Professional Documents
Culture Documents
1
Acknowledgement
Starting from my primary school teachers,
it would be impossible to thank all of the
individuals who made, in one way or
another, contributions in making this
project possible. My special thanks goes
to my project supervisor, Ma'am Ekta
Kapur for providing me this research
opportunity. I acknowledge the continuous
support provided by her throughout the
study.
I would like to express my deep sincere
gratitude to Prof. Alka Munjal who
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Abstract
History of packaging is as old as trading of commodities. Earliest
packaging of products was done with natural materials. However, with
passage of time and development of technologies significant
improvements were introduced in packaging also. Chocolate being a
perishable commodity needs specialized packaging. At present
packaging of chocolates is done with a view not only to ensure
preserving quality and ease of handling but also to create customer
preference and to boost business. Packaging material and style of
major products of three chocolate manufacturing industries in Indian
market namely Cadbury India Ltd., Nestle India, and Amul have been
surveyed in this study. It was observed that packaging material and
styles of the three companies are more or less similar and some
differences exist in colour combinations only. It has been inferred that
there is a lack of innovative approaches in packaging of chocolates and
level of competition is low in Indian market. It has also been suggested
that large scope exists for growth of chocolate industry in India.
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Table of Contents
Topic Page no.
Chapter – 1 5
Introduction
• What is packaging?
• Types of packaging
• Purpose of packaging
• Objective of the study
• Rationale of the study
• Limitations of the study
Chapter –2 13
Review of Literature
• History of packaging
• Materials and techniques of packaging
• General packaging strategies
Chapter – 3 28
Materials and Methods
Chapter – 4 29
Data Collected
• Packaging strategies of Cadbury India Ltd.
• Packaging strategies of Nestle India
• Packaging strategies of Amul
Chapter – 5 37
Results and Discussions
Chapter – 6 39
Conclusions and Recommendations
Chapter – 7 41
Future Prospects
References 42
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Chapter – 1
Introduction
What is packaging?
Packaging can be described as covering the product
with one or more suitable materials for ease in handling,
transportation and marketing. Packaging not only
differentiates one brand from another but also, at
times, gives a preview of the product being sold.
In technical words, packaging is defined as ‘the science, art and
technology of enclosing or protecting products for distribution, storage,
sale, and use.’ Packaging also refers to the process of design,
evaluation, and production of packages (http://en.wikipedia.org/wiki
/Packaging_and_labelling).
Most of the times, packaging is accompanied with attractive and
informative labelling. A package label is any written, electronic or
graphical message on the container of the packaged product.
The role of packaging continues from the
coordinated system of preparing goods to the end
use. Packaging contains, preserves and protects the
product during its transport and informs the
customers about the properties of the product during its sales.
With the passage of time, packaging industry and packaging techniques
have undergone drastic changes. The stress has, always, been at
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reducing the after‐use waste, reusing the containers wherever possible
and recycling the waste to an extent maximum possible.
Types of packaging:
Human needs to consume a product are plentiful and so are the
packaging types. For example – there is transport package or
distribution package which is the package form used to ship, store, and
handle the product or inner packages. There is consumer package,
which is directed towards a consumer or household. In relation of the
product type being packed, there is medical device packaging, bulk
chemical packaging, over‐the‐counter packaging, retail food packaging,
military materiel packaging, pharmaceutical packaging etc (http://en.
wikipedia.org/wiki/Packaging_and_labelling).
Those who handle the product along the way need different labelling
and packaging than the final user. For the ease of categorisation,
packaging is now categorised on the basis of layers, that is, primary,
secondary and tertiary.
Primary packaging
Primary packaging contains the smallest
quantity of a product for final sale or use. It is
the package which is in direct contact with the
contents, for example the Cadbury™ Dairy Milk
chocolate shown in the image on the right. The
primary packaging that contains the product
Primary packaging, i.e. the covering just next to the chocolate.
Product, i.e. the chocolate
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should, not only catch the customer’s attention, but also create a desire
to buy the product and Inspire the customer’s confidence to buy the
product again. The customer should feel a sense of satisfaction right
from the feel of packaging. The primary packaging is aimed mainly at
marketing purposes.
The point to be taken special care of while designing the primary
package is to use descriptive titles for the product ‐ not necessarily
creative. Many people go into a retail store looking for a product, but
don't necessarily have a specific product in mind. You need to
communicate your function and benefits to them quickly and
effectively. Graphics and slogans on the package should reflect the
functionality of the product.
Secondary packaging
It is the packaging outside primary packaging – usually used to group
primary packages together. For example the
family packs of the chocolates available in
super markets, decorated carton or gift box
are common examples. Secondary packaging,
sometimes, is also called intermediate packaging.
