THE ROLE OF PACKAGING

AND LABELLING
DEFINITION
Ø Packaging is the science, art and technology
of enclosing or protecting products for
distribution, storage, sale and use.
Ø Packaging is a coordinated system of
preparing goods for transport,
warehousing, logistics, sale and use.
Ø Packaging helps the consumer quickly
understand what the product is all about
Ø Packaging is a silent sales man
The “Truths” of Packaging
ØPackaging only exist because product
exists
ØFirst and foremost it is the delivery
system for products
ØIts primary is to contain, protect and
preserve

The “INCONVENIENT
TRUTHS” OF PACKAGING
ØBut it’s also a Primary Mechanism for
Branding
ØIt’s very visible but little understood by
consumers
ØIts environmental impact is regretful
ØAnd modern society cannot function
without it.
So why there is so much
packaging?
ØExamine the evolution of society
ØAnd the way that shopping had
developed
Øhow packaging has changed
ØWhere are we today?
ØHow packaging is related to brand image

The way things were…

What did most households………not have in



the 50’s:
Ø Car
Ø Phone
Ø TV
Ø Central heating
Ø Washing machine
Ø Fridge
CONTD.
Ø Freezer
Ø Dishwasher
Ø DVD Players
Ø Computers
Ø Internet
Ø Microwave ovens Etc.,
Ø
What about the society
üFew ‘working mothers’
üPace of life was much slower
üMeal times (eating together) was the norm
üDisposable income was low
And Now
üPace of life dramatically higher and still
 accelerating
üWorking households are the norm
üEating ‘on the run’
üLess cooking, more prepared foods
üMuch more “city living”
ü
So what about shopping
habits
In the 50’s…


üShopping was a daily exercise – no fridges!

üGrocers shops
üNo supermarkets
üMost products sold loose – queues
üHome deliveries of milk, bread on everyday
basis
üRange was limited and fresh food seasonal
üConvenience foods almost unheard of
Then
Now
And Now
üConsumption has increased dramatically
üSupermarkets are everywhere
üRange and choice are huge
üProducts available all year round
üConvenience is ‘everything’
üAnd it’s this consumer demand for goods
that
 drives demand for the packaging around it
ü
So what about packaging’s
role in this?

Packaging is the ‘indispensable’ for

shopping as we
 know it today – supermarkets could
not exist
 without it
Product wastage in the supply chain is
now
 minimal
Product presentation and information are
key



Many markets owe their existence to
developments in packaging
Packaged fruit juices
Packaged milk with longer shelf life



what has the Packaging
Industry done?

ØDeveloped a fantastic range of new

products
ØEnabled a huge change in the way we
shop
ØFacilitated the reduction in food waste in
the
 supply chain
ØLight weighted packaging
ØGives consumers product protection,
 hygiene, convenience and pack
information

CONTD.
ØProvided the platform for product
 branding and identification
ØContainment or agglomeration
ØSecurity
ØPackage color, text and graphics


Ø
 How brand image is
related to
packaging
The Shape of the package can be
recognized as unique to

a particular brand .
Labelling
 Labeling is any written, electronic, or graphic
communications on the packaging or on a
separate but associated label. Sellers must
label products
   

Purposes of Labeling:

 Labels perform several functions:

 


 Brand Identification – The label identifies the

product or brand.
 


 Product Grading – The label might also grade the

product; canned fruits are grade labeled A, B and
C.
 


 Product Description – The label describes the

product: who made it, where it was made, when it
was made, what it contains, how it is to be used,
and how to use it safely.
 


 Product Promotion – The label might promote the

product through attractive graphics.

Labeling Decisions:

ØBrand Name
ØLabel Text, Graphics and Design
ØLabeling Laws
ØAdditional Labeling
ØNutritional Labeling (incase of Food
Products
ØStatement of Contents
ØSafety Hazards
ØInstructions for Use
ØWeights and Measures
ØFeatures and Benefits



 THANK YOU