Packaging and its significance for branding & marketing

By Md.azharuddin(8007)

Contents

IntroductionObjectives

MeaningsAnalysisCase studiesConclusionReferences

Definitions….

Packaging: Packaging is the science, art, and technology of enclosing or protecting

products for distribution, storage, sale, and use.

Branding : The process involved in creating a unique name and image for a

product in the consumers mind. Marketing: Marketing is the process of communicating the value of a product or

service to customers, for the purpose of selling the product or service.

package The first packaging was created by

nature: -

peas in a pod, coconut milk, the banana. Subsequently man adapted raw materials like baskets, jute sacks and clay pots to package and transport items. This heritage still can be found today in banana leaf packaging in Asian markets. Roman Amphora were the first packs to carry branding and labelling information, specifying their content, origin, manufacturer etc. – the ancestors of today's packs.

INTRODUCTION

• Kotler defines packaging as "all the activities of designing and producing the container for a product."

• Packaging is a process of covering, wrapping of goods into a package. • Packaging involves designing & producing the wrapper for a product.• Packaging is next to grading and branding.• Packaging is essential for Offering goods in safe, and secured position to consumer.• Most physical products must be packaged and labeled. Some packages such as coke

bottles are world famous..

TYPES OF PACKAGING CONSUMER PACKAGING :- Designed for consumer. convenience & appeal marketing

consideration & display. the main emphaises Is on marketing.

INDUSTRIAL PACKAGING :–

industrial packaging is ,focuses on the handling convenience & protection during transportation..

The main emphaises -- is on logistics.

. Types of Packaging Primary packaging:

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 packaging:

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

Tertiary packaging : It is used for bulk handling, warehouse storage and transport

shipping. The most common form is a palletized(a portable platform for handling) unit load that packs tightly into containers.

• Transportation Again functional, the package serves to help transport, carry, ship and distribute the product.

Communication• The packs communication role is

primordial(first created r dvlpd)• It is to stand out from the

competition, how to communicate an emotional message to the consumer.

Essential tools of packaging Naming One of the first tools of

communication is verbal branding and naming.

The name provides a unique identity to the product and package, it has to be memorable, easy to pronounce and unique.

The designers is part of the creative team involved in developing new names.

Essential tools of packaging

• Brand identity:• The brand identity creates, in conjunction(combination) with the name, the

persona of the product and is the essential identifier that enables us to memorise the product and its packaging. The most successful brands are the product, they are totally synonymous with the product.

Essential tools of packaging

• A unique ownable brand colour can be an integral part of the brands toolbox. Tiffany’s blue, Coca-Cola’s red, Guinness's black are all identifiable elements that help us recognise the product.

Objective of Packaging

• .

• Physical protection The objects enclosed in the package may require protection

from, among other things, shock, vibration, compression, temperature etc.Eg : Egg, Bottles

Barrier protection

• A barrier from oxygen, water vapor, dust, etc., is often required. Controlled atmospheres are also maintained in some food packages, keeping the contents clean & fresh.

Eg: Fruits, Vegetables

Marketing• The packaging and labels can be used by

marketers to encourage potential buyers to purchase the product. Package graphic design and physical design have been a important phenomenon(fact).

Eg: Chips, Biscuits

SecuritySecurity• Packages can be made with improved

tamper resistance to deter tampering and also can have tamper evident features to help indicate tampering(to carry on underhand).

• Eg: Coke drinks, water bottles.

. Convenience• Packages can have features that add convenience in

distribution, handling, stacking(an orderly heap), display, sale, opening, reclosing, use, dispensing(distribution), and reuse.

Eg: Sauce, Jam

Consideration for packaging

• Prevention: - Use the packaging where needed.• Minimization :– Minimize mass & Volume.• Reuse:- Encourage reuse of packages.• Recycling :- Reprocess materials into new products.• Disposal :- Use disposable, eco-friendly package.

Case studies…..

Challenge:• Nestle’s Bar One initially had a red and silver packing. The chocolate received

strong competition from Cadbury’s Five Star and thus suffered from low trials. The major problem was that the consumers were not aware that the product gave the same chewy 'caramel inside' experience as Five Star.

Solution:A research later decoded that gold as a color defined the (caramel inside) category and the package color combination was then shifted from red and silver to red and gold, resulting in an increased market share for Bar One.

