Roll of Packaging

1. THE ROLE OF PACKAGING
AND LABELLING

2. DEFINITION
 Packaging is the science, art and technology of
enclosing or protecting products for distribution,
storage, sale and use.
 Packaging is a coordinated system of preparing
goods for transport, warehousing, logistics, sale
and use.
 Packaging helps the consumer quickly
understand what the product is all about
 Packaging is a silent sales man

5. The “Truths” of Packaging
Packaging only exist because product exists
First and foremost it is the delivery system for
products
Its primary is to contain, protect and preserve

6. The “INCONVENIENT TRUTHS”
OF PACKAGING
But it’s also a Primary Mechanism for
Branding
 It’s very visible but little understood by
consumers
 Its environmental impact is regretful
And modern society cannot function without it.

7. So why there is so much packaging?
Examine the evolution of society
And the way that shopping had developed
 how packaging has changed
Where are we today?
 How packaging is related to brand image

8. The way things were…
What did most households………not have in the
50’s:
 Car
 Phone
 TV
 Central heating
 Washing machine
 Fridge

9. CONTD.
 Freezer
 Dishwasher
 DVD Players
 Computers
 Internet
 Microwave ovens Etc.,

10. What about the society
 Few ‘working mothers’
 Pace of life was much slower
 Meal times (eating together) was the norm
 Disposable income was low

11. And Now
 Pace of life dramatically higher and still
accelerating
 Working households are the norm
 Eating ‘on the run’
 Less cooking, more prepared foods
 Much more “city living”

12. So what about shopping habits
In the 50’s…
 Shopping was a daily exercise – no fridges!
 Grocers shops
 No supermarkets
 Most products sold loose – queues
 Home deliveries of milk, bread on everyday basis
 Range was limited and fresh food seasonal
 Convenience foods almost unheard of

13. Then

14. Now

15. And Now
 Consumption has increased dramatically
 Supermarkets are everywhere
 Range and choice are huge
 Products available all year round
 Convenience is ‘everything’
 And it’s this consumer demand for goods that
drives demand for the packaging around it

16. So what about packaging’s role in
this?
 Packaging is the ‘indispensable’ for shopping
as we
know it today – supermarkets could not exist
without it
 Product wastage in the supply chain is now
minimal
 Product presentation and information are key

17.  Many markets owe their existence to
developments in packaging
 Packaged fruit juices
 Packaged milk with longer shelf life

18. what has the Packaging Industry
done?
 Developed a fantastic range of new products
 Enabled a huge change in the way we shop
Facilitated the reduction in food waste in the
supply chain
 Light weighted packaging
Gives consumers product protection,
hygiene, convenience and pack information

19. CONTD.
Provided the platform for product
branding and identification
 Containment or agglomeration
 Security
 Package color, text and graphics

20. How brand image is related
to packaging

33. The Shape of the package can be
recognizedas unique to
a particular brand.

46. Labelling
Labeling is any written, electronic, or graphic
communications on the packaging or on a
separate but associated label. Sellers must label
products

48. Purposes of Labeling:
Labels perform several functions:
 Brand Identification – The label identifies the product or
brand.
 Product Grading – The label might also grade the
product; canned fruits are grade labeled A, B and C.
 Product Description – The label describes the product:
who made it, where it was made, when it was made, what
it contains, how it is to be used, and how to use it safely.
 Product Promotion – The label might promote the
product through attractive graphics.

49. Labeling Decisions:
Brand Name
Label Text, Graphics and Design
Labeling Laws
Additional Labeling
Nutritional Labeling (incase of Food
Products
Statement of Contents
Safety Hazards
Instructions for Use
Weights and Measures
Features and Benefits

50. THANK YOU