3. PACKAGE
•In simple words, a packageis a wrapper or a container in whicha product is
enclosed. Encased, housedor sealed.
•In marketing packageis definedas, “Thewrapping material arounda consumer
item that serves to contain, identify, describe, protect, display, promote and
otherwise maketheproduct marketable andkeep it clean.”
4. PACKAGING:
•Packaging is the science, art and technology of enclosing or protecting
products for distribution,storage, sale, and use. Packaging also refers to
theprocess of designing,evaluating, andproducingpackages. Packaging
can be described as a coordinated system of preparing goods for
transport, warehousing, logistics, sale, and end use. Packaging contains,
protects, preserves, transports, informs, andsells.
8. Plastic:
Thisis the most commonpackaging material and,at the sametime, oneof the most
difficult to dispose of. The factors commonto all plastics are that they are light,
strong cheap to manufacture. It is for these reasons that they are used so much, as
an alternative to cardboardglass packagingmaterials.
11. Metal (Aluminum)
The metals used in packaging are predominantly tin-plate or aluminum and are
used to make food and drink cans, aerosol cans, tubes, and slip or hinged lid for
selectionsof confectionery or biscuits. All packsare recyclable. Steel can also beused
un-plated or with coatings. Aluminum is used for drinks cans, closures, trays, tubs
andtubes.
12. Advantages:
• Brand differentiation: Metal packaging provides smart packagingthat attractconsumers
andgivebrands a competitive edge.
• Printing: Metal packagingcomesin a widerangeof designs. Throughembossing andhigh-
qualityprinting, cans deliveroutstanding shelf presence forconsumers.
• PROVEN: Unbreakable impact-resistant and puncture-resistant, Withstand extreme
temperaturesand pressure, Provide a total barrier against light,gas and oxygen, Preserve
contentsperfectly and deliversafeproducts
• CONVENIENT:Quickand easy to use- modern opening solution
13. Disadvantages
• Corrosion: Some types of metal packaging, such as steel, are vulnerable to the effects of
corrosion, which can cause the metal to deteriorate. Corrosion takes place as the metal
begins to transform back into its original state; for example, steel turns back into the iron
ore it camefrom. Metal packaging is typicallycoatedin othermaterials, suchas chromium,
to prevent corrosionfromoccurring.
• Can'tSeeContents
14. Cardboard:
•Cardboardboxesare industrially prefabricated boxes, primarily usedfor
packaging goodsand materials and can also be recycled. The term
cardboardmayrefer to a varietyof heavy paper-like materials, including,
cardstock,corrugatedfiberboard,orpaperboard.
15. Advantages:
•light weight andthus are very convenient to handle
•The raw material required is quite inexpensive.
•available in various shapes, sizes, designs and colors as per the specific
requirementof the customers.
•completely recyclable in nature that makes them eco-friendly.
16. Disadvantages:
•For packagingof certain heavy items, Corrugated Cardboard
Boxes may not very suitable because of their relatively less
endurance to mechanicalstresses.
•Under extreme pressure or on stacking, Corrugated Cardboard
Boxes may get deformed.
17. Glass:
• Glass is made from all-natural sustainable raw materials. It is the preferred
packaging for consumers’ concerned about their health and the environment.
Consumersprefer glasspackaging forpreserving a product’stasteor flavor and
maintaining the integrity or healthiness of foods and beverages. It’s also 100%
recyclable and can be reused endlessly withno lossin quality orpurity.
18. Advantages:
•Glass is nonporous and impermeable, so there are no interactions
between glasspackagingandproductsto affect theflavorof foodand
beverages.
•Glasshas an almost zero rate of chemicalinteractions,ensuring thatthe
productsinsidea glassbottle keep theirstrength, aroma, andflavor.
•It is 100%recyclable andcan be recycled endlessly without lossin quality
orpurity.
19. Disadvantages:
• Fragility: Glass is also vulnerable to sharp changes in temperature. If you heat glass and then
immediately exposeit to coolwateror air thatcanbeenoughto shatterit.
• Heavycompared to paper, plastic or even somemetal containers.
