Packaging

It's a project on different types of packages and which type is more reliable etc.

1. THE INDIAN HIGH SCHOOL, DUBAI
MARKETING PROJECT
PACKAGING
Date: 05
th
MAY 2015


TEACHER: MRS.ARSHIYA
NAME:VRIDDHI.SHARMA
GRADE 12 COM-D

2. THE INDIAN HIGH SCHOOL,DUBAI
BONAFIDE CERTIFICATE
Certified that this assignment ‘’Packaging’’ is the bonafide work of
‘’Vriddhi.Sharma’’ who carried out the assignment under my
supervision.


Signature
Date: 05
th
MAY 2015

3. THE INDIAN HIGH SCHOOL, DUBAI
ACKNOWLEDGEMENT CERTIFICATE
In order to accomplish this assignment, I would like to thank my
marketing teacher, Mrs.Arshiya for guiding me throughout the
assignment. I’m grateful to them for giving this opportunity. It was
fun and informative doing this. I would like to thank all of them who
helped me in doing this project and who helped me in bringing this
assignment a successful one.

Thank you

4. METHODOLOGY:
I am doing a research on package and packaging. What is the importance of
packaging for a product and its influence on the customers through a survey
on the brand that I have chosen that is noodles. I have also taken an
interview with a manager of the retail market who has the supply of all five
brands that I have chosen to know the current status of certain noodle
brands and how packaging can affect the sales of any product. I have
collected samples of the general type of packaging that is mostly used and
its advantages and limitations. I have also shown the type of packaging done
by the noodle brands I have chosen.

5. TABLE OF CONTENT
1. INTRODUCTION TO PACKAGE AND PACKAGING
2. IMPORTANCE OF PACKAGING
3. LEVELS OF PACKAGING
4. PACKAGING STRATEGIES USED
5. ADVANTAGES AND LIMITATIONS OF PACKAGING
6. GENERAL PACKAGING AND THEIR SAMPLES
7. PRODUCT: NOODLES
KOKA
MAGGI
INDOMIE
FOODLES
MAMEE
SAMPLES
8. SAMPLE QUESTIONNAIRE
9. ANALYSIS
10. RESPONDENTS
11. INTERVIEW WITH THE DEALER
12. CONCLUSION
13. BIBLOGRAPHY

6. INTRODUCTION TO PACKAGE AND PACKAGING:
Packaging refers to the process of design, evaluation, and production
of packages. Packaging can be described as a coordinated system of
preparing goods for transport, warehousing, logistics, sale, and end
use. Packaging contains, protects, preserves, transports, informs, and sells.

7. IMPORTANCE OF PACKAGING:
Whether you’re getting ready to create packaging for a product you’re selling or you’re
considering changing the packaging of an existing product, you may be wondering if
the appearance of a product’s package is important. Many product providers may think
that the product and its performance is more important than what the packaging looks
like, but the product packaging can play a role in the success or failure of the sales of
the product.
Function
The purpose of product packaging is to protect the product from damage. Product
packaging not only protects the product during transit from the manufacturer to the
retailer, but it also prevents damage while the product sits on retail shelves. Most
products have some form of packaging. For example, soups must have a container and
package while apples may have packaging for transport but not to sell the product from
the produce department of the local grocery store.
Attraction
How a product is packaged may be what attracts the consumer to take a look on the
product as is sits on store shelves. For this reason, many companies conduct extensive
research on color schemes, designs and types of product packaging that is the most
appealing to its intended consumer.
Promotion
Packaging also plays an important role for portraying information about the product.
Outside packaging may contain directions on how to use the product or make the
product.
Facilitates Purchase Decision
Packaging may also contain ingredients and nutritional information about the product.
This information can help to sell the product because it allows potential customers to
obtain the necessary information they need to make a purchase decision. Information
contained on a package may propel the reader to buy the product without ever having
to speak to a store clerk.
Differentiation
Packaging can also differentiate one brand of product from another brand. Because the
product packaging can contain company names, logos and the color scheme of the
company, it helps consumers to identify the product as it sits among the competition’s
products on store shelves. For example, as a shopper walks through the coffee aisle of

8. the local grocery store, the bright orange, pink and white packaging of the Dunkin’
Donuts coffee brand may be easily recognizable for the consumer to grab on his way by
the coffee shelf. The shopper may identify with the company brand, which propels
them to buy the product. If the product packaging changes, it may alter the brand
perception of the company, which doesn’t mean that the consumer would not still
purchase the product, but it may delay the purchase until the person is able to identify
the product according to its new packaging.

