SEI RYU SHA SDN. BHD.

PUSAT BERTAULIAH JPK (L 00787)

NO. 44, JALAN ANGGERIK MOKARA G 31/G,
SEKSYEN 31, KOTA KEMUNING,
40460 SHAH ALAM, SELANGOR D.E.

KERTAS PENERANGAN
HT-080-2/ PACKAGING AS MARKETING
PROGRAM CODE AND
NAME

L2
LEVEL

MODULE NO AND TITLE M014 ROLES OF PACKAGING AS MARKETING

LE1 IDENTIFY PACKAGING

TASK(S) NO AND LE2 IDENTIFY TYPES OF PACKAGING

STATEMENT LE3 IDENTIFY LABELLING IS PART OF PACKAGING
LE4 IDENTIFY ADVANTAGES TO THE PRODUCER

TRAINEE SHOULD UNDERSTAND WHAT AND ROLES OF

TERMINAL PACKAGING, IDENTIFY THE SYMBOLS AS WELL AS TYPES
PERFORMANCE OF PACKAGING. UNDERSTAND THE LABELS OF
OBJECTIVE PACKAGING . KNOWS HOW TO DRAFT THE FLOW OF
PROCESS FROM RAW MATERIAL TO THE BUYER
 ISI KANDUNGAN MUKA SURAT

LE 3 - IDENTIFY LABELLING IS PART OF PACKAGING 1–7

TASK 04.01- Identify labels is part of packaging

 No. & TAJUK
PENGALAMAN ROLES OF PACKAGING AS MARKETING
PEMBELAJARAN

No. & TAJUK TUGASAN LE3 IDENTIFY LABELLING IS PART OF PACKAGING

TEMPOH:
TEMPAT: BILIK KULIAH NO KOD : H-080-2/M14/IS1 MUKA: 1 DRP: 7
30 minit

TAJUK : ROLES OF PACKAGING AS MARKETING

TUJUAN : These information sheet is to explain the importance of packaging to the

producer and end user. Identify types of packaging ,symbols and labels .
Advantages of packaging to the producer and consumer.

PENERANGAN :

1. Terangkan apa itu “PACKAGING”

1.1 Definasi “packaging” menggikut Philip Kotler adalah :-

Kotler defines packaging as "all the activities of designing and producing the container for a product."
Packaging can be defined as the wrapping material around a consumer item that serves to contain, identify,
describe, protect, display, promote, and otherwise make the product marketable and keep it clean.
NO. KOD: HT-080-2/M014/IS1 Muka : 02 Drp : 7

1.2 Simbol –simbol “packaging”

Many types of symbols for package labeling are nationally and internationally standardized. For consumer
packaging, symbols exist for product certifications, trademarks, proof of purchase. Some requirements and
symbols exist to communicate aspects of consumer use and safety. Examples of environmental and recycling
symbols include: Recycling symbol, Resin identification code, Bar codes and Green Dot .

BAR RECYCLE FRAGILE

2. Fungsi packaging

Packaging may be discussed in relation to the type of product being packaged: medical device packaging, bulk
chemical packaging, over-the-counter drug packaging, retail food packaging, military materiel packaging,
pharmaceutical packaging.
NO. KOD: HT-080-2/M014/IS1 Muka : 03 Drp : 7

Example:-

retail food packaging pharmaceutical packaging

2.1 Importance of packaging

• Can make a product more convenient to use or store, easier to identify or promote or to send out a
message.

• Can make the important difference to a marketing strategy by meeting customers' Needs better.

• Packaging plays a key role in brand promotion and management. Packaging is of great importance in the
final choice the consumer will make, because it directly involves convenience, appeal, information and
branding.
NO. KOD: HT-080-2/M014/IS1 Muka : 04 Drp : 7

2.2 2 jenis “packaging”

Primary

Primary packaging is the material that first envelops the product and holds it. This usually is the smallest
unit of distribution or use and is the package which is in direct contact with the contents.

Secondary

Secondary packaging is outside the primary packaging – perhaps used to group primary packages
together.

2.3 2 katagori “packaging”

• Transport packing: The product entering in to the trade need to be packed well enough to protect
against loss damage during handling, transport and storage. Eg: fiberboard, wooden crate etc .

• Consumer Packing: This packaging holds the required volume of the product for ultimate consumption
and is more relevant in marketing. Eg: beverages, tobacco etc.

3. Package labelling

3.1 Defination of labelling

Package labelling (BrE) or labeling (AmE) is any written, electronic, or graphic communications on
the packaging or on a separate but associated label.
NO. KOD: HT-080-2/M014/IS1 Muka : 05 Drp : 7

3.2 Labels
Labelling is not only an important marketing tool for businesses. A label performs several functions:
• It identifies the product (through name/brand)
• It can position the product in the consumers mind
• It can describe the product
• It may promote the product if it is eye catching enough

3.3 What must be on the label?

• The name of the food

• The premises where the food was packed or prepared

• The lot (or batch) number

• The name of the business

• The business address (not a PO Box number)

• Mandatory warning and advisory information

• Ingredient labelling

• Date mark (best before)

• Health and safety advice

• Nutrition information panel

• Characteristic ingredients

• The country of origin

. Advantages of packaging

• Product protection
The main advantage of packaging is protection of the product . It keeps the content fresh, clean and
unspoiled .
NO. KOD: HT-080-2/M014/IS1 Muka : 06 Drp : 7

• Product Identification
Packaging of one product should be different from another product. Easy identification, the size, color
combinations graphics used in each package should be unique that can be easily remember and
recalled.

• User Convenience
Its provides convenenience in storage, transportation, handling and usage. A nicely product package
facilitates product shipping , storage, stocking, handling and transportation for the producers and
distributors.

• Its provides point of purchase display

When the product is packed and kept for window display, it attaracts the consumers to get in and it allows
the consumers to make comparisons of compatitors product.

• It acts as a media of advertisement

The appearance and selling features created by the package,decides the success of the product as the
package acts as an advertising media.
• Attract customers
It is the package size, design, colour combinations and graphic that decide its ability to attract the
attention of prospects. Good packaging can attract customers and help in selling the product more easily
and quickly.

• Provides information
A package provides information on the details of the manufacturer , distributor, Price of the product,
content of the product. These information facilitates the consumers as well as the distributors.
NO. KOD: HT-080-2M014/IS1 Muka : 07 Drp : 7

SOALAN:

1 ............... packaging is the material that first envelops the product ..............and used to
group primary packages together.

2 Many types of symbols for package labeling are nationally and internationally
standardized such as...

a) ...............
b) ...............
c) ...............

3)

QUESTION TRUE FALSE

Some identify a consumer package as one which is directed
toward a consumer or household.

RUJUKAN :

1. Kotler Philip (1999) Marketing Management: Millennium Edition, July.(pg.356-376)