The document discusses the relationship between product packaging and market segmentation. It outlines the main types and functions of packaging, including protection, containment, information, utility, and promotion. Factors like packaging design, color, fonts, messages, logos, materials, and innovation determine how packaging relates to different market segments. For example, Coca-Cola's iconic red color draws attention, while sustainable packaging appeals to eco-aware consumers. Effective packaging engages shoppers, establishes communication with the target segment, and influences their purchasing decisions.

1. RELATION BETWEEN PRODUCT
PACKAGING AND MARKET
SEGMENTATION
Aleem Uddin Ghori
College of Banking and Finance
Karachi University Business School

2. PACKAGING IN PERSPECTIVE
The dictionary defines packaging as the technology of
enclosing or protecting products for distribution, storage,
sale, and use.
TYPES
• Primary
• Secondary
• Tertiary
• Service
FUNCTIONS
• Protection
• Containment
• Information
• Utility
• Promotion

3. PACKAGING, NOT JUST A PRODUCT’S
PRETTY FACE ANYMORE
Factors that determine packaging and its design explain the basic
relation between the packaging and the market segment.

4. THE COCA C STRATEGY
Using the color red to draw attention and
cleverly associate it with love. Vivid font styles
and sizes are used to deliver messages and other
information . Then there is the information itself
containing all the necessary content of the
product that helps the consumer in numerous
ways. The design includes the iconic logos and
assets that the consumer trust. The Packaging
material follows the sustainability program
which means recyclable cans and bottles this is
much considered by the eco-aware consumers of
today. Constant innovation like easy open ,
recyclability also intrigue the consumer and keep
it interesting.

5. THE LINK
TO BE REALIZED ON DISPLAY
ENGROSSING SHOPPER
ESTABLISH COMMUNICATION
RANGE AND CLOSING

6. THE END