Since not all products use intermediate packaging, the following factors
can be used to determine
when intermediate
packaging is needed: How
the product will be
distributed, how the
product will be
merchandised, whether
the finished products will
be sold in kits.
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Tertiary packaging
It is used for bulk handling, stockroom storage and transport shipping.
It is the outer most level of packaging. Generally, other packages are
shipped\transported with them, and they are designed to withstand
normal transportation stresses. The corrugated, brown carton is the
most familiar example of tertiary packaging.
Purpose of packaging:
Packaging of products is done for several purposes:
Physical protection
The objects enclosed in the package require protection from various
damages they may get, like from shock, vibration, compression,
temperature, etc. (http://en.wikipedia.org/wiki/Packaging_and_
labelling).
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Barrier protection
A barrier from oxygen, water vapour, dust, etc. is often required.
Permeation is a critical factor in design of the packages. Some packages
contain desiccants or Oxygen absorbers to help extend shelf life.
Modified atmospheres or controlled atmospheres are also maintained
in some food packages. Keeping the contents clean, fresh and safe for
the intended shelf life is the primary function (http://en.wikipedia.org
/wiki/Packaging_and_labelling).
Containment or agglomeration
Small objects are typically grouped together in one package for reasons
of efficiency. For example, a single box of 100 chocolates requires less
physical handling than 100 single chocolates (http://en.wikipedia.org
/wiki/Packaging_and_labelling).
Information transmission
Packages and labels communicate how to use, transport, recycle, or
dispose of the package or product. With pharmaceuticals, food,
medical, and chemical products, some types of information are
required by governments (http://en.wikipedia.org/wiki/Packaging_
and_labelling).
Marketing
The packaging is to be used by marketers to encourage potential buyers
to purchase the product. Package design has been an 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
(http://en.wikipedia.org/wiki/Packaging_and_labelling).
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Security
Packaging plays an important role in reducing the security risks of
shipment. Some packages are made with improved tamper resistance
to deter tampering and also have tamper‐evident features to help
indicate tampering. Packages are sometimes engineered to help reduce
the risks of package pilferage: Some package constructions are more
resistant to pilferage and some have pilfer indicating seals. Packages
may include authentication seals to help indicate that the package and
contents are not counterfeit. Packages, also, can include anti‐theft
devices, such as dye‐packs, RFID tags, or electronic article surveillance
tags, that can be activated or detected by devices at exit points and
require specialized tools to deactivate. Using packaging in this way is a
means of preventing damage\tampering to the products (http://en.
wikipedia.org/wiki/Packaging_and_labelling).
Convenience
Packages can have features which add convenience in distribution,
handling, stacking, display, sale, opening, reclosing, use, and reuse
(http://en.wikipedia.org/wiki/Packaging_and_labelling).
Portion control
Single serving or single dosage packaging has a precise amount of
contents to control usage. Bulk commodities (such as salt) can be
divided into packages that are a more suitable size for individual
households. It is also aids the control of inventory: selling sealed one‐
litre‐bottles of milk, rather than having people bring their own bottles
to fill themselves (http://en.wikipedia.org/wiki/Packaging_and_
labelling).
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Objective of the study:
The aim of this project is to present an overview of the art and
technique of packaging through history of commerce and to analyse the
present trends in packaging with special reference to packaging styles
of three major chocolate industries in Indian market namely Cadbury
India Ltd., Nestle India, and Amul. A brief review of the strategies for
developing a package is also presented in this project report.
Rationale of the study:
There is a lot of potential in Indian chocolate packaging industry; in
fact, packaging plays a tremendous role in the success of a chocolate
brand. Packaging not only signifies the quality of brand, but now a day,
is also used as an important and intelligent marketing tool.
Moreover, a layman buying a chocolate from market will always tend to
buy a chocolate which has eye‐catching packaging and will be attracted
towards a chocolate brand which has packaging suited to the special
occasions. For example, gift packages on the occasion of Diwali, Holi
‘Rakshaa‐bandhan’ etc. Packaging has had a hypnotising effect on
customers.
The research, carried out on packaging styles of chocolates in Indian
market would make it possible for me to manage a packaging industry
successfully. The strategies analyzed during this research would enable
me to form counter strategies for my competitors.
Limitations of the study:
Packaging is only one of the several components influencing the sales
of chocolate or any other product for that matter. In a study like this, it
is extremely difficult to determine the impact of packaging alone or its
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interaction with other components on the sales of the products of
different companies.
