PACKAGING

Packaging 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.

HistoryFirstly Natural materials used in packaging ,

eg. -Basket of reeds, wooden boxesIron & tin plated steel cans, paperback cartons

& cartoon boxes first introduced in the 10th century

Most prominent innovations in the packaging developed first for military uses

As of 2003, PACKAGING Sector accounted for 2% of GNP in Developed countries & half of this

was related to food packaging

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: plastic packet of undergarments, a match box

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: denim shaving cream tube usually comes in acard box. When a consumer starts using the shaving cream, he disposes off the box but retain the primary tube.

TRANSPORT PACKAGING •It Refers to the further packaging components necessary for :- Storage, Identification, Protection against damage and Durability.•Examples: A toothpaste manufacturer may send the goods to the retailer in corrugated boxes containig 10,20 or 100 units.

FUNCTIONS OF

PACKAGING

PROTECTING

Primary function of packaging especially for food itemsReduce costs due to breakage.Protect the product in transit: for example breakable or perishable items such as perfume, light bulbs or food.Protect the product on the shelf: from theft, damage or tampering (i.e., pharmaceuticals or CDs).

PROMOTING

Complement other promotional activities.Communicate information: core benefits, “why to buy” testimonials, Internet addresses and toll-free telephone numbers, for products like tools or software.Display the product: attach to display hardware or stand upright as with gloves or cell phones.Display various schemes and offers like Lays super saver pack, 30% extra shampoo etc.

“IF A CONSUMER HAS A STORY

TO TELL ABOUT MAGGI , WE CAN

PUT HIM ON OUR PACKAGING”

INFORMATIONProvide information about the product , “How to use” , expiry and manufacturing dates , prices etc

Offer consumer safety: warn of hazards due to improper use of dangerous substances (such as the information on cigarette packaging) or design considerations (such as not standing on the top step of a ladder).

PACKAGING ACT AS A SILENT SALES PERSON

Other functionsProvide Additional Value and DifferentiationServe other uses: containers that can be used for other after-purchase purposes , like – BRU coffee , canisters Help in resale as those jars and canisters create a psychological impact on customers and constanly remind them about the produtFaciliate produt handling

“Improvement in packaging so one can easily hold the bottle”

“BRU Jar with

its new

triangular

design

packaging all

set to catch

customers”

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).

BAD PACKAGING

PACKAGING FAILS

UNITED STATES: A MORE SUSTAINABLE PIZZA BOX

In 2012, Pizza Hut U.S. released a redesigned pizza box that is a great example of innovation in sustainability. Reducing the front edge of the box by about half of the total box height on large and medium boxes delivers sustainability wins and cost savings. This subtle change will save more than 9,000 tons of paperboard annually. According to Chainalytics LLC, in the U.S. alone, the savings will add up to 46 million square feet of corrugated board. In other words, if you stacked the eliminated material on an American football field (not covering the end zones), it would be more than 128 feet high.

KFC UK team is working hard to deliver on packaging sustainability goals and to meet customers’ expectations.To date, this team has achieved the following:

Increased recyclability of our iconic bucket as it no longer has a plastic coating

Sourced napkins made from 100% recycled fiber sources

Reduced packaging by 1,400 tons–equivalent to 127 double decker buses–by switching our Fillet and Zinger burgers from cardboard ‘clamshells’ to paper wrappers and moved our classic chicken meals, the Colonel’s Meal and Variety Meal, from cardboard boxes to paper bags

Changed foil wrappers for Mini Fillet Burgers to paper wrappers that are 100% recyclable and biodegradable