The document discusses packaging and its importance in marketing. It defines packaging as designing and producing containers for products. Packaging serves several functions like protection, promotion, and providing product information. Distinctive packaging helps differentiate brands and aids in consumer decision making. The document outlines factors considered in package design and discusses criticisms of packaging like waste and deceptive practices. It provides an example of ITC's use of innovative packaging to market premium Indian foods internationally and lists companies that spend the most on packaging.

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

3. Packaging – an introduction

4. Functions of packaging

5. Main attributes of packaging

6. Packaging as the “Silent Salesman”

7. Distinctive Packaging

8. Components of a Package

9. Factors in the design of package

10. Package & the product

11. Criticism of Packaging

12. ITC’s Kitchens of India- A Case study

13. Companies that spend most on Packaging

14. Conclusion9/12/2009 2 Marketing Management

16. More than merely containing the product.

17. Also referred to as the 5th P in the marketing mix.9/12/2009 3 Marketing Management

19. Product information

20. Promotion of corporate identity

21. Forms part of sales promotion

22. Adds to the appeals of the product.9/12/2009 4 Marketing Management

24. Use convenience

25. Market & brand appeal

26. Safety

27. Protection & preservation.9/12/2009 5 Marketing Management

29. Differentiates product from rivals

30. Key part of the brand image

31. Aids identification & recognition

32. Shape, colour & size relate to customer motivation

33. Key factor in consumer decision making

34. Medium for advertising & sales promotion message.9/12/2009 6 Marketing Management

36. Cadbury’s dark blue wrapper

37. Orange pack of Tide

38. Close-up Stand up pack

39. Retort pouches of Mother Recipes’ Pickles9/12/2009 7 Marketing Management

41. Size and shape

42. Material

43. Color

44. Text

45. Graphics

46. Functional Component

47. Structural Design

48. Brand Advertisement9/12/2009 8 Marketing Management

50. Protection of the user

51. Ease of transportation & storage

52. Provision of product information

53. Environmental suitability

54. Convenience

55. Economic/Cost considerations

56. Promotional value.9/12/2009 9 Marketing Management

58. Provides product information e.g. ingredients & instructions for use

59. Added value through convenience e.g. handy size, storage features & opening

60. Complies with health, hygiene & content labeling regulations.9/12/2009 10 Marketing Management

62. 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. 9/12/2009 12 Marketing Management

63. Companies that Spend most on packaging Anheuser- Busch Campbell Soups Coco Cola Coco Cola Foods General Mills Miller Brewing Pepsi Co Proctor & Gamble 9/12/2009 13 Marketing Management

65. Fetches higher unit values for consumer goods

66. Prevents loss & damage cost

67. Improves reputation of product & organization.9/12/2009 14 Marketing Management

68. THANK - YOU 9/12/2009 15 Marketing Management