Project 1

Meaning of packaging
Packaging is a process of designing and manufacturing an attractive container , wrapper , box , etc
where the products are wrapped . stored and sold to the customers or made ready for transportation
importance of packaging
Packaging has acquired great significance in the marketing of goods and services,
due to the following reasons:
a. Rising standards of health and sanitation: Because of the increasing standards
of living in the country, more and more people have started purchasing packed
goods as the chances of adulteration in such goods are minimised
b. Self-service Outlets: The self-service retail outlets are becoming very popular,
particularly in major cities and towns. Because of this, some of the traditional role
assigned to personal selling in respect of promotion has gone to packaging
c. Innovational Opportunity: Some of the recent developments in the area of
packaging have completely changed the marketing scene in the country. The
scopes for the marketing of many products have increased due to modern
packaging.
d. Product Differentiation: Packaging is one of the very important means of
creating product differentiation. The color, size, material of package makes real
difference in the perception of customers about the quality of the product.
Functions of packaging are :
The important functions of packaging are as follows:
1. Product Identification: Identification of products becomes easy because of

packaging. users can remember and identify their products.
2. Product Protection: Products are protected from damage and deterioration
during transportation, storage and distribution with the help of packaging. Goods
are also protected against breakage, leakage, spoilage, pilferage, climatic effects
like moisture or humidity, etc., because of packaging.
3. Facilitating Use of the Product: Packaging should be convenient to use and

handle. It should be easy to open and close and should fit well into the cupboard,
drawer, refrigerator, etc.
4. Product Promotion: Packaging helps in the promotion of products as it acts as a

silent salesman, and thus, increases sales. It makes the product attractive and
induces consumers to buy it.
Levels and types of packaging
3. Primary Package: Primary packages are immediate packaging of a

product. Sometimes primary package remains till the inside
material of the product is used as in the case of toothpaste, body
wash, etc.
2. Secondary Packaging: The additional package that provides an

additional layer of protection to the product is termed as Secondary
package. For example, a cardboard box of a toothpaste tube.
3. Transportation Packaging: Further packaging which is essential for the

protection of the product during transportation and storage is termed
transportation packaging.
LABELLING
Meaning of labelling
Labelling is the display of label in a product. A label contains

information about a product on its container
Importance of labelling
(i) Labelling identifies the product : A label helps in popularising the product and its brand
name by specifying it in a unique design and style.
(ii) Labelling grades the product : Labelling suggests the quality of the product and grades, in
terms of the performance and utility.
(iii) Labelling describes the product : A label introduces the product by describing its
name/brand, composition/ingredients, features, usage, approaches, expiry date, warnings,
manufactured/registered date, instructions on how product should be used etc.
.
Tyoes of labels
• Brand label: This part of labelling gives information about the product.
• Descriptive label: This specifies product usage.
• Grade label: It specifies the aspect and features of the product
Qualities of a good label
1. Use Clear Images
2. Visually attractive
3. Informative
4. Clear branding
CASE STUDIES ON 5 FMCG COMPANIES WITH THEIR PACKAGING

STRATEGY
1) COCA COLA
The Coca-Cola bottle is probably the most easily recognized containers in the world. It
was described by the 'Pop' artist Andy Warhol as, the 'design icon of the decade'. The
smooth, organzally shaped bottle was originally conceived in the early 1900's. It was a
time when both the packaging and the actual Coca-Cola product was being imitated.
In response to this the company, in 1916 set a brief, which was to find: 'A CocaCola
bottle which a person will recognize as a Coca-Cola bottle even if he feels it in the dark.
The Coca-Cola bottle should be shaped that, even if broken, one could tell at a glance
what it was'. The bottle shown below is the 192ml size bottle. It is still sold in many
countries throughout the world today. The bottle design was, re-launched in Britain as
recently as 1997. Coca-Cola conducted research which confirmed that consumers still
preferred to drink Coca-Cola from a glass bottle.
Briittania : Britannia is working on reducing secondary packaging material and moving from plastic
thermoforming trays to paper-based trays. People are liking zero waste concept and plastic containers;
rigid containers and paper-based canister packaging is preferred by the customers. Bread is price sensitive
product and it is difficult to change to costly packaging material. For snacks packing, 3 to 4 layers of various
barriers laminated to get seal integrity, oxygen barrier, nitrogen purging so directly shifting to paper based
is difficult but paper plus polyethylene structure trials are in progress. Biscuit packing machines are high
speed lines so machines are not suitable for paper-based material.
In conclusion, cost and availability, customers demand and trend for plastic less packaging and operative
challenges are the challenges in next 10 years in packaging industry.
BRU :
Bru's success was the innovation in packaging. The brand made the entry barrier low by launching small
affordable SKUs. There are single serve and large packs at different price points making the brand
affordable.
Recently the brand has yet again come out with a customer centric innovation in the form of a flavor lock.
Most of the customers worry about losing the flavor of coffee powder once the pack is cut open. The flavor
lock is a plastic clip which will lock the flavor from escaping. More than actually locking the flavor, the lock
gives a psychological belief that the flavor will not be lost.
This little plastic lock also gives more convenience to the home maker. Typically when buying powders in
packs home makers have to transfer the powder to a container to preserve it for long. This lock effectively
eliminates the need for such a container.
CADBURY : MAKING PACKAGING MORE SUSTAINABLE
Cadbury has made some key changes to its product range.

UK Cadbury Gifting Trays (Milk Tray boxed chocolates and Christmas selection
boxes) now incorporate 80% recycled plastic. Coupled with removal of plastic
shrink wrap from the Milk Tray boxed chocolates, this will result in a full year
reduction of over 1000 metric tonnes of virgin plastic!
We introduced 30% recycled plastic to our Cadbury Dairy Milk 110g bar. This
new packaging will wrap more than 28 million chocolate bars.
These are just some of the steps we’ve been taking to reduce virgin plastic, for a
more sustainable future.
PEPSI :currently project that, by 2025, they will have designed 98% of
our packaging to be recyclable, compostable, biodegradable or
reusable (RCBR) and that 92% of our packaging will be overall
RCBR — that is, both designed to be RCBR and RCBR based on
availability of end-of-life solutions

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Meaning of packaging

Functions of packaging are :

The important functions of packaging are as follows:

1. Product Identification: Identification of products becomes easy because of

3. Facilitating Use of the Product: Packaging should be convenient to use and

4. Product Promotion: Packaging helps in the promotion of products as it acts as a

Levels and types of packaging

3. Primary Package: Primary packages are immediate packaging of a

2. Secondary Packaging: The additional package that provides an

3. Transportation Packaging: Further packaging which is essential for the

Labelling is the display of label in a product. A label contains

CASE STUDIES ON 5 FMCG COMPANIES WITH THEIR PACKAGING

CADBURY : MAKING PACKAGING MORE SUSTAINABLE

Cadbury has made some key changes to its product range.

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