Role of package in Marketing

Packaging has no meaning without the product for which it was designed. Its primary function is to preserve and protect the product throughout the manufacturing, transport, storage and consumption chain. ... But good packaging also guarantees the health and safety of consumers.

1. ROLE OF PACKAGING IN
MARKETING

2. PACKAGING
•Packaging is the technology of enclosing
or protecting products for distribution,
storage, sale, and use. Packaging also
refers to the process of designing,
evaluating, and producing packages.
•Sets your product apart from your
competitor
•Includes Packing & other components
•Protects the product
•Hard to create business without packaging

3. 1)HELPS IN PRODUCT
IDENTIFICATION
•Unique identity to your product
•Packaged to special
size,shape,container,colour & thus keeps
it different from the products of a
competitor
•Helps in creating Brand Image
•Example - Yellow & Black coloured packs
of KODAK ROLLS tells that its a product
from KODAK & identifiable by just the
colour and design

4. 2) PROVIDES PRODUCT
PROTECTION
•Provide protection to product froom many
casualties
•Product must reach to place of distribution
from place of production in the best
manner possible without damage
•Perishable products like biscuits,jam,chips
etc must be protected(packaged) properly
to be edible for consumption

5. 3) PROVIDES CONVENIENCE
•Packaging provides convenience in the
carriage of the product from one place to
another
•Convenience is necessary for stocking &
consuming of product & movement of the
product from one place to another
•EXAMPLE - New bottles of Coke makes
the carriage and stocking easier

6. 4) EASY PRODUCT PROMOTION
•Packaging simplifies the work of sales
promotion
•Provides rememberance value to the
product
•Product plays the role of a passive
salesman & increases the sales

7. 5) INFORMATION
TRANSMISSION
•Provides information on how to use the
product,transport,recycle,dispose the
package
•Medical/Chemical product/Food provide
information to the government
•Packages can be used for tracking
purposes thus its a source of information
to the consumers. Example :- Barcodes

8. 6) PROVIDES BARRIER
PROTECTION
•Provides a barrier from Air,water
vapour,dust
•Newer ways of packaging helps in long
lasting products
•This helps in retention of
nutrition,clean,fresh,safe for consumption

9. 7) BETTER SECURITY
•Reduces security risks of shipments
•Improved tamper resistance & Tamper
evident features help in detecting
tampering
•Strong casing can help lower damage
risks
•Use of Barcodes help in better information
& minimise fraud cases

10. 8) HELPS RETAILER PACKAGING
•Retailers have much use from packaging
in both protection & promotional aspects
•Helps in protection,reduce store costs by
lessening breakage,shrinkage etc
•Easy handling
•Save space
•Self Promotion & Brand image
•Increases sales

11. Credit Cidroy Paes