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    Packaging

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    navya111
    This document provides an overview of packaging in the Indian context. It defines packaging and discusses why packaging is an important marketing tool. Key reasons include self-service shopping, consumer affluence, and protecting company brand image. The document outlines different types of packaging materials used in India and functions that good packaging should serve, such as protection, appeal, and convenience. It also discusses trends in Indian packaging and opportunities in the packaging industry.

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    © All Rights Reserved
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    Packaging

    Uploaded by

    navya111
    102 views75 pages
    This document provides an overview of packaging in the Indian context. It defines packaging and discusses why packaging is an important marketing tool. Key reasons include self-service shopping, consumer affluence, and protecting company brand image. The document outlines different types of packaging materials used in India and functions that good packaging should serve, such as protection, appeal, and convenience. It also discusses trends in Indian packaging and opportunities in the packaging industry.

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    packaging in marketing

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    This document provides an overview of packaging in the Indian context. It defines packaging and discusses why packaging is an important marketing tool. Key reasons include self-service shopping, consumer affluence, and protecting company brand image. The document outlines different types of packaging materials used in India and functions that good packaging should serve, such as protection, appeal, and convenience. It also discusses trends in Indian packaging and opportunities in the packaging industry.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    102 views75 pages

    Packaging

    Uploaded by

    navya111
    This document provides an overview of packaging in the Indian context. It defines packaging and discusses why packaging is an important marketing tool. Key reasons include self-service shopping, consumer affluence, and protecting company brand image. The document outlines different types of packaging materials used in India and functions that good packaging should serve, such as protection, appeal, and convenience. It also discusses trends in Indian packaging and opportunities in the packaging industry.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 75

    PACKAGING

    MM II 05-10-13
    PROTECTIVE PACKAGING-
    INDIAN CONTEXT

    VIEW OF A CRITICAL
    CUSTOMER ON PACKAGING
    CUSTOMER RESPONSE TO A
    PACKAGE
    EARLIER

    NOW

    PACKAGING-DEFINITION
    PACKAGING IS THE ART,SCIENCE AND
    TECHNOLOGY OF PREPARING GOODS FOR
    TRANSPORTATION AND SALE
    PROPERLY DESIGNED, THE PACKAGE
    SHOULD ENHANCE VALUE OF ITS
    CONTAINED PRODUCT, AND IMPART THAT
    IMPRESSION, EITHER DIRECTLY OR
    SUBTLY, TO THE CUSTOMER.
    REASONS FOR GROWING
    IMPORTANCE OF PACKAGING
    AS A MARKETING TOOL
    SELF-SERVICE
    CONSUMER AFFLUENCE
    COMPANY & BRAND IMAGE
    INNOVATION OPPORTUNITY
    SELF-SERVICE
    INCREASING
    NUMBER OF
    PRODUCTS TODAY
    SOLD ON SELF-
    SERVICE BASIS
    PACKAGING TO
    PERFORM BASIC
    TASKS-ATTRACT
    ATTENTION,DESCR
    IBE PRODUCT
    FEATURES,CREATE
    CONFIDENCE,IMPR
    ESSSION
    COMBINING WITH
    TECHNOLOGY
    CONSUMER AFFLUENCE
    WILLING TO PAY A LITTLE MORE
    FOR CONVENIENCE
    FOR APPEARANCE
    DEPENDABILITY
    PRESTIGE
    CONVENIENCE
    GIFT PACKAGE
    APPEARANCE

