Marketing project

Packaging
 Table of Contents
What is Packaging?

Importance of Packaging

Purpose of Packaging

Advantages & Disadvantages

Types of Packaging

Evolution

Bibliography
 What is Packaging?

Packaging can be defined as the general group

of activities in product planning which involves
designing and producing a container or wrapper
for a product
It is usually done for the purpose of
transportation and storage
 Importance
Packaging plays an important role as a medium
in the marketing mix, in promotion campaigns,
as a pricing criterion, in defining the character of
new products, as a setter of trends and as an
instrument to create brand identity and shelf
impact in all product groups.

Many product providers may think that the

product and its performance is more important
than what the packaging looks like, but the
product packaging can play a role in the success
or failure of the sales of the product
 Purpose of Packaging
Physical protection The objects
enclosed in the package may require
protection from, among other things,
mechanical shock, vibration,
electrostatic discharge, compression,
temperature, etc.

Convenience Packages can have features that

add convenience in distribution, handling,
stacking, display, sale, opening, reclosing, use,
dispensing, reuse, recycling, and ease of disposal

Marketing The packaging and labels can be

used by marketers to encourage potential buyers
to purchase the product. Package graphic design
and physical design have been important and
constantly evolving phenomenon for several
decades. Marketing communications and graphic
design are applied to the surface of the package
and (in many cases) the point of sale display
 Advantages
Rising Standards of Health and Sanitation:
As the people are becoming health conscious
they like to buy packed goods. The reason is that
the chances of adulteration in such goods are
minimized.
Self-service Outlets:
Nowadays self-service retail shops are becoming
very popular, particularly in big cities. Because of
this, the role of sales assistants has gone to
packaging.
Innovational Opportunity:
With the increasing use of packaging more
innovational opportunity becomes available in
this area for the researchers.
Product Differentiation:
Packaging is helpful in creating product
differentiation. The color, material and size of
the package makes difference in the perception
of the buyers about the quality of the product.
 Disadvantages
Cost:
While packaging can do a lot to get customer
attention, and may even add value to a product,
it also adds to the cost of production and the
eventual retail price. Packaging can represent as
much as 40 per cent of the selling price of
products in industries such as the cosmetic
industry. New packaging can be expensive to
develop, adding to the cost of products.
Landfill Impact
Packaging is responsible for significant portions
of the waste stream. According to the Ashland
Food Cooperative, packaging is responsible for
about one third of the municipal waste in the
United States. Some waste can be recycled, but
many materials are not appropriate for recycling.
Post-consumer recycled content is often usable
only in specific contexts. Much of the waste
produced by packaging ends up in a landfill.
 Types of Packaging
Packaging may be described in relation to the
type of product being packaged: medical device
packaging, bulk chemical packaging, retail food
packaging, military materiel packaging,
pharmaceutical packaging, etc. It is sometimes
convenient to categorize packages by layer or
function: "Primary", "Secondary" and Tertiary :

Primary packaging is the material that first

envelops the product and holds it. This usually is
the smallest unit of distribution or use and is the
package which is in direct contact with the
contents.
Secondary packaging is outside the primary
packaging, perhaps used to group primary
packages together.
Tertiary packaging is used for bulk handling,
warehouse storage and transport shipping. The
most common form is a palletized unit load that
packs tightly into container
 Primary
Packaging

Secondary
Packaging

Tertiary
Packaging
 Evolution
Coca Cola Bottle

CocaColas history has got a lot of bottle - more

than 115 years worth, in fact. The worlds favorite
soft drink started life as a soda fountain beverage,
selling for five cents a glass, but it was only when a
strong bottling system developed that CocaCola
became the world-famous brand it is today.
 1894 - A modest start for a bold idea
Mississippi shop owner Joseph A.
Biedenharn began bottling CocaCola
after he was impressed by its sales. He
sold the drink to his customers in a
common glass bottle called a Hutchinson.
One of his nephews already had urged
that CocaCola be bottled, but Candler
focused on fountain sales.

1916 - Birth of the Contour Bottle

Bottlers worried that a straight-sided
bottle wasnt distinctive enough and
that CocaCola was becoming easily
confused with copycat brands. Glass
manufacturers were approached to
come up with a unique bottle design
for CocaCola. The Root Glass
Company of Terre Haute, Indiana,
designed with the famous contour
shape, which won enthusiastic
approval from CocaCola in 1915 and
was introduced in 1916.
1923 Six packs
Six pack carriers of CocaCola
bottles were introduced to
encourage people to take their
drinks home and were a huge
hit.
For the first time, the volume of
CocaCola sold in bottles
exceeded the amount sold
through soda fountains

1993 Recyclable bottles

CocaCola introduced the world to
the two litre PET plastic bottle. It
became popular for a lot of reasons:
it doesnt break; its re-sealable,
lightweight and recyclable.
CocaCola launched the
innovative PlantBottle in the US, a
completely recyclable PET container
made with 30 per cent plant
materials, including sugar cane
extracts.