marketing management

1. • Packaging is defined as the activities of designing and producing the
container or wrapper for a product. The container or wrapper is called
the 'package'.
• “Packaging is the general group of activities in designing the containers
or wrappers for the products”. Professor William Stanton
• “Package design is the unique combination of colors, graphics and
symbols to distinguishing the products.” John Bull
• “Packaging is an activity which is concerned with the protection,
economy, convenience and promotional considerations”. Professor
Philip Kotler

2. • According to Philip Kotler and Gary Armstrong, the packaging may
include up to three levels of material. The primary package is the
product's immediate container. If you consider a toothpaste, the tube
holding the toothpaste is the primary package. The secondary package
is the card board material that protects the primary package and that is
thrown away when the product is about be used. Tertiary packaging
(shipping package) is the packaging necessary to store, identify, and
ship the product (a carton in this case, which contains hundred
toothpaste units). Finally labeling is part of packaging and consists of
printed information appearing on or with the package.
• Sometimes the package itself is part of the brand. For example, the
curvaceous shape of Coca-Cola’s Coke bottle is a registered trademark.
If you decide to market your beverage in a similar-shaped bottle, Coca-
Cola’s attorneys will have grounds to sue you. Other e.g. Parle packet,
Maggi packet etc.

3. Functions of Packaging
• Protection
• Breakage/damage due to rough mechanical or manual handling during
transportation
• Extremes of climatic conditions which may lead to melting, freezing, etc.
• Contamination, either bacterial or non-bacterial, such as by dirt or chemical
elements.
• Absorption of moisture or odors of foreign elements.
• Loss of liquid or vapors.
• Pilferage during transit or storage

4. • Appeal:
• emergence of self-service stores serves as a silent salesman.
• Characteristics -must attract attention, The package must tell the product story ,
The package must build confidence ,The package must look clean and hygienic,
The package must be convenient to handle, to carry out, to store and to use, The
package must reflect good value
• Packaging importance varies as per industry. Industry-wise studies in several
countries show that packaging cost in the cosmetics industry is much higher than
other industries, not due to the packaging, which is required for the protective
function, but for making the product attractive, a status symbol and ego-
satisfying. Other products such as chocolates in gift packs also are instances
where packaging performs a basic marketing function by making the products
more appealing.

5. • Identification : The size, the color combinations, the graphics used in each
package are unique that can be easily remembered and recalled.
• Product convenience: good packaging facilitates the ease of product use by
consumers. The best examples of this kind are: tear-tape, pouring spouts,
squeeze bottles, aerosol cans (spray), flip-tops, pull- tubes, wrappers and the
like. They increase consumer convenience to a great extent.
• Product Promotion : packaging preforms following advertising functions
• Self advertising package design has supreme significance as it attracts
consumers.
• Point of purchase display when we talk of display the two possibilities are
‘window’ and ‘counter’ where the first does the work of attracting the
consumers or prospects to ‘get in’ and the second one gives the comparison of
‘competitive products’ for consumer choice.
• Media of advertising the general appearance and the selling features created
by the packaging techniques decide the product success and
• Product publicity free advertising is done through package-insert.

6. Essentials of Good Packaging
• Should protect contents
• Should bestow convenience
• Biodegradable
• Should be informative

7. Factors to be considered
• Nature of product:
The type of container to be used depends on the form and ingredients of the
product. Transparent containers are most suited for attractive color and appearance;
vacuum-sealed containers for volatile ingredients; glass containers to minimize
chemical reactions otherwise possible in plastic and metal packages.
• Costs
• Family resemblance
• Advertising value- through distinctive design and unique features
• Legal requirements: e.g. The packages must conform to the laws prohibiting the
deception of consumers by the use of false bottoms, slack-fill, and other means of
giving the impression that a package contains a larger quantity than the case.
There are legal requirements regarding the labels of food, drug and cosmetic
packages. e.g. Packaging and labelling regulations in India
• Environmental issues-disposable packaging, the quantity of packaging, littering
etc.

8. Labelling