Data available on packaging of chocolates in Indian market is
inadequate and may not be up to date on websites in most of the
cases. Crucial data on packaging is kept confidential by most companies
therefore authenticity of the available data may not be assured.
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Chapter – 2
Review of Literature
History of packaging:
From the very earliest times, humans consumed food where it was
found. Families and villages made or caught what they used. They were
also self‐sufficient, so there was little need for packaging of goods,
either for storage or transportation. When containers were needed,
nature provided gourds, shells, and leaves. Later, containers were
fashioned from natural materials, such as hollowed logs, woven grasses
and animal organs. As ores and chemical compounds were discovered,
metals and pottery were developed, leading to other packaging forms.
For each product's needs, there are good packaging solutions.
Though packages are often taken for granted, they are the result of
many years of innovation ‐ in some cases accidental.
From containers provided by nature to the use of complex materials
and processes, packaging has certainly changed. Various factors
contributed to this growth: the needs and concerns of people,
competition in the marketplace, unusual events (such as wars), shifting
lifestyles, as well as discoveries and inventions. Just as no single cause
influenced past development, a variety of forces will be required to
create the packages of the future, but a very important factor will
always be consumer choice. Ultimately, only the packaging that our
society demands is produced. We choose by the products we purchase.
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One way of placing packages into categories is to describe them as
flexible, semi‐flexible or rigid. Flexible packaging includes the paper
sacks that dog food comes in, the plastic bags that hold potato chips
and the paper or plastic sacks in which we carry home our purchases.
An example of semi‐flexible packaging is the paperboard boxes that
cereal, many other food products, small household items, and many
toys are packaged in. For many non‐food items, the packaging is made
more rigid by precast packing materials that slip inside the box and hold
the product and its accessories or components in place. Forms of rigid
packaging include crates, glass bottles, and metal cans.
Cloth or paper may be the oldest forms of flexible packaging. Flexible
packaging is the most ‘source‐reduced’ form of packaging that means
that a flexible package has the least amount of material compared to
other forms of packages that would hold the product. This also means
that flexible packaging adds very little weight to the overall product,
and there is very little to discard when the package is empty.
The use of flexible packaging materials began with the Chinese; they
used sheets of treated mulberry bark to wrap foods as early as the first
or second century B.C. During the following centuries, the Chinese also
developed and refined the techniques of paper‐making. Knowledge of
how to make paper gradually moved west across Asia and into Europe.
In 1310 A.D., paper‐making was introduced to England. The technique
arrived in America in Germantown, Pennsylvania, in 1690.
Paper is, basically, a thin sheet of cellulose. Cellulose is a fibrous
material derived from plants. Early paper was made from cellulose
fibres derived from flax, the plant that also gives fibres for linen cloth.
As demand for paper grew, old linen rags were sought as a source of
fibre.
In 1867, the process for deriving useful cellulose fibre from wood pulp
was developed. Because wood was so cheap and plentiful, this fibre
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source rapidly replaced cloth fibres as the primary source of paper
fibre. Today, virtually all paper has wood pulp as the source of cellulose
fibre.
An important step for the use of paper in packaging came with the
development of paper bags. Commercial paper bags were first
manufactured in Bristol, England, in 1844. Shortly thereafter, in 1852,
Francis Wolle invented the bag‐making machine in the United States.
Further advancements during the 1870s included glued paper sacks and
the gusset design, producing the types of paper bags used today. In
1905, machinery was invented to automatically produce in‐line printed‐
paper bags.
With the development of the glued paper sack, the more expensive
cotton flour sacks could be replaced. But a sturdier multiwalled paper
sack for larger quantities did not replace cloth until 1925, when a
means of sewing the ends was finally invented.
Another important use of paper in packaging came with the
development of paperboard ‐ the kind of paper that packages a box of
cereal. The first paperboard carton ‐ often called a cardboard box ‐ was
produced in England in 1817, more than two hundred years after the
Chinese invented cardboard or paperboard.
Another common form of cardboard based on corrugated paper
appeared in the 1850s. Basically, this form of cardboard is made from
thin sheets of paperboard that are moulded into a wavy shape and then
‘faced’ or sandwiched between two flat sheets of paperboard. The
strength, lightness, and cheapness of this material make it very useful
for shipping and storing. However, replacing wooden crates with the
new paper alternative would prove to be something of a battle.
Nevertheless, about 1910, after much litigation between manufacturers
and the railroads, shipping cartons of faced corrugated paperboard
began to replace self‐made wooden crates and boxes used for trade.
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composition of the package to get the most environmentally friendly
form of packaging.
