PACKAGING

• Packaging is the encasement of

products in packages, protective
wrappings or other external
covering that can provide
protection, information, security
and marketing benefits
• Store shelves are stocked with various
products stored inside boxes, bottles,
jars and other containers. Product
packaging is designed in various
colors, shapes and sizes and store
everything from food to cosmetics
and medicines. Packaging is such an
essential part of the marketing
process, companies spend a
considerable amount of time and
money planning and designing it.
BENEFITS OF PACKAGING
• Protect Products
• Product packaging ensures that products are
safe when they are shipped to consumers and
stores, as well as when they sit on store
shelves. It's important to marketers that
customers receive their products in
undamaged containers, so that customers
experience the care and consideration
companies put into planning the packaging
they use to hold and ship products. Poorly
packaged products can turn into customer
service and public relations problems for
companies. Consumers perceive products as
inferior and lacking quality if they are not
packaged appropriately
• Attract Consumers
• The visual presentation of product
packaging helps attract consumers and
persuade them to pick up a product, learn
what it's used for and determine if the
product will add value to their lives.
Packaging design is heavily dependent on
the company's target market. From color
to artwork to shape, everything is
considered as companies determine how
to tailor it for their ideal consumers.
• Provide Information
• Businesses rely on product packaging to
communicate information. Packaging
provides ingredient information,
instructions for use, features and benefits.
Customer service information also
appears on packaging, as a way to give
consumers a way to contact companies
and provide feedback or ask questions. An
open-loop of communication between
companies and their consumers helps
businesses decide how to market their
products, which benefits to highlight and
when they need to make changes.
• Reinforce Branding and Logo
• Product packaging features the branding
elements companies work hard to keep
consistent, such as logos, product
characters and tag lines. Branding
elements help consumers instantly
recognize products on shelves and in
advertising. Whether on shelves or in
commercials, the branding that appears
on product packaging plays a large role on
how a product is marketed.
TYPES OF PACKAGING
 RIGID PACKAGING
• Rigid plastic packaging includes cups, bottles,
pots and Metal cans injection or blow
moulded plastic drums and wooden crates .
•
•

Injection or Blow Moulded
Plastic Drums
 FLEXIBLE PACKAGING
• Raw materials for flexible plastics are
light stabilizers and plasticizers,
polyester films.
• Gives Aesthetic Appeal to the
product.
• Have low investment costs.
• Resin, waxes & colorants are used in
printing inks.
•
FLEXIBLE PACKAGING
• Plasticizers
• Packaging films can be used for food
as well as for technical
applications. So called stretch or
cling films are widely used in
consumer areas.
•
 COLORANTS
• Are used for coloration of plastics
with its various organic and
inorganic pigments and dye stuffs.
During packaging they can be used
both for coloring packaging film as
well as injection molded transport
boxes or caps & closures.
 Indian Packaging - Notable
Developments
• Metal cans and glass bottles have
lost large markets to rigid &
flexible plastics and printed
monocartons
•
• Flexible packaging has replaced all
forms of rigid packaging; the
flexible packaging segment has
seen many new innovations – the
concept of the single use unit pack
is now globally acknowledged as a
McG 20
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• PET bottles & jars have made a
spectacular entry into the Indian
market, recording annual growth
rates in excess of 20 % per annum;
in its wake, the demand for a whole
new range of plastic closures has
also emerged replacing metal
closures
–
– PET bottles are used for mineral
water, edible oil, carbonated soft
drinks and a host of other products
• Manufacturers can now tailor packaging to
suit the needs of the product, the
transport system, and the consumer. And
meet health and safety standards and
environmental considerations.
• Modern packaging also allows the delivery
of goods at a price consumers are willing
and able to pay.
• Contrary to popular thinking, good
packaging keeps prices down. It reduces
the cost of transport,distribution, storage,
retailing and wastage.
• New technology,computer-aided design,
new materials, demographic changes and
changing consumer needs all fuel this
• Western consumers buy food and
goods when they want them, in
good condition and with little
wastage.
• In less developed economies, up to
half of all food is spoilt before it
reaches consumers.
• The difference is largely due to
modern distribution and packaging
systems – and especially to the
wide choice of materials and wide
 Social Aspects of Packaging
 ‘‘Packaging plays a very important
economic and social role
•
● By permitting the safe worldwide transport
of products thus enlarging consumer choice
● By preserving packed goods in such a way

that production and consumption can be

matched worldwide
● By informing the consumer about the

nature of the packed goods and its

compliance with legal requirements as well
as about health care, price, conversation,
use, danger and other useful information
● By allowing the portioning of products
into the weight and the volume most
appropriate to consumer usage
● By shaping the product into stackable

units so as to ensure optimisation of

transport and space use
● By allowing the branding of the

product in order to assure easy

identification by the consumer and to
position the product as to price-class,
target-group and usage
● By facilitating product diversification
so as to adapt the product to the
different consumer usages
● By assuring the most hygienic way

to handle and transport the product

thus eliminating contamination and
illness
● By concentrating waste at the

packer’s plant thus avoiding

dissemination at household level.
•
Society has always needed and used


packaging.
• Today’s packaging uses less material
and less energy to provide better
protection than ever before.
• Our store cupboards and fridges
contain items our grandparents,
even our parents, could only dream
of. As well as much greater choice
we have fresher foods and higher
safety and hygiene standards.
Over Packaging and Minimum
Packaging
• Some people are concerned about what
they perceive as overpackaging; most
often on luxury and seasonal
products. But this is “gift
packaging”,where the outer wrapping
or box says almost as much about the
product and the giver as theitem
itself.
• Everyday “commodity” products such
as milk, meat,cheese, tea, baked
beans, flour, detergents, bread,and
frozen vegetables are typically
 Packaging Strategies
• 1. Make your product stand out
• First of all, we have to recognise that our
products are competing for a few short
seconds of attention. In any one
supermarket there are around 40,000
different products on display and the
average shopper spends no more than an
hour in store during their weekly shop. So
you’d need to register more than 10
products per second if you were to see
every product! The first and most
important rule, therefore, is to get your
product noticed – it must stand out rather
than blend in.
• Think out of the box
• Add personality
• Feel-good factor
• Keep it simple
• Highlight key benefits
• The cost of transport
• the distinct shapes of the Nescafe
coffee jar and the Toblerone
chocolate packaging and of course,
the ubiquitous Coca Cola bottle
which are all registered as
trademarks.
Although some trademark rights are based upon something that is said to be
“inherently distinctive,” it is widely understood that the shape or design of a
product or its packaging will not enjoy the status of being inherently distinctive,
and instead must derive
distinctiveness by consistent and distinguishable use in the market. Examples of
such trade dress rights for a product package may include Gatorade® bottles, Tic
Tac®
dispensers and the shape of a Toblerone® candy bar's package.
Packaging design as a trade dress is a subtle form of marketplace communication
thatn delivers a powerful marketing tool for promoting sales and brand loyalty. It
also may lead to the right to exclude competitors from similar designs.
• use of design patents when the
packaging design is first
introduced. Design patents, used to
protect the aesthetic appearance of
the package features, afford the
owner 14 years of exclusivity of the
patented design. Unlike utility
patents that cover functional
attributes, design patents cover the
look of the package
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