PACKAGING

PACKAGING

   MBA / BBA MARKETING MANAGEMENT 

QUESTION PAPER APRIL 2018    

 INTRODUCTION

Packaging is a process of covering, wrapping of goods into a package. Packaging involves desinging & producing the wrapper for a product.

 Packagingis next to grading and branding? Packaging is essential for Offering goods in safe, and secured position to consumer

the technology of enclosing or protecting products for distribution, storage, sale, and use.

 • An activity of designing & producing the container for a product.

• Also referred to as the 5th P of marketing mix.

  • The origin of the modern packaging industry can be traced back to the late 18th century ,

when the industrial revolution heralded widespread changes in manufacturing.

Before, then most manufacturing processes were dependent on manual labour and small-batch production.

• Mechanization not only accelerated the production of all types of commodities, but also influenced their packaging.

• The faster production ,the greater need for packaging supply could now anticipate and even outstrip demand ,

so packaging needed to be attractive as well as functional if products were to survive market competition .

 The first packages used the natural material like baskets of reeds, wineskins, wooden boxes, pottery, vases, ceramic , wooden barrels, etc.

• Then came tinplate, canning with air tight containers were used for food preservation and many medical and chemicals .

• Later came cellophane , aluminum and plastic which is light, less costly, recyclable, high performance and functionality.

  COMPONENT OF PACKAGING

Aesthetic Component

.Size and shape

.Material

.Color

.Text

.Graphics

.Functional Component

.Structural Design

.Brand Advertisement

 TYPES OF PACKAGINGCONSUMER PACKAGING INDUSTRIAL PACKAGING -

Designed for consumer -

 industrial packaging is convenience & appeal, focuses on the handling marketing consideration convenience & protection & display during transportation

- The main emphaises - the main emphaises Is on marketing is on logistics

 FUNCTIONS OFPACKAGING PRIMARY FUNCTION

Presentation

convenience

Protection

Economy

Preservatio

• Protection & preservation

• Product information

• Promotion of corporate identity

• Forms part of sales promotion

• Adds to the appeals of the product. 

ATTRIBUTES OF PACKAGING

• Communication

 • Use convenience

• Market & brand appeal

• Safety 

 PACKAGING AS A “SILENT SALESMAN”

• Helps to promote product

• Differentiates product from rivals

• Key part of the brand image

 • Aids identification & recognition

• Shape, color & size relate to customer motivation

• Key factor in consumer decision making

 • Medium for advertising & sales promotion message. 

TYPES OF PACKAGING

CONSUMER PACKAGING 

• Designed for consumers convenience and appeal, marketing consideration and display.

• The main emphasis is on marketing.

 

INDUSTRIAL PACKAGING

• It is designed to focus on the handling convenience and protection during transportation.

• The main focus is on logistic. 

CLASSIFICATION

• The classification of packaging can also be based on level of packaging done on the product.

• Primary : -Direct contact with product. & Maintain product quality.

• Secondary : -It contains product and primary pack presentation , protection

• Tertiary : -Transport shipping , warehouse storage, bulk handling. 

PRIMARY FUNCTIONS

PRESENTATION

PROTECTION

PRESERVATION

ECONOMY

CONVENIENCE 

SECONDARY FUNCTIONS

 CONTAINMENT

 IDENTIFICATION

 SUITABILITY

LABELING

HANDLING  

DISTINCTIVE PACKAGING

 • Coca cola in glass bottles

 • Cadbury’s dark blue wrapper

 • Orange pack of Tide

• Close-up Stand up pack 

 PRIMARY FUNCTIONS 

 PRESENTATION:

presentation of product should be attractive & eye catching 

PROTECTION -

 protection increases life cycle of a product 

PRESERVATION-

It preserves original colours, Quality, favour etc?

 ECONOMY- Packaging of a prodcut should be economy?

CONVENIENCE - packaging should be light to handle 

SECONDARY FUNCTION

Containment

Identification

 Handling 

 Suitability

 Labeling

Containment: -

premeasured ,

preweight

and then placed in box

Identification : - packaging helps to indentify the products easily

Labeling : -it helps to promote the sale of goods

Handling: - when package is light in weight it facilitate easy handling of cargo

Suitability: - packaging should be match with the product 

Factors for package design ininternational market

Physicalcharacteristics

Language, colour and size

Economy

Container

Convenience

Consumer behaviour

 Economic factors Social/

culture issues

 Technology

Legal issue

Production

manufacturing

Distribution channels

Competition

• Protection of product

• Protection of the user

• Ease of transportation & storage

• Provision of product information

 • Environmental suitability

 • Convenience

 • Economic/Cost considerations

• Promotional value. 

PACKAGE & THE PRODUCT

 • Protection of contents from damage, deterioration & containment

• Provides product information e.g. ingredients & instructions for use

• Added value through convenience e.g. handy size, storage features & opening

• Complies with health, hygiene & content labeling regulations. 

CRITISICIMS IN PACKAGING

• Over packaging creates waste Desirability of using materials which can be recycled

• Deceptive Packaging like

* Over sized packaging with slack packaging

* Copying of packaging style & logo of rivals

* Misleading labels  

LABELING ANDMARKING?

The label is printed matters that appears on the package?

 Marking means putting some identification mark on the package during transportation and warehousing 

Types of labels

Brand label

Grade label Informative label