Packaging is one of most important parts of marketing. As clothing is for
humans ,packaging is for products.
Packaging refers to the act of designing and producing the container or
wrapper of a product. Packaging plays an important roal in determining
customers attitude towards the product sometimes by looking at the
packaging the customer tries to access the product quality. Attractive
packaging is one of the important factors in success of a product and
perform better .
It refers to the products for
Example:- Toothpaste ,Colgate,
It refers to additional layer of
protection that are kept till the
product are ready for use.
Example:- A toothpaste tube
comes in a cardboard box.
When a consumer using the
toothpaste he disposes of box
but retain the primary tube.
It refers to further
packaging necessary for
storage a transportation .
Example:- A toothpaste
manufacture may send
the goods to retailer in a
Packaging greatly helps in identification of
product. A nivea jar can be easily identified
by its blue colour packaging. It give the
product unique identify.
Product Protection :-
Packaging protects the contects of a product
from spoilage, breakage , leckage , forage ,
damage climatic effect etc. This kind of
protection is required doing storing distribution
and transportation of product.
Facilitating use of
The size and shape of
package should be such that
it should be convinent to
open handler & use for the
Product Promotion :-
Packaging is also used for
promoting purposes . An attractive
colour , photograph or typephase
many be used to draw attention for
people at purchasing time.
Packaging makes product to look
different & unique with different
product that people attracted
towards it & products get
Evaluation of packaging
From the very beginning, packaging has been
involving and will keep on involving with changing
due to its influency perceptions.
The History of packaging dates back to ancient
times when natural materials such as leaves from
trees , woven baskets or a animal skin for used to
Time line of major development
and innovation in Packaging.
Period Packaging Method
3000 -1500 BC Terracotta Vessel
1200 BC Glass Jars
1035 AD First recorded use of paper
Middle Ages Wooden Barrels most common way
of preserving and transporting
1764 Stuff sold in metal tins .
Early 1900’s Wooden Crates and boxes replaced
Early 1920’s Invention of transparent cellopan
1940’s Development of packaging of frozen
Period Packaging Method
1952 Aerosal cans introduced to the mass
1960’s Aluminium Drinks Cans became
1961 Aseptic cartons invented & have
been used for precerving long life
milk ever sins
1977 Most commonly used plastics ,
Polythyn , terypthalate (PETE)
Wooden Crates was earlier
considered the best means of
packaging fruits & vegetables to be
transported as they were-
•Readily & cheaply available.
•were tough and durable enough to
handle & the whole transportation
process. But, with the passage of time
increased use of good created issues.
By the Early 1900’s wooden Crates & boxes were
being replaced by corrugulated papers & shipping
cartoons due to their ease of use & low cast. The
Strength lightness & Cheapness of this materials
make it very useful for shipping & strong. Today ,
cardboard boxes more accurately called “c-fluite
corrugated paper board cartoons” are used
universally for transporting fruits & vegetables &
The fruits and vegetables
industry in extending its use to
Using plastic crates is one of
the efficent methods of
transporting them through all
links of distribution chain.
Circulation is necessary in
fruits & vegetables industry . In
a vented Plastic Crates the
product can live longer , thus
ensuring fresh delievery to
Carry bag Conumdrum
The packaging industry
targeting the small industry has
witnessed a major change and
chorning during the last 3
The carry bag mainly use by
consumer to carry grocery or
small item has seen indence
competition between paper bag
, plastic bag and cloth bag.
The battle for market share is
being fought mainly
environmental line though cost
◦ Before there were paper bags , people would
bring a container to hold the things they
bought in the market, possibly a basket. If the
customer did not have a container, the
storekeeper would twist sumo paper together
to hold the purchase. This was called
cornucophia they were the first paper bag.
Plastic shopping bag,
carries bags or plastic
grocery bag are a type of
shopping bag made from
various kinds of plastic . In
use by consumer
worldwide. Since the 1960,
these bags are sometimes
called single use bags ,
referring to carrying out
items from store to home.
Cloth bags are promoted
as the “ greenest option
for carrying bag compare
to plastic and paper
These bag can reuse
and last long. However
one time purchase cost
is high. Compare to
paper or plastic bags
even though life time
Changing milk packaging
The innovation of packaging of milk has been
dependent upon changes in technology for old chain
Milk in bottles-
1. Bottles can be reuse.
2. Easy to sanitize.
2. Easy to break
Milk in Plastic Container & Pouch
Easy to mould & transport.
Lighter than glass.
Cheaper to produce.
Milk in Tetra Pack
Can be recycled.
Attractive design possible , then
effective use of space & materials ,
efficency and in storage and
Milk through Vending Machine
More suitable for distribution in a
cluster of consumer.
Reduced cost of packaging &
The first significant development in
packaging of milk for retail sail came at
the very beginning of last sanctuary
with introduction of the process of
sternalized milk in which the retail
cantainer. the glass bottle , formed an
integral & essential part.
Reuse of packaging.
Reuse is to use an item again after it has been used. This
include conventional reuse where the item is used again for
the same function.
Tin boxes , glass jars , plastic bottles are example of
packaging which can be reused for storage of various hints
after the primary product contained in package is finished.
There are two dominant consumer maintained i.e. one like to
consult and reuse and other tend to use and throw. The
dominant behavior depend on lifestyle and income endorse
with busy lifestyle & higher income tend to leave towards
the latter category.
Concept of Pyramid packaging for
The concept of pyramid packaging has
evolved in the ongoing effort to further
efficency in packaging technology for the
same volume. A tetrahydral pyramid uses
less cardboard than a cuboid & therefore is
more cost efficent.
Cost of packaging & who pays it.
Cost of packaging is an
important factor in
determining the type of
packaging used other than
the cost of manufacturing
the package , the type of
package also influences the
cost of storage and
transportation. The type of
container or package can
also increase cost due to
high spoilage more space
greater weight , breakage
The average packaging cost comes to about 9%
of amount once spent on ones product.
The extent to which the cost is shared between
the consumer and manufacturer depends
• Type of materials used & possibility for reuse.
• Type of competition in market.
• Consumer are now better educated , wealthy &
have high expectations.
It has been observed from above that –
*scope of marketing of products has
increase due to new innovation in their
*increase in cost of packaging increase
the price of the product. So due care
should be taken while planning the
nature & type of packaging.