Unidad

Third Teaching
1 / Escenario
Unit /2Fifth Learning environment
Lectura Fundamental
Essential reading

Importance
Etapas de unofplan
packing
de comunicación
and packaging
estratégica

Content

1 Packing

2 Packaging

3 Conclusions

Keywords: packing, packaging, pictograms, competitiveness, distribution, logistics.

1. Packing

1.1. Definition

¿Did you know ...?

Did you know that choosing the wrong package can ruin the sales campaign?

As we studied during the first Unit, logistics is composed by three main areas. One of these is
distribution. The main objective of the distribution chain is to make the products available for the final
consumer. In other words, distribution is the set of activities necessary to move the finished goods
from the place of production to the client. (Rosas et al, 2011). One of said activities involves defining
the correct packing and packaging. But what is packing and why is it so important within the logistics
distribution process? Packing can be defined as the set of activities used to prepare products for
storage or distribution, at the correct cost and not damaging the environment (Vélez, 2017). In this
sense, packing becomes an important activity in the distribution process.

Packing is usually chosen according to the customers’ needs or the marketing intelligence, since in
some countries it is necessary to adjust or change colors, sizes or even components of the package.

1.2. Main functions of packing in the distribution process

The main functions of the packing activity can be classified as follows:

• Protection of the product from external factors such as chemical substances, corrosion,
temperature, among others.

• Product advertising.

• Container for transportation and storage.

• Facilitating product manipulation.

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As you can appreciate, packing is as important as choosing the prices or the distribution channel.
Would you choose the same package for a product when is being sold in Colombia and when is going
to be exported to Spain? What would be your strategy to design the export package? These questions
can be answered by analyzing some elements that are very important in the packing strategy.

Product The Market Machinability

Physical Customer’s Cheap
characteristics requirements
Ergonomic
Nature of the Distribution channel
product (perishable, and point of sale Use of existing
dangerous) equipment

Compatibility Communication Ecology

Appropiate Attract customers’ New technologies
materials attention
Preserve resources
Do not affect the Create purchase
product quality desire

Reduce decision
time

Figure 1. Packing elements

Source: designed by the author

1.3. Types of packages

Once analyzed the elements of the package activity, you have to select the correct package for your
product among endless options, such as boxes, bags, tubes, jars and bottles. And moreover, you

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will also have to determine the material of the package: plastic, glass, wood, metal or cardboard? In
logistics you can find three levels of package.

Primary or for sale

- Ends up in the hands of the final consumer.
- Becomes essential part of the product.
JUICE
FRESH FRUIT
JUICE
FRESH FRUIT

- Marketing oriented.

500 ML

500 ML

Colective - Contains the primary package protecting

the product for commercial distribution.
- Can be used to regroup different products
for the same client.

Packaging
-Used to ease manipulation and transportation.
- Logistic oriented.

Figure 2. Levels of package

Source: designed by the author

Packing must have included information about the product, such as nutritional facts, country of
origin, and quantity, among others. If it is clothing, for example, the label must include the caring
instructions and the sizes according to each country.

It seems like packing design should be fairly simple, but there seems to be quite a few people in the
business who don't seem to get the basics and end making terrible mistakes. Some of these mistakes,
made by many companies, are translating literally their slogan or brand, or in some cases using
anything, proving their poor knowledge of the language.

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 Table 1. Examples of wrong packing designs

GANIC & F
OR RE
%

SH
10
GRAPE
My Dog

Figure 2. Example 2
Figure 1. Example 1
Source: Freepik (2017)
Source: Freepik (2015)

CRAP

Figure 3. Example 3 Figure 4. Example 14

Source: Freepik (2017) Source: Freepik (2017)

Source: designed by the author

2. Packaging

2.1. Definition

POLITÉCNICO GRANCOLOMBIANO 5
 ¿Did you know...?
That choosing the wrong packaging can increase your logistics costs?

The third level of package is called packaging. You can usually get confused with both terms, since
they are used in logistics to protect the product. But packaging can be defined as a set of activities
necessary for distributing the goods from the point of origin to the final customer protecting its
characteristics and quality (Aladi, 2016). In that sense, choosing the correct packaging becomes an
important task in logistics, because it helps to avoid logistics over costs. Moreover, a bad packaging
can cause damages to the product and client insatisfaction.

Figure 3. Example of wrong packaging

Source: Gelpi (s.f.)

2.2. Main function of packaging

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Packaging has an important role in the distribution process due to its functions. The main function
of the packaging activity is to protect the products during the whole distribution process, especially
when the distribution channel is a long one (producer, agent, distributor, retailer, and final consumer).
Additionally, packaging is used to inform the correct manipulation of the products, as well as country
of origin, destination, net and gross weight. It also facilitates the cargo handling by unitizing it,
improves the stacking of the merchandise and avoids the external contamination.

Keep the products

Protect from external factors

Inform (net and gross weight, origin,

destination, manipulation)

Figure 4. Main functions of packaging

Source: designed by the author

2.3. International packaging

Surely you have heard about pallets or containers. Well, in international distribution these are the
most common packaging exporters and importers use.

International packaging must be designed according to the final destination of the product. Long
distances surely will need a more resistant packaging. Suppose you are going to import wine from
Chile, what could be the best international packaging? Perhaps the bottles need to be palletized and
introduced inside a container. But, what is a pallet? What is a container? Why would you use a pallet
for your distribution process?