• Safety: Glass edges are sharp enough to break skin, and it's often hard to find all the pieces. If
glass shards mix with the contents of a food package unnoticed, they can do internal damage
if swallowed.
20. Blisterpack:
• Blister pack is a term for several types of pre-formed plastic packaging used for small
consumer goods, foods, and for pharmaceuticals. The primary component of a blister pack
is a cavityor pocketmadefroma formable web, usuallya thermoformedplastic.This usually
has a backingof paperboard or a liddingseal of aluminumfoil or plastic.A blisterthatfolds
onto itself is often called a clamshell. Blister packs are useful for protecting products against
external factors, such as humidity and contamination for extended periods of time. Opaque
blistersalso protectlight-sensitiveproductsagainstUV rays.
23. DIFFERENTPACKAGING STARTEGIESUSED:
An important part of the product decision making process is the design of
the packaging for your product. An effective packaging strategy can
contribute to the firm's competitive advantage. Your packaging strategy
shouldfulfil sixfunctions:unique,functional,safe, easyto remove, promote
product benefits and reinforce the brand. The packaging strategies
diagram below captures each of the six functions that your packaging
strategy should fulfil. The diagram below summarizes the six functions
thatproductpackagingshouldfulfil:
24. UniquePackaging:
The packaging "must stand out from the crowd" and be different from your
competitors. You do not want consumers to confuse your product with that of your
competitors. However non branded supermarket goods may do the opposite and
produce packagingwhichis similarto popular brands forexample cereals,coke and
ketchup. Thisis to convincecustomers thattheyare gettinga qualityproduct,which
is just as goodas thebranded version.
25. FunctionalPackaging:
• If thepackaging hasmorethanone function, ensurethatit performs all of its functions. For
example the packaging for Muller'scornerrangeof yogurts is dividedinto two sections; one
section contains the yogurt and the other contains the topping. The packaging enables
consumersto decide how to mixtheir yogurt and is therefore interactive. Packagingfor food
products must preserve the product for a period of time. Whilst packaging for fragile
products should protect the product during storage and transit. If the packaging contains
product instructions, make sure the instructions are clear and will not be accidentally torn
whentheconsumer is removing theproduct.
26. SafePackaging:
Thepackagingmustbetestedto makesureconsumers can safely use it. The packaging should
alsosafeguardpeople living withthe consumer suchas children. Forexample medicinebottles
are designed with caps that children cannot remove easily. Do not use dangerous products to
wrap your product and makesurethepackagingdoesnot contaminateyour product.
27. Easy to RemovePackaging:
Consumer give up products, if packaging makes it difficult to access or use the product.
Packaging must also allow consumers to remove it without damaging the product. Some
manufacturerswill provide labellingon the packaging to help consumers remove it, for
example arrowsshowing whichside is the top of theproduct or instructions on how to remove
lidsfrommedicine bottles.
28. Promotional Packaging:
Packaging must be designed to promote the benefits of the product. When consumers are
decidingon whichproduct brandto choose, they will use the packagingto maketheirdecision.
Ensure that the packaging highlights product benefits especially unique benefits not found in
competitorproducts
31. BRANDING:
• Definition: “A brandis a name, term, design, symbol,or any otherfeaturethat identifies one
seller’s good or service as distinct from those of other sellers” (American Marketing
Association).
• It tells themwhatthey can expectfromyourproductsand services,and it differentiates your
offeringfromthatof yourcompetitors.
• You can consider a brand as the idea or image people have in mind when thinking about
specific products, services and activities of a company, both in a practical (e.g. “the shoe is
light-weight”) and emotional way(e.g. “theshoemakesme feel powerful”).
• A brand is the perceived image of the product you sell, and branding is the strategy to create
thatimage.
33. DISADVANTAGES:
• Complex: The brand identity building process is complex. The process entails extensive
research, including market research, marketingaudit,competitive auditand usability,and a
clearbrandingstrategy
• Expensive to Design: Designing and creating a brand identity is expensive and time
consuming.Brands either delegatethe task to theirmarketing teams or hire consultants
whochargeby the hourand spendmany hours in close consultationwith managers.
