PACKAGING

BYDIVYESH DAHIRE

MT14IND009VNIT

INTRODUCTION

Packaging is : the technology of enclosing or protecting

products for distribution, storage, sale, and use.

• An activity of designing & producing the container for a product.

• Also referred to as the 5th P of marketing mix.

ROOTS OF PACKAGING

• The origin of the modern packaging industry can be traced back to the late 18th century , when the industrial revolution heralded widespread changes in manufacturing. Before, then most manufacturing processes were dependent on manual labour and small-batch production.

• Mechanization not only accelerated the production of all types of commodities, but also influenced their packaging.

• The faster production ,the greater need for packaging supply could now anticipate and even outstrip demand , so packaging needed to be attractive as well as functional if products were to survive market competition .

CONT..

• The first packages used the natural material like baskets of reeds, wineskins, wooden boxes, pottery, vases, ceramic , wooden barrels, etc.

• Then came tinplate, canning with air tight containers were used for food preservation and many medical and chemicals .

• Later came cellophane , aluminum and plastic which is light, less costly, recyclable, high performance and functionality.

FUNCTIONS OF PACKAGING

• Protection & preservation• Product information• Promotion of corporate identity• Forms part of sales promotion• Adds to the appeals of the product.

ATTRIBUTES OF PACKAGING

• Communication• Use convenience• Market & brand appeal• Safety

PACKAGING AS A “SILENT SALESMAN”

• Helps to promote product• Differentiates product from rivals• Key part of the brand image• Aids identification & recognition• Shape, color & size relate to customer motivation• Key factor in consumer decision making• Medium for advertising & sales promotion message.

TYPES OF PACKAGINGCONSUMER PACKAGING

• Designed for consumers convenience and appeal, marketing consideration and display.

• The main emphasis is on marketing.

TYPES OF PACKAGING

INDUSTRIAL PACKAGING • It is designed to focus on the handling convenience and

protection during transportation.• The main focus is on logistic.

CLASSIFICATION

• The classification of packaging can also be based on level of packaging done on the product.

• Primary : -Direct contact with product. & Maintain product quality.

• Secondary : -It contains product and primary pack presentation , protection

• Tertiary : -Transport shipping , warehouse storage, bulk handling.

PRIMARY FUNCTIONS

PRESENTATION

PROTECTION

PRESERVATION

ECONOMY

CONVENIENCE

SECONDARY FUNCTIONS

CONTAINMENT

IDENTIFICATION

SUITABILITY LABELING

HANDLING

DISTINCTIVE PACKAGING

• Coca cola in glass bottles• Cadbury’s dark blue wrapper• Orange pack of Tide• Close-up Stand up pack

COMPONENT OF PACKAGING

Aesthetic ComponentSize and shapeMaterialColorTextGraphics

Functional ComponentStructural DesignBrand Advertisement

FACTORS

PACKAGING DESIGN

Consumer behaviour

Economic factors

Social/ culture issues

TechnologyLegal issue

Production manufacturing

Distribution channels

Competition

FACTORS IN PACKAGING DESIGN

• Protection of product• Protection of the user• Ease of transportation & storage• Provision of product information • Environmental suitability• Convenience• Economic/Cost considerations• Promotional value.

PACKAGE & THE PRODUCT

• Protection of contents from damage, deterioration & containment

• Provides product information e.g. ingredients & instructions for use

• Added value through convenience e.g. handy size, storage features & opening

• Complies with health, hygiene & content labeling regulations.

CRITISICIMS IN PACKAGING• Over packaging creates waste

Desirability of using materials which can be recycled• Deceptive Packaging like * Over sized packaging with slack packaging * Copying of packaging style & logo of rivals * Misleading labels

LABELS

PACKAGING MACHINES

• ..\Downloads\AUTOMATIC BREAD PACKAGING MACHINE (PLASTIC OR PAPER BAG).mp4

CONCLUSI0N

• Adds to increased sales within & outside the country

• Fetches higher unit values for consumer goods

• Prevents loss & damage cost• Improves reputation of product &

organization.

THANK YOU

QUESTIONS

• What is the importance of packaging in todays world?

• What are the types of packaging?• What are the advantages and disadvantages of

packaging?• What are the various functions of packaging?

Explain each in brief.• How modern packaging is different from

conventional? Explain giving an example.