9. LEVELS OF PACKAGING:
There are different levels of packaging that a consumer may be exposed to. Usually,
the customer is handling the product in its primary packaging. This is the packaging
that the product is seen in as it sits on the store shelf for example.
The primary packaging is the packaging that is exposed to the consumer and so will
have the attributes conveying important information to the consumer. However, the
overall packaging can also be subdivided into other levels of packaging.
The first level of packaging is the package that the product is contained in. This level of
packaging may be the one that the consumer sees, but depending on the product, the
first level package may be as simple as a clear plastic bag. For example, in a cereal box,
the box is displayed to the consumer, however the actual cereal is contained within a
sealed plastic bag. The bag is the first level of packaging.
The next, or second level of packaging in this example would be the cereal box itself. In
this case, the first level of packaging provides some protection to the food item and
conveys no information to the consumer. The cereal box however, acting as the second
level, provides additional protection, bt it also provides information to the consumer,
as well as a way for the cereal to be displayed, i.e. a box will fit better on a shelf than a
plastic bag full of cereal.
Food for thought, did you ever wonder why cereal is contained within a plastic bag and
then put into a box, whereas pasta or potato chips are only packaging with only one
level of packaging?
Sometimes both levels of packaging will provide information to the consumer. Take for
example a bottle of aspirin. You can often find aspirin packaged within the first level
bottle, and a second level box.
A product may even have a third level package. Products that are sold in bulk items can
often have a third level. The same cereal box sold in a bulk store may be sold in a larger
box which contains two or three smaller boxes, which contains a plastic bag.
Every level of packaging is very important and every aspect of it should be closely
considered to convey not only its protective value to the product but as a way to
communicate to the consumer.

10. PACKAGING STRATEGIES USED:
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.
2. Break with convention
Next time you go shopping, take a look at the humble OXO pack and see how
something so small fights above its weight. Similarly, think about breaking the rules of a
category. Innocent is perhaps an often and overused example but still a great one.
When it launched into the highly colourful category of soft drinks, it went with a very
white pack as opposed to the category norm of using pictures of fruit with similarly
vibrant fruity graphics. Finally, shape is the first thing the human eye recognises, so
unique packaging shapes are a great way to help your product stand out - think Perrier
and Toilet Duck.
3. Products with purpose
We are seeing a consumer backlash against big corporate fat cats and a growing desire
to support real brands with real beliefs and values. What this means is that brands big
and small need to have a clear purpose beyond price and demonstrate that they are
good corporate citizens. Take the bottled water market, for example, which has
recently come under fire from government ministers for being environmentally and
socially unethical. Bottled water is shipped around the world, adding to the issue of
climate change, when most of us could make do with tap water, especially when so
many people in countries such as Africa go without. Cue Thirsty Planet, a new water
brand that provides free drinking water for an African child for life, when you purchase
just one multi-pack of the water.

