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Product Packaging in Marketing

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This document discusses emerging trends in food packaging, focusing on consumer convenience and appeal. It notes that easy-to-use, easy-to-handle packaging is increasingly popular. Various examples of innovative packaging designs are shown, including easy-open pouches, handles, and dispensing features. The document also discusses new formats like ready-to-eat meals, on-the-go packaging, and vending formats. Other trends covered include nutritional labeling, anti-counterfeiting measures, shifts from loose to packed goods and rigid to flexible packaging, and growth in commodity, snack, and produce packaging sectors.

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Packaging Of Products By Ankit Agarwal MBA (2008-10) DMS, SOM Pondicherry University
PACKAGING IN FOOD PRODUCTSEmerging Trends- Food Packaging• Easy to handle packs are preferred.In use convenience is the call of theday.• Easy to use packs are gainingpopularity. People are ready to paypremium for “In use” convenience
Consumer convenienceEasy to tear LASER etched pouches
Consumer convenienceTwo sided dispensing feature
Consumer convenienceHorlicks in Composite Containers with spoon for measurement
Consumer conveniencePush-open for one handed dispensing
Consumer convenienceFlip-top cap for easy dispensingEasy to hold packaging formats
Consumer convenienceInbuilt handle in Jar forease in carryingInbuilt handle in cap forease in carrying
Consumer convenienceBeverage CartonReclosable Opening
Consumer convenienceSelf heating coffee canPull the tag, coffee heats up automaticallyMicrowavable packagingUnique tear strip for easy use
Emerging Trends-Food PackagingConsumer Convenience
Shelf & Consumer Appeal• Shelf visibility and consumer appealis becoming very important.• Modern trade outlets call for instantconsumer attraction.• Pack appearance and ability toengage consumers are becoming thekey consideration for any newpackaging design
Consumer AppealModern trade - fighting for consumer attraction.Differentiated shapes/ attractive graphics are the need of the day
Shelf & Consumer AppealShaped stand up pouches for Kids
Shelf & Consumer AppealUnusual fun shapeJar with profile shape
Shelf & Consumer AppealBeverage PacksCustom Design CapsFruit shaped jar
Shelf & Consumer AppealInstant coffee in a packshaped like a coffee bean!And communicates asuperior, personaInstant coffee in a Doublecontoured wave designglass container.Bottle design reflectsnovelty in shape
New Formats• Ready to use pack- Food already cooked- “Heat and Eat”• On the Go- To meet the demand of fast pace of life. Have your food “Anywhere &Anytime”• Vending formats- Strongest emerging format
New formatsReady to use / microwavable packs
New formatsOn the go packaging formats
New formatsVending machines for coffee & Chocolate + snack food
Nutritional labellingLabel declarationMore and more labels are comingwith nutritional information. Enhanceconsumer awareness• List of ingredients / nutrients• Serve size / % Daily Requirement• Benefits
