The aim of packaging is to ensure that the product is protected from the wear and tear of the product from the place of manufactory to the place where it is distributed. The product being sold is a food product and with strict regulations protecting food products in the United Kingdom, packaging must consider all forms of concerns. The packaging must endure storage and preservation and must be aesthetic and functional enough to make it easy to dispense off to consumers at the market. Consider the specific example of the colour of the product. Studies that were conducted based on colours seemed to indicate that the pastel shades of light blue and lavender would be more preferred by British females and olive shades were the least preferred by British males.
Females preferred pink and purple and men preferred all shades of blue in general. Therefore, in the sales of the Wu Dalang biscuits, it is very important to ensure that some of these preferred shades are incorporated into packaging and others are not made use of. Colours are seen to hold symbolic meanings as identified in research works. In the case of countries like India, red is considered as colour of ambition, in United Kingdom, red shades are considered as a masculine colour, while in China, the colour is both associated with a bride and with the communist manifesto. The UK audience surveys show that they prefer darker hues as being more elegant than lighter shades and hence packaging and associated marketing must take hints from these colour preferences.
In terms of selling price, it is necessary for Wu Dalang to research into some of its competitors and understand the consumer price that UK consumers would be willing to pay and come to a sales strategy based on the same. In terms of sweet and savoury brands, some of the key competitors for Wu Dalang in the market are McVitie’s chocolate biscuits, Kit Kat chocolate form of biscuits, Jaffa cakes and other brands in the biscuit market. In the selection of these competitive brands, price is considered as a very strong issue. In fact, research suggests that people might indeed be buying products that are of smaller pack sizes and are of lower prices. In the biscuit market, there is an intensive competition observed where different sweet biscuit competitors offer different variants in total biscuit quantity to facilitate their consumers to buy their brand.