Packaging

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Packaging

  1. 1. PACKAGING<br />Marketing Management<br />MBA (Financial Administration)<br />Semester II<br />
  2. 2. <ul><li>ROADMAP
  3. 3. Packaging – an introduction
  4. 4. Functions of packaging
  5. 5. Main attributes of packaging
  6. 6. Packaging as the “Silent Salesman”
  7. 7. Distinctive Packaging
  8. 8. Components of a Package
  9. 9. Factors in the design of package
  10. 10. Package & the product
  11. 11. Criticism of Packaging
  12. 12. ITC’s Kitchens of India- A Case study
  13. 13. Companies that spend most on Packaging
  14. 14. Conclusion</li></ul>9/12/2009<br />2<br />Marketing Management<br />
  15. 15. Introduction<br />Packaging is :<br /><ul><li>An activity of designing & producing the container for a product.
  16. 16. More than merely containing the product.
  17. 17. Also referred to as the 5th P in the marketing mix.</li></ul>9/12/2009<br />3<br />Marketing Management<br />
  18. 18. Functions of Packaging<br /><ul><li> Protection & preservation
  19. 19. Product information
  20. 20. Promotion of corporate identity
  21. 21. Forms part of sales promotion
  22. 22. Adds to the appeals of the product.</li></ul>9/12/2009<br />4<br />Marketing Management<br />
  23. 23. Main attributes of Packaging<br /><ul><li>Communication
  24. 24. Use convenience
  25. 25. Market & brand appeal
  26. 26. Safety
  27. 27. Protection & preservation.</li></ul>9/12/2009<br />5<br />Marketing Management<br />
  28. 28. Packaging as the “Silent Salesman”<br /><ul><li> Helps to promote product
  29. 29. Differentiates product from rivals
  30. 30. Key part of the brand image
  31. 31. Aids identification & recognition
  32. 32. Shape, colour & size relate to customer motivation
  33. 33. Key factor in consumer decision making
  34. 34. Medium for advertising & sales promotion message.</li></ul>9/12/2009<br />6<br />Marketing Management<br />
  35. 35. Distinctive Packaging<br /><ul><li> Coca cola in glass bottles
  36. 36. Cadbury’s dark blue wrapper
  37. 37. Orange pack of Tide
  38. 38. Close-up Stand up pack
  39. 39. Retort pouches of Mother Recipes’ Pickles</li></ul>9/12/2009<br />7<br />Marketing Management<br />
  40. 40. Components of a Package<br /><ul><li>Aesthetic Component
  41. 41. Size and shape
  42. 42. Material
  43. 43. Color
  44. 44. Text
  45. 45. Graphics
  46. 46. Functional Component
  47. 47. Structural Design
  48. 48. Brand Advertisement</li></ul>9/12/2009<br />8<br />Marketing Management<br />
  49. 49. Factors in the design of Packaging<br /><ul><li> Protection of product
  50. 50. Protection of the user
  51. 51. Ease of transportation & storage
  52. 52. Provision of product information
  53. 53. Environmental suitability
  54. 54. Convenience
  55. 55. Economic/Cost considerations
  56. 56. Promotional value.</li></ul>9/12/2009<br />9<br />Marketing Management<br />
  57. 57. Package & the Product<br /><ul><li> Protection of contents from damage, deterioration & containment
  58. 58. Provides product information e.g. ingredients & instructions for use
  59. 59. Added value through convenience e.g. handy size, storage features & opening
  60. 60. Complies with health, hygiene & content labeling regulations.</li></ul>9/12/2009<br />10<br />Marketing Management<br />
  61. 61. Criticisms of Packaging<br /><ul><li> Over packaging creates waste</li></ul> Desirability of using materials which can be recycled<br /><ul><li>Deceptive Packaging like </li></ul> * Over sized packaging with slack packaging<br /> * Copying of packaging style & logo of rivals<br />* Misleading labels<br />9/12/2009<br />11<br />Marketing Management<br />
  62. 62. ITC’s Kitchens of India<br />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.<br />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.<br />9/12/2009<br />12<br />Marketing Management<br />
  63. 63. Companies that Spend most on packaging<br />Anheuser- Busch<br />Campbell Soups<br />Coco Cola<br />Coco Cola Foods<br />General Mills<br />Miller Brewing<br />Pepsi Co<br />Proctor & Gamble<br />9/12/2009<br />13<br />Marketing Management<br />
  64. 64. Conclusion<br /><ul><li> Adds to increased sales within & outside the country
  65. 65. Fetches higher unit values for consumer goods
  66. 66. Prevents loss & damage cost
  67. 67. Improves reputation of product & organization.</li></ul>9/12/2009<br />14<br />Marketing Management<br />
  68. 68. THANK - YOU<br />9/12/2009<br />15<br />Marketing Management<br />

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