11. 4. Add personality
Building on the idea of leveraging a brand's authenticity, the next step is to bring packs
to life with a strong personality (what we call 'authentic attitude'). In short, think about
language and imagery that helps to tell an engaging story rather than just being matter
of fact. Filthy is a new brand of highly indulgent chilled chocolate desserts and its name
gives consumers permission to be unashamedly naughty.
5. Feel-good factor
We live in a frightening world, a world of anxiety fuelled by the media's exposure of
terrorism, food scares, global warming, child abuse and abduction. An antidote for this
is to make people smile and/or remind us of the time when life appeared to be safer.
Anything you can do to make your designs resonate with today's anxious consumer will
give you an advantage. Competitors may well copy your product specification, but it's
much more difficult to copy how your brand makes a customer feel. So packs that bring
a smile to faces, like our own new tea brand Make Mine a Builders, complete with
builder's cleavage on the 'bottom' of the pack, are the order of the day.
6. Keep it simple
With so much to say about health, nutrition, cooking or usage instructions on your
products and yet a desire to cut back on the amount of packaging, the key is to keep
things simple. Going back to the principle of 'standout', make sure you don't
compromise legibility by overcomplicating packs with too many messages. In a one-
second world, less is definitely more.
7. Tiered branding
The own-brand strategy we developed with Coles supermarket in Australia designed to
ensure that their stores provide customers with products that meet their everyday
needs in every way. The new own brand hierarchy involves three distinct tiers:
cheapest on display, mid tier and premium tier. The mid-tier proposition, "You'll love
Coles...", is based on the principle that consumers will love Coles products because
they make their lives easier. Coles will help them eat better, save money, save time and
reduce waste. An important element of the new offer is the use of a product advocate -

12. real customers and colleagues who appear on the packs to highlight the key benefits of
the product and give reasons to buy.
8. The cost of transport
Retailers and consumers are ever more obsessed with the green agenda. There's
nothing new about recycling, but there are a number of new dimensions to green
packaging that relate to transport. In simple terms, the challenge is to 'ship less air'. In
other words, you need to make sure your packaging is as minimal as possible because
the more products you can get on a pallet, the less trucks will need to be on the road.
As well as saving on CO2 emissions, these measures also save on transport costs.
9. Speed to shelf
If there are 40,000 different packs in a store then every second counts in the delivery
and stocking process. Just think how many man-hours per day you would save by
making your outer shipping case also your 'display on shelf' case. If you can save a
retailer just 10 seconds per pack in its time to decant from warehouse to shelf, you will
also certainly gain grace and favour too.
10. Protect yourself
If you have a good product at a good price, the competition will try to mimic your
success, so make sure you register and patent everything you possibly can.

13. ADVANTAGES AND LIMITATIONS OF PACKAGING:
*ADVANTAGES
Protection
 The basic benefit of packaging is the protection of goods to be sold. It prevents damage
during transport and storage from the elements, vibration and compression through a
physical layer of protection.
Information
 Packaging can provide information to a consumer regarding the product contents. This
information may be promotional, factual or mandated by consumer law.
Containment
 Products that contain multiple items use packaging to keep all items contained prior to
purchase. Product containment also allows a product to be sold in larger quantities.
Size and Quantity
 Packaging can control the size and quantity of a product. Portion control helps control
inventory, create product consistency and can help regulate prices.
Marketing
 Packaging is the front line of marketing. Through design and marketing
communications, packages can help sell a product and differentiate it from similar
products. The packaging can also help promote product branding.
Security
 Product security can be provided through packaging. Packing can make items tamper-
resistant, can help reduce theft and can help prevent harm from dangerous products.

14. *LIMITATIONS
Cost
 While packaging can do a lot to get customer attention, and may even add value to a
product, it also adds to the cost of production and the eventual retail price. According
to Know This, packaging can represent as much as 40 percent of the selling price of
products in industries such as the cosmetic industry. New packaging can be expensive
to develop, adding to the cost of products.
Landfill Impact
 Packaging is responsible for significant portions of the waste stream. According to the
Ashland Food Cooperative, packaging is responsible for about one third of the
municipal waste in the United States. Some waste can be recycled, but many materials
are not appropriate for recycling. Post-consumer recycled content is often usable only
in specific contexts. For instance, many types of recycled plastic may not be used in
food containers, even if the original plastic came from food containers. Much of the
waste produced by packaging ends up in a landfill.
Production Footprint
 Products with more packaging also use more resources in production. According to
Green Living Tips, around 12 million barrels of oil are used to make shopping bags for
U.S. consumers each year. Over 10 million barrels are used to make water bottles, and
one pound of polystyrene (Styrofoam) uses about two pounds of petroleum stock.
Production also requires energy, usually sourced from burning fossil fuels, and may
produce air and water pollution.

