PACKAGING Introduction 3 Packaging is An activity of

Introduction 3 • • • Packaging is : An activity of designing & producing

Functions of Packaging 4 • • • Protection & preservation Product information Promotion of

M a i n attributes of Packaging 5 • • • Communication Use convenience

Distinctive Packaging 7 • • • Coca cola in glass bottles Cadbury’s dark blue

Components of a Package 8 Aesthetic Component Size and shape Material Color Text Graphics

Factors i n the design of Packaging 9 • • Protection of product Protection

Package &the Product 10 • • Protection of contents from damage, deterioration & containment

Criticisms of Packaging 11 • • Over packaging creates waste Desirability of using materials

ITC’s Kitchens of India 12 ITC, since long, has been associated with quality. In

Companies t h a t Spend most on packaging 13 Anheuser- Busch Campbell Soups

Conclusion 14 • • Adds to increased sales within & outside the country Fetches

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PACKAGING

Introduction 3 • • • Packaging is : An activity of designing & producing the container for a product. More than merely containing the product. Also referred to as the 5 th P in the marketing mix.

Functions of Packaging 4 • • • Protection & preservation Product information Promotion of corporate identity Forms part of sales promotion Adds to the appeals of the product.

M a i n attributes of Packaging 5 • • • Communication Use convenience Market & brand appeal Safety Protection & preservation.

Packaging as the “ S i l e n t S a l e s m a n ” 6 • • Helps to promote product Differentiates product from rivals Key part of the brand image Aids identification & recognition Shape, colour & size relate to customer motivation Key factor in consumer decision making Medium for advertising & sales promotion message.

Distinctive Packaging 7 • • • Coca cola in glass bottles Cadbury’s dark blue wrapper Orange pack of Tide Close-up Stand up pack Retort pouches of Mother Recipes’ Pickles

Components of a Package 8 Aesthetic Component Size and shape Material Color Text Graphics Functional Component Structural Design Brand Advertisement

Factors i n the design of Packaging 9 • • Protection of product Protection of the user Ease of transportation & storage Provision of product information Environmental suitability Convenience Economic/Cost considerations Promotional value.

Package &the Product 10 • • Protection of contents from damage, deterioration & containment Provides product information e. g. ingredients & instructions for use Added value through convenience e. g. handy size, storage features & opening Complies with health, hygiene & content labeling regulations.

Criticisms of Packaging 11 • • Over packaging creates waste Desirability of using materials which can be recycled Deceptive Packaging like * Over sized packaging with slack packaging * Copying of packaging style & logo of rivals * Misleading labels

ITC’s Kitchens of India 12 ITC, since long, has been associated with quality. In 2002, they introduced their packaged, ready to eat Indian gourmet recipe in the premium segment. The package was of great importance to ensure long shelf life for the products which were made without any preservatives. For this purpose ITC used the RETORT process which has been used by US in its Apollo space missions. This has helped KIO to not only become the standard for the premium ready-toeat food market in India, but has also helped them penetrate markets in the United States and Europe.

Companies t h a t Spend most on packaging 13 Anheuser- Busch Campbell Soups Coco Cola Foods General Mills Miller Brewing Pepsi Co Proctor & Gamble

Conclusion 14 • • Adds to increased sales within & outside the country Fetches higher unit values for consumer goods Prevents loss & damage cost Improves reputation of product & organization.