Breyers ice creamChallenge:A good example is Breyers ice cream, which, until the mid-1980s, served a strictly regional, north eastern market. But Breyers wanted a national market and needed a strong national program to compete.Solution:At the time, Breyers had a bland(smooth) white package that looked like all other ice creams in the retail shelf. To accomplish national distribution, it was suggested that the brand totally change its branding and packaging. Instead of white packages, black became the background color—the first time ever on any dairy package—and the photography and graphic elements were completely changed. Retaining the Breyers leaf logo from the earlier packaging, the new design featured oversized(standard), mouth-watering photography of ice cream that, against the black background, enabled each flavor to pop off the shelf. Since then, low-fat and other varieties have been added to the Breyers line. These are differentiated through additions of color on the package. The most recent line extension, Smooth & Dreamy, introduces bright colors but maintains the black background at the top for brand continuity. Thus, though some package “drama” has been lost by reducing the ice cream photos and a new angled Breyers logo, brand identity recognition has been maintained.

analysis• case : Improve Packaging• Challenge: Damage; Waste• Solution : Designed a Reusable Engineered Wood Crate(wooden protection case)• Results : Eliminated Product Damage; Improved SustainabilityA manufacturer shipped long rolls of highly valued paper suspended on wooden pallets with corrugated(folds) 88l.gbt sleeves and wooden top caps for protection. Product damage rates of 15% were causing significant customer complaints, delivery delays, and costly returns. Nelson Technical Center designed a reusable engineered wood crate that has completely eliminated product damage. Through the use of Nelson-ART, a global return program for these crates(wooden protect case for shipping) was established for the

collection, return, and reuse of the crates.

Significance of packaging in branding and marketing…………………….

Relationship of packaging with retailing……..

package designing is directly proportional to retailing

Significance of packaging in branding:

• Identification of brand……..

For example….

What is packaging?

• A silent salesman……..

For example:

If you pronounce honey dew repeatedly & fastly it will sound like I need you…

Strategic importance of packaging:

• Strategic planning tries to match target market needs and attitudes with the marketing mix offered and packaging is definitely a part of the mix. In some cases, it may be a vital part.

For example……

More widen bottle neck lead to more consumption….

Importance of packaging:

• Better protective packaging is especially important to manufacturers and wholesalers, who may have to absorb the cost of goods damaged in transit.

Importance of packaging…

• The role of packaging is changing from that of protector‘ to information provider‘ and persuader‘ . Whereas the original function of packaging was to protect the product, it is now being used as an important sales tool to attract attention, describe the product and make the sale

Social responsibility of packages:

Customer are king and king should not bleed before our death….

Social responsibility of packaging:

• Nokia vision of packaging……

By 2020, our vision is to only use 100% certified renewable or recycled material

The materials we choose An effective way to reduce the environmental impact of packaging is through making the sales packages smaller, selecting sustainable materials and making sure,packaging can be recycled when it’s no longer needed.

Packaging facilitates promotion..

Inner sanctum of packaging..

• Kristie Lorette started writing professionally in 1996. She earned her Bachelor of Science degree in marketing and multinational business from Florida State University and a Master of Business Administration from Nova South-eastern University. Her work has appeared online at Bill Savings, Money Smart Life and Mortgage Loan.

According to her…

• Facilitates Purchase DecisionPackaging may also contain ingredients and nutritional information about the product. This information can help to sell the product because it allows potential customers to obtain the necessary information they need to make a purchase decision. Information contained on a package may propel the reader to buy the product without ever having to speak to a store clerk.

Efficiency in packaging:

• Promotion• Footprint• Green Effect• Graphics• Price

conclusion

• Packaging plays an important role in the marketing context. The right packaging can help a brand carve a unique position in the marketplace and in the minds on consumers.

• Packaging has a better reach than advertising does, and can set a brand apart from its competitors. It promotes and reinforces the purchase decision not only at the point of purchase, but also every time the product is used

references

• http://www.exchange4media.com/49746_when-packaging-shapes-brand-image.html

• http://www.brandchannel.com/brand_speak.asp?bs_id=222• http://

www.ijser.org/researchpaper%5CThe-Role-of-Packaging-in-Brand-Communication.pdf

• http://www.indianmba.com/Faculty_Column/FC337/fc337.html