Packaging and its significance for
branding & marketing
Packaging is the science, art, and technology of enclosing or protecting
products for distribution, storage, sale, and use.
The process involved in creating a unique name and image for a
product in the consumers mind.
Marketing is the process of communicating the value of a product or
service to customers, for the purpose of selling the product
The first packaging was created by
peas in a pod, coconut milk, the
banana. Subsequently man adapted
raw materials like baskets, jute sacks
and clay pots to package and
transport items. This heritage still
can be found today in banana leaf
packaging in Asian markets. Roman
Amphora were the first packs to
carry branding and labelling
information, specifying their
content, origin, manufacturer etc. –
the ancestors of today's packs.
• Kotler defines packaging as "all the activities of designing and producing the
container for a product."
• Packaging is a process of covering, wrapping of goods into a package.
• Packaging involves designing & producing the wrapper for a product.
• Packaging is next to grading and branding.
• Packaging is essential for Offering goods in safe, and secured position to consumer.
• Most physical products must be packaged and labeled. Some packages such as coke
bottles are world famous..
TYPES OF PACKAGING
CONSUMER PACKAGING :-
Designed for consumer.
convenience & appeal marketing
consideration & display.
the main emphaises Is on marketing.
INDUSTRIAL PACKAGING :–
industrial packaging is ,focuses
on the handling convenience &
The main emphaises -- is on
. Types of Packaging
The material that first envelops the product and holds it. This usually
is the smallest unit of distribution or use and is the
package which is in direct contact with the contents.
Secondary packaging is outside the primary packaging, perhaps used to
group primary packages together.
Tertiary packaging :
It is used for bulk handling, warehouse storage and transport
shipping. The most common form is a palletized(a portable platform for
handling) unit load that packs tightly into containers.
• Transportation Again functional, the package serves to help
transport, carry, ship and distribute the product.
• The packs communication role is
primordial(first created r dvlpd)
• It is to stand out from the
competition, how to
communicate an emotional
message to the consumer.
Essential tools of packaging
One of the first tools of
communication is verbal branding
The name provides a unique
identity to the product and package,
it has to be memorable, easy to
pronounce and unique.
The designers is part of the creative
team involved in developing new
Essential tools of packaging
• Brand identity:
• The brand identity creates, in conjunction(combination) with the name, the
persona of the product and is the essential identifier that enables us to
memorise the product and its packaging. The most successful brands are the
product, they are totally synonymous with the product.
Essential tools of packaging
• A unique ownable brand colour can be an integral part of the brands toolbox.
Tiffany’s blue, Coca-Cola’s red, Guinness's black are all identifiable elements that
help us recognise the product.
Objective of Packaging
• Physical protection
The objects enclosed in the package may require protection
from, among other things, shock, vibration, compression, temperature etc.Eg :
• A barrier from oxygen, water vapor, dust, etc., is often required. Controlled
atmospheres are also maintained in some food packages, keeping the contents
clean & fresh.
Eg: Fruits, Vegetables
• The packaging and labels can be used by
marketers to encourage potential
buyers to purchase the product.
Package graphic design and physical
design have been a important
Eg: Chips, Biscuits
• Packages can be made with improved
tamper resistance to deter tampering and
also can have tamper evident features to
help indicate tampering(to carry on
• Eg: Coke drinks, water bottles.
• Packages can have features that add convenience in
distribution, handling, stacking(an orderly
heap), display, sale, opening, reclosing, use, dispens
ing(distribution), and reuse.
Eg: Sauce, Jam
Consideration for packaging
• Prevention: - Use the packaging where needed.
• Minimization :– Minimize mass & Volume.
• Reuse:- Encourage reuse of packages.
• Recycling :- Reprocess materials into new products.
• Disposal :- Use disposable, eco-friendly package.
• Nestle’s Bar One initially had a red and silver packing. The chocolate received
strong competition from Cadbury’s Five Star and thus suffered from low trials.
The major problem was that the consumers were not aware that the product
gave the same chewy 'caramel inside' experience as Five Star.
