Packaging intro

MEANING AND DEFINITION OF PACKAGING
OBJECTIVE AND PURPOSE OF PACKAGING
PACKAGING AS A MARKETING TOOL
PRINCIPLES OF PACKAGING

1. PACKAGING Presented by : Bhawna Singh

2. INTRODUCTION Meaning and Definition Packaging: The wrapping material around a consumer item that serves to contain, identify, describe, protect, display, promote and otherwise make the product marketable and keep it clean Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of designing, evaluating, and producing packages. Packaging includes the activities of designing and producing the container for a product. It contains, protects, preserves, transports, informs, and sells. Package labeling or labelling is any written, electronic, or graphic communication on the package or on a separate but associated label.

3. Objectives / Purpose of Packaging Physical protection : The objects enclosed in the package may require protection from, among other things, mechanical shock, vibration, electrostatic discharge, compression, temperature etc. Barrier protection : Packaging provides a barrier to dust, water, humidity and other contaminants that could potentially harm the contents and decrease their shelf life Containment or Agglomeration : Grouping multiple cases, small objects or bulk materials together aids in both manual and automated handling

4. Information transmission: Packages and labels communicate how to use, transport, recycle, or dispose of the package or product. Security : Packages can be made with improved tamper resistance to deter manipulation and they can also have tamper-evident features indicating that tampering has taken place. Convenience: Packages can have features that add convenience in distribution, handling, stacking, display, opening, reclosing, use, dispensing, reuse, recycling, and ease of disposal.

5. Packaging as a Marketing Tool Packaging and labels can be used by marketers to encourage potential buyers to purchase a product. Most packaging is designed to reflect the brand's message and identity. Various factors have contributed to packaging’s growing use as a marketing tool: Self-Service : An increasing number of products are sold on a self service basis. The package must perform many of the sales task. Consumer Affluence : Rising consumer affluence means consumers are willing to pay a little more for the convenience, appearance, dependability, and prestige of better packages. Company and Brand Image : Packages contribute to instant recognition of the company or brand. Innovation Opportunity : Company gives a unique design to its product package with the intent to grab customer’s attention. For example, the calcium Sandoz bottles targeted at children and women have been designed to make them attractive to the target segment (A dog shaped bottle for kids, while a lady-shaped bottle for women).

6. Principles of Packaging Principles of package cohesion Principles of package coupling