Enterpreneurship Development

Entrepreneurship Development

Lesson 15: Packaging

Functions of packaging

As a marketing tool, the packaging will serve the following functions:

1. Means of identification – name of manufacturer, trade mark, brand name, information about ingredients, instructions to use, date of manufacture, expiry date, cost etc.
2. Product differentiation – Competitors products can be differentiated – gives confidence to consumer.
   Convenience in use- ‘boil in bag’, ‘cup-o-noodle’.
3. Competition for shelf space – displayability on the retailer’s shelf – helps to promote the product.
4. Advertising at the point of sale – attractive package – Turn over/ rate of sale is high – serves as advertising agent.

A package is selected based on the product and nature of protection needed.

An ideal package

An ideal package should serve following functions

1. Food processor:
1. Easy to store
2. Availability
3. Handling efficiency
4. Adaptable to production line
5. Protection and preservation of packaged goods
2. Marketing people:
1. Sales appeal
2. Compatible with product
3. Artistic appearance of package
4. Economical
3. Consumer
1. Artistically pleasing
2. Simple to open and close
3. Easy to handle
4. Simple instructions
4. Distributors:
1. Easy to handle and stack
2. Speedy moving and distribution
3. Adequate protection from breakage
4. Easy to divide into smaller units
5. Retailer:
1. Sales appeal
2. Ease of handling and stacking
3. Good to display
4. Adequate protection from breakage.