Packaging project ppt-cbse grade 12

Presentation on the marketing project "Packaging" based on CBSE 2018-19 guidelines

1. PACKAGING BY: BENIFA FERNANDES CLASS: 12 Com E Roll no. :10

2. INTRODUCTION TO PACKAGE AND PACKAGING

3. PACKAGE • In simple words, a package is a wrapper or a container in which a product is enclosed. Encased, housed or sealed. • In marketing package is defined as, “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.”

4. PACKAGING: 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 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.

5. IMPORTANCE OF PACKAGING: FUNCTIONAL IT DIFFERENTIATES YOUR BRAND FROM OTHERS PACKAGING COLOR SWAYS CONSUMER PURCHASE HABITS PRODUCT PACKAGING IS A MARKETING TOOL PACKAGING CREATES BRAND RECOGNITION

6. LEVELS OF PACKAGING: There are 3 levels of packaging: PRIMARY SECONDARY TERTIARY

7. TYPES OF PACKAGING MATERIAL USED:

8. Plastic: This is the most common packaging material and, at the same time, one of the most difficult to dispose of. The factors common to all plastics are that they are light, strong cheap to manufacture. It is for these reasons that they are used so much, as an alternative to cardboard glass packaging materials.

9. Advantages: Plastics Are Lighter In Weight Plastic Is More Flexible Than Glass Transportation And Storing Plastic Convenience Plastic is Corrosion Resistant And Chemically Inert

10. Disadvantages: Low Melting Point Environmental Degradation

11. Metal (Aluminum) The metals used in packaging are predominantly tin-plate or aluminum and are used to make food and drink cans, aerosol cans, tubes, and slip or hinged lid for selections of confectionery or biscuits. All packs are recyclable. Steel can also be used un-plated or with coatings. Aluminum is used for drinks cans, closures, trays, tubs and tubes.

12. Advantages: Brand differentiation: Metal packaging provides smart packaging that attract consumers and give brands a competitive edge. Printing : Metal packaging comes in a wide range of designs. Through embossing and high-quality printing, cans deliver outstanding shelf presence for consumers. PROVEN : Unbreakable impact-resistant and puncture-resistant, Withstand extreme temperatures and pressure, Provide a total barrier against light, gas and oxygen, Preserve contents perfectly and deliver safe products CONVENIENT : Quick and easy to use - modern opening solution

13. Disadvantages Corrosion: Some types of metal packaging, such as steel, are vulnerable to the effects of corrosion, which can cause the metal to deteriorate. Corrosion takes place as the metal begins to transform back into its original state; for example, steel turns back into the iron ore it came from. Metal packaging is typically coated in other materials, such as chromium, to prevent corrosion from occurring. Can't See Contents

14. Cardboard: Cardboard boxes are industrially prefabricated boxes, primarily used for packaging goods and materials and can also be recycled. The term cardboard may refer to a variety of heavy paper-like materials, including, card stock, corrugated fiberboard, or paper board.

15. Advantages: l ight weight and thus are very convenient to handle The raw material required is quite inexpensive. a vailable in various shapes, sizes, designs and colors as per the specific requirement of the customers. completely recyclable in nature that makes them eco-friendly.

16. Disadvantages: For packaging of certain heavy items, Corrugated Cardboard Boxes may not very suitable because of their relatively less endurance to mechanical stresses. Under extreme pressure or on stacking, Corrugated Cardboard Boxes may get deformed.

17. Glass: Glass is made from all-natural sustainable raw materials. It is the preferred packaging for consumers’ concerned about their health and the environment. Consumers prefer glass packaging for preserving a product’s taste or flavor and maintaining the integrity or healthiness of foods and beverages. It’s also 100% recyclable and can be reused endlessly with no loss in quality or purity.

18. Advantages: Glass is nonporous and impermeable, so there are no interactions between glass packaging and products to affect the flavor of food and beverages . Glass has an almost zero rate of chemical interactions, ensuring that the products inside a glass bottle keep their strength, aroma, and flavor. It is 100% recyclable and can be recycled endlessly without loss in quality or purity.

19. Disadvantages: Fragility: Glass is also vulnerable to sharp changes in temperature. If you heat glass and then immediately expose it to cool water or air that can be enough to shatter it. H eavy compared to paper, plastic or even some metal containers. Safety : Glass edges are sharp enough to break skin, and it's often hard to find all the pieces. If glass shards mix with the contents of a food package unnoticed, they can do internal damage if swallowed.