    PRESTIGE
    5 SECOND COMMERCIAL IN
    MODERN WORLD
    UNIQUE DISPENSING
    MECHANISM

    EASE IN STACKING ON
    SHELF/IN HOUSE
    DIL SACHCHA + CHEHRA
    SACHCHA

    GOOD PRODUCT +
    ATTRACTIVE PACKAGING
    DIL JHOOTHA + CHEHRA SA
    CHCHA

    POOR PRODUCT +
    ATTRACTIVE PACKAGING
    DIL SACHCHA + CHEHRA
    JHOOTHA

    GOOD PRODUCT + POORLY
    PACKAGED
    DIL JHOOTHA + CHEHRA
    JHOOTHA

    POOR PRODUCT + POOR
    PACKAGING
    DIMENSIONS OF PACKAGING

    2 DIMENSIONS-TECHNICAL-
    RELATED TO THE PACKAGING
    MATERIAL
    SECOND- IS BEHAVIORAL RELATED
    TO PACK DESIGN CLOSELY LINKED
    TO CONSUMER MOTIVATION AND
    BUYING BEHAVIOR
    PACKAGING- 2 SECTORS
    THOSE WHO MAKE PACKAGING
    MATERIAL
    THOSE WHO CONVERT THESE
    MATERIAL INTO PACKAGES
    PRINTERS AND MR AGENCIES TO
    CONDUCT RESEARCH
    TRENDS
    NEW MATERIAL REPLACING OLD
    ONES
    TIN REPLACED BY PLASTIC ,
    ALUMINIUM
    NANO PACKAGING
    TETRAPACK
    MATERIALS-
    METAL,PLASTIC,WOOD,PAPER,GLAS
    S,LAMINATES POLYSTER
    5 BASIC FUNCTIONS
    PROTECT
    APPEAL
    PERFORM THE FUNCTION FOR
    WHICH DESIGNED-AEROSOL- NOT
    ONLY A PACKAGE BUT A
    PERFORMING DEVICE
    CONVENIENCE TO END USERS
    COST-EFFECTIVE
    IF POSSIBLE- RECYCLABLE
    PROTECT & APPEAL
    ISSUE OF RECYCLING
    PACKAGE
    CAN BUILD BRAND EQUITY AND DRIVE
    SALES
    BUYERS FIRST ENCOUNTER WITH
    PRODUCT
    CAPABLE OF TURNING THE BUYER -
    ON/OFF
    AFFECT CONSUMERS LATEST PRODUCT
    EXPERIENCES
    LAST CHANCE OF SELLER TO INFLUENCE
    A BUYER


    TALL CLAIMS VERSUS
    PERFORMANCE
    PACKAGING AS A MARKETING
    TOOL

    COMPANY AND BRAND IMAGE-
    VISIBLE BILLBOARD EFFECT
    INNOVATION OPPORTUNITY-
    SAFFOLA , SUGER-FREE ,CHIVAS
    REGAL
    OBJECTIVES TO BE ACHIEVED
    IDENTIFICATION OF THE BRAND
    CONVEY DESCRIPTIVE/PERSUASIVE
    INFORMATION
    FACILITATION OF
    TRANSPORT/PROTECTION
    ASSIST AT HOME STORAGE
    AID PRODUCT CONSUMPTION
    PRROTECTION AT RETAIL
    OUTLETS-TEMPERATURE

    COMMUNICATE CONTENTS

    CONSEQUENCES OF A POOR
    PACKAGE
    HEADACHE FOR CONSUMERS
    BRANDED DOLLS PACKAGE TEST
    TO BE OPENED BY CHILD
    7 YEAR OLD GIRL , 8 MINUTES TO
    FREE DOLL ; RESULT-AGITATION ON
    FACE OF THE CHILD, BREATHED
    HEAVILY ;DOLL IN A POORSHAPE
    AFTER OPENING
    RECENT TRENDS
    TAMPER PROOF
    CHILD PROOF
    ALL WEATHER PROOF
    PROMOTIONAL MEDIUM/SILENT
    SALESMAN
    ENVIRONMENTAL CONCERNS- GREEN
    PACKAGE
    COMPETITIVE ADVANTAGE- HEINZ-
    TOMATO KETCH UP BOTTOLE-SQUEEZE
    OUT
    DESIGN PART
    2 COMPONENTS
    AESTHETIC-
    SIZE,SHAPE,MATERIAL,COLOR,TEXT,
    GRAPHICS
    FUNCTIONAL-RESEALABLE, ONE-TIME
    USE,TAMPERPROOF,EASE IN
    HANDLING,EASE IN
    DISPENSING,SQUEEZABLE
    DESIGN TO HARMONIZE WITH
    PRICING,ADVERTISING ;OTHER
    ELEMENTS OF MARKETING PROGRAM
    AESTHETIC PART-
    SIZE,SHAPE,COLOR

