Packaging and labeling, Marketing Management

Q.       Give main decision areas in packaging?


Packaging & labeling is an important part of product management? How?


Show the main decision areas in packaging & labeling.

Ans.:  Packaging is described as all the activities of designing and producing the container for a product. In modern days packaging has become an essential part of product management. Having competition increasing marketers is turning to innovative packaging to establish a distinctive edge. It is especially so in the marketing of consumer products like, soft drinks, processed foods, toiletries, cosmetics and other personal care products. The following are the major decision areas in packaging.

1.         Package Materials

2.         Package Aesthetics

3.         Package Size & Convenience

(a)       Package Materials : Changing trends - from wood to paper and plastics - In the previous days, wood was the major material Paperboard cartons, paper bags, have become famous forms of packaging for a variety of products from groceries to garments. Metal containers are a brilliant packaging medium for processed goods, paint, vegetables, fruits oil, etc. Aluminum foil, packaging are utilized in products like, coffee, tea & spices.

Plastics, the New Packaging Material: Now Plastics as a group are dominating the packaging field. Famous brands like Dalda, Tata Tea, Nescafe Amul Milk chocolates have gone for plastic packaging. They have various merits likes water proof & moisture proof 2) capacity to provide resistance from sun exposure 3) light weight 4) Thermal stability 5) attractiveness and transparency.

Tetra Packs:, Slice, Frooti Amul's buttermilk, Fruit Juices such as real have gone for tetra packs.

(b)       Package Aesthetics: For enhancing the sales appeal of the package, more and more attention is now being given to package. For instance: Doy soap with different animal structures. First time in the soap category, the customer could see the, color, shapes and appearance of the product.

(c)        Package Size & Convenience:

        For instance

  •  Pond's cold cream and Bryl cream Itube's
  •  Application conveyance of Harpic. Economy packs
  •  The cold drink cans.
  •  Reusable containers
  •  Sachets
  •  Refill packs.

Labeling: Sellers have to label products. The label can be a simple tag linked to the product or an elaborately designed graphic.  The label may carry the brand name or a huge deal of information. Labels recognize the product or the brand .For example. The name frooti is stamped on Mango Juice. The label may grade the product, they may describe the product, who made  it,  where  it was created  when  it was  made,  expiry  date,  what it contains,  how  it  is  to  be  used.  At last the label should promote the product through graphics. It is compulsory to print MRP on all packaged products.

Posted Date: 10/15/2012 4:16:37 AM | Location : United States

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