THE ROLE OF PACKAGING AND LABELLING

DEFINITION Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale and use. Packaging is a coordinated system of preparing goods for transport, warehousing, logistics, sale and use. Packaging helps the consumer quickly understand what the product is all about Packaging is a silent sales man

The Truths of PackagingPackaging only exist because product exists First and foremost it is the delivery system for products Its primary is to contain, protect and preserve

The INCONVENIENT TRUTHS OF PACKAGINGBut its also a Primary Mechanism for Branding Its very visible but little understood by consumers Its environmental impact is regretful And modern society cannot function without it.

So why there is so much packaging?Examine the evolution of society And the way that shopping had developed how packaging has changed Where are we today? How packaging is related to brand image

The way things wereWhat did most householdsnot have in the 50s: Car Phone TV Central heating Washing machine Fridge

CONTD. Freezer Dishwasher DVD Players Computers Internet Microwave ovens Etc.,

What about the societyFew working mothers Pace of life was much slower Meal times (eating together) was the norm Disposable income was low

And NowPace of life dramatically higher and still accelerating Working households are the norm Eating on the run Less cooking, more prepared foods Much more city living

So what about shopping habitsIn the 50s Shopping was a daily exercise no fridges! Grocers shops No supermarkets Most products sold loose queues Home deliveries of milk, bread on everyday basis Range was limited and fresh food seasonal Convenience foods almost unheard of

Then

Now

And NowConsumption has increased dramatically Supermarkets are everywhere Range and choice are huge Products available all year round Convenience is everything And its this consumer demand for goods that drives demand for the packaging around it

So what about packagings role in this?Packaging is the indispensable for

shopping as we know it today supermarkets could not exist without it Product wastage in the supply chain is now minimal Product presentation and information are key

Many markets owe their existence to

developments in packaging

Packaged fruit juices Packaged milk with longer shelf life

what has the Packaging Industry done?Developed a fantastic range of new products Enabled a huge change in the way we shop Facilitated the reduction in food waste in the supply chain Light weighted packaging Gives consumers product protection, hygiene, convenience and pack information

CONTD.Provided the platform for product branding and identification Containment or agglomeration Security Package color, text and graphics

How brand related to packaging

image

is

The Shape of the package can be recognized as unique to a particular brand .

Labelling

Labeling is any written, electronic, or graphic communications on the packaging or on a separate but associated label. Sellers must label products

Purposes of Labeling:

Labels perform several functions:product or brand.

product; canned fruits are grade labeled A, B and C. product: who made it, where it was made, when it was made, what it contains, how it is to be used, and how to use it safely. product through attractive graphics.

Brand Identification The label identifies the

Product Grading The label might also grade the

Product Description The label describes the

Product Promotion The label might promote the

Labeling Decisions:Brand Name Label Text, Graphics and Design Labeling Laws Additional Labeling Nutritional Labeling (incase of Food Products Statement of Contents Safety Hazards Instructions for Use Weights and Measures Features and Benefits

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