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1. Business Project:
Packaging
Done By:

2. Acknowledgement
• I would like to give sincere Thanks
to my Business teacher Mrs.
Shobha Ma’am for giving me the
opportunity for making this project.
With this I would also like to thank
my friends for their encouragement
& support and my parents for their
support without which the
completion of this project would
have been Impossible.

3. Table of Contents
• What is Packaging?
• History
• Importance of Packaging
• Purpose of Packaging
• Advantages & Disadvantages
• Types of Packaging
• Harmony Between Different Elements of Packaging
• Packaging Decisions and Strategies
• Packaging for consumer needs
• Conclusion
• Bibliography

4. What is Packaging?
• Packaging can be defined as the general group
of activities in product planning which involves
designing and producing a container or wrapper
for a product
• It is usually done for the purpose of
transportation and storage.
• Color, size, shape, fonts, and images are all
carefully taken into consideration when
designing a package for maximum visibility and
lure.

5. Plastic
Glass Aluminum

6. History Ancient Era:
The first packages used the natural materials
available at the time: Baskets of reeds,
wineskins (Bota bags), wooden boxes, pottery
vases, ceramic amphorae, wooden barrels,
woven bags, etc. Processed materials were
used to form packages as they were developed:
for example, early glass and bronze vessels. The
study of old packages is an important aspect of
archaeology.
The earliest recorded use of paper for
packaging dates back to 1035, when a Persian
traveler visiting markets in Cairo noted that
vegetables, spices and hardware were wrapped
in paper for the customers after they were sold.

7. History – Modern Era:
There are many materials used to
package a product , they’re as follows :
• PLASTICS :
Polythene (high density) HDPE - Used for
buckets, bowls, pipes etc
PET (Polyethylene terephthalate) - It is
shatter proof, light weight and 90%
recyclable.
PVC - Polyvinyl Chloride - Used for soft
drinks containers that are not
pressurized.
Polythene (low density) LDPE - A softer
plastic used for plastic bags, squeezy
bottles for substances such as detergents.
These containers are flexible, shatter
proof, and cheap to produce.

8. History – Modern Era
• TIN PLATE AND ALUMINIUM :
Tin plate cans are normally used for packaging foods
such as processed vegetables and products such as
tuna and many more.
The most recognizable ‘metal’ material used for
packaging food products is aluminum. It is used for
drink cans, trays, wrappings, etc. Aluminum cans are
also lightweight.
• PAPER AND CELLULOSE FILM :
This type of packaging material is easy to print on
and can be coated, treated or laminated. Often it is
manufactured from renewable materials (recycled
paper and pulp). It is easy to handle and lightweight.
• GLASS :
Glass can be molded into a variety of shapes. It can
also be manufactured in a variety of colors. One of
the reasons for using glass is that the product
(normally a liquid) can be seen inside it. All these
factors make glass a desirable packaging material.

9. Importance
• Packaging plays an important role as a medium
in the marketing mix, in promotion campaigns,
as a pricing criterion, in defining the character of
new products, as a setter of trends and as an
instrument to create brand identity and shelf
impact in all product groups.
• Many product providers may think that the
product and its performance is more important
than what the packaging looks like, but the
product packaging can play a role in the success
or failure of the sales of the product

10. Purpose of Packaging
 Physical protection– The objects
enclosed in the package may require
protection from, among other things,
mechanical shock, vibration, electrostatic
discharge, compression, temperature, etc.
• Convenience– Packages can have features
that add convenience in distribution,
handling, stacking, display, sale, opening,
reclosing, use, dispensing, reuse, recycling,
and ease of disposal
• Marketing– The packaging 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

11. Purpose of Packaging
• Information transmission: Packages and
labels communicate how to use,
transport, recycle, or dispose of the
package or product. Some packages and
labels also are used for track and trace
purposes.
• Barrier protection: A barrier from
oxygen, water vapor, dust, etc., is often
required. Some packages contain
desiccants or oxygen absorbency to help
extend shelf life. Keeping the contents
clean, fresh, sterile and safe for the
intended shelf life is a primary function.

12. Advantages
• Rising Standards of Health and Sanitation:
As the people are becoming health conscious
they like to buy packed goods. The reason is that
the chances of adulteration in such goods are
minimized.
• Self-service Outlets:
Nowadays self-service retail shops are becoming
very popular, particularly in big cities. Because of
this, the role of sales assistants has gone to
packaging.
• Innovational Opportunity:
With the increasing use of packaging more
innovational opportunity becomes available in
this area for the researchers.
• Product Differentiation:
Packaging is helpful in creating product
differentiation. The color, material and size of
the package makes difference in the perception
of the buyers about the quality of the product.