15. INTERVIEW WITH THE RETAILER:
Q.1) What is your name?
Ans) My name is Arunkumar.Sharma.
Q.2)Do you deal with noodles?
Ans) Yes, we do.
Q.3)How many brands of noodles do you deal with?
Ans) About 10 brands.
Q.4)What do you think about the packaging of those noodle
brand?
Ans) Attractive and convenient and we have different types
of packaging in noodles like cups, glasses, bowl, packet,
multi-packet, etc.
Q.5)Which brand has a higher sales? Why?
Ans) Koka and Maggi because it comes in different shapes,
sizes, colours and of different varieties.
Q.6)Which brand has the lowest sales? Why?
Ans) Mamee because it doesn’t have attractive packaging and
most of the customers are not aware of the product as there
is less or no advertising and even the taste is not that
great. And this brand is not available in most of the key
outlets and hypermarkets.
Q.7)Which noodle brand has the most convenient packaging
according to you? Why?
Ans) Koka because the way they do their packaging is very
and labeling is very easy to understand because everything
is mentioned such as units, gram mage, pieces,
manufacturing and expiry dates, flavor, etc compared to
other brands. And its pieces inside the cartons don’t get
damaged easily compared to other brands.
Q.8)Which noodle brand has the least convenient packaging
according to you? Why?

16. Ans) There is no brand as such which has the least
convenient packaging.
Q.9)Does the packaging affect the sales of any product?
How?
Ans) Yes of course it affe cts a lot because if the
packaging is not affective and convenient the customer will
not buy the product. For eg: the packaging of Koka provides
a plastic fork in the cup noodles but Indomie doesn’t
provide one so the cup Indomie noodles have comparatively
less sales compared to Koka.
Q.10)What do you think is the most important aspect about
packaging?
Ans) -The better the packaging the more customers buy the
product that leads to more sales.
- It will lead to the economic development of the
country.
- The company will incur more profits.

17. ABOUT THE BRANDS???????
KOKA NOODLES:
Koka are a brand of instant noodle, manufactured by Tat Hui Foods - a company
founded in Singapore in 1986. The noodles are available in a variety of flavours, as
packets or cup noodles. Manufacturing and packaging is done at Tat Hui's factory
in Jurong, Singapore. They are sold within Singapore, and since 1987 have been
exported to markets in Europe, America and Australia.
[1]
Along with the Sanwa noodle
brand, Tat Hui exports over 100 million packets a year,
[2]
and are a leading brand in
Ireland, behind Unilever's Pot Noodle, where they are distributed by Boyne Valley
Foods.

18. MAGGI NOODLES:
Maggi

is an international brand of instant soups, stocks, bouillon
cubes, ketchups, sauces, seasonings and instant noodles. Owned by Nestlé since 1947,
the original company was founded in Switzerland in 1872 by Julius Maggi.
The brand is known for Maggi noodles, Maggi cube, and Maggi-Würze (seasoning
sauce).
In India and Malaysia, Maggi instant noodles are very popular; Nestle has 39% of the
market in Malaysia, where "Maggi" is synonymous with instant noodles;
[2]
and a 60%
share in India where it was the first instant noodle brand.
[3]
In Malaysia, fried noodles
made from maggi noodles are called Maggi goreng.
Maggi noodles have been advertised as 2 minute noodles since 1982. The firm recently
introduced new varieties of its noodles, for example 'No MSG', 'Less Salt', and 'No Trans
fat' to cater to the health conscious. In mid-2008, New Zealand supermarkets
introduced replacement formulations for the beef, oriental, and curry flavours. A new
feature is an extra sachet containing dehydrated vegetables. Maggi claims the new
range contains 88% less total fat and 86% less saturated fat than the average of top-
three (unnamed) 2-minute-noodle competitors. The new Maggi range also has
considerably lower fat than its own previous formulation. However, the salt content
has been increased by 31 percent.

