packaging and labelling slide 1. slide 2 packaging: purposes
TRANSCRIPT
Packaging and LabellingPackaging and Labelling
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Packaging: PurposesPackaging: Purposes
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PackagingPackaging
Packaging is done at every level of marketing:
• raw materials: crates, drums• manufactures: boxes, shrink wrap• retailers: boxes, bags• Even “Services” are packaged:
ie product “bundling” (Bell, Rogers)
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PackagingPackaging
CONSOLIDATION
• to keep product together
• liquids are put in bottles, cans, jars to keep from spilling
• many boxes of a product are shrink wrapped
• easier to ship, store, display
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PackagingPackaging
PROTECTION
• protect products from breaking: bubble wrap, styrofoam, plastic
• protect from sunlight, air, germs
• safety seals, tamper-proof packaging
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PackagingPackagingINFORMATION
• by law, food package labels must contain ingredient list, most to least
• in Canada nutritional information is voluntary
• product name, size, weight, UPC
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PackagingPackaging
BRAND IDENTIFICATION
• used to sell product based on brand/manufacturer
• mainly on packaged goods
• not really used for electronics, appliances, furniture (customer relies on seeing/trying product)
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PackagingPackagingBRAND IDENTIFICATION
• some packages have a proprietary design, meaning that the shape/colour/design of the packagecan only be used bythe manufacturer of the product
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PackagingPackagingPROMOTION
• sometimes the package is why the product is purchased, especially if packaging can be reused
• “limited edition” packaging used to tie in to special events (makes package a souvenir)
Contemporary Packaging IssuesContemporary Packaging Issues
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Aseptic Packaging –
Incorporates a technology that keeps foods fresh without refrigeration for extended periods.
Milk package 6 months no refrigeration
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PackagingPackagingEnvironmental Packaging –
reusable, recyclable, less wasteful, and safer for the environment
• reduced packaging, recyclable packaging, biodegradable, non-aerosol, no CFCs....
PackagingPackaging
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Cause Packaging –to promote non-product issues such as social and political causes
BMI3C
Unit 6Slide13