13. Disadvantages
• Cost:
While packaging can do a lot to get customer
attention, and may even add value to a product,
it also adds to the cost of production and the
eventual retail price. Packaging can represent as
much as 40 per cent of the selling price of
products in industries such as the cosmetic
industry. New packaging can be expensive to
develop, adding to the cost of products.
• Production Footprint:
Products with more packaging also use more
resources in production. According to Green
Living Tips, around 12 million barrels of oil are
used to make shopping bags for U.S. consumers
each year. Over 10 million barrels are used to
make water bottles. Production also requires
energy, usually sourced from burning fossil fuels,
and may produce air and water pollution.

14. Disadvantages - 2
• Landfill Impact
Packaging is responsible for significant portions
of the waste stream. According to the Ashland
Food Cooperative, packaging is responsible for
about one third of the municipal waste in the
United States. Some waste can be recycled, but
many materials are not appropriate for
recycling. Post-consumer recycled content is
often usable only in specific contexts. Much of
the waste produced by packaging ends up in a
landfill.

15. Types of Packaging
• Packaging may be described in relation to the
type of product being packaged: medical device
packaging, bulk chemical packaging, retail food
packaging, military materiel packaging,
pharmaceutical packaging, etc. It is sometimes
convenient to categorize packages by layer or
function: "Primary", "Secondary" and “ Tertiary” :
• Primary packaging is the material that first
envelops the product and holds it. This usually is
the smallest unit of distribution or use and is the
package which is in direct contact with the
contents.
• Secondary packaging is outside the primary
packaging, perhaps used to group primary
packages together.
• Tertiary packaging is used for bulk handling,
warehouse storage and transport shipping. The
most common form is a palletized unit load that
packs tightly into container

16. Tertiary
Packaging
Primary
Packaging
Secondary
Packaging

17. Harmony between various
elements of Packaging
The various packaging elements must be harm
onized. The packaging elements also are
harmonized with decisions on pricing,
advertising, and other parts of marketing
program.
1. Testing Packaging
After packaging is designed, it must be tested.
• Engineering tests
To ensure that the package stands up under
normal conditions.
• Visual tests
To ensure that the script is legible and the
colors harmonious.
• Dealer tests
To ensure that dealers find the packages
attractive and easy to handle.
• Consumer tests
To ensure favorable consumer response.

18. 1. Green Packaging
Due to increased consumer awareness,
companies also have to pay attention to
growing environmental and safety concerns
about packaging. Packaging creates a major
problem for solid waste disposal, requiring
huge amounts of labor, energy and expense.
The traditional “three R’s” of reduce; reuse, and
recycle are part of a waste hierarchy which
may be considered in product and package
development.
1. Innovation Packaging:
Packaging innovation over the years has result
ed in packages becoming resalable, tamper-
proof and more convenient to use (easy-to-
hold, easy-to-open, or squeezable). Innovative
packaging helps a great deal in increasing the
sale of product. So company should try its best
to develop an innovative package.

19. Packaging Decisions
From the perspective of both the firm and
consumers, packaging must achieve a number of
objectives:
• Fulfill the objectives
Packaging identifies the brand. It facilitates product
transportation and protection. It assists at home
storage and aid product consumption. It must be
confirmed to develop an effective package that
these objectives are fulfilled.
• Package’s Size and Shapes
It has to be decided that what the exact size of
package is and in what shapes should be the
package which is both attractive for the customers
and convenient to use.
• Package’s Color, text and graphics
To attract the customers, the package should have
an appealing color, text and graphics on it. Color
must be carefully chosen: Blue is cool and serene,
red is active and lively, yellow is medicinal and
weak, pastel colors are famine and dark colors are
masculine. Similarly, text and graphics also have a
great psychological impact on customers and should
be chosen carefully.

20. Packaging for Consumers' needs
• Attention grabbing: A distinctive, unmistakable and
eye-catching appearance is a signal at the point-of-sale
to which all consumers respond positively. Whatever
stands out clearly in the monotonous competitive
environment scores points with the consumer. Think
carefully about where you want your products to be
most visible.
• 88888Multi-sensory appeal: Packaging which appeals
to more than one sense attracts greater attention,
intensifies perception and stimulates interest in buying.
Packaging that can be felt, smelled and heard as well as
looked at wins the customer's favor, which often means
that he will be prepared to pay a higher cost for that
product. Innovative packaging makes new products
stand out over trusted, familiar ones.
• Functionality: Product and aroma protection, hygiene
and tightness, environmental responsibility and
practical handling are just as important as ideas that
improve comfort, such as closure mechanisms, for
example.
• Added value: Cross merchandising and buy-one-get-
one-free promotions increases value-for-money
perception in the mind of the consumer.