19. INDOMIE NOODLES:
Indomie is a brand of instant noodle by Indofood, the largest instant
noodle manufacturer in Indonesia with 72% of market share.
[1]
It is distributed in
Australia, Asia, Africa, New Zealand, the United States and European and Middle
Eastern countries. Outside its main manufacturing plants in Indonesia, Indomie is also
produced in Nigeria since 1995 where it is a popular brand and has the largest instant
noodle manufacturing plant in Africa.

20. FOODLES:
Glaxo Smithkline Consumer Healthcare, a Fast moving consumer goods (FMCG) company
today announced its entry into the instant noodles segment. It has entered the market with
the product named as Foodles under its already popular brand name Horlicks which acts as an
endorsing brand for the product “Foodles”. This move of theirs seems to be a move to take on
the might of Maggi from the stable of Nestle which is an out and out market leader in this
segment with an overall market share of close to 70 percent.
“The Indian noodles market is estimated to be around ` 1,000 crore and has been growing at
the rate of 25 per cent. We, believe that the overall entry of Horlicks will expand the category
further,” GSK Consumer Healthcare (GSKCH) India executive vice-president (marketing)
Subhajit Sen said. The company aims to capture 5-10 per cent of the estimated ` 1,000-crore
organised noodles market within a year.
This new launch under the brand name Horlicks will help the company’s Horlick’s brand to
grow the brand to even greater than ` 1500 crore and will help in sustaining the double digit
growth that this brand has been registering year on year. And this launch of Foodles under
Horlicks brand is going to extend this brands reach to newer segments also because of the
very good brand equity that Horlicks as a brand has in the eyes of the consumers, which the
company believes will help the company to gain its objective of attaining a market share of
around 6 to 10 percent in the first year of its launch itself.
GSKCH says the noodles launch is a part of the company’s three-level strategy to grow the
brand. Sen says “the company tackles the challenge at three levels – first, investing in new
science on the original Horlicks and keeping the promise relevant and the imagery
contemporary; second, expanding the brand’s footprint into new health drink extensions
where we tap consumer segments who may not be using the category (eg Junior Horlicks,
Women’s Horlicks, Mother’s Horlicks, Asha, Horlicks Lite etc) and third, expanding the brand
to new categories like cereal bars (Horlicks NutriBar), ChillDoodh, biscuits and now instant
noodles.”

21. MAMEE NOODLES:
Mamee Double-Decker Berhad (MYX: 5282) is a Malaysian based company with
interests in the manufacturing, marketing and distribution of snack foods, beverages,
and other products. As of 2014 the company headquarters is in the Air Keroh Industrial
Estate in Malacca, Malaysia and it has an office in Subang, Selangor in Greater Kuala
Lumpur. As of 2008 it has its registered office in City Plaza in Johor Bahru. It distributes
the Mister Potato and Mamee Noodles brands.

22. SAMPLE QUESTIONNAIRE:
NAME:
1. Age:
-below 18
-18- 25
-25-40
-40-50
-50 above
2. Do you eat noodles?
-yes
-no
3. Which of the following brands of instant noodles do you purchase the most?
- maggi
- koka
- indomie
-mamee
-foodles
-others
4. How would you rate the noodle brand you consume?
-poor
-fair
-good
-very good

23. -excellent
5. The way the your instant noodle brand’s packaging is done is
- extremely important
-very important
-important
-somewhat important
-not at all important
6. What will you consider when you buy instant noodles?
-convenience
-taste
-packaging
-price
-quantity
-all of the above
-none of the above
7. How would you describe the way in which your instant noodle brand is advertised?
-excellent------------------poor
-modern-----------------old fashioned
8. If you get an offer of buy one get two free from a brand that has a poor quality of
packaging compared to your brand. Will you buy that brand?
-definitely buy
-probably buy
-not sure