A research later decoded that gold as a color defined the (caramel inside) category
and the package color combination was then shifted from red and silver to red and
gold, resulting in an increased market share for Bar One.
Breyers ice cream
A good example is Breyers ice cream, which, until the mid-1980s, served a strictly
regional, north eastern market. But Breyers wanted a national market and needed
a strong national program to compete.
At the time, Breyers had a bland(smooth) white package that looked like all other
ice creams in the retail shelf. To accomplish national distribution, it was suggested
that the brand totally change its branding and packaging. Instead of white
packages, black became the background color—the first time ever on any dairy
package—and the photography and graphic elements were completely changed.
Retaining the Breyers leaf logo from the earlier packaging, the new design featured
oversized(standard), mouth-watering photography of ice cream that, against the
black background, enabled each flavor to pop off the shelf.
Since then, low-fat and other varieties have been added to the Breyers line.
These are differentiated through additions of color on the package. The most recent
line extension, Smooth & Dreamy, introduces bright colors but maintains the black
background at the top for brand continuity. Thus, though some package “drama” has
been lost by reducing the ice cream photos and a new angled Breyers logo, brand
identity recognition has been maintained.
• case : Improve Packaging
• Challenge: Damage; Waste
• Solution : Designed a Reusable Engineered Wood Crate(wooden protection case)
• Results : Eliminated Product Damage; Improved Sustainability
A manufacturer shipped long rolls of highly valued paper suspended on wooden pallets
with corrugated(folds) 88l.gbt sleeves and wooden top caps for protection. Product damage
rates of 15% were causing significant customer complaints, delivery delays, and costly
returns. Nelson Technical Center designed a reusable engineered wood crate that has
completely eliminated product damage. Through the use of Nelson-ART, a global return
program for these crates(wooden protect case for shipping) was established for the
collection, return, and reuse of the crates.
Significance of packaging in branding and
Relationship of packaging with retailing……..
package designing is directly proportional to retailing
Significance of packaging in branding:
• Identification of brand……..
What is packaging?
• A silent salesman……..
If you pronounce honey dew
repeatedly & fastly it will
sound like I need you…
Strategic importance of packaging:
• Strategic planning tries to match target market needs and
attitudes with the marketing mix offered and packaging is
definitely a part of the mix. In some cases, it may be a vital
More widen bottle neck lead to more
Importance of packaging:
• Better protective packaging is especially important to
manufacturers and wholesalers, who may have to absorb the
cost of goods damaged in transit.
Importance of packaging…
• The role of packaging is changing from that of protector‘ to
information provider‘ and persuader‘ . Whereas the original
function of packaging was to protect the product, it is now
being used as an important sales tool to attract
attention, describe the product and make the sale
Social responsibility of packages:
Customer are king and king should not bleed before
Social responsibility of packaging:
• Nokia vision of packaging……
By 2020, our vision is to only use 100% certified renewable or
The materials we choose An effective way to
reduce the environmental impact of packaging is
through making the sales packages
smaller, selecting sustainable materials and making
sure,packaging can be recycled when it’s no longer
Inner sanctum of packaging..
• Kristie Lorette started writing professionally in 1996. She
earned her Bachelor of Science degree in marketing and
multinational business from Florida State University and a
Master of Business Administration from Nova South-eastern
University. Her work has appeared online at Bill
Savings, Money Smart Life and Mortgage Loan.
According to her…
• Facilitates Purchase Decision
Packaging may also contain ingredients and nutritional information about the
product. This information can help to sell the product because it allows potential
customers to obtain the necessary information they need to make a purchase
decision. Information contained on a package may propel the reader to buy the
product without ever having to speak to a store clerk.
Efficiency in packaging:
• Green Effect
• Packaging plays an important role in the marketing context.
The right packaging can help a brand carve a unique position in
the marketplace and in the minds on consumers.
• Packaging has a better reach than advertising does, and can set
a brand apart from its competitors. It promotes and reinforces
the purchase decision not only at the point of purchase, but
also every time the product is used