Packaging

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Definition & purpose
 Consists of all the activities of designing &
producing the container or wrapper for the
product.
Purpose:

1.Physical protection - The objects enclosed in

the package may require protection from,
among other things, shock, vibration,
compression, temperature etc.
2.Barrier protection - A barrier from oxygen,
water vapor, dust, etc., is often required.
Some packages contain desiccants to help
extend shelf life. Keeping the contents clean,
fresh, and safe for the intended shelf life is a
primary function.
3.Containment or agglomeration - Small
objects are typically grouped together in one
package for reasons of efficiency. For
example, a single box of 1000 pencils
requires less physical handling than 1000 2
Purpose
 4.Information transmission - Packages and
labels communicate how to use or dispose of
the package or product. With pharmaceuticals,
food, medical, and chemical products, some
types of information are required by
governments called pack inserts.
5. Marketing - The packaging and labels can be
used by marketersto encourage potential buyers
to purchase the product.
Marketing communications and graphic design
are applied to the surface of the package .
6.Convenience - Packages can have features
which add convenience in distribution,
handling, stacking, display, sale, opening,
reclosing, use, and reuse.
7. Portion control - Bulk commodities (such as
salt) can be divided into packages that are a
more suitable size for individual households. It is
also aids the control of inventory: selling sealed
one-liter-bottles of milk, rather than having 3
Purpose & Types
8. Self service – majority of the products nowadays
are sold in shopping malls through self service.
Thus good packaging helps to attract attention.
9. Consumer affluence – nowadays consumers are

willing to pay more for appearance.

10. Company & Brand image – packages contribute

to the recognition of the company or brand.

Types:

1. 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. Eg: Boxes
2. Secondary packaging is outside the primary
packaging – perhaps used to group primary
packages together. Eg: Cartons
3. Shipping packages are used for bulk handling,
warehouse storage and transportshipping.

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Packaging Strategies
1. Packaging the product line – using similar
packages for all the products of the product
line. Thus when new products are added the
recognition of established products are
extended to new ones. Eg: Haldiram snacks.
2. Multiple packaging – placing several units in one
container or packet. This is done to increase
sales. Eg: handkerchiefs, towels.
Labeling :

Part of the product that carries information about

the product & the seller.

Types of labels:

1. Brand label – simply the name of the brand.

2. Descriptive label – description about the
product’s use.
3. Grade label – identifies the product’s quality.
4. Statutory labels – due to govt. regulations.
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