An end consumer always receives the product inside a cover, container or wrapper. It is termed as packaging. It is an essential element of the product presentation. It resides with the product until a customer does not buy it from a retail outlet. Packaging and packing should not be used interchangeably. Packaging is the material used to cover and safeguard the product. Whereas, the method of enfolding or covering products into packages is called as packing. With the help of suitable packing, a product gets an outer protective enclosure useful during the transportation Of the products to the importer. For example, packing plastic boxes in corrugated fibre board boxes to protect them during transit would imply packing. The container or box in which a product is packed is called as package. The technique of creating or manufacturing this container or box is called as packaging. For example, using a plastic container (package) to pack assorted collection of embroidered handkerchiefs IS known as packaging.
Packaging attracts the attention of consumers, helps to connect with their own personality and establishes an emotional relation in very small fraction of time. Style of packaging develops With the needs and requirements of the customers. Sometimes these requirements may become the key ingredient to determine the effectiveness of packaging. The terms packing and packaging, and the difference between the two can be learned through classifying the term ‘packaging’ into two types namely; ‘consumer’ and ‘logistical packaging’. The basic purpose of undertaking product or consumer packaging is to safeguard the goods from reactions caused by natural elements, to draw the attention of the market and to have ease of handling. Whereas, industrial or logistical or transit packaging is utilised in case of physical distribution of goods. Both these categories of packaging are intended to achieve organisational objectives, where logistical packaging aims to meet distribution objectives and product packaging fulfills marketing goals. The packaging aspect of the product offered to consumers is very cmcial for any marketing Several features and elements need to be evaluated while creating a package. Therefore, one can say that packaging is the fifth ‘P’ of marketing mix.
Purpose of Packaging
The various motives behind packaging can be to help the concluding sale of the product, safeguarding the product during transit or otherwise, to prevent theft, etc., which are equally significant while accomplishing the ultimate goal of the organisation. The key reasons or motives of packaging are as follows:
Product protection: physical protection of the product inside the container is one Of the very apparent motives of packaging. This is one of the basic concepts of packaging which facilitates transportation of goods from producer to the end-consumer. Several types of damages are kept away due to packaging namely:
- Theft of a part of the product, called as pilferage,
- Breakage of product due to mechanical mishandling,
- Contamination by impurities like dust, dirt, as in case of clothing,
- In case of metals, corrosion due to chemical changes,
- Loss of the enclosed product, as in case of oil, powder, petroleum items, etc., being exposed,
- Attack by pests or insects, as in case Of warm garments being harmed by moths,
- Degradation of the product due to loss or gain Of moisture, as in case of sugar, cement, etc.
Product Attractiveness: The basic features responsible to make a package appealing for the customers include size, shape, content printed on pack, colour, etc. Expecting a good quality product inside the pack is the basic or natural impression derived from a good package. Present-day packaging mainly takes into account the attractiveness of the product package. The package containing a label in the picture form acts as a silent or implicit salesman.
Product Identification: Identical goods can be segregated or distinguished because of packaging. Packaging and labelling are one and the same and both are closely associated with branding. products like fruit juices, packaged milk are examples in case where packaging is very important as these products cannot be directly seen or accessed by the customer. In above cases or otherwise, the customer totally relies on the packaging to interpret the product contained in the box. Successful results can be achieved in marketing with the help of an attractive label.
Product Convenience: Packaging is not all about catering to consumer requirements. Packaging should be done in accordance with the contents of the pack. The size and style or pattern of the package should be suitable to the end-users. The most acknowledged and beneficial packaging is one which can easily be moved, handled or opened.
Effective Sales Tool: A well designed packaging grabs the attention of consumers. Package determines the quality of the product enclosed in it. There are several perceptions about packaging in the minds of customers like a package big in size contains huge products. Circular or curvy packages are preferred by women. Many a times customers decide to buy a product only to have containers attached to it.
Segmentation: Customisation of product packaging is often practiced for a particular market segment. Differential marketing techniques could be applied by a company by offering more than one package sizes, shapes, designs, styles or colours.
Increase Marketing: Marketing is one of the significant reasons behind packaging. Packaging which is attractive grabs the attention of consumers and induces them to purchase the same.
Bring Distribution Efficiency: packages with insuffcient piling capacity occupy additional floor space in a warehouse. The transportation expenses are directly proportional to the packaging material used, the transportation costs will be less if the material density is more. If the packaging volume is less in quantity, it reduces the shipping density and which in turn increases the cubic space and weight for more storage needs. New remedial measures like utilisation of flexible form Of packaging material, using square bottles, resorting to partial machine assembly line, etc., can be implemented to increase efficiency.
Requirements of Good packaging
Following are the requirements of good packaging:
Package Design: The design is a key factor in any packaging. The package design including its shape, size, colour, material, etc., influences the reputation Of the organisational products as well as the consumer beliefs. Design plays a very important role in attracting the customers. Therefore, an attractive design is required for good packaging.
Packaging Materials: The selection of right packaging material is very crucial for good packaging. The protection and intactness of the product depends on the quality of the packaging material. types of materials like plastic, glass, paperboard, cellophane, metal, styrofoam, etc., can be considered by a company for packaging. Certain compromises are required to be made before taking the packaging decision; paperboard package is difficult to open but it is quite cheaper whereas cellophane aids to showcase the product in an attractive manner but can easily be ripped off.
Placement of Label: Label placement is also a key requirement in good packaging. The organisation should decide the importance, size, content and place and presentation style of the label provided on package. The names of the brand and organisation need to be correctly displayed on the label. The information related with packaging and Other useful data required under the legal code must be clearly displayed on the label. In few cases, the redeveloped label can confuse the regular customers and thus affect the sales ratio of the product.
Convenience of Usage: Every stakeholder, including the producer, distributor and lastly the consumer, should find the product packaging comfortable and beneficial. packages which are simple to operate and use are most favourable amongst consumers.
Guarantee Of Economy: A good package should be economic in nature. The organisation can determine per unit cost and total cost of packaging. The purpose and level of packaging determines the total cost as well as per unit cost of packaging. Therefore, packaging should not result in any sort of problem for the organisation.
Assurance of Adjustability: Adjustability in packaging is also a key requirement. A perfect package is one which earl contain any form of product, i.e., solid or liquid.
Package should be Pollutionless: Corporate social responsibility of a company should always remind it to take into account any negative impact caused by its packaging on the environment. Packaging made of gold or silver reflects quality and builds a good image of the firm. Few packaging inks made of metals are non-biodegradable and thus hazardous for the environment. A new concept of green packaging, less injurious in nature, is being evolved by companies to curb environmental pollution.