Product Packaging in Marketing

Packaging Of Products
By
Ankit Agarwal
MBA (2008-10)
DMS, SOM
Pondicherry University

PACKAGING IN FOOD PRODUCTS
Emerging Trends- Food Packaging
• Easy to handle packs are preferred.
In use convenience is the call of the
day.
• Easy to use packs are gaining
popularity. People are ready to pay
premium for “In use” convenience

Consumer convenience
Easy to tear LASER etched pouches

Two sided dispensing feature

Horlicks in Composite Containers with spoon for measurement

Push-open for one handed dispensing

Flip-top cap for easy dispensing
Easy to hold packaging formats

Inbuilt handle in Jar for
ease in carrying
Inbuilt handle in cap for
ease in carrying

Beverage Carton
Reclosable Opening

Self heating coffee can
Pull the tag, coffee heats up automatically
Microwavable packaging
Unique tear strip for easy use

Emerging Trends-
Food Packaging
Consumer Convenience

Shelf & Consumer Appeal
• Shelf visibility and consumer appeal
is becoming very important.
• Modern trade outlets call for instant
consumer attraction.
• Pack appearance and ability to
engage consumers are becoming the
key consideration for any new
packaging design

Consumer Appeal
Modern trade - fighting for consumer attraction.
Differentiated shapes/ attractive graphics are the need of the day

Shaped stand up pouches for Kids

Unusual fun shape
Jar with profile shape

Beverage Packs
Custom Design Caps
Fruit shaped jar

Instant coffee in a pack
shaped like a coffee bean!
And communicates a
superior, persona
Instant coffee in a Double
contoured wave design
glass container.
Bottle design reflects
novelty in shape

New Formats
• Ready to use pack- Food already cooked- “Heat and Eat”
• On the Go- To meet the demand of fast pace of life. Have your food “Anywhere &
Anytime”
• Vending formats- Strongest emerging format

New formats
Ready to use / microwavable packs

New formats
On the go packaging formats

New formats
Vending machines for coffee & Chocolate + snack food

Nutritional labelling
Label declaration
More and more labels are coming
with nutritional information. Enhance
consumer awareness
• List of ingredients / nutrients
• Serve size / % Daily Requirement
• Benefits

Emerging Trends- Pharmaceutical
Packaging
Anti-counterfeit measures
• What is Counterfeit?
– Counterfeiting is manufacturing and selling Spurious drugs using the
packaging similar to that of original drug manufacturer.

Anti-counterfeit
Original pack (old) on top and counterfeit
pack on side

Anti-counterfeit
• Solution to counterfeit:
– To do something either on the Product or Packaging,
which makes the Brand different from its counterfeits and helps in authentication of its genuineness at the point of purchase

Anti-counterfeit
Hologram
• Dot Matrix 2-D, 3-D hologram
• Flip action, background text,
kinetic movement, Micro text and a
laser code

Shift from Loose to Packed
Shift
Every tea garden has its own branded tea value

Shift from Loose to Packed
From a local shopkeeper selling loose
Vegetables to hygienically packed Vegetables

Dairy Milk Hygienically Packed Milk

Innovative Food Packaging

Shift from Rigid to Flexible
Bottles to Flexible
Rigid packaging is giving way to flexible packaging in the form of standup
pouches, retort pouches, spouted pouches which offer similar
performance and shelf appeal at lower cost.

Shift from Rigid to Flexible
Rigid packaging is giving way to flexible packaging in the form of
stand-up pouches, retort pouches, spouted pouches which offer
similar benefits at lower weight and cost.

Dynamic Growth
in
Key Sectors

Commodity Foods
There is a surge in demand for well packed commodity foods like atta,
cereals, rice, sugar, salt etc. Packaging is being designed for convenience,
shelf appeal and to retain freshness.

Nitrogen Flushed Snack Foods
Nitrogen flushing process is used to pack a variety of food products like wafers, namkeen ( range of products by Haldirams), snacks (cheese balls, French fries) and coffee. Indian Snack foods are catering to regional preferences.

Packaged Fruits and Vegetables
Newest Challenge for the Packaging Industry

PE Extruded Nets and Rachel Bags
PE Extruded nets will be used to pack
– Onions
– Potatoes
– Garlic & Ginger
– Hard fruits like Ber
Rachel Bags will help Retail Businesses to pack 25- 50 Kg produce at
Farms

Packaged Fruits & Vegetables
Pre- weighed beans, peas, carrots, broccoli, etc. automatically packed on horizontal packaging machines in
clear PE pre-formed bags will become popular with growth
in organized retail business.
Stretch- Cling films will find wider applications when large
fruits and vegetables like cabbage, cauliflower, gourd,
melons, etc. are individually wrapped for enhanced shelf life.

Dried fruits provide great value addition and very popular in Turkey, Asia and US as a snack.
Widely marketed as snack and food supplement.
• Mangoes
• Strawberries
• Apples
• Kiwi
• Berries
• Figs
• Mushrooms
• Plums
• Broccoli
Dried Mangoes
Dried Strawberries
Fruits are marginally processed with sugar, salt etc for added flavours.

Frozen Food
Frozen ready meals, includes frozen meat, poultry and fast food. These products require excellent barrier with EVOH, PVDC, etc.

conclusions
With enhanced consumer driven
needs , packaging innovations to
provide solutions to satisfy the
consumers

THANK YOU

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Product Packaging in Marketing

by deepankitansh on Oct 09, 2009

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