24. -Probably not buy
-definitely not buy
9. Are labeling and branding equally important like packaging for your instant noodle
brand?
-yes
-no
10. Where do you seek information about instant noodles?
-advertisements
-promotions
-internet
-family and friends
-others

26. 1. Age:
BELOW 18 14
18-25 1
25-40 0
40-50 0
50 ABOVE 0










93%
7%
0%0%0%
AGE
BELOW 18 18-2525-4040-5050 ABOVE

27. 2. Number of people eating noodles.
YES 15
NO 0











100%
0%
YESNO

28. 3. The noodle brand they buy the most.
MAGGI 11
KOKA 3
INDOMIE 1
MAMEE 0
FOODLES 0
OTHERS 0









73%
20%
7%
0% 0%0%
MAGGI KOKA INDOMIE MAMEE FOODLES OTHERS

29. 4. Their rating for their noodle brand.
POOR 0
FAIR 0
GOOD 3
VERY GOOD 9
EXCELLENT 3










0%0%
20%
60%
20%
POOR FAIRGOOD VERY GOOD EXCELLENT

30. 5. Importance of packaging of their noodle brand.
EXTREMELY IMPORTANT 1
VERY IMPORTANT 4
IMPORTANT 6
SOMEWHAT IMPORTANT 4
NOT AT ALL IMPORTANT 0










6%
27%
40%
27%
0%
EXTREMELY IMPORTANT VERY IMPORTANT
IMPORTANT SOMEWHAT IMPORTANT
NOT AT ALL IMPORTANT

31. 6. Their considerations while buying the product.
COVINIENCE 0
TASTE 6
PACKAGING 0
PRICE 2
QUANTITY 0
ALL OF THE ABOVE 7
NONE OF THE ABOVE 0









0%
40%
0%
13%
0%
47%
0%
COVINIENCE TASTE PACKAGING
PRICE QUANTITY ALL OF THE ABOVE
NONE OF THE ABOVE

32. 7. The way in which their noodle brand is advertised.
EXCELLENT 11
POOR 4

MODERN 12
OLD FASHIONED 3




73%
27%
EXCELLENTPOOR
80%
20%
MODERN OLD FASHIONED

33. 8. If they get an offer from a poor packaging noodle brand
compared to their brand would they buy the product.
DEFINITELY BUY 1
PROBABLY BUY 2
NOT SURE 7
PROBABLY NOT BUY 3
DEFINITELY NOT BUY 2








7%
13%
47%
20%
13%
DEFINITELY BUY PROBABLY BUY NOT SURE
PROBABLY NOT BUYDEFINITELY NOT BUY

34. 9. Their opinion on whether labeling and branding is equally
important as packaging of their noodle brand.
YES 14
NO 1










93%
7%
YESNO

35. 10. Places from where they get information about their noodle
brand.
ADVERTISEMENTS 7
PROMOTIONS 3
INTERNET 1
FAMILY AND FRIENDS 3
OTHERS 1









46%
20%
7%
20%
7%
ADVERTISEMENTS PROMOTIONS INTERNET
FAMILY AND FRIENDSOTHERS

41. CONCLUSION:
After doing my project on packaging I realized that
packaging is a very important aspect for any product and a
better way to increase the sales and earn profit. After doing
my survey I found out that most of the teenagers prefer
Maggi and Koka noodles for their daily consumption. They
think packaging of their noodle brand is either important or
somewhat important. Some of them prefer taste more
rather than pricing, packaging, convenience etc. But most of
them look into all the aspects of noodle brand that they buy.
Most of them think that the way their noodle brand
advertises is excellent and modern compared to poor and
old fashioned. They get information about their noodle
brands through advertisements, family and friends,
promotion etc. All of them are satisfied with the noodle
brand they consume.

42. BIBLOGRAPHY:
www.google.com
www.wikipedia.com
www.facebook.com
www.googleimages.com
basicmarketingfundas4u.blogspot.ae
www.youngbazaar.com
www.cookingoodfood.com
www.indomie.co.uk
www.miraclenoodle.com
www.euromonitor.com
www.interpack.com