Emerging Trends- PharmaceuticalPackagingAnti-counterfeit measures• What is Counterfeit?– Counterfeiting is manufacturing and selling Spurious drugs using thepackaging similar to that of original drug manufacturer.
Anti-counterfeitOriginal pack (old) on top and counterfeitpack on side
Anti-counterfeitOriginal pack (old) on top and counterfeitpack on side
Anti-counterfeit• Solution to counterfeit:– To do something either on the Product or Packaging, which makes the Brand different from its counterfeits and helps in authentication of its genuineness at the point of purchase
Anti-counterfeitHologram• Dot Matrix 2-D, 3-D hologram• Flip action, background text,kinetic movement, Micro text and alaser code
Shift from Loose to PackedShiftEvery tea garden has its own branded tea value
Shift from Loose to PackedFrom a local shopkeeper selling looseVegetables to hygienically packed Vegetables
Dairy Milk Hygienically Packed Milk
Innovative Food Packaging
Shift from Rigid to FlexibleBottles to FlexibleRigid packaging is giving way to flexible packaging in the form of standuppouches, retort pouches, spouted pouches which offer similarperformance and shelf appeal at lower cost.
Shift from Rigid to Flexible Rigid packaging is giving way to flexible packaging in the form of stand-up pouches, retort pouches, spouted pouches which offer similar benefits at lower weight and cost.
Dynamic GrowthinKey Sectors
Commodity Foods There is a surge in demand for well packed commodity foods like atta, cereals, rice, sugar, salt etc. Packaging is being designed for convenience, shelf appeal and to retain freshness.
Nitrogen Flushed Snack FoodsNitrogen flushing process is used to pack a variety of food products like wafers, namkeen ( range of products by Haldirams), snacks (cheese balls, French fries) and coffee. Indian Snack foods are catering to regional preferences.
Packaged Fruits and VegetablesNewest Challenge for the Packaging Industry
PE Extruded Nets and Rachel Bags PE Extruded nets will be used to pack– Onions– Potatoes– Garlic & Ginger– Hard fruits like Ber Rachel Bags will help Retail Businesses to pack 25- 50 Kg produce atFarms
Packaged Fruits & Vegetables Pre- weighed beans, peas, carrots, broccoli, etc. automatically packed on horizontal packaging machines inclear PE pre-formed bags will become popular with growthin organized retail business. Stretch- Cling films will find wider applications when largefruits and vegetables like cabbage, cauliflower, gourd,melons, etc. are individually wrapped for enhanced shelf life.
Dried fruits provide great value addition and very popular in Turkey, Asia and US as a snack.Widely marketed as snack and food supplement.• Mangoes• Strawberries• Apples• Kiwi• Berries• Figs• Mushrooms• Plums• BroccoliDried MangoesDried StrawberriesFruits are marginally processed with sugar, salt etc for added flavours.
Frozen FoodFrozen ready meals, includes frozen meat, poultry and fast food. These products require excellent barrier with EVOH, PVDC, etc.
conclusionsWith enhanced consumer drivenneeds , packaging innovations toprovide solutions to satisfy theconsumers
THANK YOU

