Packaging Labeling Packaging The physical container or wrapping
Packaging / Labeling
Packaging The physical container or wrapping for a product. Important part of product planning. On average, 10% of a products retail price comes from package development, design and the materials.
Packaging Functions of Packaging: • Promoting and Selling Product • Defining Product Identity • Providing Information • Meeting Customer Needs • Ensuring Safe Use • Protect the Product
Packaging Promoting and Selling the Product -Can make product stand out from competition -Can actually create sales for product.
Packaging Defining Product Identity Invoke prestige, status, or other positive product attributes…brand association
Packaging Providing Information Directions, content information, nutritional value, potential hazards, etc.
Packaging Meeting Customer Needs • Various Sizes (Family, Individual) • On the Go / Active • Microwavable • ETC
Packaging Ensuring Safe Use • Non-Breakable • Avoid Tampering • Childproof Containers
Packaging Protecting the Product • Shipping, Storage, Display • Avoid Spoilage
PACKAGING FOR SOCIAL CONCERNS
Packaging Environmental Packaging • Recyclable, reusable, eco-safe.
Packaging Cause Packaging • Promote non-product issues.
LABELING
Labeling Information tag, wrapper, seal, or imprinted message attached to package. • Inform customers of content • Protect businesses from liability
Labeling Laws Federal Trade Commission (FTC) Labeling Rules and Guidelines (consumable goods – not food) • Care labels on textile clothing • Recycling Claims – ozone safe, biodegradable, etc
Labeling Laws Federal Nutrition Labeling and Education Act (1994) • Protect consumers from deceptive labeling – lite, free, low, reduced, good source. • Requires nutritional information on food • Health Warnings: alcohol, cigarettes, etc
Labeling Laws Food and Drug Administration (FDA) Labeling Rules and Guidelines • Where do we put information? • What must be included – Ingredients List – Nutrition Labeling – Allergen Warnings
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