PACKAGING MATERIALS Marketing Mix The Product Packaging l
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PACKAGING MATERIALS Marketing Mix - The Product
Packaging l l l The material used to contain, protect, and promote a product. Communicates information Must satisfy a number of legal requirements
What type of material? Material Glass Paper Plastic Paperboard/Boxboard Tin/Aluminum/Steel Flexible Foils (chips) Plastic-coated cardboard (juicebox) Advantages Disadvantages
Glass l Advantages: – – l See through Protects a long time Easy to design Can by recycled Disadvantages: – – – Breakable Expensive Labeling can be difficult
Paper l Advantages – – – l Ease of design Label right on package Various thicknesses Disadvantages – – Vulnerable Cost varies Not strong Not moisture proof
Plastic l Advantages – – l Can be shrink wrapped High degree of protection Flexible design Can be opaque or clear Disadvantages – – Not biodegradable Cannot be 100% sanitized Waste of valuable resource Melts when overheated
Paperboard / Boxboard l Advantages – – – l Flexibility Strength and durability Ease of labeling and handling Disadvantages – – Vulnerable to puncture or weather Cost
Tin / Steel / Aluminum l Advantages – – l Recyclable and durable Sturdy Disadvantages – – Contributes to pollution Rust / corrosion
MATERIAL OF PACKAGE ADVANTAGES DISADVANTAGES • • • easy to print on easy to store on shelves recyclable • • can be easily destroyed if it gets wet can't hold heavy material Glass • • • recyclable less spoilage can see product inside • • breakable heavy Plastic • • • comes in different grades durable reusable in some cases • may not be microwaveable can crack or dent causing spoilage Metal (tin or aluminum) • • • different grades non perishable convenient - easy to store • • may taste like metal can be hazardous (sharp edges) • easy to open less expensive compared to other packaging maintains freshness • • can puncture or burst non-recyclable harder to store squishable • • easy to store durable easy access for opening resealed easily • non-recyclable Paper and Cardboard Flexible Foils • (chip bags, cracker bags) • Plastic Coated Cardboard (juice boxes) •
Marketing Plan l l l l Colour Shape Label Brand name Size Form Function Make a note of the packaging you may need for your product in your culminating project.
