PACKAGING

JANVI SONKAR

ROLL NO.
29
 PACKAGING
• A package is the actual container or wrapper. Thus
packaging is a business function and a package is an
item.

• A package is basically an extension of the product

offered for sale.

• In many situations the packaging may be more

important than the product it contains.
PACKAGING
OBJECTIVES
 01
The basic objective of packaging for industrial goods such as
PROTECTION components and machinery is to protect the product
while in transit.
 02
• Packaging also facilitates the storage and use of products.

SHORTAGE AND • Thus packages may be so designed as to conduce to the

USAGE
ease of handling by consumers and by members of
the channel of distribution.
 03
• The packaging lends charm to the product and reinforces
the brand name.
• If the packaging does not induce the consumer to pick
COGNIZABILITY the commodity’s brand .
• Then all previous promotional efforts to differentiate these
brands are wasted. Thus, packaging is an aid to advertising.
 PROTECTION-IN-TRANSIST
CONTAINMENT FUNCTION
PROMOTION FUNCTION
STORAGE FUNCTION
USAGE FUNCTION
FUNCTION
Firstly, a package protects a
The product
package designer
Packaging
during must
shipment,
helps Thirdly,
identifyit becomes
a product a part
and of 05
itdevelop
Secondly,
can
company’s and
itprevent
provides design a
protection
tampering after the
with
trade to meet the
productthus
package may prevent
is purchased.
like Packaged goods 04
designing
products
needs of, marketing, wholesaling
substitution of to losses from
are the
less susceptible
product itself.
and retailing programme.
competi­tivespoilage.
products. 03
02

01
 01
MERTITS OF
OF
PACKAGING
PACKAGING
MERTITS
Ultimately, packaging is a
major factor in the
competition for customers.
Therefore, full responsibility
and authority for packaging
should be with a firm’s
marketing department.
02
03
Due to shortage of shelf
space, it is not easy for
manufacturers to get Furthermore, the
their products widespread use of self-
displayed. service selling means that
the package must do the
Retailers are likely to selling job at the point of
purchase and display purchase.
products having
attractive functional Once the product is
packaging. purchased, the package may
still play a role.
DEMERIT
S
01 Packaging exhausts
natural resources.

02 Packaging is too expensive.

03 Some plastic packaging are

health hazards.

04 Packaging is deceptive.

C O N C L U S I O N
 Continuing developments call for management’s
scrutiny.

We see new packaging materials replacing traditional

ones.
Even after a product is developed and branded,
it is important to adopt strategies for other
product-related aspects of the marketing mix.
 And a strategic one for some products is
packaging, which consists of all the activities
of designing and producing the container or
wrapper for a product.