34. • Difficult to Maintain: it is difficult for companiesto maintain brand identity
because of changingcustomerpreferences, productor service diversification or
companyexpansion.
• Difficult and Expensive to Change: Changing and modifying brand identity is
difficult and entails extensive planning and managerial skills. Managers
responsible for the change are required to possess sound public relations,
branding,communications, productions,marketingandmanagement expertise.
35. LABELLING:
• Displayof information abouta product on its container, packaging,or the product itself.
• Your product’s label delivers your sales message. You can explain what benefits you offer that
competitors don’t, for example, or promote a prize or discount. For instance, images of happy
families,healthyathletesand green pastures eachspeakto different types of consumers.
• Labels also must fulfill your legal obligations. Food manufacturers, for example, must publish
detailednutritional information in a specificformat andemploy marketingterms -- suchas
“low-fat”or “reducedcholesterol”-- that conformto federal regulations.
• Like branding, the objective of labeling is to give information to customers about the product,
whichthe consumers want to buy.
36. ADVANTAGES
SimplifiedCompliance: A professional labelingsolutionmakes
label changeseasier and helps ensurecompliance.
GreaterSupply ChainEfficiency: Accurateand fast transaction
processing are keys to supply chain efficiency, and clearly-printed
barcodelabels are thecornerstoneof any transactionprocessingsystem.
Product labels can be used to establish a brand, and to
conveyimportant safety instructions, nutritional info, and
otheressential informationfor customers.
Labelingis criticalforhealthynourishment becauseit provides
data about the amount of unsaturated and saturated fats,
calcium,carbohydrates,sugar, iron,calcium,minerals,vitamins,
calories and sugar presentin a certainproduct.
37. DISADVANTAGES
• Negative Attributes: If a product or serviceexperiences a negative event thatwill become
attachedto the brand. For example, a massiverecallor unintentionallyoffensive ad
campaign can tarnisha company’s brandand image, causingthe company to needto build
a wholenewbrandand identityto recapture its place in themarket.
• Foodlabellingis a prettypoor way of makingpeopleeat more healthily.Theidea assumes
thatpeopleactuallyreadthelabel – whichquiteoften,theydon’t.
49. InterHalco
Red, white
Blister pack
3
Basis
Color
Appearance
Levels of packaging
Eco-friendly
Other packaging type
Hartley’s
Green, white, silver
Squeeze bottle
3
no
Glass bottle
no
_
Kissan
Red, white
Sachet
3
yes
Glass bottle
Hero
Blue, white
Glass bottle
3
yes
_
Material used at Primary-
different levels Secondary-
cardboard
cardboard
Plastic Primary-blister
Secondary-
Tertiary- cardboard
cardboard
(foil)
Tertiary- cardboard
cardboard
Primary- Aluminum Primary-glass
Secondary- Secondary-
Tertiary- cardboard
cardboard
MaLing
Blue, white, red
Tin
3
yes
_
Primary- Metal
(aluminum)
Tertiary- Secondary-
cardboard Tertiary-
cardboard
Flavours offered
blackcurrant,
pineapple,
cherry
Blueberry, raspberry, Orange,
apricot, strawberry, strawberry,
fruit,
black cherry
apricot, Mixed fruit, mango, Blackcurrant,
mixed pineapple, orange apricot, black cherry,
pineapple, marmalade, red raspberry,
strawberry strawberry,bitter
orange, forest berry,
currant,
Melon
Country of origin U.K. Oman India
red
blackberry,
blueberry
Switzerland China
50. SAMPLE SURVEY
This survey is regarding the product Jam, its usage, packaging & features. This will take 2-3
minutes of your time.
NAME: AGE:
1. Do you Purchase Jam?
i.
ii.
Yes
No
2. What is your age group( in years)
i. 10-17
ii. 18-33
iii. 34-49
iv. 50-65
v. More than 65
3. Which brand of Jams do you prefer to buy?
i. Kissan
ii. Hero
iii. InterHalco
iv. Hartley’s
v. MaLing
4. What type of packaging do you prefer for Jam?
i. Plastic
ii. Glass
iii. Metal
iv. Aluminum (foil)
v. Blister
5. Do you reuse or keep the packaging of certain products for household use?
i.
ii.
