1. Main Decision Areas:
PACKAGING
&
LABELING

2. Packaging:
Packing means wrapping of goods before they are
transported or stored or delivered to consumer.
Packaging is the enclosing of a physical object, typi
cally a product that will be offered for sale.
All the activities of designing & producing the container for
a product.
 In modern days packaging has become an important part
of product management. With competition increasing
marketers are turning to innovative packaging to establish a
distinctive edge.
 This is especially so in the marketing of consumer products
like processed foods, soft drinks, toiletries, cosmetics & other
personal care products
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3. The following are the main
decision areas in
packaging.
(a) Package Materials
(b) Package Aesthetics
(c) Package Size/
Convenience 3

4. (a) Package Materials :
Changing trends - from wood to paper &
plastics – In the earlier days, wood was the
main material Paperboard cartons, paper
bags, have become popular forms of
packaging for a variety of products from
groceries to garments. Metal containers are
an excellent packaging medium for
processed goods, fruits, vegetables, oil,
paint etc. Aluminum foil, packaging are used
in products like tea, coffee & spices.
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5.  Plastics, the New Packaging Material : Plastics
as a group are now dominating the packaging
field in India. Popular brands like Tata Tea,
Nescafe, Dalda, Amul Milk chocolates have gone
for plastic packaging. Merits:
water proof & moisture proof
capacity to provide resistance to sun exposure
light weight
Thermal stability
 attractiveness & transparency
Tetra Packs : Frooti, Slice, Amul’s buttermilk, Fruit
Juices like real havegone for tetra packs.
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6. (b) Package Aesthetics :
For enhancing the sales appeal of the
package, more & more attention is
new being given to package.
For Eg. Doy soap with different animal
structures. For the first time in the
soap category, the customer could see
the shapes, colour & appearance of
the product.
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7. (c)Package Size & Convenience :
(i) Pond’s cold cream & Brylcream in
tube
(ii)Application conveyance of Harpic
(iii) The cold drink cans
(iv) Economy packs
(v) Sachets
(vi) Reusable containers
(viii) Refill packs
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8. Kinds of material used for Packaging:
1. Earthen wares
2. China Jars
3. Wooden boxes
4. Card Board containers
5. Straw baskets
6. Gunny bags
7. Tin containers
8. Plastic containers
9. Glass bottles
10. Clothes etc.
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9. Requisites of Good Package:
It must –
1. protects the contents
2. looks attractive
3. establish identity
4. provide convenience
5. less cost
6. develop the interest to possess
7. arouse the people to re-purchase
8. enhance the image of the product
9. occupy less space
10. give brief idea of the product
11. build confidence
12. clean look
13. like an asset
14. possess a status to display
15. minimize the seller’s job
16. resist soiling
17. trade characters
18. label pasted
19. eye catching look
20. simple in design
21. convenient to handle
22. look like fast seller
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10. Functions of Packing:
a. Product Protection
b. Product Containant
c. Product Attractiveness
d. Product Identification
e. Product Convenience
f. Effective Sales Tool
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11. Labeling :
Sellers must label products. The label may be a
simple tag attached to the product or an
elaborately designed graphic. The label might carry
the brand name or a great deal of information.
Labels identify the product or the brand. Eg. The
name frooti is stamped on Mango Juice.
The label might grade the product, they might
describe the product, who made it, where it was
made when it was made, expiry date, what it
contains, how it is to be used. Finally the label
should promote the product through graphics. It is
mandatory to print MRP on all packaged products.
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12. Mandatory labeling is the requirement of consumer products to state
their ingredients or components.
Moral purchasing and avoidance of health problems like aller
gies are two things which are enabled by
labeling. It is mandated in most developed nations, and increasingly
in developing nations, especially for food products.
With regard to food and drugs, mandatory labeling has been a m
ajor battleground between consumer
advocates and corporations since the late 19th century.
Because of past scandals involving deceptive labelling, countries like
the United States and Canada require
most processed foods to have a Nutrition Facts table on the label
, and the table's formatting and content
must conform to strict guidelines.
The European Union equivalent is the slightly different Nutriti
on
information table, which may also be supplemented with stand
ardized icons indicating the presence of allergens.
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