Introduction of Packaging
In marketing strategy, packaging design is essential because it can affect consumer behaviour and brand impression. A product can stand out from its rivals, draw in new customers, and forge a good emotional connection with consumers with the help of effective packaging design.
Packaging is necessary and very useful for many reasons-to advertise a product, to ensure proper transport, to persuade any possible buyer and to give the product an authentic (credible) identity. Now packaging is regarded as an essential component of our modern life style and the way business is organized. It is the process of preparing items of equipment of transportation and storage and which embraces preservation. Identification and packaging of products.
Define Packaging
Packaging is a technology of enclosing or protecting products for distributions storage, sale and use. Designing and creating a container or wrapping for a product that is destined for sale or distribution is referred to as packaging. Depending on the features of the product and its intended use, the packaging may be constructed of a range of materials, including paper, cardboard, plastic, or metal, and may come in a variety of forms and sizes.
Packaging also refers to the process of designing, evaluating and producing packages. Sets your product apart from your competitor including packing and other components to protect the product and hard to create business without packaging. Sometimes packaging is used to present goods in an appealing way to attract customers. Goods that are in eye catching packaging often sell better than the goods that are not in beautiful packaging.
- William J Stanton “Packaging is designing and producing the container or wrapper of a product”
- Kotlers defines packaging as “all the activities of designing and producing the container for a product”
In simple terminology Package in terms of marketing it means a case, container, wrapper or any other means for packing goods. Packing is the process of putting goods to be sold into a package
There are six main reasons why packaging developed and is in use today
- To protect a product from damage or contamination by micro-organisms and air, moisture and toxins.
- To keep the product together, to contain it (i.e., So that it does not spill).
- To identify the product.
- Protection during Transport and Ease of Transport.
- Stacking and Storage.
- Printed Information.
Purpose of Packaging
- Protecting Product Integrity - Wrapping protects products from disfiguring, discoloring, or oxidizing as a result of exposure to dust, bacteria, germs, ultra-violet rays and other such elements. Protecting products through packaging enables them to keep their factory-fresh flavor and taste.
- Enhancing Convenience - The right kind of packaging provides customers the convenience of consuming products any time and any place. Great packaging makes products easy to carry as well as easy to open and use.
- Enhancing Product Appeal - Packaging, by offering features such as colorful printing and design, convenient handling, stunning layout and display, and a sense of style and fashion, boost the commercial appeal of products and create a highly respectable image for the respective companies.
- Improving Logistics Efficiency - Effective wrapping can reduce operating expenses involved with transporting, storing, and handling products
Function of Packaging
- Protection - The protection function of packaging, especially in relation to safeguarding products from the ravages of time and environment, can be divided into several classes. These classes reflect the different types of protection that packaging must provide to ensure the product's integrity, safety, and usability throughout its shelf life.
- Natural deterioration: is an inevitable process that affects a wide range of products and materials. This phenomenon arises from various interactions, including exposure to water, gases, and fumes, as well as the influence of microbiological organisms such as bacteria, yeasts, and moulds. Environmental factors like heat, cold, and desiccation, particularly in arid or high-altitude regions, further contribute to this degradation. Additionally, contaminants and pests, including insects and rodents, can exacerbate the deterioration process.
- Physical protection: packaging plays a crucial role in physical protection. It enhances shock protection, safeguards internal products, and minimizes damage from vibration, snagging, friction, and impact. Investing in quality packaging not only preserves product integrity but also ensures customer satisfaction.
- Safety - In the realm of product safety, the importance of specialized protective packaging cannot be overstated, particularly for hazardous materials. Products such as highly flammable gases, radioactive elements, and toxic substances require packaging that not only ensures safe transport but also protects end-users from potential harm. so, it is crucial that this packaging is designed with an additional layer of safety in mind to preventing easy access or disposal by children.
- Waste reduction: Packaging also serves to reduce the amount of waste specially in case of food distribution.
- Containment: In the world of logistics, the consolidation of unit loads for shipping is a critical process that ensures efficiency and safety. This intricate operation begins with the application of adhesives on individual shippers, securing them together for stability during transit. Steel and plastic straps further reinforce these loads, while shrinkable or stretchable plastic films, along with paper or corrugated wraps, envelop entire pallets to provide additional protection. Specialized bulk boxes and pallet bins, crafted from robust corrugated board or durable plastics and metals, are tailored to meet the specific needs of various products, taking into account their weight and protective requirements. The final step in this process involves the use of aluminum cargo containers, designed to hold multiple pallet loads. These containers can be seamlessly transferred between ships, trains, and flatbed trucks using giant cranes, ensuring a smooth and efficient logistics operation.