Although glass‐making began in 7000 B.C. as an offshoot of pottery, it
was first industrialized in Egypt in 1500 B.C. Made from base materials
(limestone, soda, sand and silica), which were in plentiful supply, all
ingredients were simply melted together and moulded while hot. Since
that early discovery, the mixing process and the ingredients have
changed very little, but the moulding techniques have progressed
dramatically.
At first, ropes of molten glass were coiled into shapes and fused
together. By 1200 B.C., glass was pressed into moulds to make cups and
bowls. When the blowpipe was invented by the Phoenicians in 300 B.C.,
it not only speeded production but allowed for round containers.
Colours were available from the beginning, but clear, transparent glass
was not discovered until the start of the Christian era. During the next
1000 years, the process spread steadily, but slowly, across Europe.
The split mould, which was developed in the 17th and 18th centuries,
further provided for irregular shapes and raised decorations. The
identification of the maker and the product name could then be
moulded into the glass container as it was manufactured. As techniques
were further refined in the 18th and 19th centuries, prices of glass
containers continued to decrease. Owens invented the first automatic
rotary bottle‐making machine, patented in 1889. Suddenly, glass
containers of all shapes and sizes became economically attractive for
consumer products, and from the early 1900s until the late 1960s glass
containers dominated the market for liquid products. A typical modern
bottle‐making machine automatically produces 20,000 bottles per day.
While other packaging products, such as metals and plastics, were
gaining popularity in the 1970s, packaging in glass tended to be
reserved for high value products. As a type of ‘rigid packaging’, glass
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has many uses today. High weight, fragility and cost have reduced the
glass markets in favour of metal and plastic containers. Still, for
products that have a high quality image and a desire for high flavour or
aroma protection, glass is an effective packaging material.
Ancient boxes and cups, made from silver and gold, were much too
valuable for common use. Metal did not become a common packaging
material until stronger alloys, thinner gauges and coatings were
eventually developed.
One of the ‘new metals’ that allowed metal to be used in packaging was
tin. Tin is a corrosion‐resistant metal, and ounce‐for‐ounce, its value is
comparable to silver. However, tin can be ‘plated’ in very thin layers
over cheaper metals, and this process made it economical for
containers.
The process of tin plating was discovered in Bohemia in 1200 A.D., and
cans of iron coated with tin were known in Bavaria as early as the 14th
century. However, the plating process was a closely guarded secret
until the 1600s. Thanks to the Duke of Saxony, who stole the technique,
it progressed across Europe to France and the United Kingdom by the
early 19th century. After William Underwood transferred the process to
the United States via Boston, steel replaced iron, which improved both
output and quality. The term 'tin can' referred to a tin‐plated iron or
steel can and was considered a cheap item. Tin foil also was made long
before aluminium foil. Today many still refer to metal cans as 'tin cans'
and aluminium foil as 'tin foil', a carryover from times well past.
In 1764, London tobacconists began selling snuff in metal canisters,
another type of today's "rigid packaging." But no one was willing to use
metal for food since it was considered poisonous.
The safe preservation of foods in metal containers was finally realized
in France in the early 1800s. In 1809, General Napoleon Bonaparte
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offered 12,000 francs to anyone who could preserve food for his army.
Nicholas Appert, a Parisian chef and confectioner, found that food
sealed in tin containers and sterilized by boiling could be preserved for
long periods. A year later (1810), Peter Durand of Britain received a
patent for tinplate after devising the sealed cylindrical can.
Since food was now safe within metal packaging, other products were
made available in metal boxes. In the 1830s, cookies and matches were
sold in tins and by 1866 the first printed metal boxes were made in the
United States for cakes of Dr. Lyon's tooth powder.
The first cans produced were lead‐soldered by hand, leaving a 1 1/2‐
inch hole in the top to force in the food. A patch was then soldered in
place but a small air hole remained during the cooking process. Another
small drop of solder then closed the air hole. At this rate, only 60 cans
per day could be manufactured.
In 1868, interior enamels for cans were developed, but double seam
closures using a sealing compound were not available until 1888.
Aluminium particles were first extracted from bauxite ore in 1825 at
the high price of $545 per pound. When the development of better
processes began in 1852, the prices steadily declined until 1942, when
the price of a pound of aluminium was $14. Although commercial foils
entered the market in 1910, the first aluminium foil containers were
designed in the early 1950s while the aluminium can appeared in 1959.
The invention of cans also required the invention of the can opener.
Initially, a hammer and chisel was the only method of opening cans.
Then in 1866, the key wind metal tear‐strip was developed. Nine years
later (1875), the can opener was invented. Further developments
modernized the mechanism and added electricity, but the can opener
has remained, for more than 100 years, the most efficient method of
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retrieving the contents of a can. In the 1950s, the pop top/tear tab can
lid appeared and now tear tapes that open and reseal are popular.