    FUNCTIONAL PART-
    USE/CONSUMPTION

    DESIGN PART
    PACKAGING CHANGES
    POLY TUBES REPLACING ALUMINIUM
    BUBBLE PACKAGING TO VIEW PRODUCT
    BOOKS OFFERED AS A SET INSTEAD OF A
    SINGLE UNIT-READERS DIGEST
    CONSIDERATIONS- USE,HANDLING,
    OPENING,CLOSURE,DISPENSING,REFILIN
    G,PREVENTION OF
    SPOILAGE,BREAKAGE,EXTENSION OF
    PRODUCT SHELF-LIFE
    PACKAGE TEST
    ENGINEERING TEST- NORMAL
    CONDITIONS

    VISUAL TEST-LEGIBLE SCRIPT AND
    HARMONIOUS COLORS

    CONSUMER TEST-FAVORABLE RESPONSE
    BY BUYERS- EYE TRACKING BY HIDDEN
    CAMERA

    DEALER TEST-ATTRACTIVE/EASY TO
    HANDLE,STORE
    BASIC PURPOSE TO HOLD
    PRODUCT

    TO HOLD/CONTAIN
    FORMS- LIQUID,GRANULAR OR
    OTHERWISE DIVISIBLE
    HANDLING BY MANUFACTURER ,
    WHOLESALER AND RETAILER
    SPECIFIC QUANTITY IMPORTANT IF
    TO BE SOLD LOOSE- SAFFRON
    COMBAT COMPETITION- 20%
    MORE/EXTRA QUANTITY AT SAME
    PRICE
    TO HOLD/CONTAIN
    MULTIPLE HANDLING DURING
    MFRG,INSPECTION,TRANSHIPMENT,STOR
    AGE
    SOME REQUIRE REFRIGERATION OTHERS
    DO NOT
    SENSITIVITY TO LIGHT- BEER
    BANDAGES/MEDICINES NEED TO BE KEPT
    STERLIE
    PROTECTION-
    BREAKAGE,EVAPORATION,SPILLAGE,SPOI
    LAGE ,LIGHT,HEAT,COLD,INFESTATION
    PRIMARY PACKAGE

    PROMOTING PRODUCTS
    DIFFERENTIATION FROM COMPETITORS
    ASSOCIATION OF NEW PRODUCT WITH
    FAMILY OF OTHER PRODUCTS FROM SAME
    MANUFACTURER
    USE OF DESIGN,SHAPE,COLOR TO
    INFLUENCE CONSUMERS PERCEPTION
    AND SHOPPING BEHAVIOR
    DIFFERENT SIZE PACKAGES TO APPEAL
    TO HEAVY ,MEDIUM AND LIGHT USERS
    SECONDARY PACKAGE

    ACT AS A SILENT SALESMAN
    Attractive Wine Boxes-
    TANSHIPMENT PACKAGE

    PACKAGING DECISIONS
    PACKAGING MATERIALS
    PACKAGE AESTHETICS
    PACKAGE SIZE & CONVENIENCE
    MATERIAL
    FROM WOOD/TIN TO PAPER AND
    PLASTIC
    SHIFT FROM PLASTIC TO PAPER
    AGAIN AFTER MUMBAI MEGA
    FLOODS
    ALUMINIUM IN FORM OF
    LAMINATES,FOILS,CAN,PILFER-
    PROOF CAPS
    ALUMINIUM FOIL PACKAGING- IMP
    IN TEA/COFFEE-AROMA
    PLASTIC
    LDPE
    LLDPE
    HDPE
    POLYPROPELENE
    MERITS- WATERPROOF,BARRIER TO
    VAPOR,GREATER RESISTENCE TO SUN
    EXPOSURE,THERMAL STABILITY,LIGHT
    WEIGHT,ALKALI/ACID PROOF
    PROPERTY,ATTRACTIVENESS AND
    TRANSPERENCY
    TETRAPACK
    PACKAGE AND CONTENTS BOTH ARE
    STERILISED
    FRUIT JUICES/FRUIT DRINKS AND
    MILK PACKED
    SHELF LIFE OF 3 MONTHS W/O
    ADDING PRESERVATIVES
    FROOTI AND JUMPIN
    AESTHETICS
    ENHANCEMENT OF SALES APPEAL
    LE SANCY SOAP FROM HUL PACKED
    IN TRANSPERENT POLYTHELENE TO
    EXHIBIT ITS UNIQUE BEAN SHAPE
    FACILITATION OF MERCHANDISING
    RIGHT IMAGE OF THE PRODUCT
    PACKAGE SIZE AND
    CONVENIENCE
    HARPIC
    TWISTED NOZZLE

