or hazards
due to improper storage or improper preparation.
Well-designed packages off er a promotional
and communication tool, as well as
28 — Marketing Aquaculture Products
convenience value to the user. As we discussed
above, this results in product diff erentiation
from the competition. In the developed world,
most retail products are purchased on an impulsive
basis that heavily depends on packaging
to communicate information and encourage
the decision to buy.