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Main DecisionAreas:PACKAGING&LABELING

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Packaging:

Packing means wrapping of goods before they aretransported or stored or delivered to consumer.Packaging is the enclosing of a physical object,typically a product that will be offered for sale.All the activities of designing & producing the containerfor a product. In modern days packaging has become an importantpart of product management. With competition increasingmarketers are turning to innovative packaging toestablish a distinctive edge. This is especially so in the marketing of consumerproducts like processed foods, soft drinks, toiletries,cosmetics & other personal care products.

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The following are themain decision areas inpackaging.(a) Package Materials(b)Package Aesthetics(c)Package Size/Convenience

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(a) Package Materials :Changing trends - from wood to paper& plastics In the earlier days, woodwas the main material Paperboardcartons, paper bags, have becomepopular forms of packaging for a varietyof products from groceries to garments.Metal containers are an excellentpackaging medium for processed goods,fruits, vegetables, oil, paint etc.Aluminum foil, packaging are used inproducts like tea, coffee & spices.

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Plastics, the New Packaging Material :Plastics as a group are now dominating thepackaging field in India. Popular brands likeTata Tea, Nescafe, Dalda, Amul Milkchocolates have gone for plastic packaging.Merits:water proof & moisture proofcapacity to provide resistance to sunexposurelight weightThermal stability attractiveness & transparencyTetra Packs : Frooti, Slice, Amuls buttermilk,Fruit Juices like real havegone for tetra packs. 5

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(b) Package Aesthetics :For enhancing the sales appeal ofthe package, more & more attentionis new being given to package.For Eg. Doy soap with differentanimal structures. For the first timein the soap category, the customercould see the shapes, colour &appearance of the product.6

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(c)Package Size & Convenience :(i)Ponds cold cream & Brylcreamin tube(ii)Application conveyance ofHarpic(iii) The cold drink cans(iv) Economy packs(v) Sachets(vi) Reusable containers(viii) Refill packs 7

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Kinds of material used for Packaging:1. Earthen wares2. China Jars3. Wooden boxes4. Card Board containers5. Straw baskets6. Gunny bags7. Tin containers

8. Plastic containers9. Glass bottles10. Clothes etc.8

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Requisites of Good Package:It must 1. protects the contents2. looks attractive3. establish identity4. provide convenience5. less cost6. develop the interest to possess7. arouse the people to re-purchase8. enhance the image of the product9. occupy less space10. give brief idea of the product11. build confidence12. clean look13. like an asset14. possess a status to display15. minimize the sellers job16. resist soiling17. trade characters

18. label pasted19. eye catching look20. simple in design21. convenient to handle22. look like fast seller

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Functions of Packing:a. Product Protection

b. Product Containantc. Product Attractivenessd. Product Identification

e. Product Conveniencef. Effective Sales Tool

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Labeling :Sellers must label products. The label may bea simple tag attached to the product or anelaborately designed graphic. The label mightcarry the brand name or a great deal ofinformation. Labels identify the product or thebrand. Eg. The name frooti is stamped onMango Juice.The label might grade the product, they mightdescribe the product, who made it, where it wasmade when it was made, expiry date, what itcontains, how it is to be used. Finally the labelshould promote the product through graphics. Itis mandatory to print MRP on all packagedproducts.

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Mandatory labeling is the requirement of consumer products tostate their ingredients or components.Moral purchasing and avoidance of health problems likeallergies are two things which are enabled bylabeling. It is mandated in most developed nations, and increasingly in developing nations, especially for food products.With regard to food and drugs, mandatory labeling has beena major battleground between consumeradvocates and corporations since the late 19th century.Because of past scandals involving deceptive labelling, countrieslike the United States and Canada requiremost processed foods to have a Nutrition Facts table on thelabel, and the table's formatting and contentmust conform to strict guidelines.The European Union equivalent is the slightly differentNutritioninformation table, which may also be supplemented withstandardized icons indicating the presence of allergens.