3. Irfaan Meera, Assistant Professor, SACAS
Packaging- Definition
3
The Packaging refers to all those activities related to designing, evaluating and
producing the container for a product.
Simply, the box-like container, wherein the product is stored to protect it from any
physical damage and at the same time attracting the customer through its appeal is
called as packaging.
5. Irfaan Meera, Assistant Professor, SACAS
Three levels of packaging
5
Primary Packaging is the layer of packaging that is closest to the
product. An example is a bottle of soda. The bottle serves as a
container for the liquid; has a promotional value in the form of a
label or attractive design; and probably has a barcode to facilitate a
smooth purchase.
6. Irfaan Meera, Assistant Professor, SACAS
Three levels of packaging
6
Secondary Packaging is the layer outside the primary packaging.
Its main use is to protect, display or transport the product within its
primary packaging. An example is the plastic crate containing 6
bottles of soda.
7. Irfaan Meera, Assistant Professor, SACAS
Three levels of packaging
7
Tertiary Packaging is a layer of packaging normally not visible to
the consumer. It’s used for transporting products in bulk. An
example is the industrial shipping container that holds the crate that
holds your bottle of soda.
8. Irfaan Meera, Assistant Professor, SACAS
Functions of packaging
8
1) Protection
Package protects the products.
Package prevents breakage, contamination,
pilferage, chemical change, insect attack etc
9. Irfaan Meera, Assistant Professor, SACAS
Functions of packaging
9
2) Containment or agglomeration
Small objects are typically grouped
together in one package for reasons of
efficiency. For example, a single box of
1000 pencils requires less physical
handling than 1000 single pencils.
10. Irfaan Meera, Assistant Professor, SACAS
Functions of packaging
10
3) Product attractiveness
The size and shape of the package, its
colour, printed matter o it etc., must
make the package attractive to look at.
The psychological feeling is that a
good package contains good quality
product in it.
11. Irfaan Meera, Assistant Professor, SACAS
Functions of packaging
11
4) Product Identification
Package differentiates similar products.
Packaging and labeling are inseparable and are closely related to branding.
Buyers depend on the package label in understanding the product in the
package.
12. Irfaan Meera, Assistant Professor, SACAS
Functions of packaging
12
5) Convenience
Packages can have features that add convenience
in distribution, handling, stacking, display, sale,
opening, reclosing, use, dispensing, reuse,
recycling, and ease of disposal.
Packages which can be easily handled, opened,
moved etc is appreciably favored by customers.
13. Irfaan Meera, Assistant Professor, SACAS
Functions of packaging
13
6) Effective Sales too
A good package stimulates sales.
A designed and attractive package invites
customers.
