PACKAGINGThe 5th P of marketing mix

Group no. 1

Group Member

1. Surbhi Raghuvanshi

2. Bhaskar Kaw

3. Gaurav Mulchandani

4. Nimish Pillai

5. Abhir Bandodkar

6. Nikhil R. Deshmukh

Introduction

5 P’s Of Marketing Mix1. Price

2. Product

3. Place

4. Promotion

5. Packaging

Introduction

• An activity of designing & producing the container for a product.

• Packaging is one of most important parts of marketing.

As clothing is for humans ,packaging is for products.

Functions of Packaging

• Protection & preservation

• Product information

• Promotion of corporate identity

• Forms part of sales promotion

• Adds to the appeals of the product.

Types of packaging (For e.g. Coke)

Shipping packaginge.g. the corrugated box that contains a hundredcardboard boxes which contains bulk of product

Types of packaging

Secondary packagingthe cardboard box that contains the product

Types of packaging

Primary PackagingFinal product inside

Objective Of Packaging

• Identify the brand

• Convey descriptive and persuasive information

• Facilitate product transportation and protection

• Assist at-home storage

• Aid product consumption

1. Convey descriptive and persuasive information

1. Convey descriptive and persuasive information

2. Assist at-home storage

3. Aid product consumption

Packaging as a Marketing Tool

1. Self-service

- describe products features, create consumer confidence and

making favourable overall impression

Fig. Self-service

2. Consumer affluence

- Consumer are willing to pay little more for convenience, appearance and

prestige of better packaging.

Fig Consumer affluence

3. Company and brand image

- company logo defines the company.

Fig. Company and brand image

4. Innovation opportunity

- unique or innovative packaging can bring big benefits to consumer

and profits to produces

Fig. Innovation opportunity

Main attributes of Packaging

• Communication

• Use convenience

• Market & brand appeal

• Safety

• Protection & preservation.

Effective Packaging

1. Creative & Unique

2. Appropriate colours, fonts, easy to read labels.

3. Use of images.

4. Appropriate language, with necessary legal information.

5. Easy to access & doesn’t look tampered.

Fig. Togo burger

Fig. Pop up popcorn

6. Simple

Fig. Smirnoff caipiroska peel able bottle Fig. Happy eggs

Distinctive Packaging

• Coca cola in glass bottles

• Cadbury’s dark blue wrapper

• Orange pack of Tide

• Close-up Stand up pack

Fig. Coca cola in glass bottles

Fig. Cadbury’s Dark Blue Wrapper

Fig. Samurai vodka bottle famous for unique packaging

Fig. Snapdeal Packaging

Fig. Jim Beam packaging

Fig. Nike Air Packaging

Advantages

• Helps to promote product

• Differentiates product from rivals

• Key part of the brand image

• Aids identification & recognition

• Shape, color & size relate to customer motivation

• Key factor in consumer decision making

• Medium for advertising & sales promotion message.

Disadvantages

• Over packaging creates waste

Desirability of using materials which can be recycled

• Deceptive Packaging like

* Over sized packaging with slack packaging

* Copying of packaging style & logo of rivals

* Misleading labels

Companies that Spend most on packaging

Coco Cola

General Mills

Pepsi

Proctor & Gamble.

Snapdeal

Tetra Pak

• Adds to increased sales within & outside the country

• Fetches higher unit values for consumer goods

• Prevents loss & damage cost

• Improves reputation of product & organization.

Conclusion

Thank you