PACKAGING

PACKAGING

PACKAGING is the technology of enclosing or protecting product for distribution, sales and use. Packaging also refers to the process of designing and evaluating.

TYPES OF PACKAGING

It is sometime convenient to categorize packaging by layer or function; primary, secondary and tertiary.

1. Primary packag-ing: Is the material that first encloses the product. E.g the bottle containing soft drink.
2. Secondary packaging: The second phase layer packaging that encloses the primary package E.g. the create that contain the bottle
3. Tertiary packaging: Is used for bulk handling, warehouse storage and transport shipping

PROCESS INVOLVED IN PACKAGING

• When introducing a packaging innovation or as a marketers you are trying to improve or upgrade an existing packaged product. As similar fundamental development process is followed to bring the finished solution to the market.
• Strategy: as marketers you desire a wining packaging strategies for your products, encompassing your unique current and potential objectives.
• Concept: great concept is the basis of great packaging. It all begins from the mind you picture it, and you capture it.
• Design: design agencies are not left and as they are the perfect people to improve you with right colours at the right place in other for it to be appealing.
• Phototypes; experts helps to produce the phototypes for all types of packaging requirement from rough to ready. It access consumer acceptance.

 PACKAGING DECISIONS

Another set of questions to consider involves the packag-ing on which a brand’s marks and name will be prominently displayed. Sometimes the package itself is part of the brand. For example, the curvaceous shape of Coca-Cola’s Coke bottle is a registered trademark. If you decide to market your beverage in a similar-shaped bottle, Coca-Cola’s attorneys will have grounds to sue you.

Packaging has to fulfill a number of important functions, including

• Communicating the brand and its benefits;

• Protecting the product from damage and contamination during shipment, as well as damage and tampering once it’s in retail outlets;

• Preventing leakage of the contents;

• Presenting government-required warning and information labels.

Sometimes packaging can fulfill other functions, such as serving as part of an in-store display designed to promote the offering.

Primary packag-ing holds a single retail unit of a product. For example, bottles of Coke, a bag of rice, or reams of printer paper (five hundred sheets) are all examples of primary packages. Primary packaging can be used to protect and promote products and get the attention of consumers. Primary packaging can also be used to demonstrate the proper use of an offering, provide instructions on how to assemble the product, or any other needed information. If warning or nutrition labels are required, they must be on the primary packaging. Primary packaging can be bundled together as well. Consumers can buy bottles of Coke sold in six-packs or cans of Coke in twelve-packs, for example.

Secondary packag-ing holds a single wholesale unit of a product. A case of M&M bags is an example, as are cartons of reams of paper. Secondary packaging is designed more for retailers than consumers. It does not have to carry warning or nutrition labels but is still likely to have brand marks and labels. Secondary packaging further protects the individual products during shipping.

Tertiary packag-ing is packaging designed specifically for shipping and efficiently handling large quantities. When a Coca-Cola bottler ships cases of Cokes to a grocery store, they are stacked on pallets (wooden platforms) and then wrapped in plastic. Pallets can be easily moved by a forklift truck and can even be moved within the grocery store by a small forklift.

PURPOSES

With the increased importance placed on self-service marketing, the role of packaging is becoming quite significant. For example, in a typical supermarket a shopper passes about 600 items per minute or one item every tenth of a second.

Thus, the only way to get some consumers to notice the product is through displays, shelf hangers, tear-off coupon blocks, other point-of-purchase devices, and, last but not least, effective packages.

Considering the importance placed on the package, it is not surprising that a great deal of research is spent on motivational research, color testing, psychological manipulation, and so forth, in order to ascertain how the majority of consumers will react to a new package.

Based on the results of this research, past experience, and the current and anticipated decisions of competitors, the marketer will initially determine the primary role of the package relative to the product. Should it include quality, safety, distinction, affordability, convenience, or aesthetic beauty?

 

USES

• Physical protection: The objects enclosed in the package may require protection from, among other things, mechanical shock, vibration, electrostatic discharge, compression, temperature, etc.

• Information transmission: Packages and labels communicate how to use, transport, recycle, or dispose of the package or product. With pharmaceuticals, food, medical, and chemical products, some types of information are required by governments. Some packages and labels also are used for track and trace purposes.

• Marketing: The packag-ing and labels can be used by marketers to encourage potential buyers to purchase the product. Package graphic design and physical design have been important and constantly evolving phenomenon for several decades. Marketing communications and graphic design are applied to the surface of the package and (in many cases) the point of sale display.

• Convenience: Packages can have features that add convenience in distribution, handling, stacking, display, sale, opening, re-closing, use, dispensing, reuse, recycling, and ease of disposal.

• Barrier protection: A barrier from oxygen, water vapor, dust, etc., is often required. Permeation is a critical factor in design. Some packages contain desiccants or oxygen absorbency to help extend shelf life. Modified atmospheres or controlled atmospheres are also maintained in some food packages. Keeping the contents clean, fresh, sterile and safe for the intended shelf life is a primary function.

• Security: Packag-ing can play an important role in reducing the security risks of shipment. Packages can be made with improved tamper resistance to deter tampering and also can have tamper-evident features to help indicate tampering. Packages can be engineered to help reduce the risks of package pilferage.

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