Collapsible, soft metal tubes, known as "flexible packaging," were first
used for artist’s paints in 1841. Toothpaste was invented in the 1890s
and started to appear in collapsible metal tubes. But food products
really did not make use of this packaging form until the 1960s. Later,
aluminium was changed to plastic for such food items as sandwich
pastes, cake icings and pudding toppings.
Plastic is the newest packaging material in comparison with metal,
glass, and paper. Although discovered in the 19th century, most plastics
were reserved for military and wartime use. Plastics have become very
important materials and a wide variety of plastics have been developed
over the past 170 years.
Several plastics were discovered in the nineteenth century: styrene in
1831, vinyl chloride in 1835, and celluloid in the late 1860s. However,
none of these materials became practical for packaging until the
twentieth century.
Styrene was first distilled from a balsam tree in 1831, but the early
products were brittle and shattered easily. Germany refined the
process in 1933 and by the 1950s Styrofoam was available worldwide.
Insulation and cushioning materials as well as foam boxes, cups and
meat trays for the food industry became popular.
Vinyl chloride, discovered in 1835, provided for the further
development of rubber chemistry. For packaging, moulded deodorant
squeeze bottles were introduced in 1947 and in 1958; heat shrinkable
films were developed from blending styrene with synthetic rubber.
Today some water and vegetable oil containers are made from vinyl
chloride.
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Celluloid was invented during the American Civil War. Due to a shortage
of ivory, a United States manufacturer of billiard balls offered a
USD10000 reward for an ivory substitute. A New York engineer, John
Wesley Hyatt, with his brother Isaiah Smith Hyatt, experimented
several years before creating the new material. Patented in 1870,
"celluloid" could not be moulded, but rather carved and shaped, just
like ivory.
Cellulose acetate was first derived from wood pulp in 1900 and
developed for photographic uses in 1909. Although DuPont
manufactured cellophane in New York in 1924, it wasn't commercially
used for packaging until the late 1950s and early 1960s. In the interim,
polyethylene film wraps were reserved for the military. In 1933, films
protected submarine telephone cables and later were important for
World War II radar cables and drug tablet packaging.
Other cellophanes and transparent films have been refined as outer
wrappings that maintain their shape when folded. Originally clear, such
films can now be made opaque, coloured or embossed with patterns.
One of the most commonly used plastics is ‘polyethylene terephthalate’
(PETE). This material only became available for containers during the
last two decades with its use for beverages entering the market in
1977. By 1980, foods and other hot‐fill products such as jams could also
be packaged in PETE. Presently low density polyethylene (LDPE) and
high density polyethylene (HDPE) are among the most frequently used
packaging materials for the fast moving consumer goods (FMCG).
Of late, packaging designs are beginning to incorporate recyclable and
recycled plastics but the search for reuse functions continues.
It now seems obvious that product containers will bear the
identification of the maker alongside pictures, nutritional information,
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ingredients, etc. However, this seemingly obvious feature of packaging
has its own history.
In the 1660s, imports into England often cheated the public and the
phrase "let the buyer beware" became popular. Inferior quality and
impure products were disguised and sold to uninformed customers.
Honest merchants, unhappy with this deception, began to mark their
wares with their identification to alert potential buyers.
Official trademarks were pioneered in 1866 by Smith Brothers for their
cough drops marketed in large glass jars. This was a new idea ‐ using
the package to "brand" a product for the benefit of the consumer.
In 1870, the first registered U.S. trademark was awarded to the Eagle‐
Arwill Chemical Paint Company. Today, there are nearly three‐quarters
of a million (750,000) registered trademarks in the United States alone.
Labels now contain a great deal of information intended to protect and
instruct the public (http://edis.ifas.ufl.edu/pdffiles/AE/AE20600.pdf).
Materials and techniques of packaging:
The material used for
primary packaging of
chocolate is HDPE.
However, in some
chocolates of Cadbury India
Ltd., Amul and Nestle India,
thin aluminium foil is also
used as primary packaging.
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The material used for secondary packaging is thin paper cardboards.
These packages display the brand name, logo etc. and all the marketing
information necessary for the buyers.
The material used for the tertiary packaging is corrugated thick brown
coloured cardboard.
