Earlier, packaging was considered a major expense in marketing. For some toiletries, packaging costs actually exceeded the costs of contents.
Earlier, packaging was considered
a major expense in marketing. For some toiletries, packaging costs actually
exceeded the costs of contents. Today, it is however, fully recognized that
packaging helps in branding and promoting brand loyalty. It also enables the
buyers to handle and carry their products with case. Moreover, packaging may
cut marketing costs thus adding to profit.
Qualities Of Good Packaging
1. Attractive appearance
2. Convenient for storage and display
3. Shield against damage or spoiling
4. Product description shown on the package
Function Of Packaging Especially For Consumer Goods
1. Protection and presentation are the basic functions
of a packaging
2. Modern marketing methods demand
that, package be convenient to handle transport requirements.
3. A package must be made to
consistent and rigid quality standards. The consumer demands uniformity each
time he purchases a product.
4. Transport economics 5. Every package must be recognizable and 6. Every package must have eye appeal Packing to be satisfactory should
satisfy the following conditions:1. It should be capable of
withstanding the hazards of handling and transport. The cargo may be handled
manually and mechanically. The handling methods may differ between places. When
manually handled, it may be tilted, draped, thrown, pulled, pushed, rolled etc.
further it may also be subject to compression dude to stacking. The packing
should, therefore, be capable of withstanding such hazards of handling and
transportation. 2. It should be easy to handle. To
facilitate easy handling, bulk packs may be provided with handling facilities
like books, handles, gripper’s etc. in case of products which shall not be
turned upside down, the position should be clearly indicated like marking ‘this
side up’. In case of fragile articles, which shall not be subject to rough
handling, the size, shape and weight of the pack should be amendable for smooth
handling. Further, it should also be indicated
on the pack. 3. It should be amendable to quick
examination of contents. It may be remembered that the customs authorities of
the exporting and importing countries may want to examine the contents. 4. It should be easy to identify 5. It should be adequately marked. 6. Unless it is necessary, the contents shall not be
disclosed. 7. It should be easy to dispose of. 8. Packing must confirm to the buyer’s
specifications. If any and the regulations in the exporting and importing
countries, guidelines and regulation by the shipping company, etc. care should
be taken to observe the established has prescribed packing standards for
certain goods. The British standard packing code, published by the British
standards institution and Exporters Encyclopedia, USA, give detailed packing
instruction. Shipping companies also given certain packing instructions
especially for highly dangerous products. According to the products he intends
to export, the exporter has to choose the right type of packing 1 to send the
goods in good condition to the destination. A right package always guarantees
the right quality of the product at the time of delivery.
Labelling Labeling is regarded as part of
marketing because packaging decision making involves the consideration of the
labeling requirements. In international trade, many countries insist that
labeling should be done in the absence of such a statutory requirement.
Statutory obligations are important aspects of labeling. Many countries have
laid down labeling requirements in respect of a number for commodities. According to the regulations
labeling of food items should disclose information about a number of aspects
like date of manufacturing, expiry date or optimum storage period for good
which do not have an indefinite storage period, composition, storage
conditions, necessary method of use, if necessary etc. Many types of symbols
for package labeling are nationally and internationally standardized.
For consumer packaging, symbols
exist for product certifications, trademarks, proof of purchase, etc. Some
requirements and symbols exist to communicate aspects of consumer use and safety.
Recycling directions, Resin identification code (below), and package
environmental claims have special codes and symbols. Labels may be categorized into
the following 1. Descriptive- giving description
of weight, volume, composition or ingredients, information about manufacturer,
production and packaging dates, date of expiry etc. 2. Informative – giving product
information as well as information about usage of the product. 3. Grade indicative- showing the
quality certification like ISI mark, Ag mark etc.
Role Of Packaging It helps increase sales: Good
graphics and attractive color will make product appealing. 1. It adds to the use of a product. 2. It helps promote a product 3. It contributes to the safety of a product 4. It helps in storage 5. It helps in product differentiation
Packaging Design It is not
easy to design a package for various items. For
example, all shaving creams come in tubes, but different brands of shaving
cream have different packaging. Because of the high cost of packaging some
companies have resorted to refill packs.
Color Color is an important factor for
determining customer acceptance or rejection of a product. The use of right
colors in packaging may help marketers reap huge advantage. Packaging color
should be attractive so that it may help promote sales. Coco cola is identified with red colour and Pepsi
with blue color.
Convenience Packaging should improve convenience in handling the product. To make it easy to carry milk and soft
drinks are packed in tetra packs, to
make it easy to store, Threptin biscuits are packed in tins, to make it easy to
use air fresheners are packed in spray bottles.
Packaging the Product Line A company must decide whether to
develop a family resemblance in the packaging of its several products. Families
packaging involves the use of identical packages for all products or the use of
packages with some common feature.
Tags : MARKETING MANAGEMENT - Brand Decision
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