- Information: In today's consumer-driven market, Packaging plays a crucial role in conveying essential information to buyers. It serves as the first point of contact, providing insights into the product's general features, ingredients, and net weight. Additionally, it includes vital details such as the manufacturer's name and address, as well as the maximum retail price (MRP). For specific categories like medicine and certain food products, packaging goes a step further. It must include instructions for preparation, recipes, serving suggestions, nutritional benefits, and important dates such as manufacturing and expiry. Warning messages and cautionary information are also critical components that ensure consumer safety. Interestingly, the color of the packaging can also communicate valuable information. For instance, the vibrant orange of Mirinda or Fanta bottles instantly signals to consumers that they are choosing an orange-flavored soft drink.
- Utility of use: convenience packaging plays a pivotal role across various industries, from food and household chemicals to pharmaceuticals and cosmetics. This innovative packaging solution not only enhances product accessibility but also ensures safety and efficiency in usage. With features such as dispensing devices, prepackaged hot metals, and disposable medical packaging, convenience packaging is designed to meet the diverse needs of consumers and businesses alike. As we continue to prioritize convenience and sustainability, the evolution of packaging will undoubtedly shape the future of product delivery and consumption.
- Promotion: the power of visual branding cannot be underestimated. Companies strategically employ attractive colors, logos, symbols, and captions to create a compelling identity that resonates with consumers. These elements not only enhance brand recognition but also evoke emotions and influence purchasing decisions. A well-designed logo can convey trust and quality, while a carefully chosen color palette can evoke feelings of excitement or calm. As we navigate the complexities of consumer behavior, it’s clear that effective branding is a crucial component in driving sales and fostering loyalty. Investing in a strong visual identity is not just an option; it’s a necessity for businesses aiming to thrive.
Types of Packaging
- Primary Packaging – Primary packaging is the material that first envelops the product and hold it. This usually is the smallest unit of distribution or use and is the package which is in direct contact with the contents. Immediate package of a product such as toffee wrapper, toothpaste in tube. For example, of pharmaceutical company this is the first layer of packaging that touches the medicine and keep it safe from damage and contamination.
- Blister packs used for tablets and capsules
- Battles for syrups or tablets
- Ampules for liquid medicines
- Secondary Packaging – Secondary packaging is outside the primary packaging perhaps used to group primary packages together. Additional layers of protection to the product such as wrapped toffee are secured in a bottle having 100 toffees. For example, of pharmaceutical company this layer holds the primary packaging and provides details like dosage, expiry date and instruction. Like cardboard boxes, labels on bottles.
- Boxes
- Cartons
- Shrink wrap
- Tertiary Packaging - Tertiary Packaging is used for bulk handling and shipping. Tertiary is also known as transportation package. Packaging for transportation and storage such as packages of toffees are put into corrugated boxes. For example, of pharmaceutical company this is used when medicines are shipped in large quantities to distributors or pharmacies. Like large cartons, plastic wrapping around multiple boxes.
- Bales
- Barrel
- Crate
- Container
- Edge protector
Mechanical Test of Packaging
- Drop test – This test help to measure the ability of the container and inside packing materials to provide protection to its contents and measure the ability of the container to with stand rough handling.
- Vibration test – This test is to determine the ability of the container to withstand vibration and the protection offered by materials used for interior packing.
- Compression test – This test is carried out, generally on empty container to measure the ability of the container to resists externals compressive loads applied to face or applied to diagonally opposite edges or corners.
- Inclined impact test – This test help to study the extent of damage in a way of crushing, breaking, cracking, distortion, and shifting during handling storage and transport which occurs to the container and its content.
- Rolling test – This test helps to evaluate the overall strength of the container and the cushioning material provided inside and any failure of the content.
- Drum test – This test help to evaluate loaded shipping containers with respect to general overall durability and for protection afforded to the contents against certain hazards of handling and shipment.
FAQ's
Is packaging considered part of a product’s marketing strategy?
Yes. Packaging is a key element of a product’s marketing mix (4Ps) — it falls under "Product". It serves both functional and promotional roles and is often used strategically to position a product in the market.
How does sustainable packaging impact marketing?
Sustainable packaging can enhance brand image, appeal to environmentally conscious consumers, and reflect corporate responsibility. It’s also becoming a competitive advantage in many markets.
Can packaging be used as a marketing communication tool?
Yes. Packaging can tell a story, communicate the brand promise, and even interact with consumers (e.g., via QR codes, augmented reality, or special offers printed on the pack).