With the availablity
of computerized
and mechanized
robotic systems,
the incrediblity of
food packaging
techniques have
reached to a point
of automation. The
companies use a
machine system
called ‘Automatic Automatic flow‐wrapping line
flow‐wrappng line’. (A horizontal flow‐wrapping machine,
fillers, product feeding and automatic
loading system)
(http://www.pfm.it/pages/file/7ebcf3fe2224b104.pdf)
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The most widely used and the most accepted technique of packaging is
the horizontal flow wrapping machines, fillers, product feeding and
automatic loading systems. In this system, the product is provided to
the machine as input from one end and it is then recieved in packaged
form as an output from the other end. This system enables packaging of
twelve hundred chocolate bars per minute (http://www.pfm.it/pages
/file/7ebcf3fe2224b104.pdf).
This system of robotic machines provides very high productivity.
Example is the success of companies ‘CAMA group’ and ‘SPS Italiana
Pack Systems (PFM group)’. Their turnovern has more than tripled in
just three years (http://www.pfm.it/pages/file/7ebcf3fe2224b104.pdf).
The use of such techniques and automatic robotic machines has the
following features:
• These machines are automatic, so there is no scope of faulty
packaging.
• There is continuous flow, which makes packaging very speedy.
• The throughput is very high.
• Packaging is uniform and attractive/beautiful.
• There is simultaneous primary and secondary packaging.
However, since the system is a result
of high‐tech engineered processes,
the installation cost of such a system
could be very high.
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General Packaging strategies:
There are several aspects looked upon before developing a packaging
strategy. Basically, the traditional three R’s of Reduce, Reuse, and
Recycle are considered in product and package development.
Nowadays a trend has come which has had a great influence on the
way packaging is done. The emphasis is now on packaging methods,
which not only make the package entirely biodegradable but the left
over product contents biodegradable too.
Nowadays, with the widespread awareness of environmental
management, development of sustainable packaging has become an
area of keen interest. Standards’ Organizations, Governments,
Consumers, Packagers and Retailers all have preferred packaging which
is handy and easy to ‘wrap off’.
Be it a primary, secondary or tertiary, while developing a package, the
‘waste hierarchy’ is followed. The waste hierarchy focuses on six major
aspects – prevention, minimization, re‐use, recycling, energy recovery
and disposal. It means that packaging waste must be prevented, and if
not possible then it must be minimized, made re‐useable, recycled,
used for recovery of energy, and finally if these steps are also not
applicable, then it must be disposed off (http://en.wikipedia.org/wiki
/Packaging_and_labelling).
Prevention
Nowadays, Waste prevention is a primary goal. Packaging should be
used only where needed. The orientation, nowadays, is to develop
packages which leave, after use, as little residue as possible. Proper
packaging can also help prevent waste. Packaging plays an important
part in preventing loss or damage to the packaged product. Usually, the
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energy content and material usage of the product being packaged are
much greater than that of the package (http://en.wikipedia.org/wiki
/Packaging_and_labelling).
Minimization
It is also known as source reduction. The mass and volume of packaging
(per unit of contents) can be measured and used as one of the criteria
to minimize during the package design process. Usually ‘reduced’
packaging also helps to minimize costs. Nowadays, packaging engineers
continue to work toward reduced packaging (http://en.wikipedia.org
/wiki/Packaging_and_labelling).
Re‐use
The re‐use of a package or component for other purposes is
encouraged. This sort of packaging has long been useful (and
economically viable) for closed loop logistics systems. Inspection,
cleaning, repair and recouperage are often needed (http://en.wikipedia
.org/wiki/Packaging_and_labelling).
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Recycling
It is the reprocessing of materials (pre‐ and post‐consumer) into new
products. Emphasis is focused on recycling the largest primary
components of a package: steel, aluminum, papers, plastics, etc. Small
components can also be chosen which are not difficult to separate and
do not contaminate recycling operations (http://en.wikipedia.org/wiki
/Packaging_and_labelling).
Energy recovery
There are methods like ‘Waste‐to‐Energy’ and ‘Refuse‐Derived Fuel
which make it possible to utilize the energy available from the
packaging components in form of heat (http://en.wikipedia.org/wiki
/Packaging_and_labelling).
Disposal
Incineration and placement in a sanitary landfill are needed for some
materials. Material content should be checked for potential hazards to
emissions and ash from incineration and leachate from landfill.
Packages should not be littered (http://en.wikipedia.org/wiki/Packaging
_and_labelling).
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Chapter – 3
M a t e r i a l s & M e t h o ds
Research Methods:
This project report has been compiled with the help of information
and data about the packaging industry in general and about the
packaging styles of three Indian companies available on the internet.
The data present in this report is secondary. The text has been modified
to make it more relevant to the requirements of the current study.
The data has been sifted and analysed to provide a comparative
account of the packaging methodologies of the three target companies.
Wherever necessary, pictures and diagrams have been either snap shot
through webcam or have been copy‐pasted from the websites to
elucidate the statements.