21. Packaging Strategies
• 1. Make your product stand out
First of all, we have to recognize that our products are competing for a few
short seconds of attention. In any one supermarket there are around
40,000 different products on display and the average shopper spends no
more than an hour in store during their weekly shop. So you'd need to
register more than 10 products per second if you were to see every
product! The first and most important rule, therefore, is to get your product
noticed - it must stand out rather than blend in.
• 2. Break with convention
Next time you go shopping, take a look at the humble OXO pack and see
how something so small fights above its weight. Similarly, think about
breaking the rules of a category. Innocent is perhaps an often and overused
example but still a great one. When it launched into the highly colorful
category of soft drinks, it went with a very white pack as opposed to the
category norm of using pictures of fruit with similarly vibrant fruity
graphics. Finally, shape is the first thing the human eye recognizes, so
unique packaging shapes are a great way to help your product stand out -
think Perrier and Toilet Duck.
• 3. Products with purpose
We are seeing a consumer backlash against big corporate fat cats and a
growing desire to support real brands with real beliefs and values. What
this means is that brands big and small need to have a clear purpose
beyond price and demonstrate that they are good corporate citizens. Take
the bottled water market, for example, which has recently come under fire
from government ministers for being environmentally and socially
unethical. Bottled water is shipped around the world, adding to the issue of
climate change, when most of us could make do with tap water, especially
when so many people in countries such as Africa go without. Cue Thirsty
Planet, a new water brand that provides free drinking water for an African
child for life, when you purchase just one multi-pack of the water.
•

22. • 4. Add personality
Building on the idea of leveraging a brand's authenticity, the
next step is to bring packs to life with a strong personality
(what we call 'authentic attitude'). In short, think about
language and imagery that helps to tell an engaging story
rather than just being matter of fact. Filthy is a new brand of
highly indulgent chilled chocolate desserts and its name
gives consumers permission to be unashamedly naughty.
• 5. Feel-good factor
We live in a frightening world, a world of anxiety fuelled by
the media's exposure of terrorism, food scares, global
warming, child abuse and abduction. An antidote for this is
to make people smile and/or remind us of the time when
life appeared to be safer. Anything you can do to make your
designs resonate with today's anxious consumer will give
you an advantage. Competitors may well copy your product
specification, but it's much more difficult to copy how your
brand makes a customer feel. So packs that bring a smile to
faces, like our own new tea brand Make Mine a Builders,
complete with builder's cleavage on the 'bottom' of the
pack, are the order of the day.
• 6. Keep it simple
With so much to say about health, nutrition, cooking or
usage instructions on your products and yet a desire to cut
back on the amount of packaging, the key is to keep things
simple. Going back to the principle of 'standout', make sure
you don't compromise legibility by overcomplicating packs
with too many messages. In a one-second world, less is
definitely more.

23. • 7. Tiered branding
The own-brand strategy we developed with Coles supermarket
in Australia designed to ensure that their stores provide
customers with products that meet their everyday needs in
every way. The new own brand hierarchy involves three
distinct tiers: cheapest on display, mid tier and premium tier.
The mid-tier proposition, "You'll love Coles...", is based on the
principle that consumers will love Coles products because they
make their lives easier. Coles will help them eat better, save
money, save time and reduce waste. An important element of
the new offer is the use of a product advocate - real customers
and colleagues who appear on the packs to highlight the key
benefits of the product and give reasons to buy.
• 8. The cost of transport
Retailers and consumers are ever more obsessed with the
green agenda. There's nothing new about recycling, but there
are a number of new dimensions to green packaging that
relate to transport. In simple terms, the challenge is to 'ship
less air'. In other words, you need to make sure your packaging
is as minimal as possible because the more products you can
get on a pallet, the less trucks will need to be on the road. As
well as saving on CO2 emissions, these measures also save on
transport costs.
• 9. Speed to shelf
If there are 40,000 different packs in a store then every second
counts in the delivery and stocking process. Just think how
many man-hours per day you would save by making your outer
shipping case also your 'display on shelf' case. If you can save a
retailer just 10 seconds per pack in its time to decant from
warehouse to shelf, you will also certainly gain grace and favor
too.

24. Conclusion :
All in all the comparison of where our everyday
packaging comes from is rather interesting and
just shows that ideas and inventions from
centuries ago are still being used and
developed upon due to the effectiveness and
uses that several packaging types and methods
have. Also it just shows that ideas no matter
how small can be a revelation for today’s and
future society.