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Packaging means “the wrapping of goods before they are transported or stored”. It is a physical action and provides handling convenience. It is necessary to prevent flowing out of liquids like milks, drinks, juices, it maintains freshness and quality in food products and it can prevent the danger of adulteration in edible oils, medicines and eatables.
Packaging is the subdivision of the packing function of marketing. Packaging has been defined as “an activity which is concerned with protection, economy, convenience and promotional considerations”. Packaging means to protect the contents of package or a product from any kind of damage such as contamination, breakage, evaporation, pilferage etc.
From the sellers’ point of view packaging is sales tools as it encourages impulse buying. Packaging is closely related to labeling and branding because the label aften appears on the package and the brand is typically on the label.
Functions of Packaging
The package contents may be premeasured or preweighted and then placed in a specially designed wrapper or a box for convenient distribution. Basically wrapper or a package fulfills 3 function viz. containment, protection and identification. Attractiveness, convenience, promotional appeal and economy are all other functions associated with packaging.
- Containment: Packaging provides space in which a product is contained. Ex: cosmetics, paints, salts etc.
- Protection: Packaging protects its contents on its route from the manufactures to the consumer and even when it is being used by the consumer. The idea of protection is that it reaches the consumer in sound condition. Protection stars at the factory, moves to the point of purchase in retail stores and then to the consumer for its ultimate usage. Proper packaging can protect the consumer against,
- Lazards such as leaky cottons
- Damage to the product
- Trett
- Deterioration the quality of goods because of effect of light, air or other weather conditions.
- Identification: When goods are stored in warehouses/godowns, till they are transported elsewhere or used, they need to be identified and be clearly distinguished from one brand to another. Most packages therefore, bear the name of product, it makes and its ingredients; packaging creates individualty and helps quick identification.
- Convenience: Wholesalers, retailers, middle men, warehouse keepers and consumers all demand convenience in packages ex, formerly soft drinks were packaged in glass bottles with lift off caps that required a can or bottle opener, later these were substituted by aluminum cans, which were light but opening was still a difficult task what required a special tool and now they are packaged in pop-top cans, which can be opened even by hand.
- Attractiveness: Packaging enhances the appearance of the product. The design and the label on the package, printed matter, picture, layout or get up of the package, color are often used to improve the appearance and appeal of a product. For example in 50 sec products of oranges, package them in transparent plastic bags with an orange tint which gives the appearance of having a fresher, deeper color certain colors are repeated throughout the product line so that distinctiveness is maintained, example: cosmetic manufacturer, who may package an entire line in a particular shade of lemon yellow or soft pink. It’s the consumer to recognize the maker of the various products in the line. They also create impressions of richness, luxury and exclusiveness by using packages that have certain colors, designs, shapes and textures.
- Promotional Appeal: Products must sell themselves. This is possible if they are placed in more attractive and eye appealing packages, several factors contribute to a packages promotional appeal. The package must be of a suitable size, shape, texture, color. It should be range enough to make a package appear taller, while horizontal will strips make a package appear taller because many people view something that is taller as being bigger and wood or burlap textures, while owner’s packages have rounded. Curved shapes and soft, fuzzy textures. Colors on packages often attract people who associate certain feelings and connections with specific colors, red is associated with specific colors like fire, blood, danger and orange, yellow with sunlight, caution, warmth and vitality, blue can imply coldness, sky, water and sadness.
- Economy: Packaging costs range from 3% to 80% of the “total product” selling price representative of 80% would be real toothpaste, and that of 3% would be men’s hosiery. Other illustrative packaging costs within the range are lamp shades6%, cereals 13%, beer 27%, bar soaps 50% and cleaning compounds 53% mutually the consumer would like to prefer economical packages.
Other functions of packaging are:
Packaging makes a positive and significant contribution to the sale of the product. It results in sales appeal because consumer diet at which products are to be stocked by retailers “packages which rates well on appeal are eye-catching and procating, capturing the buyers attention and arousing his interest. Good packaging can be used effectively to help introduce a new product or to help increase or maintain the market for existing products. Sometimes a packaging change can rejuvenate all product by giving it a new image.
Packaging may also lead to increased profit possibilities. A package may also be so attractive that customers will pay more just to get the special package.
On the whole it may be noted that
- Packaging is a powerful merchandising tool
- It identifies the marker as the product and carries the brand name.
- The package label informs the buyers about inner contents and how to use them.
- It is the biggest advertising medium
- It moves to product at the point of purchase
- It encourages impulse buying
- It establishes a product image
- It identifies the product with advertising.
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