At the end of the manuscript list of sources has been provided from
where the material has been drawn.
29
Chapter – 4
Data Collected
Packaging Strategy of Cadbury India Ltd:
Cadbury India Ltd. is the leading chocolate manufacturer of India. The
company maintains a large product range in the market. Major brands
of the company are as follows (http://fmcgmarketers.blogspot.com
/2007/12/chocolate‐market‐in‐india.html):
Cadbury Dairy Milk
Dairy Milk is retailed in colourful primary packaging of
HDPE over a thin aluminium foil.
For different versions of Dairy Milk ‐ Fruit & Nut, Roast
Almond, Crackle, and Desserts, the company is using
different colour combinations retaining the brand name
style common. The basic combination is blue and white
with variations of red, yellow and brown.
Cadbury Dairy Milk was launched in India in the year 1948 and it
emerged as the No. 1 most trusted brand in Mumbai for the 2005
edition of Brand Equity's Most Trusted Brands survey (http://www
.cadburyindia.com/brands/choco1.asp).
30
Cadbury 5Star
5Star was launched in India in the year 1969
and was distinct with its classic golden
colour. It comes in different versions of
Crunchy, and Fruit Nut. It is retailed in
primary packaging of HDPE (http://www.
cadburyindia.com/brands/choco2.asp).
Cadbury Perk
It was launched in India in the year
1996. It is retailed in primary packaging
of HDPE. It has a colour combination of
blue, yellow, red and brown (http://w
ww.cadburyindia.com/brands/choco3.a
sp).
Cadbury Celebrations
This brand was aimed at replacing traditional gifting options like
‘Mithai’ and dry‐ fruits during festive seasons. These are marketed in
different versions, each with beautiful attractive packaging of festive
colour combinations. The retail package is of glazy light cardboard with
a primary packaging of HDPE inside (http://www.cadburyindia.com
/brands/choco4.asp).
31
Cadbury Temptations
The Cadbury Temptations
range is available in five
delicious flavour variants ‐
Roast Almond Coffee,
Honey Apricot, Mint
Crunch, Black Forest and
Old Jamaica. Packaging of
these versions is uniquely
sombre and impressive.
The retail packaging is
made up of glazy paper
with a primary packaging of thin aluminium foil inside
(http://www.cadburyindia.com/brands/choco7.asp).
Cadbury Eclairs
This is a toffee version of chocolate packed
in primary packaging of HDPE with colour
combination of blue and yellow
(http://www.cadburyindia.com/brands/choc
o8.asp).
Cadbury Gems
This brand comes in brightly coloured
packaging, specially attractive for the
children. This brand was launched in India
in the year 1968. It comes with a variation
of Fruity Gems. There are three package
types of gems. The regular brand is
retailed in thin paper cardboard over a
32
Packaging Strategy of Nestle India:
Nestle India covers a considerable segment of Indian chocolate
industry with a large product range. Their packaging styles associated
with different products are as follows:
Nestle Kitkat
This popular brand of Nestle is wrapped
in three primary packages. First is a thin
aluminium foil followed by paper in a
slide‐in cover of HDPE. Colour
combination of this brand is red and
white (http://www.nestle.in/Chocolates
Conf.aspx?OB=4&id=4).
Nestle Kitkat Chunky
This brand comes with a variations of Kitkat
Chunky Choko and Kitkat Chunky Hazelnut. It
has a primary packaging of aluminium foil
followed by a thin cardboard. Colour
combination is similar to that of regular Kitkat
(http://www.nestle.in/ChocolatesConf.aspx?
OB=4&id=114).
33
Nestle Munch
This brand has colour combination of
purple, yellow and red. It has single
primary packaging of HDPE (http://ww
w.nestle.in/ChocolatesConf.aspx?OB=4
&id=5).
Nestle Munch Pop Choc
This brand has a primary packaging of HDPE
followed by thin cardboard. It has a colour
combination same as that of munch (http://www
.nestle.in/ChocolatesConf.aspx?OB=4&id=107).
Nestle Milkybar
This brand has a primary packaging of thin
aluminium foil followed by thick glazed paper.
It has a colour combination of yellow, red, blue
and white (http://www.nestle.in/Chocolates
Conf.aspx?OB=4&id=52).
Nestle Milkybar Choo
This brand comes with a variation of
strawberry flavour. It has HDPE as primary
packaging. The strawberry version has a
colour combination of pink, sky‐blue and
blue. The later has colour combination of
off‐white, red and sky‐blue (http://www
34
.nestle.in/ChocolatesConf.aspx?OB=4&id=3).
