This document discusses packaging and its importance in marketing. It begins with defining packaging as designing and producing product containers, and notes that packaging serves multiple functions beyond just containing products. These include protecting products, providing information to consumers, promoting brands, and acting as a "silent salesman" to influence purchasing. The document outlines key packaging attributes and factors in design, provides examples of distinctive packaging, and discusses the role of packaging in complementing products. It also briefly describes a case study of ITC's packaged foods and lists companies that invest heavily in packaging.

1. PACKAGING
Marketing Management
MBA (Financial Administration)
Semester II

2.  ROADMAP
 Packaging – an introduction
 Functions of packaging
 Main attributes of packaging
 Packaging as the “Silent Salesman”
 Distinctive Packaging
 Components of a Package
 Factors in the design of package
 Package & the product
 Criticism of Packaging
 ITC’s Kitchens of India- A Case study
 Companies that spend most on Packaging
 Conclusion
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3. Introduction
Packaging is :
• An activity of designing & producing the
container for a product.
• More than merely containing the product.
• Also referred to as the 5th P in the marketing
mix.
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4. Functions of Packaging
• Protection & preservation
• Product information
• Promotion of corporate identity
• Forms part of sales promotion
• Adds to the appeals of the product.
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5. Main attributes of Packaging
• Communication
• Use convenience
• Market & brand appeal
• Safety
• Protection & preservation.
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6. Packaging as the “Silent
Salesman”
• Helps to promote product
• Differentiates product from rivals
• Key part of the brand image
• Aids identification & recognition
• Shape, colour & size relate to customer motivation
• Key factor in consumer decision making
• Medium for advertising & sales promotion message.
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7. Distinctive Packaging
• Coca cola in glass bottles
• Cadbury’s dark blue wrapper
• Orange pack of Tide
• Close-up Stand up pack
• Retort pouches of Mother Recipes’ Pickles
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8. Components of a Package
Aesthetic Component
Size and shape
Material
Color
Text
Graphics
Functional Component
Structural Design
Brand Advertisement
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9. Factors in the design of
Packaging
• Protection of product
• Protection of the user
• Ease of transportation & storage
• Provision of product information
• Environmental suitability
• Convenience
• Economic/Cost considerations
• Promotional value.
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10. Package & the Product
• Protection of contents from damage,
deterioration & containment
• Provides product information e.g. ingredients
& instructions for use
• Added value through convenience e.g. handy
size, storage features & opening
• Complies with health, hygiene & content
labeling regulations.
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11. Criticisms of Packaging
• 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
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12. ITC’s Kitchens of
India
ITC, since long, has been associated with quality. In 2002,
they introduced their packaged, ready to eat Indian
gourmet recipe in the premium segment. The package was
of great importance to ensure long shelf life for the
products which were made without any preservatives. For
this purpose ITC used the RETORT process which has been
used by US in its Apollo space missions.
This has helped KIO to not only become the standard for
the premium ready-to-eat food market in India, but has
also helped them penetrate markets in the United States
and Europe.
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13. Companies that Spend most on
packaging
• Anheuser- Busch
• Campbell Soups
• Coco Cola
• Coco Cola Foods
• General Mills
• Miller Brewing
• Pepsi Co
• Proctor & Gamble
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14. Conclusion
• Adds to increased sales within & outside the
country
• Fetches higher unit values for consumer
goods
• Prevents loss & damage cost
• Improves reputation of product &
organization.
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15. THANK - YOU
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