    BEER CAN
    PACKAGING
    CONVENIENCE
    EASY TO OPEN
    TAMPER PROOF

    FRACTIONAL PACKAGING-
    TOOTHPASTES




    SACHETS



    LABELING

    REFILL PACKS

    PILSBURY GODREJ CHAKKI
    FRESH ATTA
    PROTECTION OF
    CHAKKI
    FRESHNESS OF
    FLOUR
    2 LAYERS OF
    PLASTIC
    LOWER LAYER-
    LLDP
    TOP LAYER IS
    POLYSTER

    AEROSOL

    AEROSOL
    SPECIAL CONTAINER FITTED WITH A
    RELEASE VALVE
    PRODUCT PACKED UNDER
    PRESSURE
    DISPENSING OF PRODUCT AS
    SPRAY,FOAM,FINE POWDER SPRAY
    HIGH COST CONTAINERS

    CRITICISM OF PACKAGING
    DEPLETION OF NATURAL
    RESOURCES
    TOO EXPENSIVE
    HEALTH HAZARDS DUE TO
    AEROSOLS-CFCS
    DECEPTIVE PACKAGING
    SOLID WASTE PROBLEM- USE AND
    THROW- GARBAGE ON MOUNT
    EVEREST
    ISSUE OF REUSE OF EMPTHY
    PACK-IGNORANCE OF
    INSTRUCTIONS

    PACKAGING FAILURE

    PACKAGING STRATEGIES
    PACKAGING THE PRODUCT LINE-FAMILY
    PACKAGING FOR ALL PRODUCTS WITH
    COMMON FEATURES
    MULTIPLE PACKAGING-SEVERAL UNITS IN
    ONE CONTAINER GIFT PACKS FOR
    BISCUITS/CHOCOLATES,CANDY BARS
    TOWELS
    CHANGING THE PACKAGE-CORRECTION
    OF POOR FEATURE ON THE PACK OR USE
    OF NEW TECHNOLOGY DEVELOPMENT
    BULK PACKAGING



    PACKAGING & SALES
    PRROMOTION
    MONEY OFF PACK-MESSAGE OF PRICE
    REDUCTION
    COUPON PACK-COUPONS EITHER INSIDE
    OR INTEGRAL PART
    PACK-IN-PREMIUM-PREMIUM/GIFT INSIDE
    PACK
    PREMIUM PACKAGE-SPECIALLY DESIGNED
    WITH RE-USE FACILITY
    SELF-LIQUIDATOR-PRESERVATION OF
    PACKAGE AS EVIDENCE OF PURCHASE-
    BENEFIT ON REPEAT PURCHASE

    CONVENIECE TO END
    CUSTOMER/RETAILER/STOCKIS
    T
    TO STOCK
    TO DISPLAY
    AVOID WASTAGE OF SHELF-SPACE
    RETAINING OF LOOK DURING SHELF
    LIFE
    MASTER PACKAGE/CARTONS EASY
    TO DISPOSE OFF
    COST- EFFECTIVENESS
    PACKAGING COST AS % OF PRODUCT
    COST VARIES FROM INDUSTRY TO
    INDUSTRY
    LESS IN INDUSTRIAL GOODS SECTOR
    HIGH IN
    COSMETICS,FRAGRANCES,FRAGILE ITEMS
    INCREASED COMPETITION FORCES
    MARKETER TO CHANGE QUANTITY IN
    PACKAGE OR CHANGE PACKAGE
    NEW TECHNOLOGIES
    INDIAN CONTEXT
    THIRD LARGEST BUSINESS IN THE
    WORLD
    ESTIMATED MARKET IN INDIA- RS.65,000
    CRORES
    LIKELY TO REACH RS. 82,500 BY 2015
    MANY OPPORTUNITIES OF JOBS AND
    CAREER ADVANCEMENT
    FOOD PROCESSING AREA- LOT OF
    DEVELOPMENT
    PACKAGING AND ALLIED
    SERVICES
    DESIGNING
    ENGINEERING
    PRINTING
    SALES
    MARKETING
    WEIGHTS & MEASURES
    DEPARTMENT

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