Significance of Packaging

No longer restricted to be stored, preserved and transported Gone are the days when products were being sold in tins Gaining a lot of attention these days A potent tool for company- To differentiate the products from those of the competitors Making all-out efforts to make the packaging more attractive, convenient, cost-effective and eco-friendly

The four Cs of Packaging

Convenience
Should enable the product to be available in varying sizes and quantities Should be easy to carry, store, protect and preserve the product Convenient means that offer practical utility in terms of storing, portioning, reusing or recycling Changing retailing formats and consumer lifestyle growing need among marketers to protect the freshness and extend their shelf life

Example 1: Frooti
Tetra pack- advantage over glass bottle, as the package did not have to be returned Long life without the need for refrigeration

Example 2: Bru Coffee powder

Aroma lock coffee pack- made of polypropylene with excellent hinge property Locking cue was provided by a clicking sound

Example 3: Insulin syringe

Novo Nordisk, a health care company, introduced insulin pre filled syringe in an innovative packaging Called it as Novo Pen which resembles a pen Easily carried in the pocket when diabetes patient is on move

Cost
Price for the marketer translates as cost to the consumer innovations can also be used to make the product affordable to the consumer from the cost point of view for FMCG, reaching the rural hinterland and make the products affordable is one of the challenging aspect The sachet revolution is an ingenious solution for the rural and low income consumer segments

Example 4: Marico (parachute)

FMCG sells parachute oil at a price point of Rs.5 for the 20 ml plastic bottle Parachute mini pack at Re.1

Example 5:Cavin care (Chik shampoo)

Cavin care offered its Chik shampoo in sachets for 50 paise in 1989 expensive products are being sold in sachets at low price price points are ranging from Re.1 to Rs.5, affordable to all masses

Example 6: Britannia biscuits

Introduced Rs. 5 small pack of biscuits Affordable, accessible and convenient Drive impulse purchase among young adults and children At railway stations, bus terminals, near cash registers, retail outlet

Conscience
Companies can not afford to ignore environmental dimensions Green marketing is becoming increasingly important Environmental concern is growing among customers and citizens Making packaging more environment - friendly Wal-Mart developed scorecard on the basis of the 7 Rs of sustainable packaging

Example 7: Wal-Mart
They are1. Remove 2. Reduce 3. Reuse 4. Recycle 5. Renew 6. Revenue 7. Read

Communication
Packaging is the brand talking about itself Widely using attractive packages to grab attention of customers Customers judge the product quality not only by its features but by the way it is packed In case of cosmetics, final decision is often swayed by the way a product is packed and displayed Attractive package creates more brand visibility Attention is paid to the information value

Example 8: Kissan jam

Targeting kids catchy graphics in its package to grab the attention of the target segment

Example 9: Calcium Sandoz

Packed attractively for kids, with the pack resembling a puppy

Example 10: Pepsi (My can)

Quite unique design Aesthetic appeal and convenience goes well with todays youngsters who make a style statement by drinking pepsi in the
cans

Benefits of packaging
Physical protection Preserves nutritional value Preserves freshness Extends shelf-life Differentiate from other products Eco- friendly packages Facilitates easy movement Offers convenience e.g., PET bottles

Conclusion
In an era of integrated marketing communications, packaging plays an important role in driving purchase decisions.

Thank You