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Product Packaging in Marketing


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Packaging innovations to
provide solutions to satisfy the

Published in: Business

Product Packaging in Marketing

  1. 1. Packaging Of Products<br /> By<br /> Ankit Agarwal<br /> MBA (2008-10)<br /> DMS, SOM<br /> Pondicherry University<br />
  2. 2. PACKAGING IN FOOD PRODUCTS<br />Emerging Trends- Food Packaging<br />• Easy to handle packs are preferred.<br />In use convenience is the call of the<br />day.<br />• Easy to use packs are gaining<br />popularity. People are ready to pay<br />premium for “In use” convenience<br />
  3. 3. Consumer convenience<br />Easy to tear LASER etched pouches<br />
  4. 4. Consumer convenience<br />Two sided dispensing feature<br />
  5. 5. Consumer convenience<br />Horlicks in Composite Containers with spoon for measurement<br />
  6. 6. Consumer convenience<br />Push-open for one handed dispensing<br />
  7. 7. Consumer convenience<br />Flip-top cap for easy dispensing<br />Easy to hold packaging formats<br />
  8. 8. Consumer convenience<br />Inbuilt handle in Jar for<br />ease in carrying<br />Inbuilt handle in cap for<br />ease in carrying<br />
  9. 9. Consumer convenience<br />Beverage Carton<br />Reclosable Opening<br />
  10. 10. Consumer convenience<br />Self heating coffee can<br />Pull the tag, coffee heats up automatically<br />Microwavable packaging<br />Unique tear strip for easy use<br />
  11. 11. Emerging Trends-<br />Food Packaging<br />Consumer Convenience<br />
  12. 12. Shelf & Consumer Appeal<br />• Shelf visibility and consumer appeal<br />is becoming very important.<br />• Modern trade outlets call for instant<br />consumer attraction.<br />• Pack appearance and ability to<br />engage consumers are becoming the<br />key consideration for any new<br />packaging design<br />
  13. 13. Consumer Appeal<br />Modern trade - fighting for consumer attraction.<br />Differentiated shapes/ attractive graphics are the need of the day<br />
  14. 14. Shelf & Consumer Appeal<br />Shaped stand up pouches for Kids<br />
  15. 15. Shelf & Consumer Appeal<br />Unusual fun shape<br />Jar with profile shape<br />
  16. 16. Shelf & Consumer Appeal<br />Beverage Packs<br />Custom Design Caps<br />Fruit shaped jar<br />
  17. 17. Shelf & Consumer Appeal<br />Instant coffee in a pack<br />shaped like a coffee bean!<br />And communicates a<br />superior, persona<br />Instant coffee in a Double<br />contoured wave design<br />glass container.<br />Bottle design reflects<br />novelty in shape<br />
  18. 18. New Formats<br />• Ready to use pack- Food already cooked- “Heat and Eat”<br />• On the Go- To meet the demand of fast pace of life. Have your food “Anywhere &<br />Anytime”<br />• Vending formats- Strongest emerging format<br />
  19. 19. New formats<br />Ready to use / microwavable packs<br />
  20. 20. New formats<br />On the go packaging formats<br />
  21. 21. New formats<br />Vending machines for coffee & Chocolate + snack food<br />
  22. 22. Nutritional labelling<br />Label declaration<br />More and more labels are coming<br />with nutritional information. Enhance<br />consumer awareness<br />• List of ingredients / nutrients<br />• Serve size / % Daily Requirement<br />• Benefits<br />
  23. 23. Emerging Trends- Pharmaceutical<br />Packaging<br />Anti-counterfeit measures<br />• What is Counterfeit?<br />– Counterfeiting is manufacturing and selling Spurious drugs using the<br />packaging similar to that of original drug manufacturer.<br />
  24. 24. Anti-counterfeit<br />Original pack (old) on top and counterfeit<br />pack on side<br />
  25. 25. Anti-counterfeit<br />Original pack (old) on top and counterfeit<br />pack on side<br />
  26. 26. Anti-counterfeit<br />• Solution to counterfeit:<br />– To do something either on the Product or Packaging, <br /> which makes the Brand different from its counterfeits and helps in authentication of its genuineness at the point of purchase<br />
  27. 27. Anti-counterfeit<br />Hologram<br />• Dot Matrix 2-D, 3-D hologram<br />• Flip action, background text,<br />kinetic movement, Micro text and a<br />laser code<br />
  28. 28. Shift from Loose to Packed<br />Shift<br />Every tea garden has its own branded tea value<br />
  29. 29. Shift from Loose to Packed<br />From a local shopkeeper selling loose<br />Vegetables to hygienically packed Vegetables<br />
  30. 30. Dairy Milk Hygienically Packed Milk<br />
  31. 31. Innovative Food Packaging<br />
  32. 32. Shift from Rigid to Flexible<br />Bottles to Flexible<br />Rigid packaging is giving way to flexible packaging in the form of standup<br />pouches, retort pouches, spouted pouches which offer similar<br />performance and shelf appeal at lower cost.<br />
  33. 33. Shift from Rigid to Flexible<br /> Rigid packaging is giving way to flexible packaging in the form of<br /> stand-up pouches, retort pouches, spouted pouches which offer<br /> similar benefits at lower weight and cost.<br />
  34. 34. Dynamic Growth<br />in<br />Key Sectors<br />
  35. 35. Commodity Foods<br /> There is a surge in demand for well packed commodity foods like atta,<br /> cereals, rice, sugar, salt etc. Packaging is being designed for convenience,<br /> shelf appeal and to retain freshness.<br />
  36. 36. Nitrogen Flushed Snack Foods<br />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.<br />
  37. 37. Packaged Fruits and Vegetables<br />Newest Challenge for the Packaging Industry<br />
  38. 38. PE Extruded Nets and Rachel Bags<br /><ul><li> PE Extruded nets will be used to pack</li></ul>– Onions<br />– Potatoes<br />– Garlic & Ginger<br />– Hard fruits like Ber<br /> Rachel Bags will help Retail Businesses to pack 25- 50 Kg produce at<br />Farms <br />
  39. 39. Packaged Fruits & Vegetables<br /><ul><li> Pre- weighed beans, peas, carrots, broccoli, etc. automatically packed on horizontal packaging machines in</li></ul>clear PE pre-formed bags will become popular with growth<br />in organized retail business.<br /><ul><li> Stretch- Cling films will find wider applications when large</li></ul>fruits and vegetables like cabbage, cauliflower, gourd,<br />melons, etc. are individually wrapped for enhanced shelf life.<br />
  40. 40. Dried fruits provide great value addition and very popular in Turkey, Asia and US as a snack.<br />Widely marketed as snack and food supplement.<br />• Mangoes<br />• Strawberries<br />• Apples<br />• Kiwi<br />• Berries<br />• Figs<br />• Mushrooms<br />• Plums<br />• Broccoli<br />Dried Mangoes<br />Dried Strawberries<br />Fruits are marginally processed with sugar, salt etc for added flavours.<br />
  41. 41. Frozen Food<br />Frozen ready meals, includes frozen meat, poultry and fast food. These products require excellent barrier with EVOH, PVDC, etc.<br />
  42. 42. conclusions<br />With enhanced consumer driven<br />needs , packaging innovations to<br />provide solutions to satisfy the<br />consumers<br />
  43. 43. THANK YOU<br />