This document discusses packaging and labeling as marketing tools. It defines packaging as designing and producing containers or wrappers for products. There are three levels of packaging: primary, secondary, and shipping. Primary packaging directly contains the product, while secondary packaging groups primary packages and provides branding. Labeling carries information about products and sellers on packages or tags. Labels can be brand, descriptive, or grade labels and serve functions like identification, grading, and description. Packaging and labeling protect products, transport them, inform consumers, and help sell products.

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2. • Most physical products have to be packaged and
labeled.
• It has become a potent marketing tool.
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3. PACKAGING
(As a Marketing Tool)
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4. Packaging
• “Packaging consists of all the activities of
designing and producing the container or
wrapper for a product.”
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5. • “Packaging can be described as a coordinated system
of preparing goods for transport, warehousing,
logistics, sale, and end use.”
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6. Levels/Types of Packaging
• There are three levels of Packaging-
– Primary Package
– Secondary Package
– Shipping/Transportation Package
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7. 1. Primary Packaging: Primary packaging is the
layer of packaging that comes in direct contact
with the product.
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8. • Primary packaging is designed around the specific
dimensions of the product and the secondary
packaging layers.
• The main role of primary packaging is to protect the
product from damage during storage and
transportation.
• Often, products sit in storage for extended periods,
and the primary packaging ensures that the product
is not exposed to the external environment.
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9. 2. Secondary Packaging: “Secondary packaging is the layer of
packaging that surrounds groups of pre-packaged parts that
are enclosed in the primary packaging. “
• Branding and display and logistics are the two major functions
of secondary packaging.
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10. • Secondary packaging is the external, visible face of the
product.
• Moreover, secondary packaging protects the primary
packaging and may group several products together for ease
of handling.
• This layer keeps the primary packaging safe and helps it retain
its original shape during transport to a retail or consumer
location.
• Cardboard boxes, cardboard cartons and plastic crates are
common types of secondary packaging.
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11. • Packaging -
– Protects
– Preserves
– Transports
– Informs
– Sells
Purposes of Packaging
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12. Requirement/Significances
of Packaging
• Package is the actual container or wrapper.
• It protects a product in the way to the consumer.
• It protects a product after it is purchased.
• It helps to identify a product and this may prevent
substitution of competitive products.
• It is the package, which first get the attention of the
customers.
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13. • Well designed packages can create convenience and
promotional value.
• Packaging is one of the way through which marketer can
differentiate his product from the competitive brand.
• Innovative packaging can bring large benefits to the
customers and profit to producers.
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14. LABELING
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15. LABELING
• Labeling is closely related to the packaging.
• “A label is a part of the product that carries
information about the product and the seller.”
• Labeling is “Display of information about a product
on its container, packaging, or the product itself.”
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16. • A label may be part of a package or it may be
a tag attached to a product.
• The label might carry only the brand name or
a great deal of information.
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17. Types of Labels
• Labels are of three types:
– Brand label
– Descriptive label
– Grade Label
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18. • Brand label: Brand label is simply the brand alone
applied to the product or package.
• Ex- Some clothes carry the brand label like Color
Plus.
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19. • Descriptive label: It gives the information about
the product use, care, performance, and other
features.
• Ex- On a descriptive label for a Maggi Noodles, there are
statements concerning the weight, ingredients, tastes, price
etc.
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20. • Grade Label: It identifies the product judged quality
with a letter, number, or word.
• Ex- Corn and wheat are grade- labeled 1 and 2.
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21. • Brand labeling is a acceptable form of labeling
but it does not provide sufficient information
about the product.
• Descriptive labels provide more information
about the product but not necessarily all that
is needed or desired by a consumer.
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22. Labeling Functions/ Role of Labeling
• Major functions/Role of Labeling are-
– Identification
– Grading
– Description
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