This document discusses packaging as the 5th P of the marketing mix. It defines packaging as designing and producing containers for products. Packaging serves several functions including protection, product information, promotion, and adding appeal. There are different types of packaging like shipping, secondary, and primary. The objectives of packaging are to identify brands, provide information, facilitate transportation, assist storage, and aid consumption. Packaging is an important marketing tool that can assist with self-service, target consumer affluence, build company image, and allow for innovation. Effective packaging is creative, uses appropriate design elements, and is easy to access. Companies that spend the most on packaging include Coca-Cola, General Mills, Pepsi, Procter &

1. PACKAGING
The 5th P of marketing mix
Group no. 1

2. Group Member
1. Surbhi Raghuvanshi
2. Bhaskar Kaw
3. Gaurav Mulchandani
4. Nimish Pillai
5. Abhir Bandodkar
6. Nikhil R. Deshmukh

3. Introduction
 5 P’s Of Marketing Mix
1. Price
2. Product
3. Place
4. Promotion
5. Packaging

4. Introduction
• An activity of designing & producing the container for a product.
• Packaging is one of most important parts of marketing.
As clothing is for humans ,packaging is for products.

5. Functions of Packaging
• Protection & preservation
• Product information
• Promotion of corporate identity
• Forms part of sales promotion
• Adds to the appeals of the product.

6. Types of packaging (For e.g. Coke)
Shipping packaging
e.g. the corrugated box that contains a hundred
cardboard boxes which contains bulk of product

7. Types of packaging
Secondary packaging
the cardboard box that contains the
product

8. Types of packaging
Primary Packaging
Final product inside

9. Objective Of Packaging
• Identify the brand
• Convey descriptive and persuasive information
• Facilitate product transportation and protection
• Assist at-home storage
• Aid product consumption

10. 1. Convey descriptive and persuasive information

11. 1. Convey descriptive and persuasive information

12. 2. Assist at-home storage

13. 3. Aid product consumption

14. Packaging as a Marketing Tool
1. Self-service
- describe products features, create consumer confidence and
making favourable overall impression

15. Fig. Self-service

16. 2. Consumer affluence
- Consumer are willing to pay little more for convenience, appearance and
prestige of better packaging.

17. Fig Consumer affluence

18. 3. Company and brand image
- company logo defines the company.

19. Fig. Company and brand image

20. 4. Innovation opportunity
- unique or innovative packaging can bring big benefits to consumer
and profits to produces

21. Fig. Innovation opportunity

23. Main attributes of Packaging
• Communication
• Use convenience
• Market & brand appeal
• Safety
• Protection & preservation.

24. EffectivePackaging

25. 1. Creative & Unique

26. 2. Appropriate colours, fonts, easy to read labels.

27. 3. Use of images.

28. 4. Appropriate language, with necessary legal information.

29. 5. Easy to access & doesn’t look tampered.
Fig. Togo burger
Fig. Pop up
popcorn

30. 6. Simple
Fig. Smirnoff caipiroska peel able bottle Fig. Happy eggs

31. Distinctive Packaging
• Coca cola in glass bottles
• Cadbury’s dark blue wrapper
• Orange pack of Tide
• Close-up Stand up pack

32. Fig. Coca cola in glass bottles

33. Fig. Cadbury’s Dark Blue Wrapper

34. Fig. Samurai vodka bottle famous for unique packaging

35. Fig. Snapdeal Packaging

36. Fig. Jim Beam packaging

37. Fig. Nike Air Packaging

38. Advantages
• Helps to promote product
• Differentiates product from rivals
• Key part of the brand image
• Aids identification & recognition
• Shape, color & size relate to customer motivation
• Key factor in consumer decision making
• Medium for advertising & sales promotion message.

39. Disadvantages
• Over packaging creates waste
Desirability of using materials which can be recycled
• Deceptive Packaging like
* Over sized packaging with slack packaging
* Copying of packaging style & logo of rivals
* Misleading labels

40. Companies that Spend most on
packaging
 Coco Cola
 General Mills
 Pepsi
 Proctor & Gamble.
 Snapdeal
 Tetra Pak

41. • Adds to increased sales within & outside the country
• Fetches higher unit values for consumer goods
• Prevents loss & damage cost
• Improves reputation of product & organization.
Conclusion

43. Thank you