Nestle Bar‐one
This brand has HDPE as primary packaging.
It has colour combinations of red, black and
silver. It comes with a variation of a small‐
sized package (http://www.nestle.in
/ChocolatesConf.aspx?OB=4&id=6).
Nestle Funbar
This brand has HDPE as primary
packaging. It has colour combination of
red, yellow, blue and white (http://www.
nestle.in/ChocolatesConf.aspx?OB=4&id
=101).
Nestle Milkchocolate
This brand has packaging pattern similar to
that of Milkybar. It has a colour combination
of red and white (http://www.nestle.in/
ChocolatesConf.aspx?OB=4&id=7).
Nestle Eclairs
This toffee version of chocolate has HDPE
as primary packaging. It has a colour
combination of golden and red.
35
It comes with a variation of Milkybar Eclairs, which has blue, off‐white
and white as colour combination (http://www.nestle.in/ChocolatesCon
f.aspx?OB=4&id=10).
Packaging Strategy of Amul:
Amul also has a considerably wide product range, which are
beautifully packaged in various styles. Their colour combination is
comparatively simple.
Amul Milk Chocolates
Amul milk chocolate versions include
Amul – Crisp, Bitter, Orange, Fruit &
Nut, Crunch, and Badambar. The
company retails the variations of
Amul Milk Chocolate – Orange, and
Crisp.
These chocolates have dual primary
packaging. First consists of
aluminium foil, while the outer box is
Amul Chocolate Gift Packs
These packages are brought out as special
versions on various festivals. They have
thin aluminium foil as primary packaging
followed by thin decorative cardboard.
Colour combinations are brilliant with
festive themes (http://www.amul.com/
desserts‐chocolates.html).
37
Chapter – 5
sombre combinations on their high price segment like Temptation only,
while Amul prefer such combinations on all their products.
Dual primary packaging consisting of inner aluminium foil and outer
paper cover provides an extra sense of sanitation to the customer and
also preserves the aroma and texture of the chocolate better.
Unique kind of packaging like used for Cadbury Gems is of special
attraction for the children. However, such unique packaging styles are
not in vogue in Indian market.
Cadbury India Ltd. and Amul are rendering special packaging on
festivals. Cadbury’s packages are plain and impressive while Amul’s
packages are more colourful and vivid. These packages convey a sense
of festivity to the customers and are convenient to handle and deliver.
A survey of the packaging styles of the three major companies shows
that invariably packaging of all the products is thermally sealed which
has to be torn off by teeth. Although these products are basically
targeted for children, none of the packaging has a provision for safe,
convenient and sanitary way of opening. It is surprising that such
provisions exist for opening cigarette packets but not for chocolates.
39
Chapter – 6
Conclusions &
Recommendations
The report reviews various styles of packaging in chocolate industry in
Indian market. The report also presents glimpses of the various
strategies companies use for packaging.
The study shows that packaging plays an important role in cultivating
favourable customer response for marketing various chocolate brands.
The study shows that the three chocolate manufacturing companies in
Indian market use more or less similar packaging material and style for
their products. However, some variations in colour combinations and
patterns exist among the packages of different companies. In the
absence of marked differences in packaging material and style of the
three companies, it may be inferred that the difference in sales of the
products of these companies is due to factors other than packaging.
Following recommendations may be presented on the basis of the
present study:
• Attempt should be made to make chocolate packaging more user
friendly.
40
41
Chapter – 7
Future Prospects
The study shows lack of innovative approaches in packaging strategies
of the three companies under consideration. This situation leads to
infer that the level of competition among the leaders in chocolate
manufacturing in India is low. Hence, there exists a huge scope for
growth of chocolate industry in India.
42
References
• http://en.wikipedia.org/wiki/Packaging_and_labelling
• http://edis.ifas.ufl.edu/pdffiles/AE/AE20600.pdf
• http://www.pfm.it/pages/file/7ebcf3fe2224b104.pdf
• http://fmcgmarketers.blogspot.com/2007/12/chocolate‐market‐in‐
india.html
• http://www.cadburyindia.com/brands/choco1.asp
• http://www.cadburyindia.com/brands/choco2.asp
• http://www.cadburyindia.com/brands/choco3.asp
• http://www.cadburyindia.com/brands/choco4.asp
• http://www.cadburyindia.com/brands/choco7.asp
• http://www.cadburyindia.com/brands/choco8.asp
• http://www.cadburyindia.com/brands/choco10.asp
• http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=4
• http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=114
• http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=5
• http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=107
• http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=52
• http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=3
• http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=6
• http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=101
• http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=7
• http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=10
• http://www.amul.com/desserts‐chocolates.html
*****
The End