20. Blister pack: Blister pack is a term for several types of pre-formed plastic packaging used for small consumer goods, foods, and for pharmaceuticals. The primary component of a blister pack is a cavity or pocket made from a formable web, usually a thermoformed plastic. This usually has a backing of paperboard or a lidding seal of aluminum foil or plastic. A blister that folds onto itself is often called a clamshell. Blister packs are useful for protecting products against external factors, such as humidity and contamination for extended periods of time. Opaque blisters also protect light-sensitive products against UV rays.

21. Advantages: FRESHNESS DOSAGE OR SERVING SIZE VISIBILITY CUSTOMIZATION

22. Disadvantages: First off is that since aluminum is used for the entire package, the whole process takes a lot more time as compared to the time taken with plastic. Another rare disadvantage of this type of packaging is that it uses foil backing, and patients can push the medicines through the foil, but it is child-resistant.

23. DIFFERENT PACKAGING STARTEGIES USED: An important part of the product decision making process is the design of the packaging for your product. An effective packaging strategy can contribute to the firm's competitive advantage. Your packaging strategy should fulfil six functions: unique, functional, safe, easy to remove, promote product benefits and reinforce the brand. The packaging strategies diagram below captures each of the six functions that your packaging strategy should fulfil. The diagram below summarizes the six functions that product packaging should fulfil:

24. Unique Packaging: The packaging "must stand out from the crowd" and be different from your competitors. You do not want consumers to confuse your product with that of your competitors. However non branded supermarket goods may do the opposite and produce packaging which is similar to popular brands for example cereals, coke and ketchup. This is to convince customers that they are getting a quality product, which is just as good as the branded version.

25. Functional Packaging: If the packaging has more than one function, ensure that it performs all of its functions. For example the packaging for Muller's corner range of yogurts is divided into two sections; one section contains the yogurt and the other contains the topping. The packaging enables consumers to decide how to mix their yogurt and is therefore interactive. Packaging for food products must preserve the product for a period of time. Whilst packaging for fragile products should protect the product during storage and transit. If the packaging contains product instructions, make sure the instructions are clear and will not be accidentally torn when the consumer is removing the product.

26. Safe Packaging: The packaging must be tested to make sure consumers can safely use it. The packaging should also safeguard people living with the consumer such as children. For example medicine bottles are designed with caps that children cannot remove easily. Do not use dangerous products to wrap your product and make sure the packaging does not contaminate your product.

27. Easy to Remove Packaging: Consumer give up products, if packaging makes it difficult to access or use the product. Packaging must also allow consumers to remove it without damaging the product. Some manufacturers will provide labelling on the packaging to help consumers remove it, for example arrows showing which side is the top of the product or instructions on how to remove lids from medicine bottles.

28. Promotional Packaging: Packaging must be designed to promote the benefits of the product. When consumers are deciding on which product brand to choose, they will use the packaging to make their decision. Ensure that the packaging highlights product benefits especially unique benefits not found in competitor products

29. ADVANTAGES OF PACKAGING: PROTECTS PRODUCTS ATTRACT CONSUMERS REINFORCE BRANDING AND LOGO PROVIDE INFORMATION

30. DISADVANTAGES OF PACKAGING: COST PRODUCTION FOOTPRINT LANDFILL IMPACT

31. BRANDING: Definition: “A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” (American Marketing Association ). It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. You can consider a brand as the idea or image people have in mind when thinking about specific products, services and activities of a company, both in a practical (e.g. “the shoe is light-weight”) and emotional way (e.g. “the shoe makes me feel powerful”). A brand is the perceived image of the product you sell, and branding is the strategy to create that image.

32. ADVANTAGES: RECOGNITION AND LOYALTY IMAGE OF SIZE IMAGE OF QUALITY IMAGE OF EXPERIENCE AND RELIABILITY MULTIPLE PRODUCTS

33. DISADVANTAGES: Complex : The brand identity building process is complex. The process entails extensive research, including market research, marketing audit, competitive audit and usability, and a clear branding strategy Expensive to Design: Designing and creating a brand identity is expensive and time consuming. Brands either delegate the task to their marketing teams or hire consultants who charge by the hour and spend many hours in close consultation with managers.

34. Difficult to Maintain: it is difficult for companies to maintain brand identity because of changing customer preferences, product or service diversification or company expansion. Difficult and Expensive to Change: Changing and modifying brand identity is difficult and entails extensive planning and managerial skills. Managers responsible for the change are required to possess sound public relations, branding, communications, productions, marketing and management expertise.