2.3.1. Pallets

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A pallet is a wooden platform used in logistics to ease the cargo manipulation and decreases costs.
There are pallets for maritime and air mode of transportation. The wooden pallets are normally used
for maritime transportation, and cardboard pallets for air transportation.

Figure 5. Wooden pallet

Source: designed by the author

Different to normal pallets, air cargo pallets or ULD (Unit Load Device) are made of steal. There are
several different models depending on what you are going to transport.

To know more...
If you want to see the different models of ULD check the following link:
https://www.searates.com/reference/uld/.

2.3.2. Containers

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 Remember to ...
look up the different types of containers according to the type of product.
To do so, go to the following link: https://www.marineinsight.com/know-
more/16-types-of-container-units-and-designs-for-shipping-cargo/.

A container is a large-sized recipient used to transport heavy objects in maritime transportation.

Normally, a container is made of Steel with a wooden floor. There are different types of containers
for each specific type of product. For example, if you are going to export wine or textiles you will
probably use a dry van, but if you are going to export or import fresh foods the best option will be
a reefer container. However, containers are also classified according to their size and capacity. For
instance, you can find a 20 ft, 40 ft, 45ft or high cube reefer container, the only difference is the size
and the volume.

The cargo classification is very important to determine the best container. Bulk cargo such as liquid
oil, petroleum or even oxygen will need a tank container. The following figures shows the most used
containers in logistics processes.

Dry van
Used for general cargo such as textiles,
wines, clothing, shoes.

Tank/ Flexitank
Used for liquid bulk cargo such as oil,
petroleum, nitrogen, oxygen.

Reefer
Used for perishable cargo such as fresh fruits
or vegetables.

Figure No. 7: Types of containers

Source: designed by the author

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Another important issue in international packaging is the information the master box must include,
specially the one which has to do with the cargo manipulation. Every packaging box has to have a
bar code that identifies the cargo, as well as general information and the manipulation information,
according to the ISO 780.

Figure 8. International cargo marking

Source: designed by the author

3. Conclusions
Packing and packaging cannot be isolated activities in logistics processes, since thanks to them the
product reaches the final consumer in excellent conditions. It’s important to identify the type of
cargo in order to choose the correct packing and packaging.

Remember that the packing has to fill the customers’ satisfaction in size, color, shape and
information, while the packaging must be selected according to the distribution channel and final
destination.

If you want to avoid over costs, the packing and packaging strategy must be defined in such a way that
it guarantees the product’s quality as well as it’s reasonable cost and environmental impact.

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References
Aladi (2016). Distribución. Retrieved from http://www.aladi.org/nsfaladi/integracion.
fad97989e41a03256e600050e57d/74371b17c4eddc5803256e40004ead46?OpenDocument.
Rozas Gutiérrez, S., Corredor Velandia, C., Silva Guerra, H., Castellanos Ramírez, A., González Ortiz,
J., & Ortiz Velásquez, M. (2011). Negocios Internacionales Fundamentos y estrategias (J. Lombana Coy,
Ed.). Barranquilla, Colombia: Universidad del Norte.
Trade Helpdesk (2017). From Colombia to. Retrieved from http://trade.ec.europa.eu/tradehelp/
myexport#?product=6212200000&partner=CO&reporter=DE#node_8562&tab=1
Vélez, I. A. (2017). El empaque y transporte. Bogotá, Colombia: Procolombia.
Retrieved from http://www.businessdictionary.com/definition/packing.html.

References of Figures
Bedneyimages, (2017). Cat lying [Fotografía]. Retrieved from https://www.freepik.com/free-photo/
cat-lying_945433.htm
freepik, (2015). Realistic black frame [Vector]. Retrieved from https://www.freepik.com/free-vector/
realistic-black-frame_713688.htm
freepik, (2016). Coloured beach background [Vector]. Retrieved from https://www.freepik.com/
free-vector/coloured-beach-background_956146.htm
freepik, (2017). [Vector]. Retrieved from https://www.freepik.com/free-vector/set-of-vector-
icons-juicy-ripe-berries_1215618.htm
freepik, (2017). Realistic organic honey jars [Vector]. Retrieved from https://www.freepik.com/free-
vector/realistic-organic-honey-jars_896008.htm
freepik, (2017). Variety of round fruit labels [Vector]. Retrieved from https://www.freepik.com/free-
vector/variety-of-round-fruit-labels_1112156.htm
freepik, (2018). Sunscreen Protection Cosmetics [Vector]. Retrieved from https://www.freepik.com/
free-vector/sunscreen-protection-cosmetics_1531138.htm
freepik, (2018). Distribuidor asustado haber danado caja que distribuye aislado sobre fondo
blanco [Imagen] Retrieved from https://www.freepik.es/fotos-premium/distribuidor-
asustado-haber-danado-caja-que-distribuye-aislado-sobre-fondo-blanco_3084509.
htm#page=1&query=distribuidor%20asustado&position=0

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 TECHNICAL INFORMATION

Module: Logistics and International Marketing

Third Teaching Unit: Product’s brand and
packaging management
Fifth Learning environment: Importance of
packing and packaging

Author: Sandra Chicas Sierra

Advisor: Juan Felipe Marciales Mejía

Graphic Designer: Cristian Navarro
Assistant: Ginna Quiroga

This material belongs to the Politécnico Grancolombiano.

Total or partial reproduction is prohibited.

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