Marketing project

Packaging

Table of Contents

• What is Packaging?

• Importance of Packaging

• Purpose of Packaging

• Advantages & Disadvantages

• Types of Packaging

• Evolution

• Bibliography

What is Packaging?

• Packaging can be defined as the general group of activities in product planning which involves designing and producing a container or wrapper for a product

• It is usually done for the purpose of transportation and storage

Importance• Packaging plays an important role as a medium

in the marketing mix, in promotion campaigns, as a pricing criterion, in defining the character of new products, as a setter of trends and as an instrument to create brand identity and shelf impact in all product groups.

• Many product providers may think that the product and its performance is more important than what the packaging looks like, but the product packaging can play a role in the success or failure of the sales of the product

Purpose of Packaging Physical protection– The objects

enclosed in the package may require protection from, among other things, mechanical shock, vibration, electrostatic discharge, compression, temperature, etc.

• Convenience– Packages can have features that add convenience in distribution, handling, stacking, display, sale, opening, reclosing, use, dispensing, reuse, recycling, and ease of disposal

• 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 important and constantly evolving phenomenon for several decades. Marketing communications and graphic design are applied to the surface of the package and (in many cases) the point of sale display

Advantages• Rising Standards of Health and Sanitation:As the people are becoming health conscious they like to buy packed goods. The reason is that the chances of adulteration in such goods are minimized.• Self-service Outlets:Nowadays self-service retail shops are becoming very popular, particularly in big cities. Because of this, the role of sales assistants has gone to packaging.• Innovational Opportunity:With the increasing use of packaging more innovational opportunity becomes available in this area for the researchers.• Product Differentiation:Packaging is helpful in creating product differentiation. The color, material and size of the package makes difference in the perception of the buyers about the quality of the product.

Disadvantages• Cost:While packaging can do a lot to get customer attention, and may even add value to a product, it also adds to the cost of production and the eventual retail price. Packaging can represent as much as 40 per cent of the selling price of products in industries such as the cosmetic industry. New packaging can be expensive to develop, adding to the cost of products.• Landfill ImpactPackaging is responsible for significant portions of the waste stream. According to the Ashland Food Cooperative, packaging is responsible for about one third of the municipal waste in the United States. Some waste can be recycled, but many materials are not appropriate for recycling. Post-consumer recycled content is often usable only in specific contexts. Much of the waste produced by packaging ends up in a landfill.

Types of Packaging• Packaging may be described in relation to the

type of product being packaged: medical device packaging, bulk chemical packaging, retail food packaging, military materiel packaging, pharmaceutical packaging, etc. It is sometimes convenient to categorize packages by layer or function: "Primary", "Secondary" and “ Tertiary” :

• 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.

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

• Tertiary packaging is used for bulk handling, warehouse storage and transport shipping. The most common form is a palletized unit load that packs tightly into container

Tertiary Packaging

Primary

Packaging

Secondary

Packaging

EvolutionCoca Cola Bottle

Coca Cola’s history has got a lot of bottle - more ‑than 115 years’ worth, in fact. The world’s favorite soft drink started life as a soda fountain beverage, selling for five cents a glass, but it was only when a strong bottling system developed that Coca Cola ‑became the world-famous brand it is today.

1894 - A modest start for a bold ideaMississippi shop owner Joseph A. Biedenharn began bottling Coca Cola ‑after he was impressed by its sales. He sold the drink to his customers in a common glass bottle called a Hutchinson.One of his nephews already had urged that Coca Cola be bottled, but Candler ‑focused on fountain sales.

1916 - Birth of the Contour BottleBottlers worried that a straight-sided bottle wasn’t distinctive enough and that Coca Cola was becoming easily ‑confused with ‘copycat’ brands. Glass manufacturers were approached to come up with a unique bottle design for Coca Cola. The Root Glass ‑Company of Terre Haute, Indiana, designed with the famous contour shape, which won enthusiastic approval from Coca Cola in 1915 and ‑was introduced in 1916.

1923 – Six packsSix pack carriers of Coca Cola ‑bottles were introduced to encourage people to take their drinks home – and were a huge hit.For the first time, the volume of Coca Cola sold in bottles ‑exceeded the amount sold through soda fountains

1993 – Recyclable bottlesCoca Cola introduced the world to ‑the two litre PET plastic bottle. It became popular for a lot of reasons: it doesn’t break; it’s re-sealable, lightweight and recyclable.Coca Cola launched the ‑innovative PlantBottle in the US, a completely recyclable PET container made with 30 per cent plant materials, including sugar cane extracts.