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PACKAGING OF FOOD PRODUCTS
Gaurav Gupta (9)Prashant Srivastava (13)Pushpendra Singh (16)
DefinitionPackaging is the science, art, and
technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages.
Health Drinks - These are generally used for providing vitamins and mineral supplements
PACKAGINGPackaging is the science, art and technology of
enclosing or protecting products for distribution, storage, sale, and use.
Packaging also refers to the process of design, evaluation, and production of packages.
Packaging
Levels
LEVELS OF PACKAGING
•PRIMARY PACKAGING
•The customer actually handles the product in its
primary packaging.
•This level of packaging may be the one that the
consumer sees.
•It is kept till it is opened or throughout the product’s
life.
Examples
•SECONDARY PACKAGING
•The Secondary packaging provides information to the consumer about the product.
•Additional layers of protection that are kept till the product is ready for use.
Examples
•TRANSPORTATION/TERTIARY
PACKAGING
•It Refers to the further packaging components
necessary for :-
Storage,
Identification,
Protection against damage and
Durability.
Food packaging types
packaging type Type of container Food examplesAseptic processings Primary Liquid whole eggs
Plastic trays Primary Portion of fish
Bags Primary Potato chips
Boxes Secondary Box of Coca-Cola
Cans PrimaryCan of Campbell's Tomato soup.
Cartons Primary Carton of eggs
Flexible packaging Primary Bagged salad
Pallets Tertiary
A series of boxes on a single pallet used to transport from the manufacturing plant to a distribution center.
Wrappers TertiaryUsed to wrap the boxes on the pallet for transport.
NECESSITIES OF PACKAGING
Packaging is a very important marketing strategy to glamorize your product in order to attract the consumer’s attention. Sometimes packaging is so important that it cost more than the product itself in order to lure the consumers to buy it.
Most consumers judge a product by its packaging before buying. So it is logical to say attractive packaging is crucial in order to get the first time buyers to buy your products.
Packaging should definitely be included in the 4 major P’s of marketing (Product, Place, Promotion and Price).
IMPORTANCE OF PACKAGING
FUNCTIONS OF PACKAGING
•Product Identification:- Packaging greatly helps in
identification of products.
•Product Protection:- Packaging protects the
contents of a product from spoilage, breakage,
leakage, etc.
•Facilitating the use of product:- Packaging should be
convenience to open, handle and use for the
consumers.
•Product Promotion:- Packaging is also used for
promotional and attracting the attention of the
people while purchasing.
THE PURPOSE OF PACKAGING
Consumer BehaviorYoung Population (< 25 Yrs 59 % of the Country) - Power of Youth - Catalyst of Change - Open to try out new aspects
• Increasing no. of professionals - growing service sector - Higher OOH consumption - Increasing stress levels - Awareness of global happenings & international trends
• Increasing no. of skilled working women (15% in Urban India) - Spending power - Convenience products - “Quality time” with family
Horlicks - Journey
Horlicks Key PointsRugged look initiallyAttractive packaging and carton packAttractive light tetra packNew bold look for plastic bottleDifferent Flavors and vibrant colors Toy Shaped packBottle in the shape of Women
Packaging
Horlicks malt powder in jars from India (left) and Jamaica.
A jar, mug and a couple of teaspoons of Horlicks from the UK
HORLICKS: TALLER, STRONGER, SHARPERGradually, the brand extended itself to products
catering to a different Target Audience Horlicks Lite variant for old Horlicks Junior Horlicks Women Horlicks Junior Buiscuits Horlick Nutribar
Age-wise targeting
Location-wise targeting Launched chocolate variant for North and West Vanilla and Honey for targeting others
Contemporary packaging in hues of bright blue and orange.
The Horlicks visual identity has undergone a complete makeover
A unique pillow-shaped pack and contemporary visuals were introduced across the product portfolio, creating stand-out from other hot milky drinks and giving the brand a fresh new image.
Brand Essence :- 'pleasurable nourishment'
Brand Personality:being social, spirited, full of life and vitality
Brand Packaging:-
Promotion
Ice Age2 Ice Age3
Apart from conventional strategies Horlicks organizesHorlicks Wizkid -
India’s largest interschool and cultural fiesta
Complan - Journey
Complan – Key PointsStarted from Paper packsIntroduced glass packs in betweenMore emphasis on design and message
Boost - Journey
Boost – Key Points
Bournvita - Journey
Emerging Trends Easy to handle packs are preferred.
In use convenience is the call of the day.
Easy to use packs are gaining popularity. People are ready to pay premium for “In use” convenience
Easy to tear LASER etched pouches
Horlicks in Composite Containers with spoon for measurement
Easy to hold packaging formats
Inbuilt handle in cap forease in carrying
Inbuilt handle in Jar forease in carrying
Reclosable Opening for Beverage carton
Squeezable Tea bagNo need to use a spoon after use, just pull the strings apart to
squeeze the tea bag
Microwavable packaging
Ketchup, ergonomic shape withthree nozzles to create designs
on the plate or food
Ketchup, Squeezée bottle
Self heating coffee canPull the tag, coffee heats up automatically
Shelf & Consumer AppealShelf visibility and consumer appeal is becoming
very important.
Modern trade outlets call for instant consumer attraction.
Pack appearance and ability to engage consumers are becoming the
key consideration for any new packaging design.
Modern trade - fighting for consumer attraction.Differentiated shapes/ attractive graphics are the need of
the day
Current Format Ready to use pack- Food already cooked- “Heat
and Eat”
On the Go- To meet the demand of fast pace of life. Have your food “Anywhere & Anytime”
Vending formats- Strongest emerging format
On the go packaging formats
Nutritional Labeling
• Label declaration• More and more labels
are coming• with nutritional
information. Enhance• consumer awareness• • List of ingredients /
nutrients• • Serve size / % Daily
Requirement• • Benefits
ENVIRONMENTAL CONSIDERATIONS
SYMBOLS USED ON PACKAGES
Many types of symbols for packaging are nationally
and internationally standardized. For consumer
packaging, symbols exist for product certifications,
trademarks, proof of purchase, etc.
Examples
Dry laminating machine
Doctoring rewind machine
Multilayer machine
Rotoflex Rotogravure printing presses
Rewinding & Inspection machine.
ADVANTAGES AND DISADVANTAGES OF PACKAGINGFood and drink products are packaged and sold in glass, plastic, aluminum and paper. Each of these materials has advantages and disadvantages for the consumer and the manufacturer.
Safety Packaging food makes it safer and less vulnerable to contamination. Though the Food and
Drug Administration has expressed concern about the safe use of recycled packaging, it is generally considered to be safe.
Shelf Life Food lasts longer and stays fresh longer when it's packaged successfully. Unpackaged
food can quickly become dry, moldy or spoiled. Waste
Food packaging accounts for a large amount of all waste in the United States. Though some packaging is recyclable, it's difficult to improve the efficiency of most packaging.
Cost Packaging accounts for a percentage of all food manufacturers' costs, and that is factored
into the final price of each food product for the consumer. Convenience
Single-serving packages and packaged perishable items are convenient because consumers don't have to wrap them up or put them in containers before storing them.
ConclusionWith enhanced consumer driven needs , packaging
innovations to provide solutions to satisfy the consumers.
Also, this way the food industry is also booming as people are taking more of outside food.
India being a highly populated country, there are chances for the industry to grow immensely in near future.
Though the food is in demand, there still are side effects like the food might get poisoned and has been harmful too (in some cases), so steps must be taken to protect food.