MEANING AND DEFINITION OF PACKAGING OBJECTIVE AND PURPOSE OF PACKAGING PACKAGING AS A MARKETING TOOL PRINCIPLES OF PACKAGING

1. Presented by:
Bhawna Singh

2. Meaning and Definition
Packaging: The wrapping material around a consumer item that serves to contain, identify, describe,
protect, display, promote and otherwise make the product marketable and keep it clean
Packaging is the science, art and technology of enclosing or protecting products for distribution, storage,
sale, and use.
Packaging also refers to the process of designing, evaluating, and producing packages.
Packaging includes the activities of designing and producing the container for a product. It contains,
protects, preserves, transports, informs, and sells.
Package labeling or labelling is any written, electronic, or graphic communication on the package or on a
separate but associated label.

3. Objectives / Purpose of Packaging
•Physical protection : The objects enclosed in the package may require protection from, among other things,
mechanical shock, vibration, electrostatic discharge, compression, temperature etc.
•Barrier protection: Packaging provides a barrier to dust, water, humidity and other contaminants that could
potentially harm the contents and decrease their shelf life
•Containment or Agglomeration: Grouping multiple cases, small objects or bulk materials together aids in both
manual and automated handling

4. •Information transmission: Packages and labels communicate how to use, transport, recycle, or dispose of the
package or product.
•Security : Packages can be made with improved tamper resistance to deter manipulation and they can also have
tamper-evident features indicating that tampering has taken place.
•Convenience: Packages can have features that add convenience in distribution, handling, stacking, display,
opening, reclosing, use, dispensing, reuse, recycling, and ease of disposal.

5. Packaging as a Marketing Tool
Packaging and labels can be used by marketers to encourage potential buyers to purchase a product.
Most packaging is designed to reflect the brand's message and identity.
Various factors have contributed to packaging’s growing use as a marketing tool:
• Self-Service: An increasing number of products are sold on a self service basis. The package must perform
many of the sales task.
• Consumer Affluence: Rising consumer affluence means consumers are willing to pay a little more for the
convenience, appearance, dependability, and prestige of better packages.
• Company and Brand Image: Packages contribute to instant recognition of the company or brand.
• Innovation Opportunity: Company gives a unique design to its product package with the intent to grab
customer’s attention. For example, the calcium Sandoz bottles targeted at children and women have been
designed to make them attractive to the target segment (A dog shaped bottle for kids, while a lady-
shaped bottle for women).

6. Principles of Packaging
Reuse-release Equivalence Principle (REP)
• REP essentially means that the package must be
created with reusable classes
Common-Reuse Principle (CRP)
• The CRP states that classes that tend to be reused
together belong in the same package together.
Common-Closure Principle (CCP)
• CCP states that the package should not have more
than one reason to change
Acyclic Dependencies Principle (ADP)
• The ADP states that there can be no cycles in
the dependency structure, and that when an
incremental release is made, the other
developers can adopt and build upon it.
Stable-Dependencies Principle (SDP)
• The SDP states that any packages one wants to
be volatile should not be depended upon by a
package that is difficult to change.
Stable-Abstractions Principle (SAP)
• The SAP says that a stable package should also
be abstract, so that its stability does not
prevent it from being extended.
Principles of package cohesion Principles of package coupling