Yes
No
1. WhatisthepricerangethatyoupreferforJam?
i. Lessthan5Dirhams
ii. 5-10Dirhams
iii. 10-15Dirhams
iv. Morethan15Dirhams
2. HowoftendoyoubuyJam?
i. Onceamonth
ii. Onceinevery2months
iii. Notsure
3. WhatisyouryearlyconsumptionofJam?
i. 5-10bottles
ii. Morethan10
4. WhatflavorJamdoyoumostlybuy/like?
i. Mixedfruit
ii. Strawberry
iii. Pineapple
iv. Other
5. Doyoupayattentiontothelabellingonpackagesbeforepurchasingaproduct?
i. Y
es
ii. No
iii. Dependsonwhattheproductis
51. 1. How content are you with the packaging of your Jam?
i. Very satisfied
ii. Satisfied
iii. Satisfactory
iv. Dissatisfied
2. Which information on the packages of Jams is important to you?
i. Ingredients
ii. Expirydate
iii. Nutritional facts
iv. Other
3. On a scale of 1 to 10 how important is packaging of a product to you?
i. 1-3
ii. 4-6
iii. 7-10
4. Which feature attracts you the most while selecting your preferred brand?
i. Quality/taste
ii. Price
iii. Packaging
iv. Brand
5. Does packaging influence you to buy your product?
i. Strongly agree
ii. Agree
iii. Disagree
iv. Stronglydisagree
v. Depends on what the product is
54. 2. Whatis youragegroup?
AGE (IN YEARS) NUMBER OF CONSUMERS
10-17 16
18-33 1
34-49 2
50-65 1
MORE THAN 65 0
80%of theconsumers are in the age groupof 10-17, 10%in 34-49,5% each in 18-
33 and50-65and 0%in more than65.
55. 3. Whichbrand of Jamdo you preferto buy?
BRAND NUMBER OF CONSUMERS
KISSAN 11
HERO 3
INTERHALCO 2
HARTLEY’S 2
MALING 2
55%ofthe consumersprefer tobuy KissanJam,15%Hero, and10%eachprefer
InterHalco,Hartley’s and MaLing.
56. 4. What typeof packagingdo youprefer for Jam?
TYPE OF PACKAGING NUMBER OF CONSUMERS
PLASTIC 2
METAL 1
ALUMINUM (FOIL) 0
BLISTER 1
GLASS 16
80%of theconsumers prefer glass packaging, 10%prefer Plastic,0% Aluminum(foil)and
5%eachprefer Blisterand Metal.
57. 5. Doyou reuseor keepthe packagingof certain products for
householduse?
WHETER THE PACKAGING
OF CERTAIN PRODUCTS IS
REUSED
NUMBER OF CONSUMERS
YES 14
NO 6
70%of theconsumer reusethepackaging, while30%do not.
58. 6. What is the pricerange that youprefer for Jam?
PRICE RANGE NUMBER OF CONSUMERS
LESS THAN 5 DIRHAMS 2
5-10 DIRHAMS 10
10-15 DIRHAMS 6
MORE THAN 15 DIRHAMS 2
50%of theconsumers 5-10Dirhamsas the price rangeforjam, 30%prefer 10-15 Dirhams,
10%eachpreferless than5 Dirhamsand morethan15 Dirhams.
59. 7. How oftendo youbuyJam?
PURCHASE FREQUENCY NUMBER OF CONSUMERS
ONCE A MONTH 4
ONCE IN EVERY 2 MONTHS 9
NOT SURE 6
47%of theconsumers purchase JamOnce in every2 months, 32%aren’tsure and 21%
oncea month.
60. 8. Whatis youryearlyconsumptionof Jam?
YEARLY CONSUMPTION NUMBER OF CONSUMERS
5-10 BOTTLES 20
MORE THAN 10 BOTTLES 0
100%of the consumersconsume5-10 bottlesof jamyearly and 0%consumemore than10
bottles.
61. 9. What flavor Jamdo youmostly buy/like?