35. LABELLING : Display of information about a product on its container, packaging, or the product itself. Your product’s label delivers your sales message. You can explain what benefits you offer that competitors don’t, for example, or promote a prize or discount. For instance, images of happy families, healthy athletes and green pastures each speak to different types of consumers . Labels also must fulfill your legal obligations. Food manufacturers, for example, must publish detailed nutritional information in a specific format and employ marketing terms -- such as “low-fat” or “reduced cholesterol” -- that conform to federal regulations. Like branding, the objective of labeling is to give information to customers about the product, which the consumers want to buy.

36. ADVANTAGES Simplified Compliance: A professional labeling solution makes label changes easier and helps ensure compliance. Greater Supply Chain Efficiency: Accurate and fast transaction processing are keys to supply chain efficiency, and clearly-printed barcode labels are the cornerstone of any transaction processing system. Product labels can be used to establish a brand, and to convey important safety instructions, nutritional info, and other essential information for customers. Labeling is critical for healthy nourishment because it provides data about the amount of unsaturated and saturated fats, calcium, carbohydrates, sugar, iron, calcium, minerals, vitamins, calories and sugar present in a certain product.

37. DISADVANTAGES Negative Attributes: If a product or service experiences a negative event that will become attached to the brand. For example, a massive recall or unintentionally offensive ad campaign can tarnish a company’s brand and image, causing the company to need to build a whole new brand and identity to recapture its place in the market . Food labelling is a pretty poor way of making people eat more healthily. The idea assumes that people actually read the label – which quite often, they don’t.

38. BRAND 1: HARTLEY’S

39. Primary packaging Secondary packaging Tertiary packaging

40. BRAND 2: INTERHALCO

41. Primary packaging Secondary packaging Tertiary packaging

42. BRAND 3: KISSAN

43. Primary packaging Secondary packaging Tertiary packaging

44. BRAND 4: HERO

45. Primary packaging Secondary packaging Tertiary packaging

46. BRAND 5: MaLing

47. Primary packaging Secondary packaging Tertiary packaging

48. DIFFERENCIATION BETWEEN VAROUS JAMS (analysis)

49. Basis Hartley’s InterHalco Kissan Hero MaLing Color Green, white, silver Red, white Red, white Blue, white Blue, white, red Appearance Squeeze bottle Blister pack Sachet Glass bottle Tin Levels of packaging 3 3 3 3 3 Eco-friendly no no yes yes yes Other packaging type Glass bottle _ Glass bottle _ _ Material used at different levels Primary- Plastic Secondary- cardboard Tertiary- cardboard   Primary-blister Secondary- cardboard Tertiary- cardboard   Primary- Aluminum (foil) Secondary- cardboard Tertiary- cardboard   Primary-glass Secondary- cardboard Tertiary- cardboard   Primary- Metal (aluminum) Secondary- cardboard Tertiary- cardboard   Flavours offered Blueberry, raspberry, apricot, strawberry, blackcurrant, pineapple, black cherry Orange, apricot, strawberry, mixed fruit, pineapple, cherry Mixed fruit, mango, pineapple, orange marmalade, strawberry Blackcurrant, apricot, black cherry, red raspberry, strawberry, bitter orange, forest berry, red currant, blackberry, blueberry Melon Country of origin U.K. Oman India Switzerland China

50. SURVEY ANALYSIS

51. 1. Do you purchase Jam? ANSWER NUMBER OF CONSUMERS YES 17 NO 3 85% of the consumers purchase jam while 15% do not.

52. 2 . What is your age group? AGE (IN YEARS) NUMBER OF CONSUMERS 10-17 16 18-33 1 34-49 2 50-65 1 MORE THAN 65 80% of the consumers are in the age group of 10-17, 10% in 34-49, 5% each in 18-33 and 50-65 and 0% in more than 65.

53. 3. Which brand of Jam do you prefer to buy? BRAND NUMBER OF CONSUMERS KISSAN 11 HERO 3 INTERHALCO 2 HARTLEY’S 2 MALING 2 55% of the consumers prefer to buy Kissan Jam, 15% Hero, and 10% each prefer InterHalco , Hartley’s and MaLing .

