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  1. 1. Main Decision Areas: PACKAGING & LABELING
  2. 2. Packaging:Packing means wrapping of goods before they aretransported or stored or delivered to consumer.Packaging is the enclosing of a physical object, typically a product that will be offered for sale.All the activities of designing & producing the container fora product. In modern days packaging has become an important partof product management. With competition increasingmarketers are turning to innovative packaging to establish adistinctive edge. This is especially so in the marketing of consumer productslike processed foods, soft drinks, toiletries, cosmetics & otherpersonal care products 2
  3. 3. The following are the maindecision areas inpackaging.(a) Package Materials(b) Package Aesthetics(c) Package Size/ Convenience 3
  4. 4. (a) Package Materials :Changing trends - from wood to paper &plastics – In the earlier days, wood was themain material Paperboard cartons, paperbags, have become popular forms ofpackaging for a variety of products fromgroceries to garments. Metal containers arean excellent packaging medium forprocessed goods, fruits, vegetables, oil,paint etc. Aluminum foil, packaging are usedin products like tea, coffee & spices. 4
  5. 5.  Plastics, the New Packaging Material : Plasticsas a group are now dominating the packagingfield in India. Popular brands like Tata Tea,Nescafe, Dalda, Amul Milk chocolates have gonefor plastic packaging. Merits:water proof & moisture proofcapacity to provide resistance to sun exposurelight weightThermal stability attractiveness & transparencyTetra Packs : Frooti, Slice, Amul’s buttermilk, FruitJuices like real havegone for tetra packs. 5
  6. 6. (b) Package Aesthetics : For enhancing the sales appeal of thepackage, more & more attention isnew being given to package.For Eg. Doy soap with different animalstructures. For the first time in thesoap category, the customer could seethe shapes, colour & appearance ofthe product. 6
  7. 7. (c)Package Size & Convenience :(i) Pond’s cold cream & Brylcream in tube(ii)Application conveyance of Harpic(iii) The cold drink cans(iv) Economy packs(v) Sachets(vi) Reusable containers(viii) Refill packs 7
  8. 8. Kinds of material used for Packaging: 1. Earthen wares 2. China Jars 3. Wooden boxes 4. Card Board containers 5. Straw baskets 6. Gunny bags 7. Tin containers 8. Plastic containers 9. Glass bottles 10. Clothes etc. 8
  9. 9. Requisites of Good Package: It must – 1. protects the contents 2. looks attractive 3. establish identity 4. provide convenience 5. less cost 6. develop the interest to possess7. arouse the people to re-purchase8. enhance the image of the product 9. occupy less space 10. give brief idea of the product 11. build confidence 12. clean look 13. like an asset 14. possess a status to display 15. minimize the seller’s job 16. resist soiling 17. trade characters 18. label pasted 19. eye catching look 20. simple in design 21. convenient to handle 22. look like fast seller 9
  10. 10. Functions of Packing:a. Product Protectionb. Product Containantc. Product Attractivenessd. Product Identificatione. Product Conveniencef. Effective Sales Tool 10
  11. 11. Labeling :Sellers must label products. The label may be asimple tag attached to the product or anelaborately designed graphic. The label might carrythe brand name or a great deal of information.Labels identify the product or the brand. Eg. Thename frooti is stamped on Mango Juice.The label might grade the product, they mightdescribe the product, who made it, where it wasmade when it was made, expiry date, what itcontains, how it is to be used. Finally the labelshould promote the product through graphics. It ismandatory to print MRP on all packaged products. 11
  12. 12. Mandatory labeling is the requirement of consumer products to state their ingredients or components.Moral purchasing and avoidance of health problems like allergies are two things which are enabled bylabeling. It is mandated in most developed nations, and increasingly in developing nations, especially for food products.With regard to food and drugs, mandatory labeling has been a major battleground between consumeradvocates and corporations since the late 19th century.Because of past scandals involving deceptive labelling, countries like the United States and Canada requiremost processed foods to have a Nutrition Facts table on the label, and the tables formatting and contentmust conform to strict guidelines.The European Union equivalent is the slightly different Nutritioninformation table, which may also be supplemented with standardized icons indicating the presence of allergens. 12