More Related Content

Product Packaging in Marketing

  • 1. Packaging Of Products By Ankit Agarwal MBA (2008-10) DMS, SOM Pondicherry University
  • 2. PACKAGING IN FOOD PRODUCTSEmerging Trends- Food Packaging• Easy to handle packs are preferred.In use convenience is the call of theday.• Easy to use packs are gainingpopularity. People are ready to paypremium for “In use” convenience
  • 3. Consumer convenienceEasy to tear LASER etched pouches
  • 4. Consumer convenienceTwo sided dispensing feature
  • 5. Consumer convenienceHorlicks in Composite Containers with spoon for measurement
  • 6. Consumer conveniencePush-open for one handed dispensing
  • 7. Consumer convenienceFlip-top cap for easy dispensingEasy to hold packaging formats
  • 8. Consumer convenienceInbuilt handle in Jar forease in carryingInbuilt handle in cap forease in carrying
  • 10. Consumer convenienceSelf heating coffee canPull the tag, coffee heats up automaticallyMicrowavable packagingUnique tear strip for easy use
  • 12. Shelf & Consumer Appeal• Shelf visibility and consumer appealis becoming very important.• Modern trade outlets call for instantconsumer attraction.• Pack appearance and ability toengage consumers are becoming thekey consideration for any newpackaging design
  • 13. Consumer AppealModern trade - fighting for consumer attraction.Differentiated shapes/ attractive graphics are the need of the day
  • 14. Shelf & Consumer AppealShaped stand up pouches for Kids
  • 15. Shelf & Consumer AppealUnusual fun shapeJar with profile shape
  • 16. Shelf & Consumer AppealBeverage PacksCustom Design CapsFruit shaped jar
  • 17. Shelf & Consumer AppealInstant coffee in a packshaped like a coffee bean!And communicates asuperior, personaInstant coffee in a Doublecontoured wave designglass container.Bottle design reflectsnovelty in shape
  • 18. New Formats• Ready to use pack- Food already cooked- “Heat and Eat”• On the Go- To meet the demand of fast pace of life. Have your food “Anywhere &Anytime”• Vending formats- Strongest emerging format
  • 19. New formatsReady to use / microwavable packs
  • 20. New formatsOn the go packaging formats
  • 21. New formatsVending machines for coffee & Chocolate + snack food
  • 22. Nutritional labellingLabel declarationMore and more labels are comingwith nutritional information. Enhanceconsumer awareness• List of ingredients / nutrients• Serve size / % Daily Requirement• Benefits
  • 23. Emerging Trends- PharmaceuticalPackagingAnti-counterfeit measures• What is Counterfeit?– Counterfeiting is manufacturing and selling Spurious drugs using thepackaging similar to that of original drug manufacturer.
  • 24. Anti-counterfeitOriginal pack (old) on top and counterfeitpack on side
  • 25. Anti-counterfeitOriginal pack (old) on top and counterfeitpack on side
  • 26. Anti-counterfeit• Solution to counterfeit:– To do something either on the Product or Packaging, which makes the Brand different from its counterfeits and helps in authentication of its genuineness at the point of purchase
  • 27. Anti-counterfeitHologram• Dot Matrix 2-D, 3-D hologram• Flip action, background text,kinetic movement, Micro text and alaser code
  • 28. Shift from Loose to PackedShiftEvery tea garden has its own branded tea value
  • 29. Shift from Loose to PackedFrom a local shopkeeper selling looseVegetables to hygienically packed Vegetables
  • 30. Dairy Milk Hygienically Packed Milk
  • 32. Shift from Rigid to FlexibleBottles to FlexibleRigid packaging is giving way to flexible packaging in the form of standuppouches, retort pouches, spouted pouches which offer similarperformance and shelf appeal at lower cost.
  • 33. Shift from Rigid to Flexible Rigid packaging is giving way to flexible packaging in the form of stand-up pouches, retort pouches, spouted pouches which offer similar benefits at lower weight and cost.
  • 35. Commodity Foods There is a surge in demand for well packed commodity foods like atta, cereals, rice, sugar, salt etc. Packaging is being designed for convenience, shelf appeal and to retain freshness.
  • 36. Nitrogen Flushed Snack FoodsNitrogen flushing process is used to pack a variety of food products like wafers, namkeen ( range of products by Haldirams), snacks (cheese balls, French fries) and coffee. Indian Snack foods are catering to regional preferences.
  • 37. Packaged Fruits and VegetablesNewest Challenge for the Packaging Industry
  • 38. PE Extruded Nets and Rachel Bags PE Extruded nets will be used to pack– Onions– Potatoes– Garlic & Ginger– Hard fruits like Ber Rachel Bags will help Retail Businesses to pack 25- 50 Kg produce atFarms
  • 39. Packaged Fruits & Vegetables Pre- weighed beans, peas, carrots, broccoli, etc. automatically packed on horizontal packaging machines inclear PE pre-formed bags will become popular with growthin organized retail business. Stretch- Cling films will find wider applications when largefruits and vegetables like cabbage, cauliflower, gourd,melons, etc. are individually wrapped for enhanced shelf life.
  • 40. Dried fruits provide great value addition and very popular in Turkey, Asia and US as a snack.Widely marketed as snack and food supplement.• Mangoes• Strawberries• Apples• Kiwi• Berries• Figs• Mushrooms• Plums• BroccoliDried MangoesDried StrawberriesFruits are marginally processed with sugar, salt etc for added flavours.
  • 41. Frozen FoodFrozen ready meals, includes frozen meat, poultry and fast food. These products require excellent barrier with EVOH, PVDC, etc.
  • 42. conclusionsWith enhanced consumer drivenneeds , packaging innovations toprovide solutions to satisfy theconsumers