54. 4. What type of packaging do you prefer for Jam? TYPE OF PACKAGING NUMBER OF CONSUMERS PLASTIC 2 METAL 1 ALUMINUM (FOIL) BLISTER 1 GLASS 16 80% of the consumers prefer glass packaging, 10% prefer Plastic, 0% Aluminum (foil) and 5% each prefer Blister and Metal.

55. 5. Do you reuse or keep the packaging of certain products for household use? WHETER THE PACKAGING OF CERTAIN PRODUCTS IS REUSED NUMBER OF CONSUMERS YES 14 NO 6 70% of the consumer reuse the packaging, while 30% do not.

56. 6. What is the price range that you prefer for Jam? PRICE RANGE NUMBER OF CONSUMERS LESS THAN 5 DIRHAMS 2 5-10 DIRHAMS 10 10-15 DIRHAMS 6 MORE THAN 15 DIRHAMS 2 50% of the consumers 5-10 Dirhams as the price range for jam, 30% prefer 10-15 Dirhams, 10% each prefer less than 5 Dirhams and more than 15 Dirhams.

57. 7. How often do you buy Jam? PURCHASE FREQUENCY NUMBER OF CONSUMERS ONCE A MONTH 4 ONCE IN EVERY 2 MONTHS 9 NOT SURE 6 47% of the consumers purchase Jam Once in every 2 months, 32% aren’t sure and 21% once a month.

58. 8. What is your yearly consumption of Jam? YEARLY CONSUMPTION NUMBER OF CONSUMERS 5-10 BOTTLES 20 MORE THAN 10 BOTTLES 100% of the consumers consume 5-10 bottles of jam yearly and 0% consume more than 10 bottles.

59. 9 . What flavor Jam do you mostly buy/like? JAM FLAVOR NUMBER OF CONSUMERS MIXED FRUIT 10 STRAWBERRY 7 PINEAPPLE 1 OTHER 2 50% of the consumers prefer mixed fruit, 35% strawberry, 5% pineapple and 10% prefer other flavors.

60. 10. Do you pay attention to the labelling on packages before purchasing a product? PAYING ATTENTION TO THE LABELLING AND PACAKGING OF THE PRODUCT BEFORE PURCHASE NUMBER OF CONSUMERS YES 10 NO 3 DEPENDS ON WHAT THE PRODUCT IS 7 50% of the consumers pay attention to the packaging and the labelling of a product before purchase, 35% don’t and 15% say it depends on what the product is.

61. 11. How content are you with the packaging of your Jam? SATISFACTORY LEVEL NUMBER OF CONSUMERS VERY SATISFIED 6 SATISFIED 14 SATISFACTORY DISASTISFIED 70% of the consumers are satisfied with the packaging of their Jam, 30% are very satisfied and 0% each feel it’s satisfactory or are dissatisfied.

62. 12. Which information on the packages of Jams is important to you? INFORMATION ON PACKAGES NUMBER OF CONSUMERS INGREDIENTS 6 EXPIRY DATE 11 NUTRITIONAL FACTS 3 OTHER 55% of consumer look at the expiry date is important on jam packages, 30% the ingredients, 15% nutritional facts and 0% other.

63. 13. On a scale of 1 to 10 how important is packaging of a product to you? IMPORTANCE OF PACKAGING NUMBER OF CONSUMERS 1-3 2 4-6 8 7-10 10 50% of the consumers rate the importance of packaging in the scale of 7-10, 405 in the scale of 4-6 and 10% in the scale of 1-3.

64. 14. Which feature attracts you the most while selecting your preferred brand? ATTRACTIVE FEATURE NUMBER OF CONSUMERS QUALITY/TASTE 8 PRICE 5 PACKAGING 3 BRAND 4 40% of the consumers are attracted by the brand while selecting their preferred brand, 25% by the price, 20% by the brand and 15% by the packaging.

65. 15 . Does packaging influence you to buy your product? INFLUENCE OF PACKAGING TO BUY A PRODUCT NUMBER OF COMSUMERS STRONGLY AGREE 7 AGREE 7 DISAGREE 2 STRONGLY DISAGREE DEPENDS ON WHAT THE PRODUCT IS 4 35% of consumers each agree and strongly agree that packaging influences them to buy a product, 20% say that it depends on what the product is, 10% disagree and 0% strongly disagree that packaging influences them to buy a product.

