The document discusses food marketing and the role of food packaging. It defines food marketing as all business activities involved in food production from farm to consumer, including processing, distribution, retail, and transportation. Food packaging serves several important functions - it protects products during shipment and storage, acts as a form of product identification and branding, and provides information to consumers. The selection of appropriate packaging materials considers factors like the product form, intended use, stability, and cost. Overall, packaging plays a crucial role in marketing by providing information to customers, protecting products, helping drive innovation and sales, and aiding brand recognition.

1. Ms. P. Karthika
Assistant Professor
Department of Food Science and Nutrition
Periyar University, Salem - 11
Food Marketing and Role of Food
Packaging - Overview

2. Food Marketing
 The performance of all business activities which involved in
the food production and services from the point of initial
agricultural process until they are in the hand of consumer.
 This includes processing, wholesaling, retailing, food service,
and transportation functions and excludes all functions
performed by producers on the farm.
 Food products often involve the general marketing
approaches and techniques applied the marketing of other
kinds of products and services.

3.  Food marketers must consider several issues affect the structure
of a population.
 Social class can be used in the positioning of food products.
Important factors of food marketing
 Food Marketing and Consumption Patterns
 International Comparisons.
 Food outlets.
 Government Food Programs.
 Food Marketing Issues.

4. Functions
 The function of product packaging is to
protect the product during shipment from
the manufacturer to the store selling it.
 Packaging is also a form of protection as
the product sits on store shelves waiting
for consumers to come along and
purchase it.
 In marketing and market development,
packaging is the “dress” on the product,
which can play a role in whether the
product sells in a new market or to new
customers.

5. Branding
 Product packaging also plays a vital role in the branding
process of the product.
 Definition of a brand is a symbol, wording or another type of
mark that differentiates a product or business from its
competition, and branding is an essential part of marketing
for many products and companies.
 Some products carry different branding, depending on the
market in which they are sold, especially in different
countries.

6. Characteristics of Food Products and
Production
 Large crop variations
 Seasonal effects
 Increasing production levels
 Geographic concentration and varying production costs
 Derived demand

7. Role of Packaging:-
 Protection-against light
 against reactive gases
 against moisture
 against microbes
 against physical damage
 gainst pilferage and adulteration
 Presentation
 Identification
 Information
 Compatible
 Convenience

8. Selection of the Packaging Materials
1. On the facilities available, for example, pressurized dispenser requires special filling
equipment.
2. On the ultimate use of product.The product may be used by skilled person in
hospital or may need to be suitable for use in the home by a patient.
3. On the physical form of the product. For example, solid, semi-solid, liquids or
gaseous dosage form.
4. On the route of administration. For example, oral, parenteral, external, etc.
5. On the stability of the material. For example, moisture, oxygen, carbon dioxide,
light, trace metals, temperature or pressure or fluctuation of these may have a
deleterious effect on the product.
6.The product may react with the package such as the release of alkali from the glass
or the corrosion of the metals and inturn the product is affected.
7. On the cost of the product. Expensive products usually justify expensive packaging.

9. Crucial roles that packaging plays for the
product
 Information and self service for the customer
 Packaging information as a safeguard
 Innovation in packaging helps sales
 Design of packaging
 Brand recognition
 Differentiation between other products
 Promotions (free samples)