JAM FLAVOR NUMBER OF CONSUMERS
MIXED FRUIT 10
STRAWBERRY 7
PINEAPPLE 1
OTHER 2
50%of theconsumers prefer mixed fruit,35%strawberry, 5% pineappleand 10%prefer
otherflavors.
62. 10. Do youpayattention to thelabelling on packagesbefore
purchasinga product?
PAYING ATTENTION TO THE
LABELLING AND PACAKGING OF THE
PRODUCT BEFORE PURCHASE
NUMBER OF CONSUMERS
YES 10
NO 3
DEPENDS ON WHAT THE PRODUCT IS 7
50%of the consumerspay attentionto the packagingand the labellingof a product before
purchase, 35%don’tand 15%say it depends on whatthe productis.
63. 11. How contentareyouwiththe packagingof yourJam?
SATISFACTORY LEVEL NUMBER OF CONSUMERS
VERY SATISFIED 6
SATISFIED 14
SATISFACTORY 0
DISASTISFIED 0
70% of theconsumers are satisfiedwiththe packagingof their Jam, 30%are very satisfied
and0% eachfeel it’ssatisfactoryor are dissatisfied.
64. 12. Whichinformationon the packagesof Jams is important
to you?
INFORMATION ON
PACKAGES
NUMBER OF CONSUMERS
INGREDIENTS 6
EXPIRY DATE 11
NUTRITIONAL FACTS 3
OTHER 0
55%of consumer look at theexpirydate is important on jam packages, 30% the
ingredients, 15%nutritional factsand 0% other.
65. 13. Ona scale of 1 to 10 howimportantis packagingof a
productto you?
IMPORTANCE OF
PACKAGING
NUMBER OF CONSUMERS
1-3 2
4-6 8
7-10 10
50%of the consumersratethe importance of packaging in the scaleof 7-10, 405in the scale
of 4-6and 10%in thescaleof 1-3.
66. 14. Whichfeatureattracts you themost while selectingyour
preferredbrand?
ATTRACTIVE FEATURE NUMBER OF CONSUMERS
QUALITY/TASTE 8
PRICE 5
PACKAGING 3
BRAND 4
40%of the consumers are attractedbythe brandwhileselectingtheirpreferred brand, 25%by
the price,20%by the brandand 15%by thepackaging.
67. 15. Does packaginginfluence you to buy your product?
INFLUENCE OF PACKAGING
TO BUY A PRODUCT
NUMBER OF COMSUMERS
STRONGLY AGREE 7
AGREE 7
DISAGREE 2
STRONGLY DISAGREE 0
DEPENDS ON WHAT THE
PRODUCT IS
4
35%of consumers eachagreeand stronglyagreethat packaginginfluences themto buya
product, 20% say that it depends on what the product is, 10% disagree and 0% strongly
disagreethatpackaginginfluences themto buya product.
68. CONCLUSIONOFRESPONDENT’SSURVEY:
1. 85%of theconsumerspurchasejam while15%do not.
2.80%ofthe consumersare inthe age groupof 10-17, 10%in 34-49, 5%eachin 18-
33 and50-65and 0%in morethan65.
3.55%of the consumersprefer to buy KissanJam,15%Hero, and10%eachprefer
InterHalco,Hartley’s and MaLing.
4.80%of the consumersprefer glass packaging,10%prefer Plastic,0%Aluminum
(foil)and 5%eachprefer Blisterand Metal.
5. 70%of theconsumerreusethepackaging,while30%do not.
69. 6.50%of theconsumers5-10 Dirhamsas the pricerangeforjam,30%prefer 10-15
Dirhams,10%eachprefer lessthan5 Dirhamsandmorethan 15 Dirhams.
7.47%of the consumerspurchaseJamOnce inevery 2 months,32%aren’t sure
and21%oncea month.
8.100%of the consumersconsume5-10 bottles of jamyearly and0%consume
morethan 10 bottles.
9.50%of theconsumersprefer mixedfruit, 35%strawberry, 5%pineapple and
10%prefer other flavors.