66. CONCLUSION OF RESPONDENT’S SURVEY: 1. 85 % of the consumers purchase jam while 15% do not. 2. 80 % of the consumers are in the age group of 10-17, 10% in 34-49, 5% each in 18- 33 and 50-65 and 0% in more than 65. 3. 55 % of the consumers prefer to buy Kissan Jam, 15% Hero, and 10% each prefer InterHalco , Hartley’s and MaLing . 4. 80 % of the consumers prefer glass packaging, 10% prefer Plastic, 0% Aluminum (foil) and 5% each prefer Blister and Metal . 5. 70 % of the consumer reuse the packaging, while 30% do not.

67. 6. 50 % of the consumers 5-10 Dirhams as the price range for jam, 30% prefer 10-15 Dirhams, 10% each prefer less than 5 Dirhams and more than 15 Dirhams. 7. 47 % of the consumers purchase Jam Once in every 2 months, 32% aren’t sure and 21% once a month . 8. 100 % of the consumers consume 5-10 bottles of jam yearly and 0% consume more than 10 bottles. 9. 50 % of the consumers prefer mixed fruit, 35% strawberry, 5% pineapple and 10% prefer other flavors. 10. 50 % of the consumers pay attention to the packaging and the labelling of a product before purchase, 35% don’t and 15% say it depends on what the product is .

68. 11. 70% of the consumers are satisfied with the packaging of their Jam, 30% are very satisfied and 0% each feel it’s satisfactory or are dissatisfied. 55 % of consumer look at the expiry date is important on jam packages, 30% the ingredients, 15% nutritional facts and 0% other . 50 % of the consumers rate the importance of packaging in the scale of 7-10, 405 in the scale of 4-6 and 10% in the scale of 1-3. 40 % of the consumers are attracted by the brand while selecting their preferred brand, 25% by the price, 20% by the brand and 15% by the packaging. 35 % of consumers each agree and strongly agree that packaging influences them to buy a product, 20% say that it depends on what the product is, 10% disagree and 0% strongly disagree that packaging influences them to buy a product.

69. INTERVIEW WITH RETAILER At ZOOM supermarket, Remal mall (Al Ain )

70. Q1. What is your name? And what post do you hold in this branch of ZOOM and since when? Ans. My name is Hasan and I’ve been working here as the store manager since 2008 . Q2. How are the sales of Jam in this branch of ZOOM? Ans. Spreadable jams are selling good Q3. What according to you has been the highest selling Jam brand in your years of service? Ans. Hero Jams Q4. Why do you think this brand is the highest selling? Ans. Affordable price and good quality compared to other jams . Q5. How important is good quality packaging for products like Jam? Ans. An eye-catching packaging can bring about an instant response in a customer’s mind and also one crucial element of packaging is an icon.

71. Q6. Do you think people find Jams with better product package as a better quality product? Ans. Yes. Glass packaging is attractive to consumers because they give a classic look to the product. Q7. What flavor jams do consumers mostly buy? Ans. Mixed fruit and strawberry Q8. Do you have any products with eco-friendly packaging in your store? Ans. Yes Q9.  In your opinion which information on the packages of Jams is important? i . Ingredients ii.Expiry date iii. Nutritional facts iv. Other Q10. Does packaging influence a consumer to buy a product? i . Strongly agree ii. Agree iii. Disagree iv. Strongly disagree v. Depends on what the product is

72. CONCLUSION OF INTERVIEW WITH RETAILER: The sale of jams is quite good. Hero Jams is the best-selling brand. Hero jams have affordable price and are of good quality. Packaging is very important as to bring an instant response in the customer’s mind. People do find Jams with better product package as a better quality product.

73. Mixed fruit and strawberry are highest selling flavors. There are products with eco-friendly packaging. Expiry date on Jam packages is important. Packaging strongly influences a consumer to buy a product.

74. CONCLUSION: − Packaging deals with activities of planning and designing of different means of packing the products. − 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. − There are three levels of packaging: Primary, Secondary & Tertiary − There are various types of packaging like: Plastic, Metal, Cardboard, Glass, Foam, Blister etc . Various kinds of Packaging strategies are: unique Packaging, functional Packaging, and safe Packaging etc . The American Marketing Association defines a brand as “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.”

75. − According to AMA, “Labeling in the broader sense has been ruled to include spoken information and separate promotional pieces, if they serve the information purpose and are closely allied to the product.” − The function of putting identification mark of the product on its package is called 'labeling'. − In other words, to put certain mark, or paste or tag with certain instruction or description on its package is called labeling product. − Food labelling is a pretty poor way of making people eat more healthily. The idea assumes that people actually read the label – which quite often, they don’t.  

76. APPENDIX: