Most physical products have to be packaged and labeled. It has become a potent marketing tool.

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Dr. Amitabh Mishra

2. • Most physical products have to be packaged and
labeled.
• It has become a potent marketing tool.
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Dr. Amitabh Mishra

3. PACKAGING
(As a Marketing Tool)
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Dr. Amitabh Mishra

4. Packaging
• “Packaging consists of all the activities of
designing and producing the container or
wrapper for a product.”
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Dr. Amitabh Mishra

5. • “Packaging can be described as a coordinated system
of preparing goods for transport, warehousing,
logistics, sale, and end use.”
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Dr. Amitabh Mishra

6. Levels/Types of Packaging
• There are three levels of Packaging-
– Primary Package
– Secondary Package
– Shipping/Transportation Package
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Dr. Amitabh Mishra

7. 1. Primary Packaging: Primary packaging is the
layer of packaging that comes in direct contact
with the product.
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Dr. Amitabh Mishra

8. • Primary packaging is designed around the specific
dimensions of the product and the secondary
packaging layers.
• The main role of primary packaging is to protect the
product from damage during storage and
transportation.
• Often, products sit in storage for extended periods,
and the primary packaging ensures that the product
is not exposed to the external environment.
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Dr. Amitabh Mishra

9. 2. Secondary Packaging: “Secondary packaging is the layer of
packaging that surrounds groups of pre-packaged parts that
are enclosed in the primary packaging. “
• Branding and display and logistics are the two major functions
of secondary packaging.
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Dr. Amitabh Mishra

10. • Secondary packaging is the external, visible face of the
product.
• Moreover, secondary packaging protects the primary
packaging and may group several products together for ease
of handling.
• This layer keeps the primary packaging safe and helps it retain
its original shape during transport to a retail or consumer
location.
• Cardboard boxes, cardboard cartons and plastic crates are
common types of secondary packaging.
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Dr. Amitabh Mishra

11. • Packaging -
– Protects
– Preserves
– Transports
– Informs
– Sells
Purposes of Packaging
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Dr. Amitabh Mishra

12. Requirement/Significances
of Packaging
• Package is the actual container or wrapper.
• It protects a product in the way to the consumer.
• It protects a product after it is purchased.
• It helps to identify a product and this may prevent
substitution of competitive products.
• It is the package, which first get the attention of the
customers.
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Dr. Amitabh Mishra

13. • Well designed packages can create convenience and
promotional value.
• Packaging is one of the way through which marketer can
differentiate his product from the competitive brand.
• Innovative packaging can bring large benefits to the
customers and profit to producers.
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Dr. Amitabh Mishra

14. LABELING
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Dr. Amitabh Mishra

15. LABELING
• Labeling is closely related to the packaging.
• “A label is a part of the product that carries
information about the product and the seller.”
• Labeling is “Display of information about a product
on its container, packaging, or the product itself.”
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Dr. Amitabh Mishra

16. • A label may be part of a package or it may be
a tag attached to a product.
• The label might carry only the brand name or
a great deal of information.
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Dr. Amitabh Mishra

17. Types of Labels
• Labels are of three types:
– Brand label
– Descriptive label
– Grade Label
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18. • Brand label: Brand label is simply the brand alone
applied to the product or package.
• Ex- Some clothes carry the brand label like Color
Plus.
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19. • Descriptive label: It gives the information about
the product use, care, performance, and other
features.
• Ex- On a descriptive label for a Maggi Noodles, there are
statements concerning the weight, ingredients, tastes, price
etc.
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Dr. Amitabh Mishra

20. • Grade Label: It identifies the product judged quality
with a letter, number, or word.
• Ex- Corn and wheat are grade- labeled 1 and 2.
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Dr. Amitabh Mishra

21. • Brand labeling is a acceptable form of labeling
but it does not provide sufficient information
about the product.
• Descriptive labels provide more information
about the product but not necessarily all that
is needed or desired by a consumer.
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Dr. Amitabh Mishra

22. Labeling Functions/ Role of Labeling
• Major functions/Role of Labeling are-
– Identification
– Grading
– Description
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Dr. Amitabh Mishra