10.50% of the consumers pay attention to the packaging and the labelling of a
productbefore purchase,35%don’t and 15%sayit depends on whattheproductis.
70. 11.70% of the consumers are satisfied with the packaging of their Jam, 30% are
very satisfied and0%eachfeel it’ssatisfactory orare dissatisfied.
12. 55% of consumer look at the expiry date is important on jam packages, 30%
theingredients,15%nutritionalfacts and0%other.
13. 50% of the consumers rate the importance of packagingin the scale of 7-10,
405in thescaleof 4-6and10%inthescale of 1-3.
14. 40% of the consumers are attracted by the brand while selecting their
preferred brand, 25% by the price, 20% by the brand and 15% by the
packaging.
15. 35% of consumers each agree and strongly agree that packaging influences
themto buya product,20%saythat it dependsonwhat theproductis,10%
disagree and 0% strongly disagree that packaging influences them to buy a
product.
72. Q1. Whatis your name?Andwhatpost do youholdin this branchof ZOOMandsince
when?
Ans.My nameis Hasanand I’ve beenworking hereas the storemanager since 2008.
Q2.Howare thesales of Jamin this branchof ZOOM?
Ans.Spreadable jams are selling good
Q3. Whataccording to youhasbeenthe highest selling Jambrandin your years of
service?
Ans.HeroJams
Q4.Why do you thinkthis brandis the highest selling?
Ans.Affordableprice and goodqualitycompared to otherjams.
73. Q6. Do you thinkpeoplefind Jamswithbetter productpackage as a betterquality product?
Ans.Yes. Glass packaging is attractive to consumers becausethey givea classic lookto theproduct.
Q7. Whatflavorjams do consumersmostly buy?
Ans.Mixedfruitandstrawberry
Q8. Do youhave any productswitheco-friendlypackaging in yourstore?
Ans. Yes
Q9. In youropinionwhichinformation on thepackages of Jams isimportant?
i.
iii.
Ingredients
Nutritionalfacts
ii.Expirydate
iv.Other
Q10.Doespackaging influencea consumer to buy a product?
i. Stronglyagree ii. Agree
iii.Disagree iv. Stronglydisagree
v. Dependson whatthe productis
74. CONCLUSION OF INTERVIEWWITH RETAILER:
Thesaleof jams is quitegood.
HeroJams isthe best-sellingbrand.
Hero jamshave affordablepriceandareof goodquality.
Packaging is veryimportant as to bringan instant responsein the customer’smind.
Peopledo find Jamswithbetterproductpackage as a betterqualityproduct.
75. Mixedfruitand strawberry are highest selling flavors.
Thereare products witheco-friendly packaging.
Expirydateon Jampackagesis important.
Packagingstronglyinfluences a consumer to buya product.
76. CONCLUSION:
- Packagingdealswith activitiesof planning and designingof differentmeansof packingtheproducts.
- Thepurpose of product packaging is to protecttheproductfrom damage.
-Product packagingnot only protectstheproduct duringtransitfrom themanufacturer to theretailer, but it
also preventsdamage while theproductsitson retail shelves.
- There are three levelsof packaging: Primary,Secondary& Tertiary
- Thereare varioustypes of packaginglike:Plastic, Metal,Cardboard,Glass, Foam, Blister etc.
- Variouskindsof Packaging strategiesare: unique Packaging, functional Packaging, and safe Packaging
etc.
- The American Marketing Association defines a brand as “A name, term, design, symbol, or any other
feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for
brandis trademark. A brandmay identifyone item,a family of items, or all items of that seller.If used for
thefirmas a whole,thepreferredtermis trade name.”
77. -Accordingto AMA, “Labelingin thebroader sense has beenruledto includespoken information and
separate promotional pieces,if theyserve theinformation purpose and are closely allied to the product.”
- Thefunctionof puttingidentification mark of theproducton itspackage is called 'labeling'.
-In otherwords,to put certain mark,or paste or tag with certain instruction or descriptionon itspackage is
called labelingproduct.
-Food labellingis a prettypoor way of makingpeople eat more healthily.The ideaassumes that people
actually read thelabel – which quiteoften, theydon’t.
