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Packaging

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Transcript

  • 1. PACKAGING
    Marketing Management
    MBA (Financial Administration)
    Semester II
  • 2.
    • ROADMAP
    • 3. Packaging – an introduction
    • 4. Functions of packaging
    • 5. Main attributes of packaging
    • 6. Packaging as the “Silent Salesman”
    • 7. Distinctive Packaging
    • 8. Components of a Package
    • 9. Factors in the design of package
    • 10. Package & the product
    • 11. Criticism of Packaging
    • 12. ITC’s Kitchens of India- A Case study
    • 13. Companies that spend most on Packaging
    • 14. Conclusion
    9/12/2009
    2
    Marketing Management
  • 15. Introduction
    Packaging is :
    • An activity of designing & producing the container for a product.
    • 16. More than merely containing the product.
    • 17. Also referred to as the 5th P in the marketing mix.
    9/12/2009
    3
    Marketing Management
  • 18. Functions of Packaging
    • Protection & preservation
    • 19. Product information
    • 20. Promotion of corporate identity
    • 21. Forms part of sales promotion
    • 22. Adds to the appeals of the product.
    9/12/2009
    4
    Marketing Management
  • 23. Main attributes of Packaging
    • Communication
    • 24. Use convenience
    • 25. Market & brand appeal
    • 26. Safety
    • 27. Protection & preservation.
    9/12/2009
    5
    Marketing Management
  • 28. Packaging as the “Silent Salesman”
    • Helps to promote product
    • 29. Differentiates product from rivals
    • 30. Key part of the brand image
    • 31. Aids identification & recognition
    • 32. Shape, colour & size relate to customer motivation
    • 33. Key factor in consumer decision making
    • 34. Medium for advertising & sales promotion message.
    9/12/2009
    6
    Marketing Management
  • 35. Distinctive Packaging
    • Coca cola in glass bottles
    • 36. Cadbury’s dark blue wrapper
    • 37. Orange pack of Tide
    • 38. Close-up Stand up pack
    • 39. Retort pouches of Mother Recipes’ Pickles
    9/12/2009
    7
    Marketing Management
  • 40. Components of a Package
    9/12/2009
    8
    Marketing Management
  • 49. Factors in the design of Packaging
    • Protection of product
    • 50. Protection of the user
    • 51. Ease of transportation & storage
    • 52. Provision of product information
    • 53. Environmental suitability
    • 54. Convenience
    • 55. Economic/Cost considerations
    • 56. Promotional value.
    9/12/2009
    9
    Marketing Management
  • 57. Package & the Product
    • Protection of contents from damage, deterioration & containment
    • 58. Provides product information e.g. ingredients & instructions for use
    • 59. Added value through convenience e.g. handy size, storage features & opening
    • 60. Complies with health, hygiene & content labeling regulations.
    9/12/2009
    10
    Marketing Management
  • 61. Criticisms of 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
    9/12/2009
    11
    Marketing Management
  • 62. ITC’s Kitchens of India
    ITC, since long, has been associated with quality. In 2002, they introduced their packaged, ready to eat Indian gourmet recipe in the premium segment. The package was of great importance to ensure long shelf life for the products which were made without any preservatives. For this purpose ITC used the RETORT process which has been used by US in its Apollo space missions.
    This has helped KIO to not only become the standard for the premium ready-to-eat food market in India, but has also helped them penetrate markets in the United States and Europe.
    9/12/2009
    12
    Marketing Management
  • 63. Companies that Spend most on packaging
    Anheuser- Busch
    Campbell Soups
    Coco Cola
    Coco Cola Foods
    General Mills
    Miller Brewing
    Pepsi Co
    Proctor & Gamble
    9/12/2009
    13
    Marketing Management
  • 64. Conclusion
    • Adds to increased sales within & outside the country
    • 65. Fetches higher unit values for consumer goods
    • 66. Prevents loss & damage cost
    • 67. Improves reputation of product & organization.
    9/12/2009
    14
    Marketing Management
  • 68. THANK - YOU
    9/12/2009
    15
    Marketing Management

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